Dynamic Search Ads – The Latest Interesting Google AdWords Feature!
So, what exactly are Dynamic Search Ads?
On October 20th, Google officially introduced Dynamic search Ads. Google can now creates an ad automatically for your website, whenever a relevant search occurs. This is based on Google’s organic web crawling technology.
Google shall dynamically generate a headline (referring to the search query), and the content it found on your most relevant landing page or website.
This ad once generated, follows the normal procedures of entering the auction etc. This new introduction of ad generation is flexible though. If you have a keyword targeted ad already in place, eligible for any search query, Google holds back its dynamic ad and your existing ad is given preference for impression.
Why the need for automation in ads?
Here’s Google’s perspective:
- Since the ad content is directly picked from the website content, the relevance and consistency increases. When a prospective customer clicks on a dynamic ad and find a landing page with the exact information he was looking for, he will more likely convert.
- While pilot testing this feature, Google has seen 5 – 10% rise in clicks and conversions. Great! You ROI is going to increase too!
- Google also thinks that since large e-commerce websites and businesses have an ever changing inventory and new listings every day, like items that run out of stock, (and delay in new stock), and items that are completely removed from stock, there may be a mismatch in the existing ad and the website content – creating a negative user experience and hence affecting conversions!
- Searcher’s behavior changes too! Google has also observed that everyday there are new types of search keywords used by searchers over the world. This means that even the best AdWords campaign could face inconsistencies, hence missing out on valuable impressions (even if they were relevant!). It’s in the best interests of end users and advertisers!