How To Make Dynamic Search Ads Work for You

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Smx West 2014 Session #Smx #22B - Improve Your Ppc Results With Call, Images & Other Ad Extensionspresentation How To Make Dynamic Search Ads Work For You By Matthew Umbro @Matt_Umbro Of Matthew Umbro

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How To Make Dynamic Search Ads Work for You

  1. 1. Making Dynamic Search Ads Work for You Matthew Umbro Director of Paid Search at Exclusive Concepts Founder of PPCChat March 12, 2014 Title #SMX #22B @Matt_Umbro
  2. 2. Agenda #SMX #22B @Matt_Umbro • What are Dynamic Search Ads (DSAs)? • Getting Started • Case Studies • Next Steps
  3. 3. What Are DSAs? #SMX #22B @Matt_Umbro
  4. 4. What Are DSAs? #SMX #22B @Matt_Umbro
  5. 5. What Are DSAs? #SMX #22B @Matt_Umbro 58 characters?!?!
  6. 6. What Are DSAs? - Checklist #SMX #22B @Matt_Umbro  Dynamic Search Ads allow text ad exposure for keywords not in your account  DSAs are great for ecomm accounts with 1000s of products  DSA headlines and landing pages are dynamically generated  DSA headlines can eclipse the 25 character limit  DSAs can utilize other ad extensions
  7. 7. Getting Started #SMX #22B @Matt_Umbro
  8. 8. Getting Started #SMX #22B @Matt_Umbro
  9. 9. Getting Started #SMX #22B @Matt_Umbro
  10. 10. Getting Started #SMX #22B @Matt_Umbro
  11. 11. Getting Started #SMX #22B @Matt_Umbro
  12. 12. Getting Started #SMX #22B @Matt_Umbro
  13. 13. Getting Started - Checklist #SMX #22B @Matt_Umbro  Only run Dynamic Search Ads if 75% of your site’s keywords are already in text ad campaigns  Dynamic Search Ads should be in their own campaign and need the DSA ad extension  Begin with an all webpages dynamic ad target at a low bid  DSAs have 4 dynamic ad targets which also allow for exclusions (eg: blog, resources, tips, etc)  Add negative keywords to DSA campaigns, including positive keywords from your text ad campaigns
  14. 14. Case Studies #SMX #22B @Matt_Umbro
  15. 15. Case Studies #SMX #22B @Matt_Umbro
  16. 16. Case Studies #SMX #22B @Matt_Umbro
  17. 17. Case Studies #SMX #22B @Matt_Umbro
  18. 18. Case Studies #SMX #22B @Matt_Umbro
  19. 19. Case Studies - Findings #SMX #22B @Matt_Umbro  Dynamic Search Ad cost per clicks are significantly lower than Non DSA campaigns  DSA campaign cost per conversions tend to be lower than Non DSA campaigns  DSA campaign conversion rates tend to be lower than Non DSA campaigns  DSAs provide a nice source of ancillary revenue at acceptable costs  DSAs generally have lower ROAS’ and Average Order Values than Non DSA campaigns
  20. 20. Next Steps #SMX #22B @Matt_Umbro
  21. 21. Next Steps #SMX #22B @Matt_Umbro
  22. 22. Next Steps #SMX #22B @Matt_Umbro
  23. 23. Next Steps - Checklist #SMX #22B @Matt_Umbro  Dynamic Search Ads allow for new campaign and/or ad group creation  DSAs can help to spearhead remarketing and display efforts  DSAs can guide your landing page development
  24. 24. Thank you! #SMX #22B @Matt_Umbro

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