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Having Fun and Profiting with Dynamic Ads

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Having Fun and Profiting with Dynamic Ads - Given by Maddie Cary, @maddiemarketer - Point It, Senior Client Manager. #SMX #13B

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Having Fun and Profiting with Dynamic Ads

  1. 1. March 3rd, 2015 FUN (& PROFIT!) WITH DYNAMIC ADS Maddie Cary Senior Client Manager at Point It @MaddieMarketer
  2. 2. searchmarketingexpo.com @MaddieMarketer #SMX #13B Download Presentation At http://www.pointit.com/blog/fun-profit-with-dynamic-ads or http://smxpo.com/smxwest15 Get How-To Instructions On These Dynamic Ads At http://www.pointit.com/blog/fun-profit-with-dynamic-ads
  3. 3. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Senior Client Manager at Point It o 4 Years in PPC o Directly Manage $12M in Yearly Media Spend o Run Point It’s PPC Training Program o Experienced Across e-Commerce, Music, Finance, Beauty, IT, Gaming, & Mobile Apps o Seattle Resident for 18+ Years. GO HAWKS! WHO AM I?
  4. 4. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Dynamic Trends o Dynamic Ads - Dynamic Remarketing Ads - Dynamic Search Ads - Product Listing Ads - Remarketing List in Search Ads - Ad Customizers o What’s Next for Dynamic Ads? WHAT WE’LL COVER
  5. 5. searchmarketingexpo.com @MaddieMarketer #SMX #13B DYNAMIC TRENDS
  6. 6. searchmarketingexpo.com @MaddieMarketer #SMX #13B DYNAMIC TRENDS Dynamic Customized Ad Content Fluid Ad Serving Audience Focused Static Static Ad Content Standard Ad Serving Keyword Focused
  7. 7. searchmarketingexpo.com @MaddieMarketer #SMX #13B “One of the biggest trends in paid search we’re going to see in PPC in 2015 is less control and more dynamic solutions” “Ad customizers [dynamic ad feature] are so important because they give text ads their own degree of eye candy” “Dynamic creative is going to become vital as people become increasingly used to being served that kind of ad” Elizabeth Marsten VP of Search Portent, Inc Theresa Zook VP of SEM All About Clicks Matt Umbro Director of Paid Search at Exclusive Concepts Host of #PPCChat
  8. 8. searchmarketingexpo.com @MaddieMarketer #SMX #13B How many of you have ever tested or are currently running some type of dynamic ad format? TIME FOR A QUICK POLL…
  9. 9. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Dynamic Ads - Dynamic Remarketing Ads - Dynamic Search Ads - Product Listing Ads - Remarketing List in Search Ads - Ad Customizers DYNAMIC ADS
  10. 10. searchmarketingexpo.com @MaddieMarketer #SMX #13B DYNAMIC REMARKETING ADS
  11. 11. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Dynamically generated image & text ads served on the Display Network o Using products or services viewed on your site o Incentivize users to come back and complete the purchase process o Ads appear customized, showing users’ previously viewed products DYNAMIC REMARKETING ADS
  12. 12. searchmarketingexpo.com @MaddieMarketer #SMX #13B  Set Up Product or Service Feed  Implement Dynamic Remarketing Tag  Build Audiences To Test & Target  Create Ads Using Dynamic Ads Template Tool SETTING UP DYNAMIC REMARKETING
  13. 13. searchmarketingexpo.com @MaddieMarketer #SMX #13B DYNAMIC REMARKETING ADS - TEXT Dynamic Headline Product Image CTA, Price, & Shortened Domain
  14. 14. searchmarketingexpo.com @MaddieMarketer #SMX #13B DYNAMIC REMARKETING ADS - IMAGE Logo CTA Button Product Image Product Name Carousel
  15. 15. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Beauty Industry e-Commerce Client o Running Dynamic & Standard Remarketing o Both Targeting Abandoned Cart Audience o Comparing campaigns… Last 6 Months, Dynamic Made Up 29% of Total Remarketing Revenue During December, Dynamic Made Up 45% of Total Remarketing Revenue Dynamic Remarketing Performs On Average At +50% Higher ROAS Dynamic Remarketing Standard RemarketingDynamic Remarketing Standard Remarketing
  16. 16. searchmarketingexpo.com @MaddieMarketer #SMX #13B DYNAMIC SEARCH ADS (DSA)
