Google introduce new Dynamic Search Ads beta | Digital Clicks Blog
A big problem that many digital marketing services found when using AdWords was the enormous task of keeping on top of writing and maintaining all their ongoing ad campaigns. If you were working for a company that had a very big range of products, it was simply a never-ending challenge to keep up, and what I saw was that recently it has gotten a whole lot easier. Google has recognised that this was causing many a significant headache for PPC experts, and so they have got going on a solution with their release of the beta for “Dynamic Search Ads.”. Dynamic ads work by utilising an index of your inventory that is constantly being kept up to date. When a potential customer performs a search that matches one of your landing pages, Google automatically generates a headline for the advert based on the relevant landing page. That way the ad is still written by the AdWords operator, but the headline is matched to the landing page that Google selected as relevant to the customer's search enquiry. According to information from Google, so far beta adopters have seen a 5-10% increase in click and conversion rates; now that is a pretty significant increase! Also, the service works in conjunction with Google’s standard AdWords strategy, with the dynamic system taking a back seat whenever there is also an eligible standard keyword targeting ad in place. This means the service can be trial run without disturbing your currently existing PPC campaign. Another benefit of this new system is that since Google uses your landing pages to determine whether the ad is relevant or not, you are not required to research and curate a highly detailed list of keywords for each type of ad, meaning significantly less leg work for internet marketing services. Also, since a large volume of searches is performed each day on Google terms, the search engine has never seen before (surprising, isn’t it, Google had not seen something ever before), sometimes these keyword lists can miss things and allow these long-tail types of searches to slip through their fingers. With Google identifying what is relevant, this may well be far less likely to happen. So why not give it a go? Google has come up with a cleverly devised system here that allows those cautious campaigners to try the service bit by bit without worrying about suffering significant drops in their ROI. It is just another tool to add to the PPC expert’s arsenal; try both and see which style suits your campaign.