Google's Dynamic Search Ads product (DSA) has been around for three years, but on Monday, Google announced a major revamp. The new version is immediately available to all advertisers.
The ads crawl and index your site, but also organize its content into recommended categories for targeting your ads. These categories are customized to your products and services. They include samples of the queries you'll target, the text ads that will appear, and your landing pages.
"DSA helps you reach your customers with the right information, in the moments they’re searching -- without the need to manage keywords," explains AdWords senior product manager Jen Huang. "Using Google’s organic web crawling technology, DSA indexes your website to determine which searches to show ads for. If a search is relevant to the content on your website, Google will automatically create an ad to enter into the auction. Your ads’ headlines and landing pages are generated based on the products and services you offer, and what people are searching for. These highly targeted ads also complement other AdWords campaigns by delivering value for relevant searches that aren’t covered by existing keywords."
"Now, there’s an even more powerful way for you to reach your customers," she adds. "In addition to crawling and indexing your website, DSA now organizes your website content into recommended categories for targeting your ads. Recommended categories are customized to your products and services, for example “furniture,” and only trigger ads for search queries where you have a relevant landing page. Each category can also be refined to show additional, more specific categories."
Recommendations are based on performance of your existing keywords that target similar queries.
According to Google, the first DSA campaign takes less than ten minute to set up thanks to an improved workflow.
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