Google AdWords Dynamic Search Ads Adds Page Feeds, Expanded Ads & More

Google announced that their dynamic search ads solution has gained three new features. These features include page feeds, expanded ads and quality enhancements.

Page Feed:

With page feeds, you can use a page feed to specify precisely which URLs to use with your Dynamic Search Ads. Page feeds give you the performance of Dynamic Search Ads with the control of a feed. Google documents some cases on where you want to use this feature:

• Control. You want to make sure your Dynamic Search Ads only generate ads based on the URLs you specify and no others. In this case, use only one column of “Page URLs” and set your Ad campaign to “Use URLs from my page feed only.”
• Timing. You want to make sure Dynamic Search Ads show for your new products after you post them. In this case, use only one column of “Page URLs” for your new products and set your Ad campaign to “Use URLs from both Google’s index of my website and my page feed”
• Focus. You want to make different campaigns for different aspects of your business. For instance, you want to create different campaigns for hotels based on their star rating. In that case, you would create a feed with a “Custom label” associated with each URL (such as, “FOUR_STAR”). Note that you can enter multiple labels for each URL (for instance, “WELL_REVIEWED”, “POPULAR_DESTINATION”, and so on)

Expanded Dynamic Search Ads:

Google will be rolling out support within dynamic search ads campaigns for the same expanded ads format you have with Search and Display. You will be able to add longer headlines and description lines, which will show more information about your business before people click your ad. When you create a new ad, use the expanded description field to provide deeper messaging that focuses on what consumers care about.

DSA Quality Enhancements:

Google wrote “it’s important that your ads only show when they’re most relevant to what people are searching for. For example, if you’re a baker in Palm Springs, your ads should only show to people who are looking for baked goods in Palm Springs. That’s why we’re always improving the effectiveness of our DSA campaigns. With our latest updates, advertisers are seeing on average an increase in conversion rate and a decrease in CPA.”

Forum discussion at Google+.

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Author: barry@rustybrick.com (Barry Schwartz)

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