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#SMX #12b @ebkendo
DYNAMIC REMARKETING:
WHAT’S OLD IS NEW AGAIN
#SMX #12b @ebkendo
 Director of PPC
 Seattle, WA
 Dummies Author
 Lynda Author
 Turning ? yrs. old tomorrow
Elizabeth...
#SMX #12b @ebkendo
Dynamic Remarketing never really went away…
#SMX #12b @ebkendo
Unlike some things that should have…
#SMX #12b @ebkendo
But not as dramatic as silly rabbits…
#SMX #12b @ebkendo
 Another ad extension
 The newest match type
 Highly relevant banner ads
 What the kids are into th...
#SMX #12b @ebkendo
Highly relevant banner ads since 2013
https://www.thinkwithgoogle.com/products/dynamic-creative-for-rem...
#SMX #12b @ebkendo
Quick Start: Select Your Business Type
#SMX #12b @ebkendo
Example Today: Retail
#SMX #12b @ebkendo
 US & Canada
 Enhanced CPC
 Optimized for conversions (use this one)
Watch Out For Defaults
#SMX #12b @ebkendo
Make Sure to Check the Box
 Dynamic Ad Settings
#SMX #12b @ebkendo
Must Haves: Retail Specific
 Link Merchant Center & AdWords
 Create a feed (if you don’t already have...
#SMX #12b @ebkendo
Business Data (Non-Retail) Feeds
#SMX #12b @ebkendo
Business Data (Non-Retail) Feeds
#SMX #12b @ebkendo
 Use frequency capping
 Test multiple ad layouts
 Separate campaigns for text and image
ads
Don’t Fo...
#SMX #12b @ebkendo
WHY NOT: Common Obstacles
#SMX #12b @ebkendo
Tagging the Site
 Tag management
 Bribing developers
 Crossing fingers
#SMX #12b @ebkendo
Around since 2013, means stats!
 Increased conversions: cart abandoners
 PPC Chat conversation
 Goog...
#SMX #12b @ebkendo
“Generally, the more targeted the better, but
I've seen better results at times for product
viewers vs....
#SMX #12b @ebkendo
 Cart abandoners
 Product viewers
 Converters (past buyers)
 Site visitors
MAKE IT EASIER: Ready to...
#SMX #12b @ebkendo
 Managed placements for extra control
 Use the predefined audiences to start
MAKE IT EASIER: Audiences
#SMX #12b @ebkendo
 Use “optimize for conversions” in the ad
serving setting
 Use Conversion Optimizer
MAKE IT EASIER: F...
#SMX #12b @ebkendo
 Use multiple ad layout templates
 Add a background to the templates to
customize a more “on brand” f...
#SMX #12b @ebkendo
 Segment audiences by abandoned cart
amount, utilize ideal price points
 Set target CPAs for each aud...
#SMX #12b @ebkendo
But what about RLSA?
#SMX #12b @ebkendo
 Search remarketing, not shown on the
display network
 Keyword and PLA options
 Google Analytics opt...
#SMX #12b @ebkendo
Yes, You Can Use both RLSA & Dynamic
 RLSA is more “powerful” overall
 Higher engaged users, like car...
#SMX #12b @ebkendo
“**** yes! It serves a way different purpose
than RLSA, so you can (and should) use
both.”
-Aaron Levy,...
#SMX #12b @ebkendo
 Set Up Guide in AdWords
 Set Up Dynamic Feeds in AdWords
Resources
#SMX #12b @ebkendo
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Dynamic Remarketing: What's Old Is New Again By Elizabeth Marsten

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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 Elizabeth Marsten, @ebkendo, Director of Paid Search - CommerceHub. #SMX #12B

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Dynamic Remarketing: What's Old Is New Again By Elizabeth Marsten

