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Idea: the definitive guide to google adsense

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Dynamic Search Ads - initial experiences

Dynamic Search Ads, part of the AdWords system, theoretically could
partly solve a problem that large ecommerce sites have: that of running
ad inventory to match all stock items in a way that reflects new lines
/ SKUs as well as deals with items going out of stock.

I've just set up my first Dynamic Search Ads campaign for a client who
sells electronic goods and there were several things I found confusing.
The first thing I wanted to do was to stop any ads running for items
that were out of stock. You can theoretically do this by going into the
exclusion part of the settings in your new Campaign and creating one or
more exclusions. You can for example exclude any URLS that include the
word "help", or any web pages where the content includes the words "not
in stock".

I discussed this last item with my Google rep earlier because I was not
clear whether I could use a sort of "phrase match" negative here.

Suppose for example my client had copy on the page that said "Not
available anywhere else" and somewhere else on the page "In stock".
Would that page get excluded? It shouldn't but at the moment, Google
doesn't make this clear. But then it is early days for Dynamic Search
Ads.

The second thing I noticed was that Google automatically suggested a
range of content that the ads should target but at the moment I'm not
clear where it got its suggestions from. The other thing which is
frustrating at the moment is that, although my rep thinks I have got
everything sorted out, the ads aren't running and are showing no signs
of doing so yet.

I'll keep you posted!
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By William - November 10, 2011
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About Insider Tactics

Insider Tactics is operated by William Charlwood, a UK-based online
marketer who runs AdWords, AdCenter and LinkedIn advertising accounts
for small and medium sized businesses. Many of his clients are not
UK-based so if you need an AdWords consultant and you are in the USA,
or Canada or anywhere else, get in touch!

Recent Posts

* Dynamic Search Ads - initial experiences
* The End of AdWordsManagement

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