The document outlines a presentation by John A. Lee on building a framework for success with dynamic ads in digital advertising. It discusses various dynamic ad types, their setup requirements, and optimization strategies for different platforms like Google Ads and Facebook Ads. The presentation emphasizes the importance of planning, data connections, and automation through scripts to manage dynamic ad campaigns effectively.

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