Google is launching a beta test of a new AdWords ad dubbed “Dynamic Search Ads,” designed for retailers or other advertisers with large, often-changing inventory, Google automatically generates ad copy — based on the advertiser’s template — by looking at the content in the advertiser’s Web site.
Dynamic Search Ads complement your existing keyword-targeted ads to help you sell more with less effort.
“With Dynamic Search Ads, we maintain a fresh index of your inventory using Google’s organic web crawling technology. When a relevant search occurs, we dynamically generate an ad with a headline based on the query, and the text based on your most relevant landing page.
The ad enters the auction and competes normally — but we’ll hold it back for any search where you also have an eligible keyword-targeted ad. So you get additive results from broader exposure for more of your in-stock inventory, without disrupting your existing keyword campaigns,” explains Baris Gultekin, Director, AdWords Product Management.
The new ad type is in development for two and a half years, and “a couple hundred” advertisers across a variety of verticals have already been testing it, Gultekin said, Adding, he says “advertisers on average are seeing 5-10% increase in conversions with a positive ROI.”
The system is also designed to keep on top of changes in the types of queries people are performing — Google says 16% of searches every day are new.
In an effort to keep this from impinging on advertisers’ existing campaigns, the system will hold back the dynamically-generated ad in favor of advertiser-created copy, if the advertiser already has a campaign targeting the specific search term.
“We want to make sure it doesn’t affect keyword campaigns,” Gultekin said. “This is purely incremental.”
“With DSA, you can choose to target your whole site, specific categories of products on your site, pages containing certain words, or pages containing certain strings in your URL. And all controls can be used as negatives, along with traditional keyword negatives, to refine your targeting and prevent the promotion of out-of-stock items.”
“Reporting and optimization work in familiar fashion. You get full reporting on searches that generated clicks, destination pages that matched ads, ad headlines that were generated, as well as average CPC, clicks, and conversions. Many popular third party tracking systems are also supported. To optimize, use familiar techniques like adjusting your max CPC bid and negatives,” added Gultekin.
Dynamic Search Ads are available in all languages and all countries currently, but only to advertisers in the limited beta.