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Dynamic Remarketing for the Google Display Network By David Szetela

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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Dynamic Remarketing for the Google Display Network - Given by David Szetela, @szetela - FMB Media, Owner & CEO. #SMX #13B

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Dynamic Remarketing for the Google Display Network By David Szetela

  1. 1. #SMX #13B @Szetela Dynamic Remarketing for the Google Display Network Presented by: David Szetela Owner and CEO, FMB Media
  2. 2. #SMX #13B @Szetela
  3. 3. #SMX #13B @Szetela • Google Display Network • Image and Text Ads • Like Remarketing, ads follow previous site visitors • Power feature: image and info reflect last seen product or related products What is Dynamic Remarketing?
  4. 4. #SMX #13B @Szetela • A must-do for eRetailers – works with standard Product Feed • But also works for other types of web businesses, e.g. Travel, Education, Flights, Hotels and Rentals, Jobs, Local Deals, and Custom definitions • In short, almost any multi-product/service business What is Dynamic Remarketing?
  5. 5. #SMX #13B @Szetela
  6. 6. #SMX #13B @Szetela
  7. 7. #SMX #13B @Szetela • Display Network Only • Advanced Settings -> Dynamic Ad Settings • Select industry (Retail), product feed • Skip Ad Group, Ad creation Setup Step 1 – Create Dynamic Ad Campaign
  8. 8. #SMX #13B @Szetela • Customized version of the standard remarketing tag • Should go on every site page – or at least all product pages • Each tag must have unique values for Product ID (required). Optional but recommended: Page Type (e.g. Product, Category), Product Price Setup Step 2 – Tag the Site
  9. 9. #SMX #13B @Szetela • Downside: code must be changed when products change, e.g. price • Check tags with Chrome plug-in Tag Assistant • To use Google Analytics tag, see this article. Setup Step 2 – Tag the Site (cont.)
  10. 10. #SMX #13B @Szetela • Tag sets for non-retail industries are different and allow for significant customization Setup Step 2 – Tag the Site (cont.)
  11. 11. #SMX #13B @Szetela • Click on Display tab, choose +Targeting, choose Interests and Remarketing • Choose the audience you want to target – All Visitors list is automatically created, plus these powerful lists: Setup Step 3 – Create the Ad Group & Targeting
  12. 12. #SMX #13B @Szetela • General Visitors – People who visited your website but didn’t view specific product. The dynamic ad will include the most popular products from your site. • Product Viewers – People who viewed specific product pages on your site but did not add them to the shopping cart. The dynamic ad will show the products that your visitors viewed and mix in recommended products. Automatically Created Remarketing Lists
  13. 13. #SMX #13B @Szetela • Shopping Cart Abandoners – People who added products to the shopping cart but didn’t complete the purchase. The dynamic ad will prioritize items added into the shopping cart, and will mix in a few other viewed products and recommended products. • Past Buyers – People who purchased products from you in the past. The dynamic ad will show related products by looking at popular items and items commonly purchased together. Automatically Created Remarketing Lists (cont.)
  14. 14. #SMX #13B @Szetela • Click on Ads tab, choose +Ad dropdown, choose Ad Gallery, choose Dynamic Ads • Click See More button for a big variety of formats and industries • Choose Custom Image Ad to start, test Dynamic Responsive Ads later Setup Step 4 – Create the Ad Set
  15. 15. #SMX #13B @Szetela
  16. 16. #SMX #13B @Szetela • During ad creation, you’ll see many formatting options • Strong suggestion: include logo image to strengthen recognition Setup Step 4 – Create the Ad Set (cont.)
  17. 17. #SMX #13B @Szetela • Lower CPCs than search • Higher CTRs and conversion rates than standard Remarketing • Reach depends on the size of the remarketing lists, but can be sizeable Run Campaign and Prosper!
  18. 18. #SMX #13B @Szetela • Test different ad formats and messages • Create custom combination remarketing lists, e.g. product viewers that haven’t converted • Test conversion optimization (but only after ≈ one month of running without it) Advanced Tactics
  19. 19. #SMX #13B @Szetela Thank You! I’m David Szetela, @Szetela Give me your card for a free PDF copy of my book Or email me with “Free Book” in the Subject line: david@fmbmedia.com

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