Though Exact Match Keywords may be a thing of the past, the recent Google Adwords changes to Dynamic Search Ads might make it up to you.
Though best practices remain largely the same – such as leveraging negative keywords to avoid over saturating your search campaigns or strengthening your remarketing with RLSA – Google’s recent DSA changes shouldn’t go unnoticed.
The BIG Ideas
These new updates to dynamic search advertisements are all about specificity. Google has implemented three key changes to the way these advertisements work, all geared towards giving advertisers more control over targeting quality and creative ad copy.
Change 1) Page Feeds
Google’s implementation of Page Feeds is all about giving advertisers an added layer of control over their DSA campaigns. This new feature allows for the creation of a focused feed (what you want to promote), which makes sure that only those products and services that are relevant to your customers get shown to them. It also gives advertisers the ability to customize which landing pages are targeted in dynamic search ads.
Google also provides the option of custom label creation for page feeds, all aimed at improving the organizational process. These labels are meant to help categorize promotions, assisting you in determining when ads should show, who those ads are shown to, and which landing pages are most relevant for potential buyers.
Change 2) Ad Expansion
This new batch of changes also allots for the expansion of dynamic search ads, helping them better match to relevant landing pages and copy with higher character counts. This allows for greater specificity in campaigns, helping advertisers focus in on specific markets or prospects.
With Google stating that dynamic ad functionality will further increase in the next month (due to updates), these new ad features deserve critical examination from advertisers looking to fully benefit from the changes. For instance, last year when Google launched expanded text ads, the impact was very pronounced, with increased clickthrough rates on ads. These parallel changes to dynamic search ads could see a similar result.
Change 3) Quality Enhancement
It may seem a tad generic to include quality enhancement as a major change, but the improvements are vast and helpful.
Google’s main focus here is location-based targeting. The idea is that if a retailer has a specific consumer base (like a food truck that only operates around a specific part of a city), they are now able to set up ads that specifically target the areas where they provide service.
Though this idea may seem simple in nature, Google is able to leverage its vast mapping network for particularly precise pinpointing. According to initial data, this buff to overall quality has already helped increase conversion rates and general traffic for localized retailers.
Whatever your focus on dynamic search advertisement, these recent updates serve to make your life easier. Page feeds, ad expansion and an overall quality improvement make maintaining a stable, profitable AdWords strategy easier than ever before.
Read more at the ROI Revolution blog!