The pay per click world recently witnessed changes with Google Adwords updates, among which an overhaul of the Dynamic Search Ads (DSA) tool was also announced. The Dynamic Search Ads tool now takes the focus off keyword optimization. As you would know, DSA enables Google to automatically generate text ads based on the content of your site – rather than the keywords added into a campaign – to be included in an auction. Google uses content from your website domain to target your ads to searches using its organic search index of your website. It identifies which searches may be significant to the products and services that your site offers and generates your ad’s headline and landing page URL.
Changes to Benefit Pay per Click Marketers
DSA could help website owners optimize for keywords not included already in their campaigns. These could possibly include queries with low volume, or location-based search queries involving phrases such as “nearby”, “near me”, etc. Google claims that the past year has seen a doubling of such search queries, which means they are becoming more important and relevant. Now you can benefit from these queries even if you havenâ€™t optimized for them.
The DSA feature now also generates new categories of the content of your site for the purpose of ad targeting. Clicking on the â€śUse categories recommended for your websiteâ€ť option on the DSA interface generates the categories. This is helpful for webmasters to save on set-up time for DSA targeting. For each category it suggests, Google provides search query samples it would target, examples of the text ads it would put up, and the landing pages. Keyword performance in other campaigns targeting similar queries determines bid recommendations.
Taking Focus Away from Keyword Management
With this redesign, keyword optimization has reduced in importance. DSA categorizes the content of your website into recommended categories for targeting ads. These recommended categories are classified further into products and services. Each of these product categories can be further refined for showing more specific categories.
This change has been introduced because people usually search for the same stuff in different ways. The keywords people use for their daily searches keep changing. Google Adwordsâ€™ Jen Huang says that 15% of the billions of searches done everyday are unique terms never seen before. And in a retail website the product inventory keeps shifting, which means users may not always find what theyâ€™re looking for. The DSA tool deals with this issue, and webmasters can make full use of this for their internet marketing objectives. They can also tell Google the web pages it must target to improve relevancy.