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Build a Framework for Success with Dynamic Ads

Learn about AdWords ad customizers, countdown ads, dynamic display ads and dynamic product ads (bonus - Facebook DPA's, too!).

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Build a Framework for Success with Dynamic Ads

  1. 1. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads How Dynamic Ads Can Supercharge Your SEM Campaigns
  2. 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. 3. #SMX #12B @John_A_Lee Dynamic Ads: An Introduction adjective
  4. 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. 5. #SMX #12B @John_A_Lee Plan Ahead Search Ad Grab Bag Dynamic Display Ads Dynamic Product Ads Scripts Let’s Get Dynamic!
  6. 6. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Plan Ahead
  7. 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. 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. 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. 10. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Search Ad Grab Bag
  11. 11. #SMX #12B @John_A_Lee DKI – Everyone’s Favorite Punch Line
  12. 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. 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. 14. #SMX #12B @John_A_Lee Ad Customizers: Shared Library – Business Data
  15. 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. 16. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Dynamic Display Ads
  17. 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. 18. #SMX #12B @John_A_Lee ♫♫ Every Vertical Has It’s Feed… ♫♫
  19. 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. 20. #SMX #12B @John_A_Lee Dynamic Display Ad Preferred Layouts
  21. 21. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Dynamic Product Ads
  22. 22. #SMX #12B @John_A_Lee DPA’s: Google Display Network AdWords Remarketing Product Feed Dynamic Product Ads (DPA’s)
  23. 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. 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. 25. #SMX #12B @John_A_Lee DPA’s: Facebook Ads Facebook Ads Remarketing Product Feed Dynamic Product Ads (DPA’s)
  26. 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. 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. 28. #SMX #12B @John_A_Lee Build a Framework for Success with Dynamic Ads Scripts
  29. 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. 30. #SMX #12B @John_A_Lee Ad Parameterizer script: Ad Customizers on Search Engine Land: Free AdWords Scripts: Scripts Resources
  31. 31. #SMX #12B @John_A_Lee Thank You! Questions? @john_a_lee