Google AdWords Upgrades Dynamic Search Ads

Google has upgraded their Dynamic Search Ads (DSA), a product which AdWords first released in beta in October 2011.

DSA uses Google’s organic web crawlers to match search queries with website content to automatically generate an ad headline and landing page. This helps to showcase deep content as well lessen PPC management on inventory that maybe be frequently turning-over.

This feature has been enhanced and “retooled from the ground up” according to Adwords blog post.

Google now organizes content and recommends website content categories to target ads. Advertisers can select the recommend category or drill down into sub categories. Selecting specific categories to target and negative keywords keeps better control over campaigns.

They are also offering more transparency via a tool that will show examples of queries, ad copy, landing pages and suggested bids.

Setting up a campaign takes a few steps:

1. Select campaign Type: Search Network only – Dynamic Search Ads.
2. Complete campaign information: website domain, language, networks, devices, locations, bid strategy, default bid, daily budget, campaign scheduling, and campaign-level URL tracking options.

3. Next Adwords asks the advertiser to create an adgroup, then suggests recommended categories under “Autotargets”.
4. Each category has a speech bubble. Upon mouse over, a sample is presented of the search query, landing page, and ad copy.
5. Next, the ad copy template is created, the headline is autogenerated.
6. URL tracking options are permitted at the ad or adgroup level.
7. Save and the campaign is completed.

The dynamic search ads enhancement is now available to all advertisers globally.

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Lisa Raehsler

Owner at Big Click Co.

Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on hundreds of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns across earned, owned, and other paid media.

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