By Helen Brown
We are all so busy, life can be a never ending list of things to do……… running your own business can be very rewarding but it can also be tough to stay on top of. Keeping your ads current with your website and in stock/out of stock items is no exception. Think about it, how often does the information and products on your site differ due to stock changes, new lines, discontinued lines etc in comparison to your AdWords ads?
Currently in Beta, Google have created Dynamic Search Ads. This is a new way of targeting relevant searches and is designed to run in addition to (not replace) your existing keyword targeted ads and campaigns. The idea behind this is that your ads would be dynamically generated based on a combination of your sites current content and also the users search query, making the resulting ad highly relevant to the user, and giving you the visibility you want with less effort required.
How This Works: Google’s organic web crawling technology is used to keep your site/pages freshly indexed. When a user submits a search query, an ad is automatically generated. The headline of the ad would be based on the search query that the user entered, and the ad text would consist of what is deemed the most appropriate content/information on your landing page.
Dynamically generated ads should not interfere with any pre-existing keyword targeted campaigns and ads that are running in your AdWords account. A dynamic search ad would enter the ad auction as normal and uses the same ranking system as your normal keyword targeted ads. BUT! if Google see that you have a keyword targeted ad that is appropriate to the users search query, they will allow that keyword targeted ad to perform rather than a dynamically generated ad.
Targeting can be aimed at the whole site, specific categories of your products, pages that contain certain words etc. It’s also possible to use the controls for keyword negatives.
As usual with AdWords, there are a variety of reporting metrics that can be viewed and analyzed.
This new feature has been created with advertisers/businesses in mind who are managing large product lines, and websites must have over 50 web pages with unique items or listings to promote. There are also other specific account requirements for joining the test, such as ensuring that your conversion tracking system is compatible with dynamic search ads. Anyone wishing to sign up will need to complete an on line registration form.
Good luck! 
