Google will create ads based on search terms during a new...
Google will create ads based on search terms during a new “dynamic search ads” beta test, Baris Gultekin, director of AdWords Product Management, said on Google’s AdWords blog. The product aims to fill in the gaps for advertisers whose purchased…
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keywords may not match their up-to-the-minute site content and thus whose websites aren’t being found by searchers on Google, he said: “User search behavior can be a moving target -- each day, 16 percent of searches that occur, Google has never seen before.” The system complements keyword-targeted ads by querying a “fresh index of your inventory using Google’s organic Web crawling technology,” and dynamically generating an ad with a headline based on the query “and the text based on your most relevant landing page,” he said. It only kicks in when Google can’t find an “eligible keyword-targeted ad” from the advertiser to display. In limited testing, participating advertisers have seen a 5-10 percent increase in clicks and conversions with “satisfactory” return on investment, he said, and one site in particular -- ApartmentHomeLiving.com -- has seen its conversions increase nearly 50 percent with a cost-of-conversion 73 percent less than its traditional search ads. Advertisers can choose to have Google target their entire site, specific product categories, or pages with certain words or URL strings, he said. They can sign up for the beta at http://goo.gl/Mjy07.