Google Ads is testing letting advertisers choose URL inclusions and exclusions within Search campaigns’ dynamic ads. Under the keywords section of the interface, users can select specific landing pages which may include content from low-value or irrelevant pages to be excluded. Equally, advertisers can now prioritise those higher-performing landing pages to be included in the targeting.
Where there has been a risk in the past that enabling dynamic ads can create ads for pages that don’t provide value for the ads, this update provides advertisers increased control over what Google is advertising. Although this feature is still in beta, it appears a powerful tool for fine-tuning dynamic ads by helping avoid ads driving traffic to irrelevant pages, thus improving the user journey and hopefully ultimately benefiting ROAS.