  17. 17. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Text ads served on the Search Network o Using dynamically generated headlines o Scraping site content to determine queries to match & pages to direct to DYNAMIC SEARCH ADS (DSA)
  18. 18. searchmarketingexpo.com @MaddieMarketer #SMX #13B  Set Up Your Dynamic Ad Targets - All Webpages - Category - URL - Page_Title - Page_Content  Create Ads Using Dynamic Search Ads Format  Add Exclusions & Negative Keywords Regularly! SETTING UP DSA
  19. 19. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Travel & Outdoor Apparel e-Commerce Client o Launched DSA in March 2014 o DSA contributed… REVENUE +36% Total Revenue Lift in 2014 DSA Had a 119% Higher Average ROAS
  20. 20. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Travel & Outdoor Apparel e-Commerce Client o Launched DSA in March 2014 o DSA contributed… DSA is One of the Clients Top 10 Campaigns, Driving Nearly 30% of All Non-Branded Yearly Revenue
  21. 21. searchmarketingexpo.com @MaddieMarketer #SMX #13B PRODUCT LISTING ADS (PLA)
  22. 22. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Product ads served on the Search Network in separate box on the SERP o Utilizing Google Merchant Center product feed to dynamically serve ads o No keyword targeting or average positioning PRODUCT LISTING ADS (PLA)
  23. 23. searchmarketingexpo.com @MaddieMarketer #SMX #13B  Connect Your Google Merchant Center to AdWords  Optimize Your Product Feed  Create Shopping Campaign in AdWords  Organize Campaign Using Product Groups  Bid Based On Product Attributes And/Or Custom Labels  Keep An Updated Feed & Add Negative Keywords Regularly! SETTING UP PLAs
  24. 24. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Keep Your Feed Up To Date o Use Unique Product Images o Optimize Product Titles o Highlight Reviews Using Google Product Ratings o Create a Separate Promotions Feed in Google Merchant Center or o Use Promotional Messaging OPTIMIZING YOUR FEED
  25. 25. searchmarketingexpo.com @MaddieMarketer #SMX #13B WHAT’S CHANGED WITH PLAs? o Competitive Insights - Bid Simulator - Benchmark CTR - Benchmark Max CPC - Impression Share o Product Groups, Not Product Targets - Brand - Category - Item ID - Condition - Product Type - Custom Labels 0 - 4
  26. 26. searchmarketingexpo.com @MaddieMarketer #SMX #13B Oct-14 Nov-14 Dec-14 REVENUE Dynamic (PLA + DSA) Evergreen  Beauty Industry e-Commerce Client  Running PLAs & DSA  During peak season, Non-Branded category saw an added… +70% Total Revenue Lift Across Q4 +104% Revenue Lift in December! Started to elevate bids for anticipated Holiday increases in traffic & competition
  27. 27. searchmarketingexpo.com @MaddieMarketer #SMX #13B REMARKETING LISTS FOR SEARCH ADS (RLSA)
  28. 28. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Text ads served on the Search Network o Using audience targeting to serve ads o Tailor bids & ads to valuable previous visitors REMARKETING LIST FOR SEARCH ADS (RLSA) Create Audience List Bid On Desired Audiences Show Targeted Search Ads
  29. 29. searchmarketingexpo.com @MaddieMarketer #SMX #13B  Duplicate an Evergreen, High Performing Campaign  Build Out Ad Groups With Best Performing Evergreen Keywords  Implement AdWords Remarketing Tag  Build Audiences To Target & Set Bid Setting To “Target & Bid”  Create Enticing Ads – Approach Like a Remarketing Campaign SETTING UP RLSA
  30. 30. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Software & Consumer Electronics Client o INTL Targeted Market o Ran RLSA through Holiday Season o Aggressive bids through BF/CM o RLSA contributed… - 10,000.0 20,000.0 30,000.0 40,000.0 50,000.0 60,000.0 - 50,000.00 100,000.00 150,000.00 200,000.00 250,000.00 300,000.00 +17% Revenue Lift on CM +13% Revenue Lift on Thanksgiving
  31. 31. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Software & Consumer Electronics Client o INTL Targeted Market o Ran RLSA through Holiday Season o Aggressive bids through BF/CM o RLSA contributed… +18% Total Revenue Lift Across BF/CM Week Functioning Above An 1000% Avg ROAS!
