Unlocking the Mysteries of Dynamic Marketing

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Dynamic marketing not only makes your ads way more personal, it makes your ads more relevant and therefore, more valuable for your users' experience. Dynamic ads can help you fill the gaps in your account, save time, and even lower CPAs. But like any treasure you seek, sometimes you have to unlock a couple of doors before finding the pot of gold. Are you ready for the challenge of dynamic marketing?

In the recording, experts from Clix Marketing and Hanapin discuss how to set up your account for dynamic search ads, remarketing ads and keyword insertion, as well as tips and the pros and cons of using each.

You'll get expert-level PPC tips like:

*Step-by-step set-ups for dynamic keyword insertion (DKI), dynamic search ads, and dynamic remarketing ads

*The pros and cons of using dynamic marketing (Listen to the experts battle it out!)

*Best practices and caveats for implementing dynamic marketing


Unlock the mystery and start making your campaigns more dynamic today!

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Unlocking the Mysteries of Dynamic Marketing

  1. 1. #THINKPPC &HOSTED BY: Unlocking the Mysteries of Dynamic Marketing
  2. 2. #THINKPPC Presenters • Michelle Morehouse – Online Marketing Specialist at Clix Marketing – @michellemsem • Carrie Albright – Account Manager at Hanapin Marketing – Blogger at PPC Hero – @Albright_C
  3. 3. #THINKPPC Join the conversation • Include the hashtag #thinkppc in your tweets. • Or use the webinar question box to send us questions.
  4. 4. #THINKPPC Live Poll Question #1 How long have you been in PPC? A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #THINKPPC 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.
  6. 6. #THINKPPC The Bad VS The Good
  7. 7. #THINKPPC Dynamic Marketing Agenda DYNAMIC SEARCH ADS DYNAMIC KEYWORD INSERTION DYNAMIC REMARKETING
  8. 8. #THINKPPC Dynamic Search Ads REQUIREMENTS: GOOGLE ADWORDS SEARCH CAMPAIGN SEGMENTATION PLAN INTEREST IN GIVING THIS GUY A WHIRL
  9. 9. #THINKPPC Dynamic Search Ads Search Network Segment by Content
  10. 10. #THINKPPC Dynamic Search Ads Custom Ad Copy
  11. 11. #THINKPPC Takeaways TOP SALES volatile shoes easy street premier nike lunar forever 3 womens sperry pilot shoe rialto shoes skechers steel toe shoes sperrys skechers women's take it easy mens dress shoes realtree tennis shoes pink jellypop shoes nike womens celso girl thong bellini shoes jillypop boys nike cleats special 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
  12. 12. #THINKPPC The Appeal SELF-GENERATES ADS SHOWS POPULAR CONTENT GIVES HIERARCHY OF SITE RELEVANCE ALLOWS FOR SEGMENTATION BY SITE CONTENT
  13. 13. #THINKPPC The Risks LACK OF CONTROL HEADLINE DESTINATION URL KEYWORD COVERAGE KEYWORD > LANDING PAGE RELEVANCE MATCH LACK OF TRANSPARENCY HEADLINE DESTINATION URL
  14. 14. #THINKPPC Live Poll Question #3 What dynamic tools do you use most? #thinkppc a) DKI b) Dynamic Search Ads c) Dynamic Remarketing d) All of the Above e) None
  15. 15. #THINKPPC Dynamic Keyword Insertion REQUIREMENTS: GOOGLE ADWORDS SEARCH CAMPAIGN PROPER FORMATTING ABILITY TO FIND { AND } ON A KEYBOARD
  16. 16. #THINKPPC Dynamic Keyword Insertion CAN BE ADDED TO: HEADLINE DESCRIPTION LINES DISPLAY URL GENERAL GOOGLE AD GUIDELINES APPLY
  17. 17. #THINKPPC Proper Formatting is Key {KeyWord:Default Text}
  18. 18. #THINKPPC The Appeal QUICK AD COPY IMPROVES KEYWORD RELEVANCE IMPROVES USER EXPERIENCE
  19. 19. #THINKPPC {KeyWord:The Risks} DYNAMICALLY INSERTS KEYWORDS – NOT QUERIES CAN INCREASE CTR BUT MAYBE NOT CVR MUDDIES AD COPY TESTING DATA COMMONALITIES WITH COMPETITORS
  20. 20. #THINKPPC Dynamic Remarketing REQUIREMENTS: NEW REMARKETING CODE* GOOGLE MERCHANT CENTER REMARKETING LISTS (Thank you, Google)
  21. 21. #THINKPPC Dynamic Remarketing Display Network
  22. 22. #THINKPPC Dynamic Remarketing Target Remarketing Lists
  23. 23. #THINKPPC Segmented Layering Segment by Content Id: Top Performing items Brand: Brand-specific promo AdWords grouping: Specific perfoamance
  24. 24. #THINKPPC The Appeal SELF-GENERATES PLAs SHOWS RELEVANT PRODUCTS ALLOWS 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!
  25. 25. #THINKPPC The Risk THE CREEP FACTOR LACK OF SUPPORT FOR COMPLIMENTARY OR SUPPLEMENTARY PRODUCTS LOSS OF CONTROL GOOGLE ALGORITHMS DETERMINE REAL TIME BIDS ADS DYNAMICALLY CREATED ADDITIONAL CODE CAN BE A PAIN TO IMPLEMENT
  26. 26. #THINKPPC 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.
  27. 27. #THINKPPC Live Q&A Time!
  28. 28. #THINKPPC 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

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