Yesterday Google announced the expansion of dynamic search ads. This new setup is aimed to benefit large retailers who could potentially have thousands of keywords to manage with an ever-changing inventory. Instead of constantly adding new keywords and writing new ad text, just plug your URL into Google, create an ad template and your ad will compete normally in an auction for search queries that Google deems your content relevant for, but that you don’t already have a keyword bidding against.
Google does give the advertisers control over whether the whole site or just sections are included in this program. I imagine the benefit for huge advertisers like Amazon, Target or EBay is great – managing keywords for every SKU that you sell online is unrealistic. Yes, you will spend more money with Google. Hopefully the ROI on these keywords is justifiable. From an analysis standpoint, it will be interesting to see what kind of reporting advertisers will get back from Google – what keywords and landing pages were matched? And what does the revenue generated look like for dynamic ads? My guess is that the long-tail nature of these queries and results could be pretty profitable for advertisers while still putting money into Google’s pocket.
You’ll need to sign up with Google or get in contact with your rep in order to get enrolled in this new feature. We’ll keep you posted on results that we see for our clients!