Google is beta testing a new product which allows website
owners and AdWords advertisers to automatically generate their
AdWords campaigns by submitting a list of their product
via data feeds. The search engine uses the information from
feeds to determine the best keywords for those pages and
automatically creates ads that link to them. This is brilliant
news for any site owners who have a large database of products
as they can now upload the whole lot at once.
The new Google ad automator feature is initially only being
offered to select Froogle merchants who also advertise on the
AdWords platform. The tool allows you to manage large,
campaigns without investing much time and effort. The ad
automator dynamically generates accurate AdWords ads targeted
to search queries. The content for these ads comes from the
data feeds (that you submit as often as you like) containing
your product descriptions, specifications, and information.
These data feeds are simply tab delaminated text files. You
in fact use your existing Froogle data feed with some extra
The AdWords system then generates ads from the content in your
data feed (or from information you submit through the AdWords
interface). This means that you can either let Google create
your ad copy for you or you can set it yourself. It then
continually analyzes all search queries to see whether they're
relevant to any of your products. When it finds a relevant
match, it shows your ads on the search page results.
Once setup, you can set daily campaign budget much like a
normal adwords campaign. The CPC is set in one of three
You can either specify your maximum CPC in the data feed, in
AdWords interface, or you can allow Google to determine it for
you. The later method automatically sets your max CPC by using
the average CPC of the competing ads. As with normal AdWords
campaigns, you can have your ads displayed on both the Search
Network or the Content Network, and geo-target them.
Some benefits of Ad Automator are that ads are dynamically
targeted to queries. They are also automatically compliant
AdWords policies; once your data feed is approved, ads don't
need to be reviewed again. You don't need to create new ad
text. You can leverage existing product descriptions that are
likely already on your website. (However, you may submit
customized ad text in your data feed or through the AdWords
interface if you like.) You can supplement existing marketing
efforts without much additional effort.
All in all I think this is set to be a big improvement when it
is fully launched. It will compete with Yahoo’s Search Submit
product whereby advertisers can pay to have their pages
included in the search results.
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