For many online businesses, each day you might have hundreds of new listings, items that temporarily change availability, or are permanently removed from stock. And at the same time, user search behavior can be a moving target. Each day,
Google has never seen 16% of searches before. So even well-managed AdWords campaigns containing thousands of well-chosen keywords can miss relevant searches, experience delays getting ads written for new products, and get out of sync with what’s actually available on your web site.
That’s obviously not ideal for advertisers. It’s also not ideal for end users who appreciate relevant ads linked to in-stock landing pages that perfectly match what they’re searching for.
To help with these challenges, we’re launching Dynamic Search Ads, a new way to target relevant searches with dynamic ads generated right from your website. Dynamic Search Ads have been designed to complement your traditional keyword-targeted ads to deliver more clicks and conversions with less effort.
Dynamic Targeting, Ads and Landing Pages
DSA use Google’s organic web crawling and search relevance technologies to maintain a fresh index of what you’re selling on your website and trigger your ad when a relevant search occurs. Other systems then dynamically generate an ad text headline based on the search query and the text on your most relevant landing page. The rest of the ad is based on a template you create when you set up DSA.
Dynamic Search Ads compete normally in the AdWords auction, but only when you don’t have an eligible keyword-targeted ad for that search. As a result, Dynamic Search Ads only appear for searches where you’d otherwise not show an ad, giving you increased coverage and additive results.
User Experience & Performance
When users see ads and landing pages that deliver exactly what they’re searching for, they’re more likely to click and convert. So it’s not surprising that we’ve seen solid performance in limited testing so far. While results vary, the majority of advertisers in our pilot have seen 5-10% increase in clicks and conversions with satisfactory ROI.
Some advertisers have the potential for better results. Apartment Home Living, a leading U.S. apartment lifestyle and matching website, is one example. Lawrence Cotter, General Manager, manages their huge online inventory of apartment listings that’s constantly changing and growing. Over the past 5 years, his AdWords campaigns have topped 15 million keywords. Several weeks after implementing DSA, he reported:
“Using Dynamic Search Ads increased conversions by almost 50% with an average cost-per-conversion that’s 73% less than our traditional search ads.
Dynamic Search Ads are doing a really good job finding the right searches to tap into, creating good ads, and getting visitors to the most relevant page on our site.”
Controls, Reporting and OptimizationYou specify whether you want to target your whole site, specific categories of products on your site, pages containing certain words, or pages containing certain strings in your URL. The same controls can be used as negatives, along with traditional keyword negatives, to refine your targeting and avoid promoting pages with items that are unavailable. You still control your CPC bid for each target.
As your Dynamic Search campaigns run, you get full reporting on the queries that generated clicks, the matched destination pages and ad headlines generated, average CPC, clicks, and conversions. Many popular third party tracking systems are also supported.
With these reports and targeting controls, you can optimize Dynamic Search Ads using familiar approaches. To maximize conversions, break out higher performing categories and increase bids, while reducing bids for lower performing categories. Use negatives to stop appearing for certain searches or to stop promoting certain pages on your web site. Dynamic Search Ads can also be used for keyword discovery. Identify higher performing searches and add them into the most appropriate ad group as traditional keywords.
Availability & More DetailsAt this time, Dynamic Search Ads are available as a limited beta in all countries and languages. You can join the interest list by contacting your Google account representative or signing up here.
To learn more, please visit our
Ads Innovations page and FAQs over at the
AdWords Help Center.
Posted by Omar Selman - Google AdWords MENA
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