Google News – A New Approach to Advertising
There has been some news that Google is about to take what it calls "a whole new approach" to search advertising, which is the heart beat of its massive revenues.
Those familiar with the AdWords program will know that is was always driven by "keywords, keywords, keywords," BarisGultekin product management director has said that this won’t change exactly, but Google has announced a new alternative.
This will be called Dynamic Search Ads. The traditional approach for an advertiser has been to create a campaign by bidding to run ads alongside specific keyword searches. The new initiative will see advertisers just point AdWords toward the pages that they wish to promote. This will then see Google match the ad with the best searches and then generate an appropriate headline. Google has only just announced the program today, but it has been in the works for the past two-and-a-half years.
The philosophy is that Google is basically redesigning AdWords from the ground up as quoted by Gultekin. Behind the scenes Google is "flipping the search engine on its head." Now Google is not just taking a keyword and finding relevant pages, it will now take a page and then match it to the best keyword.
BarisGultekin product management director has said that Dynamic Search Ads are in a limited beta test, and Gultekin has also acknowledged that early advertisers want to make sure that they don't have to abandon their traditional keyword campaigns. Gultekin has foreseen that this could potentially represent "the future" of AdWords,. According to Google, it is a more natural way to think of ads.
Currently any business wishing to start with a product or Web page that they want to promote, will have to come up with a long list of relevant keywords.
Dynamic Search Ads provides an alternative as Google can take "the middle layer of keywords" out of that process.This will certainly have many SEO companies rethinking their SEO strategies.
According to BarisGultekin, this also makes it easier for advertisers to adapt their campaigns to limited promotions and limited supplies, because the new program will kill any campaigns pointing to pages that display an "out of inventory" message.
The Future of Adwords – Watch This Space!
