Traditionally, an advertiser will create a campaign by bidding to run ads alongside specific keyword searches. With the new product, advertisers just point AdWords toward the pages that they want to promote. Then Google matches the ad with the best searches and generates an appropriate headline. Even though Google is only announcing the program today, it has actually been in the works for the past two-and-a-half years. That's because it's a big technical challenge. "We are basically redesigning AdWords from the ground up," Gultekin said. Under the hood, he said that Google is "flipping the search engine on its head." Instead of taking a keyword and finding relevant pages, the company is taking a page and matching it to the best keyword. Dynamic Search Ads are in a limited beta test, and Gultekin acknowledged that early advertisers want to make sure that they don't have to abandon their traditional keyword campaigns. (They don't.) Still, those advertisers are already seeing a 5 to 10 percent increase in conversions. Get the full story at Adweek