Having Fun and Profiting with Dynamic Ads
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Transcript of Having Fun and Profiting with Dynamic Ads
March 3rd, 2015
FUN (& PROFIT!) WITH DYNAMIC ADS
Maddie Cary
Senior Client Manager at Point It
@MaddieMarketer
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
Download Presentation At
http://www.pointit.com/blog/fun-profit-with-dynamic-ads
or
http://smxpo.com/smxwest15
Get How-To Instructions On These Dynamic Ads At
http://www.pointit.com/blog/fun-profit-with-dynamic-ads
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
o Senior Client Manager at Point It
o 4 Years in PPC
o Directly Manage $12M in Yearly Media Spend
o Run Point It’s PPC Training Program
o Experienced Across e-Commerce, Music, Finance, Beauty, IT, Gaming, & Mobile Apps
o Seattle Resident for 18+ Years. GO HAWKS!
WHO AM I?
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
o Dynamic Trends
o Dynamic Ads
- Dynamic Remarketing Ads
- Dynamic Search Ads
- Product Listing Ads
- Remarketing List in Search Ads
- Ad Customizers
o What’s Next for Dynamic Ads?
WHAT WE’LL COVER
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
DYNAMIC TRENDS
Dynamic
Customized Ad Content
Fluid Ad Serving
Audience Focused
Static
Static Ad Content
Standard Ad Serving
Keyword Focused
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
“One of the biggest trends in paid
search we’re going to see in PPC in
2015 is less control and more
dynamic solutions”
“Ad customizers [dynamic ad
feature] are so important because
they give text ads their own degree
of eye candy”
“Dynamic creative is going to
become vital as people become
increasingly used to being served
that kind of ad”
Elizabeth Marsten VP of Search Portent, Inc
Theresa Zook VP of SEM All About Clicks
Matt Umbro Director of Paid Search at Exclusive Concepts Host of #PPCChat
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
How many of you have ever tested or are currently running some type of
dynamic ad format?
TIME FOR A QUICK POLL…
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@MaddieMarketer #SMX #13B
o Dynamic Ads
- Dynamic Remarketing Ads
- Dynamic Search Ads
- Product Listing Ads
- Remarketing List in Search Ads
- Ad Customizers
DYNAMIC ADS
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@MaddieMarketer #SMX #13B
o Dynamically generated image & text ads served on the Display Network
o Using products or services viewed on your site
o Incentivize users to come back and complete the purchase process
o Ads appear customized, showing users’ previously viewed products
DYNAMIC REMARKETING ADS
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@MaddieMarketer #SMX #13B
Set Up Product or Service Feed
Implement Dynamic Remarketing Tag
Build Audiences To Test & Target
Create Ads Using Dynamic Ads Template Tool
SETTING UP DYNAMIC REMARKETING
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@MaddieMarketer #SMX #13B
DYNAMIC REMARKETING ADS - TEXT
Dynamic Headline
Product Image
CTA, Price, & Shortened Domain
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@MaddieMarketer #SMX #13B
DYNAMIC REMARKETING ADS - IMAGE
Logo
CTA Button
Product Image
Product Name
Carousel
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@MaddieMarketer #SMX #13B
o Beauty Industry e-Commerce Client
o Running Dynamic & Standard Remarketing
o Both Targeting Abandoned Cart Audience
o Comparing campaigns…
Last 6 Months, Dynamic Made Up
29% of Total Remarketing Revenue
During December, Dynamic Made Up
45% of Total Remarketing Revenue
Dynamic Remarketing Performs On Average At +50% Higher ROAS
Dynamic Remarketing Standard RemarketingDynamic Remarketing Standard Remarketing
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@MaddieMarketer #SMX #13B
o Text ads served on the Search Network
o Using dynamically generated headlines
o Scraping site content to determine queries to match & pages to direct to
DYNAMIC SEARCH ADS (DSA)
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Set Up Your Dynamic Ad Targets - All Webpages
- Category - URL - Page_Title - Page_Content
Create Ads Using Dynamic Search Ads Format
Add Exclusions & Negative Keywords Regularly!
SETTING UP DSA
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@MaddieMarketer #SMX #13B
o Travel & Outdoor Apparel e-Commerce Client
o Launched DSA in March 2014
o DSA contributed…
REV
EN
UE
+36% Total Revenue Lift
in 2014
DSA Had a 119% Higher Average ROAS
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@MaddieMarketer #SMX #13B
o Travel & Outdoor Apparel e-Commerce Client
o Launched DSA in March 2014
o DSA contributed…
DSA is One of the Clients Top 10 Campaigns, Driving Nearly 30% of All
Non-Branded Yearly Revenue
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@MaddieMarketer #SMX #13B
o Product ads served on the Search Network in separate box on the SERP
o Utilizing Google Merchant Center product feed to dynamically serve ads
o No keyword targeting or average positioning
PRODUCT LISTING ADS (PLA)
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Connect Your Google Merchant Center to AdWords
Optimize Your Product Feed Create Shopping Campaign in AdWords
Organize Campaign Using Product Groups
Bid Based On Product Attributes And/Or Custom Labels
Keep An Updated Feed & Add Negative Keywords Regularly!
