Google announced the launch of Dynamic Search Ads, which let advertisers target relevant searches with dynamic ads generated directly from their site. It’s in limited beta for now.
“For many online businesses, each day you might have hundreds of new listings, items that temporarily change availability, or items that are permanently removed from stock,” AdWords Product Management Director Baris Gultekin says, explaining the thinking behind the new offering. “And at the same time, user search behavior can be a moving target — each day,16% of searches that occur, Google has never seen before. So even well-managed AdWords campaigns containing thousands of keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s actually available on your web site. That’s not great for advertisers. It’s also not great for end users, who appreciate relevant ads linked to landing pages with in-stock items that perfectly match what they’re searching for.”
Google says it maintains a fresh index of advertisers’ inventory using Google’s organic web search technology. When a relevant search occurs, Google (in theory) dynamically generates an ad with a headline based on the query, and text based on the advertiser’s most relevant landing page.
This could be pretty cool if it works like it’s supposed to.
“The ad enters the auction and competes normally — but we’ll hold it back for any search where you also have an eligible keyword-targeted ad,” says Gultekin. “So you get additive results from broader exposure for more of your in-stock inventory, without disrupting your existing keyword campaigns.”
The new ads are available in all countries and languages, but the product is in limited beta. Interested advertisers are directed to join the interest list by contacting their Google account rep or signing up here.