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Dynamic Search Ads, Google AdWords Newest Feature
jacky | October 26, 2012
“Dynamic Search Ads” is the newest feature Google AdWords has released. Unlike conventional PPC search ads, there is no need to define a keyword list when you use dynamic search ads, your keyword list and when ads appears are controlled by your website content ( whole or some of the pages), so essentially your website content is your keyword list. To be more precise this means that Google uses its organic search index system to determine which searches are relevant to your site and thus whether your dynamic ads should appear.
To control when the ads will appear you have to define pages(dynamic ad targets) which you want to use to target your ads , this can be done on 4 different levels:
- Pages belonging to specific categories
- Pages with titles containing certain words
- Pages with URLs containing certain strings
- Pages containing certain words
When a search matches these pages contents your ad will be eligible to show. Just like keywords you also have “negative” or an exclusion dynamic ad target features. Which excludes your ads to show up on the search engine when the search query is related to these pages which is defined in your dynamic ad target exclusion feature.
You can also use the conventional positive and negative keyword route to control your ads to boost your dynamic search ads campaigns.
When your ads are eligible to show Google then generates your dynamic ad headline (very much like dynamic keyword insertion, but instead of using the search query it uses the search query and content from the landing pages to make your ads headline. The other text (body and display link) on your ads will be what you have wrote when you set up the dynamic campaign.
So how is ads ranked and what is its CPC?
Rankings works similarly to keyword based ad ranking. The two core factors that affects your ad rankings are the maximum CPC for your defined dynamic ad target and your ad quality score. Remember the higher your quality score the lower your CPC.
Reporting and analysis?
Just like normal keyword based ads reporting you can see the fully generated ads, their stats and the search query that generated them.
I’m in the midst of trying this new feature out but there are already some concerns I have with this feature. Firstly deriving your dynamic headline for your ads mean analyzing two sources (the landing page and search query), would the final headline make sense? Secondly will your AdWords campaign coincide with your organic search results. In this scenario what if your AdWords ads get clicked costing you unnecessary money. This is more prone to happen than regular keyword based ads since your ads are appear to show based on the search query and your content same as your organic search results. The final concern is what if pages are not content optimised or not indexed by Google, so search queries that you want the ad to appear does not, tarnishing your campaign.
Make AdWords part of your digital marketing strategy, brief and start working with the worlds best PPC/AdWords experts here.
Want more tips and advise on AdWords read:
How to optimize a PPC landing pages
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