When exploring AdWords management opportunities, Dynamic Search can be an effective supplement to conventional keyword targeted campaigns, especially in a business where you routinely have new product listings or items temporarily changing in availability. In this type of environment, along with the fact that search behavior can be a moving target (on average 15% of search queries each day have never been seen before by Google’s Search Engine), even well managed AdWords campaigns containing thousands of keywords can miss potentially relevant searches, experience delays in creating ads for new items, and become temporarily out of sync with the full range of products available on your website at any point in time.
Dynamic Search Ads are a great way to target relevant searches with dynamic ads generated directly from your website content. A well-structured Dynamic Search campaign can effectively complement your existing keyword targeted ads to achieve broader coverage across all of your products and generate incremental sales.
How Dynamic Search Works:
Google maintains an active index of your products using their web crawling technology. Whenever a relevant search occurs that is not already covered by a conventional keyword-targeted campaign, Google dynamically generates an ad with the headline based on the specific search query and brings traffic to the most relevant landing page identified through their product indexing. This allows for more comprehensive exposure on your product inventory without disrupting your existing keyword campaigns.
Set Your Coverage Target:
You can choose to target your whole website, specific categories of products, or even pages containing certain strings within your URL. Traditional keyword negatives can be used to help refine your targeting and prevent coverage on specific products or categories that you may not want to advertise.
Expand Your Reach and Conversion Results:
Dynamic Search Ads can generate incremental sales by promoting your products on a broader range of search queries than you’re currently covering today. Even well managed AdWords campaigns containing thousands of keywords still have the potential to miss some relevant searches, so expand your reach with Dynamic Search to help ensure the most comprehensive level of product coverage and bring shoppers to the landing pages that deliver exactly what they searched for where they are more likely to convert.
Do you love your current Google AdWords remarketing campaign, but are looking for a new way to grab consumers’ attention? Now with dynamic remarketing ads and proper PPC management you can deliver tailored ads to each consumer who has visited your site. Ads can show a variety of different products that are in your merchant feed based on the actions consumers took when visiting your site.
So how will Google decide which of your products to show? The type of products your ad shows will be based on one of four remarketing lists. You can pick and choose which of these lists you would like to advertise to:
- General visitors to your site will be shown the most popular products on your site.
- People who viewed specific products will be shown the products that they viewed in addition to recommended products.
- People who abandoned the shopping cart will be shown the items they added to cart. They will also be shown recommended products and other items they viewed.
- Purchasers will be shown your most popular products and items that generally get purchased together.
You can read more about how Google determines what products to show in your dynamic ads here.
There a few things you’ll need to do before you can create your campaign (while they can be time-consuming to setup, the good thing is you shouldn’t have to go through these steps again). You’ll first need to create a Google Merchant feed following a specific format and including things like price, title, description, image URLs and some other attributes. Next you will add a dynamic remarketing tag to each page of the website, which ties the webpage back to specific page type, category or product in your feed. Once those steps are completed, you’ll create your campaign and ads.
“Richer information about your business can help potential customers understand why your product or service is right for them. Advertisers have long found it valuable to show positive reviews, awards, or accolades in their ads. Today, we’re bringing this capability to your search ads. With review extensions, you can show accolades from reputable third parties right in your search ads.” – Inside AdWords
Use Google AdWords Review Extensions to give new potential customers an extra level of comfort doing business with your company.
To implement AdWords Review Extensions, navigate to the Ad Extensions tab then select View: Review Extensions in the drop-down box. Create your new Review Extension by supplying the appropriate review text, the source of the review and a link where users can verify the review as being genuine.
The Review must come from a reputable third-party source, so you cannot just throw up your Aunt Sally’s stellar quote from her personal blog. For more detailed information on using Review Extensions, visit here to read more about Google’s advertising policy regarding the usage of review extensions. For further assistance, you can always contact a qualified PPC management company.
Here are some Do’s and Don’ts from Google’s support page noted above:
- Do use accurate and current reviews.
- Do use a quote or paraphrase that represents a current source.
- Do link to a page where the content of the review should be apparent and easily visible on the source page.
- Do use ellipses if you cannot fit the entire review and need to truncate a portion of it, to show missing words or phrases.
- Do link to the original source, not your website.
- Do not link to press releases or a second-hand report.
- Do not link to aggregate ranking or user-review websites.
- Do not use links to individual’s reviews.
Great reviews are incredibly powerful. If you’ve got ‘em, flaunt ‘em!