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#SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
How Dynamic Ads
Can Supercharge
Your SEM
Campaigns
#SMX #12B @John_A_Lee
Who Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
 Emphasis on “Geek”
Prior Sentences Served:
 Hanapin Marketing
 Wordstream
Writer:
 Search Engine Watch, ClickZ, Clix Marketing Blog,
The SEM Post, Acquisio Blog, PPC Hero
Speaker:
 SMX, SMX Social, SES / ClickZ Live, HeroConf,
State of Search, Acquisio User Summit, Bing Ads
Connect
#SMX #12B @John_A_Lee
Dynamic Ads: An Introduction
adjective
#SMX #12B @John_A_Lee
Change content of your ads dynamically
based on keyword, website content,
product/service data, real-time data and
more.
Applies to search, display and social ad
types.
Alphabet soup! DSA’s, DPA’s, DKI,
customizers, scripts, oh my!
Dynamic Ads: An Introduction
Plain Text Ads
Boring Static Image Ads
#SMX #12B @John_A_Lee
Plan Ahead
Search Ad Grab Bag
Dynamic Display Ads
Dynamic Product Ads
Scripts
Let’s Get Dynamic!
#SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Plan Ahead
#SMX #12B @John_A_Lee
Who are you targeting?
Where are you targeting them?
What is the intent or desired
action?
Do you have all of the necessary
accounts, tools and resources?
Strategy
#SMX #12B @John_A_Lee
Accounts – Google AdWords,
Facebook Ads, Google Merchant
Center, Google Docs, etc.
Data Connections – retargeting,
e-commerce tracking, e-
commerce platforms / feeds,
other database / API
connections, etc.
Accounts & Data Connections
#SMX #12B @John_A_Lee
Set up can be tedious and could
require resources beyond your
team or skill set.
Examples: Data feed creation
and data quality control. Pixel
placement. Coding (scripts).
Promotion schedules. Etc., etc.
Time & Resources
#SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Search Ad Grab Bag
#SMX #12B @John_A_Lee
DKI – Everyone’s Favorite Punch Line
#SMX #12B @John_A_Lee
Set a dynamic countdown for
important sales or events.
Countdown can be in headline
or body copy.
Countdown settings only
appear when the
{=COUNTDOWN} operator is
entered.
Countdown Text Ads
#SMX #12B @John_A_Lee
Populate text ads with data
pulled from a feed.
Data feeds managed through
Shared Library > Business Data.
Operator “DataSetName”
points to the datafeed.
Operator “AttributeName”
points to the text that will be
inserted into the ad.
Ad Customizers
#SMX #12B @John_A_Lee
Ad Customizers: Shared Library – Business Data
#SMX #12B @John_A_Lee
Ad Customizers: CSV Data Template
Customize the feed
attributes to reflect your
products or services.
Detail targeting by campaign,
ad group and keyword.
#SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Dynamic Display Ads
#SMX #12B @John_A_Lee
Upload data feed
based on specific
vertical or custom
variables.
Choose “Dynamic
Ad” within the
AdWords Ad Gallery.
#SMX #12B @John_A_Lee
♫♫ Every Vertical Has It’s Feed… ♫♫
#SMX #12B @John_A_Lee
Dynamic elements change based on
location and what user is viewing on the
web.
- Eliminates cumbersome campaign
structures, reducing management resources.
Single display ad unit accounts for
multitude of variables (via data feed) and
ad sizes (ad templates).
- Frees up creative resource bandwidth.
- ‘Preferred Layouts’ give you options.
Dynamic Display Ads: Laser Focused!
DDA’s work with all Google Display
Network targeting features.
- Contextual, Topics, Interest Categories,
Placements, Retargeting
Laser-target the dynamic elements within
DDA’s by taking full advantage of the data
feed.
- Use all available fields per vertical,
locations/addresses, pricing, ratings,
contextual keywords, etc.
