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AdWords Update: Dynamic Search, Price Extensions, And More!

Matt Brady
#Digital Marketing, #SEO
Published on April 11, 2017

We look at some new features in Google AdWords: updated Dynamic Search Ads, Price Extensions on all devices, and Demographic Targeting.

Google is a major force in today’s digital landscape, with their fingers reaching well beyond online search and into email, advertising, video, social networking, and much more. For any organization looking to connect with their audience online, following search engine optimization (SEO) best practices is essential, but utilizing pay per click (PPC) advertising can also help ensure that people will be able to find you when performing searches related to your business.

In order to provide the best experience for both advertisers and people performing searches, Google is constantly releasing updates to Google AdWords. Today, we wanted to look at some of the latest features and how you can utilize them in your own PPC strategy:

Updated Dynamic Search Ads

Most ads created in PPC campaigns utilize the standard Google AdWords format, in which advertisers manually define an ad’s headline, description, and display URL and specify the keywords the ad should target. However, companies who have a large number of products or services can use Dynamic Search Ads (DSA) to automatically generate ads and the keywords they target based on the website’s content.

With the latest update to Dynamic Search Ads, advertisers now have more control over the pages that their DSA campaigns target. Page feeds can now be created in the form of spreadsheets that list the specific site pages to be included in DSA campaigns, and custom labels can be created to specify which pages should be targeted in which campaigns.

In addition, Dynamic Search Ads now use the Expanded Text Ad (ETA) format, which includes two 30-character headlines, an 80-character description, and a display URL with two 15-character “subfolders.” Ads in DSA campaigns will automatically generate the headlines and display URL based on the targeted page’s content, and advertisers will be able to manually define the description text.

Price Extensions on All Devices

AdWords ads can include a variety of extensions to add additional information that can be helpful to people viewing the ads, including sitelinks, callout text, location information, reviews, call extensions, and more. Last year, Google introduced price extensions on mobile text ads, which allow advertisers to specify specific products or services that will display alongside the ad, including the price of the product/service and a link to the relevant page on their website. Each extension includes a 25-character header, a 25-character description, a monetary price, and a URL.

While price extensions had previously only been visible in mobile search, they are now available on all devices. With this new feature, advertisers have even more options for providing the most relevant information to people searching for their products or services, no matter what device they are using.

New Audience Targeting Features

Last year, Google released a set of innovative new features designed to help advertisers reach the right audience at the right time. One of these tools is demographic targeting, which allows for bid adjustments based on age and gender, as well as parental status (for display and video campaigns) and household income (for video campaigns only).

Another powerful feature is Customer Match, which allows advertisers to upload a list of customer email addresses, which Google can then use to target ads to these users across Google search, YouTube, and Gmail. Customer Match can also be combined with Remarketing Lists for Search Ads (RSLA) to create highly targeted ads designed to reach high-value customers.

Getting the Most Value From Google AdWords

These are just a few of the many great features that Google AdWords provides to advertisers, and Google is regularly adding new updates and features that can provide you with the power and flexibility to reach your customers online. However, determining which features to use and when can be a complex undertaking, but we’re here to help! If you want to know more about how Diagram can work with you to get the most out of your PPC campaigns, please contact us. We look forward to helping you build a successful PPC strategy!