The Impact Of Google’s “Dynamic Search Ads” On PPC Advertising

The contribution of search engines in evolution of Internet is simply beyond doubts and beyond measures. Virtual world would have never achieved such outstanding feats, had it not been supported by search engines, particularly the Google.

According to statistics, Google still dominates the search engine industry single handedly, supporting up to about 70 % to 75% of the whole web traffic. That is an achievement in itself. One of the reasons of exceptional success of Google is its support to online business and online promotion in particular.

Google’s Dynamic Search Ads

Every now and then Google comes up with an innovative concept that serves to increase the significance of internet marketing services even more. For example, very recently, Google has announced beta testing of its new “Dynamic Search Ads”, claiming it to be able to cater the needs of larger advertisers, serving as their AdWords, with the exception that it purges the need for keywords.

How Will Google Do That?

Some of you might be intrigued as how Google becomes successful in doing so. Well, the first thing to keep into consideration is that Google has come up with this idea to serve advertisers having large and frequently changing inventory. For that, Google generates an ad copy by itself, taking cue from advertiser’s template and consulting the content furnished on advertiser’s website. Not only that, Google also comes forward to automatically display the ad against search terms that look most relevant to the ad. This sets advertisers free from choosing keywords at their part. In fact, Google has already come up with a service on almost similar lines for small and local advertisers with the name of AdWords Express, where advertisers do not have to select any particular keywords.

Google Vows To Take Care OF Everything

Further going into details, Google tells us that advertisers simply need to input their site URL (or more than one URL from their site) and leave it to them (Google) to take care of. Let us suppose a retailer who wants to promote new range of sports shoes. Retailer only has to select any particular bid price from the most relevant category. From there on, it is all Google’s headache.

Additional Benefits To Google As Well

Google vows to crawl the website frequently to be updated with any changes taking place in inventory and then automatically responds to maximum number of relevant ads, much faster as compared to a team managing that manually, according to Google. Google also says that this system helps them keep track of changes taking place in types of search queries being performed by web audience. As per Google’s own statistics, 16% of all searches account to the newer ones every single day.

Keeping Paid Keywords Campaigns On Top

What is most important about Google’s new ad venture is that it is designed not to affect advertiser’s existing ad campaigns comprising of advertiser-created copy in favor of dynamically generated ad, thus keeping keyword campaigns away from direct impact of dynamically produced ads.

Google further shares that it took them two and half years to develop the idea to its current shape, with a couple hundred advertisers from different verticals participating in testing it. Advertisers report to yield an improvement of about 5-10% in conversion, thus elaborating its significance.

Conclusion

Till now, Google clearly indicates that PPC advertising will not be affected from their development of this idea. However, it definitely opens a new range of options for catering the advertising needs of different segments of customers, which should be welcomed by online marketers.

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