#SMX #12B @John_A_Lee
Dynamic Display Ad Preferred Layouts
#SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Dynamic Product Ads
#SMX #12B @John_A_Lee
DPA’s: Google Display Network
AdWords
Remarketing
Product
Feed
Dynamic Product
Ads (DPA’s)
#SMX #12B @John_A_Lee
Campaign Settings Create Dynamic Product Ad
DPA’s: Google Display Network
Link Merchant Center account Design is automatic, but fully editable.
#SMX #12B @John_A_Lee
If you already have remarketing and Shopping campaigns, getting
Dynamic Product Ads set up is a breeze.
Targeting for these ads is the same as any other remarketing
campaign on the Google Display Network.
DPA’s: Google Display Network
#SMX #12B @John_A_Lee
DPA’s: Facebook Ads
Facebook Ads
Remarketing
Product
Feed
Dynamic Product
Ads (DPA’s)
#SMX #12B @John_A_Lee
Create Product Set & Campaign Associate Product Set & Audience
DPA’s: Facebook Ads
Product set 1st. Campaign 2nd. Both are chosen at Ad Set level.
#SMX #12B @John_A_Lee
Ad images are dynamic, based
on the product feed and
retargeting data.
Ad copy can be static or
dynamic based on product feed
operators.
DPA’s: Facebook Ads
#SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Scripts
#SMX #12B @John_A_Lee
Scripts can help you to:
- Automate data feed creation for
customizers and dynamic display ads.
- Create data feeds that sync with
other data points via API to apply
real-time information to dynamic
ads.
- Create standard text ads dynamically
based on real-time data.
Scripts & Dynamic Ads
#SMX #12B @John_A_Lee
Ad Parameterizer script: http://bit.ly/ad-parameterizer
Ad Customizers on Search Engine Land: http://bit.ly/custom-ad-sel
Free AdWords Scripts: http://www.freeadwordsscripts.com/
Scripts Resources
#SMX #12B @John_A_Lee
Thank You!
Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com

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Build a Framework for Success with Dynamic Ads

  • 1. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads How Dynamic Ads Can Supercharge Your SEM Campaigns
  • 2. #SMX #12B @John_A_Lee Who Is This Guy? Managing Partner – Clix Marketing Digital Advertising Geek  Emphasis on “Geek” Prior Sentences Served:  Hanapin Marketing  Wordstream Writer:  Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker:  SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search, Acquisio User Summit, Bing Ads Connect
  • 3. #SMX #12B @John_A_Lee Dynamic Ads: An Introduction adjective
  • 4. #SMX #12B @John_A_Lee Change content of your ads dynamically based on keyword, website content, product/service data, real-time data and more. Applies to search, display and social ad types. Alphabet soup! DSA’s, DPA’s, DKI, customizers, scripts, oh my! Dynamic Ads: An Introduction Plain Text Ads Boring Static Image Ads
  • 5. #SMX #12B @John_A_Lee Plan Ahead Search Ad Grab Bag Dynamic Display Ads Dynamic Product Ads Scripts Let’s Get Dynamic!
  • 6. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Plan Ahead
  • 7. #SMX #12B @John_A_Lee Who are you targeting? Where are you targeting them? What is the intent or desired action? Do you have all of the necessary accounts, tools and resources? Strategy
  • 8. #SMX #12B @John_A_Lee Accounts – Google AdWords, Facebook Ads, Google Merchant Center, Google Docs, etc. Data Connections – retargeting, e-commerce tracking, e- commerce platforms / feeds, other database / API connections, etc. Accounts & Data Connections
  • 9. #SMX #12B @John_A_Lee Set up can be tedious and could require resources beyond your team or skill set. Examples: Data feed creation and data quality control. Pixel placement. Coding (scripts). Promotion schedules. Etc., etc. Time & Resources
  • 10. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Search Ad Grab Bag
  • 11. #SMX #12B @John_A_Lee DKI – Everyone’s Favorite Punch Line
  • 12. #SMX #12B @John_A_Lee Set a dynamic countdown for important sales or events. Countdown can be in headline or body copy. Countdown settings only appear when the {=COUNTDOWN} operator is entered. Countdown Text Ads
  • 13. #SMX #12B @John_A_Lee Populate text ads with data pulled from a feed. Data feeds managed through Shared Library > Business Data. Operator “DataSetName” points to the datafeed. Operator “AttributeName” points to the text that will be inserted into the ad. Ad Customizers
  • 14. #SMX #12B @John_A_Lee Ad Customizers: Shared Library – Business Data
  • 15. #SMX #12B @John_A_Lee Ad Customizers: CSV Data Template Customize the feed attributes to reflect your products or services. Detail targeting by campaign, ad group and keyword.
