Basically it integrates with your AdWords campaigns and your Merchant Center feed and builds new ads into your campaigns.
Google describes the process as follows:
Inventory-aware campaigns in DoubleClick Search automatically create ad groups, ads, and keywords based on the settings you provide. Our system monitors your Google Merchant Center feeds for changes, and makes any necessary updates automatically to ensure you don’t miss any opportunities. This means that when the newest prices, descriptions, and landing pages are sent to your product feed, DoubleClick Search will pick up the changes and apply them to your campaigns, without the need for you to set them up manually.
Reaction To Inventory Aware Campaigns
A WebmasterWorld thread has advertisers a bit worried about this. Here are some short reactions by advertisers:
Sounds kind of scary.
I hope there will be an option to cap your CPC and it won't automatically increase.
But of course, with any automation there are also incredible conveniences.
Set Up Inventory Aware Campaigns In AdWords
After linking your Merchant Center account to DoubleClick Search, you can create a new campaign and be up and running in three easy steps:
- Select an engine account in the left-hand navigation of your DoubleClick Search account
- Click New above the table of existing campaigns, and then select Inventory campaign from the dropdown.
- Complete the configuration steps for how your ad groups, ads, and keywords will be generated.
Will you give it a try?
Forum discussion at WebmasterWorld.