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Thursday, October 20, 2011
Google Introduces Dynamic Search Ads, Based On Page Content

Google is launching Dynamic Search Ads, a new way to target relevant searches with dynamic ads generated right from a website.

"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," Baris Gultekin, Director, AdWords Product Management at Google wrote in a blog.

With Dynamic Search Ads, Google maintains a fresh index of advertisers' inventory using Google's organic web crawling technology.

When a relevant search occurs, Google dynamically generates an ad with a headline based on the query, and the text based on an advertiser's most relevant landing page.

The ad enters the auction and competes normally -- but Google will hold it back for any search where someone may also have an eligible keyword-targeted ad.

"So you get additive results from broader exposure for more of your in-stock inventory, without disrupting your existing keyword campaigns," Gultekin said.

Advertisers can choose to target their whole site, specific categories of products on their site, pages containing certain words, or pages containing certain strings in their URL.

"And all controls can be used as negatives, along with traditional keyword negatives, to refine your targeting and prevent the promotion of out-of-stock items," Gultekin explained.

Dynamic Search Ads are currently available in all countries and languages as a limited beta.

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