Once upon a time, online advertisers crafted sizzling campaigns by bidding to run ads in tandem with keyword searches. This was the power of Google Adwords, a resource that put the almighty keyword in the center of the marketing universe. It still holds this position…sort of. You see, Google is about to unveil its nextgen search tool, which bends the whole keyword concept into a radical new direction. Dubbed ‘Dynamic Search Ads’, this nifty innovation give marketers the ability to point AdWords directly at its promotable pages. Once this connection is made, Google matches the ad with optimum searches. It even zips out a fitting headline, just for good measure.
Dynamic Search Ads has been in development for over two years. Much of this time has been consumed by experts confronting and conquering an onslaught of technical challenges. It’s easy to see why mega minutes were gobbled up. After all, this is much more than a facelift. It’s a complete reversal of an established process we’ve all come to know, and usually love. Instead of matching keywords to appropriate pages, pages will be matched to keywords.
Right now, Dynamic Search Ads is still kicking around in the beta test stage. Naturally, marketers jumping aboard at this early stage want to be sure they’re still connected with their conventional keyword campaigns. They will be.
Could Dynamic Search Ads be pointing the way to the future? Quite possibly. With the old ways, marketers typically began with a promotable product or page. Their efforts were then bolstered by a wealth of relevant keywords provided by AdWords. Google’s new approach removes the less-effective ‘middle’ keywords from the equation, streamlining the process. It’s an option that’s hard to resist.
If you have any comments or questions about Google Adwords, or about any other marketing topics, feel free to send them our way. You can connect with The Young Company team at 949-376-8404 #205 or byoung@youngcompany.com. And be sure to follow us for the latest industry news and tips.