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Customizers - MadLibs and More By Steven Hammer

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: How Dynamic Ads Can Supercharge Your SEM Campaigns - Given by Steven Hammer, @armondhammer, President - RankHammer. #SMX #12B

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Customizers - MadLibs and More By Steven Hammer

  1. 1. #SMX #12B @armondhammer Dynamic Ads beyond keywords Customizers – MadLibs and More Steve Hammer President, RankHammer
  2. 2. #SMX #12B @armondhammer
  3. 3. #SMX #12B @armondhammer
  4. 4. #SMX #12B @armondhammer Great But… Strategy Exposed Generic Ad Copy One Option Only
  5. 5. #SMX #12B @armondhammer Ad Madlibs Product Relevant Price Changes Easy Test and experiment value props
  6. 6. #SMX #12B @armondhammer
  7. 7. #SMX #12B @armondhammer Who I am – really. FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Internet Marketing Agency
  8. 8. #SMX #12B @armondhammer Slight Obsession with Hammers
  9. 9. #SMX #12B @armondhammer Three ways to change ad copy KW Insertion Matches Search Only real option is CaSe Pretty Easy Customizers More Flexible More than one insertion per ad possible Takes in some user data (time zone) Easy Countdown Script Parameters Full Text Changes Incorporate hourly feeds Parameters, Countdowns Much more complex
  10. 10. #SMX #12B @armondhammer
  11. 11. #SMX #12B @armondhammer Basic Unit of a customizer
  12. 12. #SMX #12B @armondhammer Items don’t have to be items Items Landing Page Intent Category User Group Geography Events
  13. 13. #SMX #12B @armondhammer
  14. 14. #SMX #12B @armondhammer 2 Column CSV - Minimum Target Keyword Ad Group Campaign KW Text + Match Location Attribute Text Number Price Date
  15. 15. #SMX #12B @armondhammer Example Target Keyword City (text) +Dallas +Hotels Dallas +Dallas +Rooms Dallas +Houston +Motels Houston +Downtown +Houston +Hotels Houston Note match punctuation
  16. 16. #SMX #12B @armondhammer
  17. 17. #SMX #12B @armondhammer Using it
  18. 18. #SMX #12B @armondhammer Once imported, it can be modified in AdWords
  19. 19. #SMX #12B @armondhammer Some Useful Ideas
  20. 20. #SMX #12B @armondhammer Countdowns
  21. 21. #SMX #12B @armondhammer Date Field – Auto Trigger Will only trigger a customizer for a selected number of days before an item’s date Note: No “wizard” Double commas unless including language
  22. 22. #SMX #12B @armondhammer User data back to ad copy – 2 places Time Countdowns Location Target Any Attribute
  23. 23. #SMX #12B @armondhammer City Insertion
  24. 24. #SMX #12B @armondhammer Geo-Insertion without Geo Keywords
  25. 25. #SMX #12B @armondhammer Keyword Insertion for misspellings
  26. 26. #SMX #12B @armondhammer Spinal surgery Back surgery Back surgery Big Keywords or mismatched intent
  27. 27. #SMX #12B @armondhammer Localize Language
  28. 28. #SMX #12B @armondhammer Add this to the list of reports: Clicks, Conversions Extensions, Dimensions Keywords, Groups Items
  29. 29. #SMX #12B @armondhammer • Shorten long Keywords • Alter CTA (Buy vs Get) Keyword Targets • Model Specifics that change • Social Proof Ad Group Targets • Broad Tests across groups Campaign Targets
  30. 30. #SMX #12B @armondhammer Move Past Brute Force
  31. 31. #SMX #12B @armondhammer
  32. 32. #SMX #12B @armondhammer Over-aggressive insertion
  33. 33. #SMX #12B @armondhammer Can’t Customize Everything One “standard” ad required per ad group for customizers to show. Can’t add customizers to url, even for tracking.
  34. 34. #SMX #12B @armondhammer Biggest Challenge The Sell Updates: Neither scaled nor realtime
  35. 35. #SMX #12B @armondhammer What about more than a little change?
  36. 36. #SMX #12B @armondhammer Scripts
  37. 37. #SMX #12B @armondhammer Simple Version Label ads for timeframe Schedule to run daily Reverse labels Schedule Counter Script
  38. 38. #SMX #12B @armondhammer More Complicated Version Labels from Columns – Run hourly http://bit.ly/hhscript
  39. 39. #SMX #12B @armondhammer  Customizers are great for expanding keyword insertion  Multiple insertions, misspellings, wide scope  Customizer countdown is much easier, and even more powerful than script version  Events/sales might be best use case  Data Preservation can be powerful  Can turn your account into eBay  Major manipulations, feed input and large scale still better served by scripts Bottom Line
  40. 40. #SMX #12B @armondhammer SOCIAL NETWORKS RankHammer Downtown Dallas TX 214-720-0044 LOCATED support@rankhammer.com QUESTIONS TWITTER WEBSITE LINKEDIN @armondhammer @rankhammer rankhammer.com linkedin.com/a/armondhammer
  41. 41. #SMX #12B @armondhammer THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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