The right way to get dynamic with Google AdWords

Want to create more personalized, more effective search ads? Columnist Todd Saunders discusses four dynamic ad varieties and how to make them work for you.




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To be honest, AdWords hasn’t changed much since its launch in 2000. And that’s coming from someone who spends all their time either advertising, testing, reading, or writing about all things PPC and SEM.


Sure, AdWords has added a ton of capabilities over the years — from Gmail Ads late last year to extended display networks, ad extensions and reporting — but they hadn’t made all these options easier to use or more efficient to set up. It all just took more time, more manual work and more stress — that is, until Google began launching its line of dynamic feature sets to AdWords in 2013.


At first, like some of the other PPC pros here at Search Engine Land, I hated the initial versions of Google’s attempt to automate campaign creation. (For some, figuring out ways to avoid the new features may even have created more work!)


Google’s line of dynamic features and ad sets is its way of helping with all the manual processes required to set up an effective AdWords campaign. Products like Dynamic Remarketing and Search had rocky beginnings. But when used correctly, they’re now able to do a lot of the heavy lifting required to customize your ads, minus the stress.


Today, I want to show you how you can get dynamic in Google AdWords and start driving more relevant clicks and sales traffic to your business with ease. Here are the powerful opportunities hidden within Google’s dynamic features that we’ll cover:



  • How to speak your audience’s language with dynamic keyword insertion
  • Why every location extension should be using dynamic location insertion
  • How to give the people exactly what they want with dynamic remarketing
  • How to enter new markets and discover how Google perceives your online store by setting up a dynamic search campaign

[Read the full article on Search Engine Land.]



Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.









 


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