  • 16. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Dynamic Display Ads
  • 17. #SMX #12B @John_A_Lee Upload data feed based on specific vertical or custom variables. Choose “Dynamic Ad” within the AdWords Ad Gallery.
  • 18. #SMX #12B @John_A_Lee ♫♫ Every Vertical Has It’s Feed… ♫♫
  • 19. #SMX #12B @John_A_Lee Dynamic elements change based on location and what user is viewing on the web. - Eliminates cumbersome campaign structures, reducing management resources. Single display ad unit accounts for multitude of variables (via data feed) and ad sizes (ad templates). - Frees up creative resource bandwidth. - ‘Preferred Layouts’ give you options. Dynamic Display Ads: Laser Focused! DDA’s work with all Google Display Network targeting features. - Contextual, Topics, Interest Categories, Placements, Retargeting Laser-target the dynamic elements within DDA’s by taking full advantage of the data feed. - Use all available fields per vertical, locations/addresses, pricing, ratings, contextual keywords, etc.
  • 20. #SMX #12B @John_A_Lee Dynamic Display Ad Preferred Layouts
  • 21. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Dynamic Product Ads
  • 22. #SMX #12B @John_A_Lee DPA’s: Google Display Network AdWords Remarketing Product Feed Dynamic Product Ads (DPA’s)
  • 23. #SMX #12B @John_A_Lee Campaign Settings Create Dynamic Product Ad DPA’s: Google Display Network Link Merchant Center account Design is automatic, but fully editable.
  • 24. #SMX #12B @John_A_Lee If you already have remarketing and Shopping campaigns, getting Dynamic Product Ads set up is a breeze. Targeting for these ads is the same as any other remarketing campaign on the Google Display Network. DPA’s: Google Display Network
  • 25. #SMX #12B @John_A_Lee DPA’s: Facebook Ads Facebook Ads Remarketing Product Feed Dynamic Product Ads (DPA’s)
  • 26. #SMX #12B @John_A_Lee Create Product Set & Campaign Associate Product Set & Audience DPA’s: Facebook Ads Product set 1st. Campaign 2nd. Both are chosen at Ad Set level.
  • 27. #SMX #12B @John_A_Lee Ad images are dynamic, based on the product feed and retargeting data. Ad copy can be static or dynamic based on product feed operators. DPA’s: Facebook Ads
  • 28. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Scripts
  • 29. #SMX #12B @John_A_Lee Scripts can help you to: - Automate data feed creation for customizers and dynamic display ads. - Create data feeds that sync with other data points via API to apply real-time information to dynamic ads. - Create standard text ads dynamically based on real-time data. Scripts & Dynamic Ads
  • 30. #SMX #12B @John_A_Lee Ad Parameterizer script: http://bit.ly/ad-parameterizer Ad Customizers on Search Engine Land: http://bit.ly/custom-ad-sel Free AdWords Scripts: http://www.freeadwordsscripts.com/ Scripts Resources
  • 31. #SMX #12B @John_A_Lee Thank You! Questions? @john_a_lee john@clixmarketing.com www.clixmarketing.com