Beyond Keywords- Dynamic Search Ads

Gavin Hanley3XE DigitalOct 2016

Confidential + Proprietary

Confidential + Proprietary

Confidential + Proprietary

Confidential + Proprietary

Confidential + Proprietary

Beyond Keywords

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Dynamic Search Ads

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15%

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Source: Google internal data, https://adwords.googleblog.com/2015/07/introducing-more-powerful-dynamic.html

Even well managed keyword accounts can miss valuable traffic but Dynamic Search Ads will make sure you cover relevant user queries

15% of queries on google.com are new every day

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Dynamic Search Ads will help you advertise shifting product inventory and content hidden deep within your website

Advertisers’ website content is large and dynamic

Websites are large and dynamic

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Self-driving advertising?

Proprietary + ConfidentialDSA provides incremental and valuable traffic

1) Specify pages of your website, daily budget, and ad template

3) If no exact keyword is eligible, we find the page that best matches the query on your website

2) User types a query

4) We dynamically generate an ad headline and destination URL

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Benefits of Dynamic Search Ads

DSA generates incremental clicks with positive or similar ROI and

performs exceptionally well with auto bidding.

No need to pause / create ads based on available inventory on the website, seasonality

or demand.

Efficiency and Time SavingReach and Performance Transparency and Control

DSA offers full transparency via the Search Query Report and control through bids at the auto target

level and exclusions for irrelevant traffic

Proprietary + ConfidentialCompared with keyword performance, for the median advertiser, DSA targeting generates...

Source: Google internal data, benchmarks as of Feb 2016 and compared to non-brand keyword performance

...and on average 86% of Dynamic Search Ads traffic is incremental

30%higher

CTRs CPAs

35%lower

CPCs

30%lower

Clicks

15%more

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Getting Started:DSA implementation best practices

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Choosing the right campaign settings

1. Select the campaign type Dynamic

Search Ads

2. Input your domain name

(example.com) and set the

language corresponding to the

pages you want your ads to target

3. Save and continue to ad group

setup

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1. Select the recommended

categories as a target option

2. Category search allows advertisers

to look for custom categories

3. Ideally the categories are split out

into one ad group each

Selection of categories

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Selection of categories

The sample preview offers up to

three

● sample queries

● headlines

● landing pages

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Selection of categories

You can select (1) and remove individual (2) categories as well as add all recommended categories in

bulk (3).

1

2

3

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Choosing relevant bids

The recommended bid* will automatically

populate when a category is selected.

DSA is compatible with all bidding

strategies. Make sure to use target

CPA/ROAS bidding or at least enhanced

CPC to improve performance.

Make sure to combine DSA with RLSA to

ensure great performance.

*Bid recommendations only show if sufficient data is available and are based on the advertiser’s existing keywords’ performance.

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Tailoring ad creatives

1. Create different ad groups for your all categories.

2. This allows to create slightly more tailored ad text

in line 2 & 3 for each and to customize the visible

URL.

3. Even though the headline is dynamically created

for each user query & very targeted it is important

that the entire ad text reads well for the category

of user query.

Category - Men shirts

Category - Shoes

Category - All Website

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Adding ad extensions to DSA campaigns

Make sure to enable all relevant extensions (sitelinks, call extensions, location extensions, etc. ) to

your Dynamic Search Ads campaign and get a CTR boost.

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Optimising for Results

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The website coverage shows the % of

pages of a dynamic ad target out of all the

indexed pages.

Since pages on your website can belong to

multiple dynamic ad targets, the coverage

may exceed 100%.

Make sure to reach a high website

coverage (>75%) to not miss any traffic!

Website coverage

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Targeting all webpages

Target all webpages with one ad

group to not miss out on any traffic.

This will ensure that you have

covered most of your website’s

pages.

Make sure to exclude

non-commercial website content

when targeting all webpages.

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Excluding irrelevant sections of the website

1. Select Exclusions in the the Auto Target tab >

Dynamic Ad Targets

2. Use URL targeting or Page_Title criteria to exclude

non transactional sections (blog, contacts,…)

3. Use Page_Content criteria to exclude pages that

will not convert (error pages, products out of

stock,…). Do not use Page_Content for positive

targeting because it tends to be inaccurate

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Using negative keywords

Apply shared negatives to your DSA campaign,

or copy/paste your KWs campaigns’ negative.

If you don’t want DSA to trump paused KWs,

make sure to add all paused KWs as negatives

in your DSA campaign.

In some cases, DSA ads may trump KWs (if KW campaign’s budget is depleted, or if your bids are too

low,…). Add top KWs as exact match negatives in the DSA campaign to prevent cannibalization.

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Use bid simulator recommendationsUse bid simulator recommendations from the ad group tab or auto target tab (click on the icon in the Max CPC column)

Proprietary + ConfidentialCombine DSA with Audience Data and Auto Bidding

Source: Google internal data, benchmarks as of Feb 2016 and compared to non-brand keyword performance

Expand internationally Improve EfficiencyAutomate AdWords

Combined DSA with Auto Bidding and added Audience signals to improve relevancy

Reduced operational costs by automating SEM activities

Created Dynamic Search Ads campaigns in 50+ markets

Used category recommendations and auto bidding

DSA+RLSA+tCPA DSA+tCPA

Significantly lower CPAs

for established markets

CPAs reduced by 2% and

conversions increased by 30%

Used Remarketing Lists for Search Ads to target previous visitors in combination with Dynamic Search Ads campaigns

DSA+RLSA

Compared to DSA campaigns not using RLSA, conversion rate is

230% higher

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Self-driving advertising?

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Get Started!

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Thank You!