Google Rebuilds Dynamic Search Ads

Google has completely redesigned Dynamic Search Ads (DSAs) diminishing the role of keyword management, but giving search marketers greater detail and control of each campaign.

Dynamic Search Ads indexes Web sites using crawling technology to determine the searches for which it will serve ads. If a search is relevant to the content on a Web site, Google will automatically create an ad to enter into the auction. The headline and landing pages for the ads are generated based on the products and services offered, as well as what people seek.

The redesigned tool organizes Web site content into recommended categories to target ads. Recommended categories are customized to products and services, for example "furniture," only trigger ads for search queries where there's a relevant landing page. Each category can also be refined to show additional, more specific categories, according to Jen Huang, senior product manager at Google AdWords.



One of the major reasons for the change is that the keywords people use to conduct daily searches continue to change. People often search for the same thing differently. "Of the billions of searches made on Google every day, 15% of them have never been seen before," Jen Huang writes. "Couple that with shifting product inventory and content hidden deep within your Web site, people don’t always find what they’re looking for."

Analysis from Margot da Cunha, content marketing specialist at WordStream, views it as a move away from keywords, but not completely when it comes to paid-search campaigns. She believes the redesign adds transparency, one factor missing from the previous tool.

The rebuilt tool allows advertisers preview and control how their ads will serve up, as well as provide an example of search queries that will trigger the advertisement. Google also will provide a recommended bid based on the performance of existing keywords. It will prompt the ad to target similar queries. 

Next story loading loading..