14 DAY TRIAL // Google is debuting a very interesting new search ad type, Dynamic Search Ads, which should be of special interest to large websites with fast-changing content and perhaps to small sites with less experienced owners.
Dynamic Search Ads replace the need for keywords, they use a site's own content to fill in the title and the target page, using Google's existing search indexing tools.
This makes it easier to generate ads for pages that change constantly, which would be impossible to maintain manually. This ensures that your ads target as many searches as possible.
"We're launching Dynamic Search Ads, a new way to target relevant searches with dynamic ads generated right from your website. Dynamic Search Ads complement your existing keyword-targeted ads to help you sell more with less effort," Baris Gultekin, director, AdWords Product Management at Google, wrote.
Google has been experimenting with this new type of ads with a few customers already and the results are promising. On average, using dynamic ads drove up clicks by five to 10 percent and also improved ROI, Google said.
Dynamic ads are designed to supplement existing, keyword ads, not replace them. As such, they're only triggered when you don't already have a keyword ad relevant to a query.
That said, dynamic search ads enter into automatic bidding and otherwise work just like regular ads.
For dynamic ads, Google uses the regular search indexing technology to scan websites. Advertisers can choose to have entire website scanned to generate dynamic ads, or just certain pages, sections or even certain strings in a page's URL.
"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," Gultekin explained.
"Many popular third party tracking systems are also supported. To optimize, use familiar techniques like adjusting your max CPC bid and negatives," he added.
Dynamic search ads are now available, in limited beta, in all countries and languages supported by Google search advertising.