AdWords is a very significant tool, as it has helped millions of advertisers drive their revenue and broaden the reach of their PPC ads to relevant audiences. Not mention draw actionable insights on the tactics & features that should be used in the future, especially with the transparency of results  expected to improve with the new innovations proposed at Google Marketing Next 2017. Clearly many of the current changes have resulted in increased conversions for many businesses, including Google’s recent decision to expand Dynamic Search Ads to Extended Text Ads and also incorporate a new Page Feed feature to designate certain landing pages to certain campaigns. However, we cannot deny that many features already exist to target those audiences who are likely to covert with DSA’s, so we have to consider how effective this change will be especially since many of Google’s recent changes have not necessarily benefited businesses and are speculated to have been implemented for profit as speculated by many sources.

First and foremost, we must address that while Google is an incredibly powerful search engine, not all the changes have been wildly successful. We’ve briefly mentioned Google’s decision to dilute Exact Match by ignoring word order and function words when deciding whether to trigger Exact Match—and this change has not been too widely received by many advertisers since many are succeeding with Exact Match and believe it will detract the more specific query types from being directed to their websites. And we cannot forget the recent change to AdRank thresholds which will now hold bids more heavily based on intended query. Once again, while this change is intended to be beneficial, it will be less so for those business with a narrower range of relevant keywords relating to their goods and services and lesser funds to invest in the bidding process, so clearly these changes have had many different impacts on viewers.

So now back to this recent change in Dynamic Search Ads.

Dynamic Search Ads are intended to drive conversions, assisting keyword rich campaigns in generating relevant audiences who are likely to convert on their websites. When a user makes a query, if the search terms are relevant enough to trigger a PPC ad, then the actual headline of the ad, as well as the landing page will be modified to appeal to those users. Google has recently made the decision to extend DSA’s to expanded text ads, making them more like search and display campaigns. Headlines and descriptions for ads will be longer when triggered by relevant queries, broadening the reach of these ads. There is a new Page Feed feature which connects certain landing pages with certain campaigns, giving advertisers more control over what content is triggered when relevant queries are made. If you include new product URL in a page-feed to promote new products, choose, “Use URL’s from both Google’s index of my website and my page feed” in campaign settings. You can also customize feeds for promotions, stock availability, and star rating using semi-colons.

OK, so the change has been successful and yielded to increased conversions and lower CPA’s for those businesses who’ve chosen to use the feature. But really, is this such a significant change that conversions will really significantly increase when there are so many other features helping businesses generate more revenue? Will not implementing this change yield to much more confusion for businesses who already are succeeding without it? Whatever the situation is, identifying goals & ways of accomplishing those goals will help you optimize your campaigns in ways that are clear and profitable for you. If you are trying to increase revenue and ROI, and DSA’s have already proven successful, then maybe it’s worth the risk of trying the  feature if you are interested in increasing more revenue. But if you are happy with your ad’s performance, then maybe it’s not necessarily worth the time and effort to pursue. In whichever case, you have the control. Just choose wisely based on your priorities, and success will come not long after.