Harmelin Digital Contributor: Tim O’Malley
Dynamic Search Ads, which have been available in Google AdWords for some time, are now being tested in the U.S. by Bing. This Ad Format allows the engine to determine the Ad Headline based on the content of the landing page itself and the search query used by the searcher.
What this means for marketers: Dynamic Search Ads are a newer way for Google and now Bing to utilize the page content to dynamically add a headline that better reflects what the user is searching for. The use of the more simplified Dynamic Keyword Insertion within Paid Search ads, often resulted in improved click-through rates (CTR) and lower cost-per-clicks (CPC) as users are more inclined to click on an ad with their search in the Headline. This next evolution allows the advanced algorithms of the engines to change the Headline each time an ad is served resulting in even more custom ads and improving the likelihood of getting a click. This ad format has been very successful on Google in terms of improving metrics and its expected to drive similar results on Bing. The one potential downside is the loss of control and trusting the algorithm will provide the best experience for the searcher. However, Harmelin will continue to monitor and optimize towards the best success metrics for all paid search campaigns.