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| How To Use Google's New Dynamic Search Ads
| |  | November 3, 2011 - Google rolled out yet another new AdWords feature last week: dynamic search ads. So what are they? Dynamic search ads represent a new way to target prospects without using keywords. The process is as follows: | |
- You indicate to Google that you want to add all Webpages (which means any pages Google has crawled) OR
- You indicate to Google that you want to add any of four different types of targets:
- Category – This is not your categorization, but rather Google’s categorization of pages on your site and their perceived themes.
- URL – You can target specific URLs or URL structures (i.e., subfolders that represent your own categorization).
- Page Title – This pulls from the titles of your pages.
- Page Content – This references the on-page content.
- You indicate what you’d like to exclude by the means above.
- You create headlineless ad copy (Google will dynamically generate a headline for you).
- Google looks at your content and determines both what keywords to show your ad in response to and which landing page to send traffic to (as well as what your headline should be).
When Would it Make Sense to Use Dynamic Search Ads? There are really a couple of use cases for dynamic search ads including....
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