Google AdWords now offers Dynamic Search Ads. This feature was announced by Google recently, and with these Ads your site will be indexed frequently for changes by the search engine. Also, it will gather the search phrases from your site to generate a highly dynamic search ad that on these keywords that have not been used by you in Google AdWords.
How Will These Dynamic Ads Work:
As Google says, “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.”
This means that on the basis of the search query, a headline will dynamically be generated by Google. Moreover, this will be totally separate from what you have been promoting before. The Additional Feature- You are the copy writer in this case, as you write the ad while Google takes care of the headline!
The Logic Behind This Move:
Google has given out estimates that on an average day, about 16 percent of searches that occur are totally new! With dynamic search ads, marketers can get a new way to target relevant searches to their site. Also, with Ads created from the site's content, users will find it relevant and will most likely lead to conversions on the site. The pilot program has been quite successful with 5 to 10% increase in clicks and conversions.
Lawrence Cotter, General Manager, of ApartmentHomeLiving.com, says, "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."
One feature that makes this program interesting is that it allows for the users to be in control of their ads and the content (whether point to the whole site or a page).
Who Stands To Be Benefited The Most?
It is clear that the webmasters with huge sites and hundreds of pages, will welcome this move. Now Google can work out the keywords for the pages that they hadn't had the time to work on themselves. Now that Google will dynamically put up ads based on the content of the pages, their promotion is made much easier.
The Dynamic Ads will also be featured in the AdWords report.
Interested? Then sign up here for the beta program.