SETTING UP PLAs
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o Keep Your Feed Up To Date
o Use Unique Product Images
o Optimize Product Titles
o Highlight Reviews Using Google Product Ratings
o Create a Separate Promotions Feed in Google Merchant Center or
o Use Promotional Messaging
OPTIMIZING YOUR FEED
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@MaddieMarketer #SMX #13B
WHAT’S CHANGED WITH PLAs?
o Competitive Insights - Bid Simulator - Benchmark CTR - Benchmark Max CPC - Impression Share o Product Groups, Not Product Targets - Brand - Category - Item ID - Condition - Product Type - Custom Labels 0 - 4
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@MaddieMarketer #SMX #13B
Oct-14 Nov-14 Dec-14
REV
EN
UE
Dynamic (PLA + DSA) Evergreen
Beauty Industry e-Commerce Client
Running PLAs & DSA
During peak season, Non-Branded category saw an added…
+70% Total Revenue Lift
Across Q4
+104% Revenue Lift in December!
Started to elevate bids for anticipated Holiday increases in traffic & competition
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@MaddieMarketer #SMX #13B
o Text ads served on the Search Network
o Using audience targeting to serve ads
o Tailor bids & ads to valuable previous visitors
REMARKETING LIST FOR SEARCH ADS (RLSA)
Create Audience
List
Bid On Desired
Audiences
Show Targeted
Search Ads
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@MaddieMarketer #SMX #13B
Duplicate an Evergreen, High Performing Campaign
Build Out Ad Groups With Best Performing Evergreen Keywords
Implement AdWords Remarketing Tag
Build Audiences To Target & Set Bid Setting To “Target & Bid”
Create Enticing Ads – Approach Like a Remarketing Campaign
SETTING UP RLSA
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@MaddieMarketer #SMX #13B
o Software & Consumer Electronics Client
o INTL Targeted Market
o Ran RLSA through Holiday Season
o Aggressive bids through BF/CM
o RLSA contributed…
-
10,000.00
20,000.00
30,000.00
40,000.00
50,000.00
60,000.00
-
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
300,000.00
+17% Revenue Lift
on CM
+13% Revenue Lift
on Thanksgiving
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
o Software & Consumer Electronics Client
o INTL Targeted Market
o Ran RLSA through Holiday Season
o Aggressive bids through BF/CM
o RLSA contributed…
+18% Total Revenue Lift Across BF/CM Week Functioning Above An 1000% Avg ROAS!
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@MaddieMarketer #SMX #13B
o New text ad format served on the Search Network
o Allowing advertisers to dynamically change ad copy using specific parameters
o Can insert a keyword, countdown to a date, or add in product details by referencing a file upload
AD CUSTOMIZERS
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o Easiest ad customizer to use & test
o Dynamically count down to a specific date & time for an event
o Text changes all tracked within one consistent ad
o Removes work of scheduling multiple hourly countdown ad creative
o No need to set up an AdWords Script
COUNTDOWN ADS
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@MaddieMarketer #SMX #13B
Determine Your Event Details By Asking The Following Questions
- What Day & Time Does Your Event End?
- Does Your Event End Vary By Time Zone?
- What Languages Are You Targeting?
- When Would You Like To Start Counting Down?
Set Up Ads Using AdWords Bulk Upload OR Use New Countdown Ads Widget
Label Your Ads To Compare Countdown vs. Standard Text Ads
SETTING UP COUNTDOWN ADS
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@MaddieMarketer #SMX #13B
Finance Industry Client
Running Countdown Ads for 14 Day Promotion
Comparing Countdown vs. Standard Ads, saw…
√ Equal Cost Per Lead
√ +20% Higher Conv Rate
√ Saw Increased Urgency
During Last 7 Days of Promotion
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√ +105% Higher Conv Rate
√ +40% Higher Revenue
√ +91% Higher ROAS
√ Saw Increased Urgency
On Countdown Ads from Day 1 to Day 2
Apparel e-Commerce Client
Running Countdown Ads for 2 Day 20% Off Everything Promotion
Comparing Countdown vs. Standard Ads, saw…
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Music Industry Client
Running Countdown Ads for 2 Week Discount Promotion
Comparing Countdown vs. Standard Ads, saw…
√ -10% Lower CPA
√ +12% Higher Conv Rate
√ Added Urgency
Contributed To An Overall +228% Increase In Conversions
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@MaddieMarketer #SMX #13B
WHAT’S NEXT FOR DYNAMIC ADS?
dy·nam·ic -/dīˈnamik/ 1. (adj) a process or system
characterized by constant change, activity, or progress
2. (noun) a force that stimulates change or progress within a system or process
searchmarketingexpo.com
@MaddieMarketer #SMX #13B
Download Presentation At
www.pointit.com/blog/TBD
or
SMX West Link
Get How-To Instructions On These Dynamic Ads At
www.pointit.com/blog/TBD