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Google’s AdWords Dynamic Search Ads

http://www.business2community.com/online-marketing/google-adwords-dynamic-search-ads-dsas-what-you-should-know-073109

Google is one of the largest corporations in the world in profits, and with this new AdWords feature, it is looking to expand even further.  This new feature is geared to appeal more to small businesses, who Google hasn’t historically gotten much business from.  The issue is that Google has the power to give you your headline.  This can make or break your internet ad, as you don’t get to have it say what you want it to.  Basically to engage in this new ad campaign, you can have Google post your ad on all web pages that Google has access to, or you can target specific sites in a variety of ways.  You can focus on categories, URLs, page titles, or page content.  The restraint is that you create your add with no headline, and Google automatically generates one for you based on the site that your ad is appearing and what the content of your site is.  This can be problematic.

Most people create ads to say what they want and solicit clicks or phone calls based on the advertizing headline that the company comes up with.  In this new feature, that power is taken away from the consumer (companies advertizing through Google), and it is unclear how profitable this form of advertizing will be.  But it could still help small businesses with no advertizing infrastructure. Return on investment is obviously the bottom line for all companies, and for some small companies who don’t have a sophisticated advertizing campaign, this new method would pay positive rewards.  For larger companies, the keyword expansion that is involved with the new feature is very attractive, as now larger companies can hit a larger variety of keywords to increase exposure to internet surfers.

There are a few things to keep in mind when deciding to use AdWords dynamic search.  Return on investment is always the number one goal for companies, if the campaign isn’t profitable the strategy needs to be reviewed and revised.  It is also important to make sure the pages that you are advertizing on are attracting consumers that are relevant to your business, for example, a pet grooming ad would be great to appear on a veterinarian’s webpage, but not on an a baby products website. Not keeping this in mind could be costly as the ads are precious and need to be catered properly.  All this in mind, allocating the right amount of cash to this advertizing campaign is the key.  There is a balance between what is too much and what is too little; what is a waste of time and money and what just needs to be reworked a little.  Advertizing is very important for all businesses, and Google helps those who don’t have the infrastructure to advertize, but it is much harder to cater to the customers you want and get your name out there to the most people.  It is a difficult area to jump into, and while its great to have a resource like Google, it can backfire if not used properly.

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