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Google’s dynamic remarketing being available only to ecommerce businesses will soon be a thing of the past.  Over the next few weeks, Google is rolling out dynamic remarketing to all verticals.  For those of you not familiar with dynamic remarketing, it is like regular remarketing with a sophisticated brain. It allows advertisers to show more tailored ads to previous website visitors.  The ads contain the specific products or services that were viewed by a visitor while on your website.

All ads are not created equal.  Google continues to add and evolve their paid search ads.  When viewing  ads on Google, there are basically three categories.  First is a basic ad, which contains all required information to run paid search.  Then, there is the paid search ad on steroids, which includes all the bells and whistles available in AdWords.  Finally, there’s the paid search ad that lights up like an airport landing strip, utilizing all the AdWords extensions available and also qualifies for extensions that are not controlled within AdWords at all.

Advertisers use paid search to drive relevant traffic to their website. Much care is taken in generating the perfect keyword list and the most engaging ads. But advertisers can’t stop there! Even if you have the most seamless paid search campaigns, there are still many things an advertiser must do to be successful. If you follow the six bullet points below, and have a A+ team managing your paid search campaigns, you’ll be sure to win in the online space.