Dynamic Search Ads For eCommerce Businesses

May 22nd, 2013 • By:  • PPC Advertising

Keeping your ads current with a multitude of basic Keywords may seem challenging. Thankfully, you can avoid some of this stress by utilizing Dynamic Search Ads in your AdWords campaigns. Instead of filtering search queries by keyword alone, these Dynamic ads stream content directly from your website. You no longer have to worry about altering keywords if you add new webpages to your site, or wasting ad dollars if a popular piece of inventory goes out of stock.

You may benefit from Dynamic Search Ads if your list of product and service offerings changes regularly. This may be due to seasonal changes, or just if you have a varying list of items on a day to day basis. If you were a clothing retailer, wouldn’t it be great to know that you didn’t have to create brand new ads to promote your winter apparel instead of the garments from swimsuit season? Dynamic Search Ads ensure that your winter coat selection is highlighted when a potential customer enters a triggering search query. As a rule of thumb, if your site redirects to a few hundred landing pages, these kinds of ads could be a great match for you. Dynamic Search Ads makes managing your campaigns more feasible, since you won’t to manually update keywords and bids to stay in line with the current content on your website.

Oppositely, Dynamic Search Ads may not be your cup of tea if you offer customizable items, you operate a price comparison site (like Travelocity or Hotels.com), you run a daily deal site or if your website contains only a few key landing pages.

Using Dynamic Search Ads is convenient. If you’re looking to save time and money while running multiple campaigns offering hundreds of products or services, this could be your ticket. Once you have your campaigns set to stream dynamically, the task of mapping keywords, carefully watching bids and adding select copy for items on your site, disappears. This information is now automatically inserted into ads directly from the site. And because this information is being plugged directly from the current state of your state, your ads are relevant, meaning you’re not advertising discontinued or out of stock inventory. These ads automatically mirror your site, meaning you’re likely to save money.

You can also gain more control over your campaigns by using Dynamic Search Ads. By control I mean you can now choose whether to showcase your entire website, or choose select categories or groups of items. If you want to focus on your indoor heating units during the winter months, and then change to your selection of AC systems during the summer, you can easily make the swap rather than having to reconfigure an entire campaign.

The specific-nature of these ads helps garner additional traffic to your site, which translates to heavy ROI. The ads in play aren’t displayed as a direct result of the keyword in search query. Instead, the actual content of the search query determines whether or not your ad appears, thus often giving you a better opportunity to reach a wider selection of potential customers.

Google uses the organic search index of your website to relate ad text with content-related queries. This system allows you to decide whether you want to target your whole site, or select pages or categories. Using copy from your site, Google then automates a headline for your search ad and pairs it with the appropriate landing page that can redirect a customer to a product or service in which they’ve shown interest. If you can streamline the process for your customer, you’ll greatly increase your chances of making a conversion or sale.

Despite the fact that dynamic ads change the way you target your audience, many factors remain the same as if you were using a keyword-based approach. The ranking of your ad is determined in the same fashion and it will be treated in auction the same way that a regular search ad would be. Similarly, Quality Score is determined using the same calculations (CPC is based on ad rank). Dynamic search ads can still work with keyword-based campaigns as well, and these ads can be triggered by broad match terms. You will still have access to data reporting on the site, and you can utilize negative keywords. You can also incorporate any of the existing ad extensions into campaigns with Dynamic Search ads.

If you’re a retailer who offers a huge inventory of products that change often, Dynamic Search ads could be a great opportunity for you to save time and money. Incorporating Dynamic Search Ads into your existing campaigns can help you reach new customers while making your online work load much easier to handle. Try Dynamic Search ads today and you may discover this is the perfect way to streamline your online marketing efforts.

 

Zach Etten

Zach is a certified Google AdWords Professional with over 4 years of experience managing successful PPC campaigns. His background in statistical analysis and interest in big data led him to become an expert in bid optimization tactics and strategies. Zach has successfully managed large and small campaigns for clients spanning many industries and business models.

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This entry was posted on Wednesday, May 22nd, 2013 at 11:11 am and is filed under PPC Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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