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Understanding How to Leverage DSA for Better Performance By Sahil Jain


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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: How Dynamic Ads Can Supercharge Your SEM Campaigns. PRESENTATION: Understanding How to Leverage DSA for Better Performance - Given by Sahil Jain, @shailio - AdStage, CEO and Co-Founder. #SMX #12B

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Understanding How to Leverage DSA for Better Performance By Sahil Jain

  1. 1. #SMX #12B @adstage @sahilio Understanding how to leverage DSAs for better performance HOW DYNAMIC SEARCH ADS CAN SUPERCHARGE OUR SEM CAMPAIGNS
  2. 2. #SMX #12B @adstage @sahilio § Sahil  Jain,  CEO  and  Co-­‐founder  of   AdStage,  @sahilio     –  Co-­‐founded  first  company,  YC  &  SV   Angel  backed,  at  20   –  Dropped  out  of  UC  Berkeley  to  join   AOL  Corp  Dev.  at  19   –  Dropped  out  of  High  School  to  join   Yahoo!  Mobile  at  17  and  worked  in  the   professional  video  game  industry   before  that   About me
  3. 3. #SMX #12B @adstage @sahilio AdStage  allows  you  to  can  create,  manage,  and  report  on   search  and  social  ad  campaigns  from  a  single  platform   About AdStage
  4. 4. #SMX #12B @adstage @sahilio § How  Dynamic  Search  Ads  work   § Who  should  use  Dynamic  Search  Ads   § Pros  and  Cons  of  Dynamic  Search  Ads   § Best  Practices  for  Successful  Dynamic  Search  Ads   § Advanced  Automated  Strategies  for  More  Success   Agenda
  5. 5. #SMX #12B @adstage @sahilio Setting Up Your Dynamic Search Ads HOW DYNAMIC SEARCH ADS WORK
  6. 6. #SMX #12B @adstage @sahilio What are Dynamic Search Ads (DSAs)?
  7. 7. #SMX #12B @adstage @sahilio Setting up a Dynamic Search Ad in AdWords
  8. 8. #SMX #12B @adstage @sahilio Get more granular with adding a category
  9. 9. #SMX #12B @adstage @sahilio The Top Use-Cases for DSAs WHO SHOULD USE DYNAMIC SEARCH ADS
  10. 10. #SMX #12B @adstage @sahilio Verticals  that  have  several  landing  pages,  large  product   catalogs,  or  various  categories   Dynamic Search Ads are best for.. Education      Ecommerce        Travel  
  11. 11. #SMX #12B @adstage @sahilio Less  time  to  set-­‐up,  and  offers  more  data  faster   Small companies with limited resources can also benefit
  12. 12. #SMX #12B @adstage @sahilio Why Dynamic Search Ads
  13. 13. #SMX #12B @adstage @sahilio There is more traffic you’re not capturing 15%  of  daily   searches  or   ~500M   queries  per  day  are   truly  unique  on   Google  2013  
  14. 14. #SMX #12B @adstage @sahilio Understanding the nature of the beast PROS AND CONS OF DYNAMIC SEARCH ADS
  15. 15. #SMX #12B @adstage @sahilio Pros and cons for Dynamic Search Ads Pros   Cons   Minimal  set-­‐up  time   More  time  required  to  optimize   Capture  more  traffic   Possibly  more  irrelevant  traffic  if  not  optimized   Dynamic  landing  page  based  on  the  query   Less  control  over  the  destination  URL   Uncover  converting  search  terms   Less  control  over  your  ad’s  headline  
  16. 16. #SMX #12B @adstage @sahilio How to Maximize Results with Limited Control BEST PRACTICES FOR SUCCESSFUL DYNAMIC SEARCH ADS
  17. 17. #SMX #12B @adstage @sahilio Best practices for successful Dynamic Search Ads NEGATIVE   KEYWORDS   GOOGLE   ANALYTICS   AD  TESTING  SMALL   BUDGETS  
  18. 18. #SMX #12B @adstage @sahilio Add negative keywords Keywords  that  are   already  targeted  in   other  ad  groups   Keywords   that  are   irrelevant  
  19. 19. #SMX #12B @adstage @sahilio Using the Google Keyword Planner
  20. 20. #SMX #12B @adstage @sahilio Pulling your search term reports
  21. 21. #SMX #12B @adstage @sahilio Set very small budgets for these types of campaigns $20-­‐$50     budget  per  day  
  22. 22. #SMX #12B @adstage @sahilio Use Google Analytics to measure the quality of traffic TIME  ON  SITE   CONVERSIONS  /   GOALS   CONVERSION   RATE  
  23. 23. #SMX #12B @adstage @sahilio Automatically receive emails with this performance data
  24. 24. #SMX #12B @adstage @sahilio Add specific webpages for better precision Target     All  Webpages  or   Categories  
  25. 25. #SMX #12B @adstage @sahilio Add specific webpages for better precision All  Webpages  
  26. 26. #SMX #12B @adstage @sahilio Test, test, test AD  COPY   DISPLAY  URLS   BID  VARIATIONS  
  27. 27. #SMX #12B @adstage @sahilio Test different variations of your ad copy
  28. 28. #SMX #12B @adstage @sahilio How to Use Automation for More ADVANCED AUTOMATED STRATEGIES FOR EVEN MORE SUCCESS
  29. 29. #SMX #12B @adstage @sahilio AdWords Automated Rules INCREASE  BIDS   INCREASE   BUDGETS   PAUSE  POOR   ADS  
  30. 30. #SMX #12B @adstage @sahilio Increase bids to maximize the visibility of your ad
  31. 31. #SMX #12B @adstage @sahilio Using Average Position
  32. 32. #SMX #12B @adstage @sahilio Increase budgets when your costs go down
  33. 33. #SMX #12B @adstage @sahilio Using your Cost per Conversion Metric
  34. 34. #SMX #12B @adstage @sahilio Pause poor performing ads
  35. 35. #SMX #12B @adstage @sahilio Using CTR coupled with spend or impressions
  36. 36. #SMX #12B @adstage @sahilio Add safeguards to your Automated Rules PREVIEW  THE   RULES   EMAIL  EVERY   TIME  IT  RUNS   ONLY  EMAIL   SANS  ACTION  
  37. 37. #SMX #12B @adstage @sahilio For the cautious marketer
  38. 38. #SMX #12B @adstage @sahilio For even more control
  39. 39. #SMX #12B @adstage @sahilio SEE YOU AT THE NEXT #SMX THANK YOU!