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Dynamic Search Ads: For the Clever Paid Advertiser or the Lazy One?

If you’re a local bakery looking to shift more dough or a florist looking to cash in come Valentines Day, the new (alright it’s a bit old now, but Google have just pushed out some new content regarding it) beta release for Google Adwords isn’t for you.

Dynamic Search Ads (let’s call it DSA so I don’t have to type it out again) are targeted at the larger Adsense customers, those with big websites, ever changing products and sporadic campaigns going live and ending, coming in and dropping out.

Anyone who has worked in paid advertising for a site like this knows that keeping up with these constant changes is a difficult and timely undertaking, requiring a lot of updating and careful control of what’s live, what’s not, what’s coming up and what needs improving. You’ve also got to keep building those keyword lists, doing the research referring to analytics, referring to CTRs, bounce rate, impression share, conversions, research, research, refining and refining and refining.

Now imagine if you had an ad tool available to you that helps you keep up with a busy website, one that does away with keyword research, does away with building campaign after campaign and leaves you more time to work on improving your core campaigns.

That, ladies and gentlemen, is exactly what DSA is promising to do for you.

Building the campaign around your website not your keywords, Google crawls your site for new pages and dynamically generates ads from the site content, displaying these ads not when they get triggered by search terms you’ve pre-defined, but for searches that Google “thinks” are most relevant or likely to convert. Just set your budget, enter your website URL and you’re ready to go.

The DSA don’t get in the way of your existing campaigns either; those will always take precedence over the DSA and display as normal for the targeted keywords, meaning those high converting ads and landing pages are still going to be doing their thing.

Manual restrictions can be placed on the DSA as well, allowing you to enable them for certain sections or pages on the site that you define. This includes pages including certain words, so you can negatively match ‘sold out’ or ‘not in stock’ pages.

You will have the ability to refine the DSAs, using negative match to knock out poor performing keywords and ads and adjusting your budgets and of course, pulling the high achievers out and into your campaign proper.

Anyway, watch the video below to find out some more about the kind of results and so on that those in the BETA test are enjoying:

I can see this working to support manually built campaigns, ensuring that until the man made additions are implemented you have auto generated ads driving traffic to new landing pages as soon as they go live, but still I’d be wary of an automated process taking control like some kind of paid advertising Skynet.

But is putting your budget in the hands of Google a good idea? It’s a platform built to generate revenue. The major problem for me is putting budget in the hands of an automated system that could potentially serve my ad and waste my budget on the wrong audience, and we all know that Adwords can rinse budgets fast.   

And thirdly, is this really so very different from experimenting with broad match, but in a really lazy, hands off way?

Until I get on the BETA (why has Google forsaken me?), I’m not going to know. Lazy, nah; clever, not sure; game changer? Probably not.