  32. 32. searchmarketingexpo.com @MaddieMarketer #SMX #13B AD CUSTOMIZERS
  33. 33. searchmarketingexpo.com @MaddieMarketer #SMX #13B o New text ad format served on the Search Network o Allowing advertisers to dynamically change ad copy using specific parameters o Can insert a keyword, countdown to a date, or add in product details by referencing a file upload AD CUSTOMIZERS
  34. 34. searchmarketingexpo.com @MaddieMarketer #SMX #13B o Easiest ad customizer to use & test o Dynamically count down to a specific date & time for an event o Text changes all tracked within one consistent ad o Removes work of scheduling multiple hourly countdown ad creative o No need to set up an AdWords Script COUNTDOWN ADS
  35. 35. searchmarketingexpo.com @MaddieMarketer #SMX #13B  Determine Your Event Details By Asking The Following Questions - What Day & Time Does Your Event End? - Does Your Event End Vary By Time Zone? - What Languages Are You Targeting? - When Would You Like To Start Counting Down?  Set Up Ads Using AdWords Bulk Upload OR Use New Countdown Ads Widget  Label Your Ads To Compare Countdown vs. Standard Text Ads SETTING UP COUNTDOWN ADS
  36. 36. searchmarketingexpo.com @MaddieMarketer #SMX #13B  Finance Industry Client  Running Countdown Ads for 14 Day Promotion  Comparing Countdown vs. Standard Ads, saw… √ Equal Cost Per Lead √ +20% Higher Conv Rate √ Saw Increased Urgency During Last 7 Days of Promotion
  37. 37. searchmarketingexpo.com @MaddieMarketer #SMX #13B √ +105% Higher Conv Rate √ +40% Higher Revenue √ +91% Higher ROAS √ Saw Increased Urgency On Countdown Ads from Day 1 to Day 2  Apparel e-Commerce Client  Running Countdown Ads for 2 Day 20% Off Everything Promotion  Comparing Countdown vs. Standard Ads, saw…
  38. 38. searchmarketingexpo.com @MaddieMarketer #SMX #13B  Music Industry Client  Running Countdown Ads for 2 Week Discount Promotion  Comparing Countdown vs. Standard Ads, saw… √ -10% Lower CPA √ +12% Higher Conv Rate √ Added Urgency Contributed To An Overall +228% Increase In Conversions
  39. 39. searchmarketingexpo.com @MaddieMarketer #SMX #13B WHAT’S NEXT FOR DYNAMIC ADS?
  40. 40. searchmarketingexpo.com @MaddieMarketer #SMX #13B WHAT’S NEXT FOR DYNAMIC ADS? dy·nam·ic -/dīˈnamik/ 1. (adj) a process or system characterized by constant change, activity, or progress 2. (noun) a force that stimulates change or progress within a system or process
  41. 41. searchmarketingexpo.com @MaddieMarketer #SMX #13B Download Presentation At www.pointit.com/blog/TBD or SMX West Link Get How-To Instructions On These Dynamic Ads At www.pointit.com/blog/TBD
  42. 42. searchmarketingexpo.com @MaddieMarketer #SMX #13B

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