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&HOSTED BY:

Unlocking the

Mysteries of Dynamic

Marketing

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Presenters

• Michelle Morehouse– Online Marketing Specialist at Clix Marketing

– @michellemsem

• Carrie Albright– Account Manager at Hanapin Marketing

– Blogger at PPC Hero

– @Albright_C

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Join the conversation

• Include the hashtag #thinkppc in your tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

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The Bad VS The Good

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Dynamic Marketing Agenda

DYNAMIC SEARCH ADS

DYNAMIC KEYWORD INSERTION

DYNAMIC REMARKETING

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Dynamic Search Ads

REQUIREMENTS:

GOOGLE ADWORDS SEARCH CAMPAIGN

SEGMENTATION PLAN

INTEREST IN GIVING THIS GUY A WHIRL

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Dynamic Search Ads

Search Network

Segment by

Content

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Dynamic Search Ads

Custom Ad Copy

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Takeaways

TOP SALESvolatile shoeseasy street premiernike lunar forever 3 womenssperry pilot shoerialto shoesskechers steel toe shoessperrysskechers women's take it easymens dress shoesrealtree tennis shoes pinkjellypop shoesnike womens celso girl thongbellini shoesjillypopboys nike cleatsspecial occasion shoes black

Brands not currently covered

3.7% Click Through Rate VS. 0.65% Click Through Rate From Search

0.31% Conversion Rate VS. 0.65% Conversion Rate From Search

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The Appeal

SELF-GENERATES ADSSHOWS POPULAR CONTENTGIVES HIERARCHY OF SITE RELEVANCEALLOWS FOR SEGMENTATION BY SITE CONTENT

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The Risks

LACK OF CONTROLHEADLINEDESTINATION URLKEYWORD COVERAGEKEYWORD > LANDING PAGE

RELEVANCE MATCH

LACK OF TRANSPARENCYHEADLINEDESTINATION URL

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Live Poll Question #3

What dynamic tools do you use most?#thinkppc

a) DKIb) Dynamic Search Adsc) Dynamic Remarketingd) All of the Abovee) None

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Dynamic Keyword Insertion

REQUIREMENTS:

GOOGLE ADWORDS SEARCH CAMPAIGN

PROPER FORMATTING

ABILITY TO FIND { AND } ON A KEYBOARD

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Dynamic Keyword Insertion

CAN BE ADDED TO:HEADLINEDESCRIPTION LINESDISPLAY URL

GENERAL GOOGLE AD GUIDELINES APPLY

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Proper Formatting is Key

{KeyWord:Default Text}

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The Appeal

QUICK AD COPYIMPROVES KEYWORD RELEVANCEIMPROVES USER EXPERIENCE

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{KeyWord:The Risks}

DYNAMICALLY INSERTS KEYWORDS – NOT QUERIES

CAN INCREASE CTR BUT MAYBE NOT CVR

MUDDIES AD COPY TESTING DATA

COMMONALITIES WITH COMPETITORS

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Dynamic Remarketing

REQUIREMENTS:

NEW REMARKETING CODE*

GOOGLE MERCHANT CENTER

REMARKETING LISTS (Thank you, Google)

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Dynamic Remarketing

Display Network

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Dynamic Remarketing

Target Remarketing

Lists

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Segmented Layering

Segment by Content

Id: Top Performing items

Brand: Brand-specific promo

AdWords grouping: Specific perfoamance

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The Appeal

SELF-GENERATES PLAsSHOWS RELEVANT PRODUCTSALLOWS FOR SEGMENTATION BY USER &MODIFICATIONS TO REMARKETING MESSAGE

A Hanapin case study showed a 72% drop in CPA through

segmenting audiences.

Pro Tip: Use multiple ad layouts for testing purposes!

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The Risk

THE CREEP FACTOR

LACK OF SUPPORT FOR COMPLIMENTARY OR SUPPLEMENTARY PRODUCTS

LOSS OF CONTROLGOOGLE ALGORITHMS DETERMINE REAL TIME BIDSADS DYNAMICALLY CREATED

ADDITIONAL CODE CAN BE A PAIN TO IMPLEMENT

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Live Poll Question #4

Would you like help with your PPC accounts and management?

I’m interested in:

a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).

b.) Get a free opportunities analysis on your paid search, display and social media advertising campaigns from Clix Marketing.

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Live Q&A Time!

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Have more questions?

Thank you for attending Social PPC webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up

• Contact Clix Marketing for a free PPC, display and social advertising opportunities analysis:http://www.clixmarketing.com/blog/ppc-display-and-social-media-advertising

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com