  1. 1. #SMX #12b @ebkendo DYNAMIC REMARKETING: WHAT’S OLD IS NEW AGAIN
  2. 2. #SMX #12b @ebkendo  Director of PPC  Seattle, WA  Dummies Author  Lynda Author  Turning ? yrs. old tomorrow Elizabeth Marsten
  3. 3. #SMX #12b @ebkendo Dynamic Remarketing never really went away…
  4. 4. #SMX #12b @ebkendo Unlike some things that should have…
  5. 5. #SMX #12b @ebkendo But not as dramatic as silly rabbits…
  6. 6. #SMX #12b @ebkendo  Another ad extension  The newest match type  Highly relevant banner ads  What the kids are into these days What is Dynamic Remarketing?
  7. 7. #SMX #12b @ebkendo Highly relevant banner ads since 2013 https://www.thinkwithgoogle.com/products/dynamic-creative-for-remarketing.html
  8. 8. #SMX #12b @ebkendo Quick Start: Select Your Business Type
  9. 9. #SMX #12b @ebkendo Example Today: Retail
  10. 10. #SMX #12b @ebkendo  US & Canada  Enhanced CPC  Optimized for conversions (use this one) Watch Out For Defaults
  11. 11. #SMX #12b @ebkendo Make Sure to Check the Box  Dynamic Ad Settings
  12. 12. #SMX #12b @ebkendo Must Haves: Retail Specific  Link Merchant Center & AdWords  Create a feed (if you don’t already have one going for PLAs)  Tags on website
  13. 13. #SMX #12b @ebkendo Business Data (Non-Retail) Feeds
  14. 14. #SMX #12b @ebkendo Business Data (Non-Retail) Feeds
  15. 15. #SMX #12b @ebkendo  Use frequency capping  Test multiple ad layouts  Separate campaigns for text and image ads Don’t Forget
  16. 16. #SMX #12b @ebkendo WHY NOT: Common Obstacles
  17. 17. #SMX #12b @ebkendo Tagging the Site  Tag management  Bribing developers  Crossing fingers
  18. 18. #SMX #12b @ebkendo Around since 2013, means stats!  Increased conversions: cart abandoners  PPC Chat conversation  Google case studies: ModCloth & Sierra MAKE IT EASIER: Case Studies
  19. 19. #SMX #12b @ebkendo “Generally, the more targeted the better, but I've seen better results at times for product viewers vs. shopping cart abandoners. My verdict is still two thumbs up!” -Matt Umbro, Hanapin Marketing @matt_umbro MAKE IT EASIER: Testimonial
  20. 20. #SMX #12b @ebkendo  Cart abandoners  Product viewers  Converters (past buyers)  Site visitors MAKE IT EASIER: Ready to Go Lists
  21. 21. #SMX #12b @ebkendo  Managed placements for extra control  Use the predefined audiences to start MAKE IT EASIER: Audiences
  22. 22. #SMX #12b @ebkendo  Use “optimize for conversions” in the ad serving setting  Use Conversion Optimizer MAKE IT EASIER: For the Conversions
  23. 23. #SMX #12b @ebkendo  Use multiple ad layout templates  Add a background to the templates to customize a more “on brand” feel MAKE IT EASIER: Images
  24. 24. #SMX #12b @ebkendo  Segment audiences by abandoned cart amount, utilize ideal price points  Set target CPAs for each audience segment  Layer on demographic and interests to narrow automatic placements with larger lists like “all site visitors” MAKE IT EASIER: Segmentation
  25. 25. #SMX #12b @ebkendo But what about RLSA?
  26. 26. #SMX #12b @ebkendo  Search remarketing, not shown on the display network  Keyword and PLA options  Google Analytics options How is this different from RLSA?
  27. 27. #SMX #12b @ebkendo Yes, You Can Use both RLSA & Dynamic  RLSA is more “powerful” overall  Higher engaged users, like cart abandoners are conversion rate competitive
  28. 28. #SMX #12b @ebkendo “**** yes! It serves a way different purpose than RLSA, so you can (and should) use both.” -Aaron Levy, EliteSEM @bigalittlea Dynamic Remarketing & RLSA
  29. 29. #SMX #12b @ebkendo  Set Up Guide in AdWords  Set Up Dynamic Feeds in AdWords Resources
  30. 30. #SMX #12b @ebkendo THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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