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Dynamic Search Ads: Larry Page Says Keywords Are "Meh" By Matthew Mierzejewski

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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. PRESENTATION: Dynamic Search Ads: Larry Page Says Keywords Are "Meh" - Given by Matthew Mierzejewski, @mskimatt, EVP of Client Service & Delivery - Merkle | RKG. #SMX #12B

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Dynamic Search Ads: Larry Page Says Keywords Are "Meh" By Matthew Mierzejewski

  1. 1. #SMX #12b @mskimatt Matthew Mierzejewski Dynamic Search Ads: Larry Page says keywords are ‘meh’
  2. 2. #SMX #12b @mskimatt DSAs = Ads without keywords Google maps user queries to webpages with high relevancy (organic crawl and rank) and automatically generates an ad to that webpage, for the advertiser. What are Dynamic Search Ads (DSAs)?
  3. 3. #SMX #12b @mskimatt “Page was adamant that the system be simple and scalable… …He thought that the system should be so easy for advertisers that all they would need to do was give their credit card number and point Google to their website… …They shouldn’t even get involved with choosing keywords – Google would choose them.” - Reference to Larry Page, Nov, 2000 Source: In the Plex: How Google Thinks, Works and Shapes Our Lives, author Steven Levy The vision all along…
  4. 4. #SMX #12b @mskimatt
  5. 5. #SMX #12b @mskimatt  Incremental auctions  Scaled advertising  Headline / CTR advantages  Improved CPCs (in some cases) What are the benefits of DSAs
  6. 6. #SMX #12b @mskimatt  “Low Search Volume” #FTW  Own ‘remnant’ SEM inventory  May avoid first page min bid  Incremental volume New Auctions
  7. 7. #SMX #12b @mskimatt Nearly 5%of DSA auctions won matched ‘low volume’ or ‘below min bid’ keywords New Auction Stats
  8. 8. #SMX #12b @mskimatt  Long Tail management is more difficult  Can never build ‘all the words’  Newly indexed landing pages Scaled Advertising
  9. 9. #SMX #12b @mskimatt For Retail, Product Pages Rule Landing Page Type Clicks Orders % Clicks Product Pages 39,316 296 79% Category Pages 5,837 75 12% Manufacturer Pages 1,549 17 3% Search Pages 1,233 8 2% Other 955 - 2% Home Page 643 27 1% Clearance Pages 103 - 0% Totals 49,636 423 100%
  10. 10. #SMX #12b @mskimatt  Headlines up to 80 characters in length Headline / CTR Advantages
  11. 11. #SMX #12b @mskimatt  Cheaper DSA CPCs vs. long-tail keywords without much search history/ low search volume Improved CPCs
  12. 12. #SMX #12b @mskimatt Importance of Microdata (schema) Better Schema Organic Listings Dynamic Search Ads Google SERP
  13. 13. #SMX #12b @mskimatt  Locate keyword opportunities  Add negatives automatically to traffic queries to distinct landing pages Use AdWords Scripts to Manage DSAs
  14. 14. #SMX #12b @mskimatt Larry Page’s Vision All Keywords No Keywords
  15. 15. #SMX #12b @mskimatt Larry Page’s Vision – Current State All Keywords No Keywords Traditional AdWords Setup, no DSAs 1) Campaign Adgroup Keyword URL
  16. 16. #SMX #12b @mskimatt Larry Page’s Vision – Current State All Keywords No Keywords Traditional AdWords Setup with DSAs 1) Campaign Adgroup Keyword URL 2) Campaign URL
  17. 17. #SMX #12b @mskimatt Larry Page’s Vision – Dream State All Keywords No Keywords The Vision realized – Only DSAs 1) Domain Negatives (maybe)
  18. 18. #SMX #12b @mskimatt Mierzejewski’s Vision All Keywords No Keywords DSA, guided by keywords 1) Campaign URL Keyword
  19. 19. #SMX #12b @mskimatt Mierzejewski’s Vision – Current State Studio & Recording UA Preamps UA 2-610s http://www.xyz.com/2610S Universal Audio 2-610s http://www.xyz.com/2610S UA Sliverface 610 http://www.xyz.com/2610S UA 2610 http://www.xyz.com/2610S Universal Audio Silverface Preamp http://www.xyz.com/2610S Keywords AdGroup Campaign URL
  20. 20. #SMX #12b @mskimatt http://www.xyz.com/2610S Universal Audio Silverface Preamp Mierzejewski’s Vision – Future State Keywords URL
  21. 21. #SMX #12b @mskimatt  You Should run DSAs to complement keywords  Adopt strong product titles and schema.org  Leverage AdWords scripts for DSA management  Watch for new DSA features and developments  Don’t give Larry your credit card without the ability to choose keywords DSA Take Aways
  22. 22. #SMX #12b @mskimatt THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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