Dynamic Search Ads

Dynamic Search Ads look like other text ads that you see on Google search results pages. But in fact they’re a new way to target searches with relevant ads that link to the most appropriate landing page, all based on the content of your website. You don’t have to choose keywords, tell Google when you add a page to your website or take it down, or create an ad for each product page of your site. AdWords figures out when to show your ads based on the same indexing and relevance technologies used for Google's organic search.
How it works

AdWords uses content from your website domain to target your ads for searches


instead of keywords.


You can tell AdWords whether all pages or just specific sections should be used to target your ads by creating dynamic ad targets. Dynamic ad targets can be your whole website or specific sections of the following:
pages that belong to specific categories
pages that contain certain words
pages whose titles contain certain words
pages whose URLs contain certain strings

Using Google’s organic search index of your website, AdWords determines which searches might be relevant to the products and services offered on this website. When AdWords finds searches that are a match for your dynamic ad targets it generates a text ad in real time that links to the most appropriate page from your website. The headline is dynamically put together by taking words from the search phrase and content from the landing page used in the ad. The rest of the ad is a template that you wrote when you set up or edited your campaign.


Although Dynamic Search Ads change the way that ads are targeted for searches, they won’t impact the way that ads get ranked, the performance of your keyword-based ads, or the amount of control you have over your account.
Same ranking. When entering the auction, the ranking of a dynamic search ad is determined in the same way as keyword-based ads: the maximum cost-per-click bid that you’ve specified for the dynamic ad target and the dynamic search ad’s Quality Score using the same calculations that are used with other search ads. The cost for a click is based on your ad’s Quality Score and the AdRank of the ad just below yours, again, just like with other search ads.
Works with your keyword-based campaigns. Complementary instead of competitive, Dynamic Search Ads don’t trump keyword-based ads. Dynamic Search Ads only show when keyword-based ads for your domain aren’t eligible to run in the auction. And the performance of your Dynamic Search Ads won’t influence your keyword-based ads and vice-versa since AdWords handles the history of your Dynamic Search Ads separately from your other ads.
You’re still in control. With Dynamic Search Ads, you control the dynamic ad targets, ad templates, bids, and your budget. You can use negative keywords, like "free" or "returns," just like with traditional campaigns to avoid showing your ads on searches that don't convert into sales. And you can prevent advertising when specific words or phrases appear on the page, like "temporarily out of stock" or "sold out", when you add dynamic ad targets that exclude pages containing these words. You'll also get full reporting: see the headlines and landing pages of your ads, the ad generated, average CTR and CPC, and conversion data.
Who should use Dynamic Search Ads

You’ll probably get the most value from Dynamic Search Ads if you operate a website with hundreds or thousands of products, services, and listings that frequently change. Do you currently map keywords, bids, and ad text to each product listing on your website? Dynamic Search Ads can help you get more complete ad exposure for more of what you sell, while reducing the effort of keeping your ads, keywords, and destination URLs current.

Position Preference in Adwords

                                                                                           

Position preference is a feature in Adwords that allows advertisers to request that their ads are shown in a specified position for any given keyword. It is important to note that with position preference turned on, Google cannot guarantee that your ad will be shown in the preferred position 100% of the time.

Optimizing Your Keyword Ranks With Position Preference
Conversion rates can vary drastically across keyword rankings. By using the position preference option, advertisers that have identified a preferred (higher converting or more efficient) rank can set a preferential ranking in Google.

For example: if your product or service does not tend to generate an immediate conversion response, you may find that the #1 & #2 positions generate a high number of click-throughs but a relatively low number of conversions. This will undoubtedly lead to an increase in CPA. In this instance the advertiser may consider setting a position preference of (3 - 5). These settings would send a request for an ad-ranking (3-5) assuming that the ad meets auction requirements for those positions.

The key to effectively utilizing position preference lies in the advertiser’s ability to cross-reference conversion data. This can be achieved by either setting up Adwords Conversion Tracker, Google Analytics or a third party analytics solution. In the early stages of testing, advertisers should monitor their performance as it pertains to their original ad rankings. This should act as a benchmark, followed by testing ads at different ranking ranges.

How to Enable Position Preference
1. Login to your Adwords account.
2. On the Campaign Summary page, select the box to the left of any campaigns you want to enable for position preference.
3. Click Edit Settings.
4. Find the Networks and bidding section.
5. Under Options, select the box next to 'Position preferences.'
6. Click Save Changes.

What Are The Position Preference Options?
There is a wide range of position preference options in Adwords.
- Higher than a given position (such as above 7)
- Lower than a given position (such as below 4)
- Within a range of positions (such as from 2 - 8)
- In a single exact position (such as position 2)

Does Position Preference Always Work?
The short answer is no, the top limit cannot be guaranteed, "...if there are 10 people with position preference turned on, and their top position is all 4, then if Google followed that ad serving plan, there would be 0 ads as no one wanted the top 3 spots. The bottom limit of position preference is a hard limit - the upper limit might not be."

While this example is an extreme case, it highlights the point that position preference allows advertisers to set a preferred position and that said position cannot be guaranteed.