DSA can be used effectively for ecommerce sites, lead generation sites, and other websites. The document provides tips for setting up DSA campaigns including: (1) vetting website pages for suitability, (2) creating ad groups for categories, subcategories or individual pages, and (3) using remarketing and demographic targeting. It also discusses analyzing DSA campaign performance and optimizing campaigns to increase relevance and reduce reliance on DSA over time.

1. DSA: A Tool for All
Accounts
Michelle Morgan | @michellemsem
Director of Client Services | Clix Marketing

2. Michelle Morgan
Director of Client Services at Clix Marketing
• PPC Pro for 6+ Years
• Australian Shepherd owner
• Lover of Legos

5. Today’s Agenda
We Have 5 Main Areas of Focus:
• Vetting Your Site
• Setting Up Campaigns
• Strategies for Account Types
• Fun with DSA
• Analysis and Optimizations

6. Vetting Your Site
DSA: A Tool for All Accounts | @ michellemsem

7. Is My Business Right for DSA?
Yes!
But your website might not be.

8. Let’s Use an Example
Lego.com
:

9. Product Page

10. Signs Your Site is Right for DSA
1.) Good Content Describing the Product/Service:

11. Signs Your Site is Right for DSA
2.) Content is Up to Date:

12. Signs Your Site is Right for DSA
3.) Clear Calls To Action (And You’re Tracking All of Them):

13. Signs Your Site is Right for DSA
BONUS: Good Mobile Site:

14. Signs Your Site is Wrong for DSA
Hold Off on DSA If:
• No clear call to action.
• Site is mostly images or doesn’t have
strong supportive text.
• Information presented is out of date.
• Site is mostly buzzwords with no real value
in the text.

15. Vetting Your Pages

16. Determining the Pages You Use
You’re in the “Good Fit” Category, Now What?
• Identify which pages are
DSA worthy.
• Your whole site?
• Only specific pages?
• No right or wrong answer.
• Vet for success.

17. Using the Whole Site

18. Using the Whole Site

19. Using the Whole Site

20. Get a Clear Sitemap
Layout the Full List of Pages Eligible:
• Google Webmaster Tools.
• SEO Team.
• Online Tools:
• https://www.xml-sitemaps.com/crawl.html
• https://xmlsitemapgenerator.org/
• Why?
• Agency
• Work in Progress
• Regular Site Maintenance

21. Get a Clear Sitemap:
600+ 29

22. Tools for Analysis
Keyword Planners:
• It’s basically reverse DSA.
• Use the URL section.
• Use this to review questionable
pages before including in your
campaigns.
• Add all relevant negatives.

23. Be Proactive with Exclusions:
Easy List of Pages/Folders to Exclude:

24. Setup for Success
DSA: A Tool for All Accounts | @ michellemsem

25. Volume vs Control:
These will always work inversely of each other with
DSA.• Always start with a volume play, then move to control.

26. Creating Your Ad Campaigns:
You’re Given 3 Options in the Builder:

27. All Pages in One Ad Group:
Targeting All Pages:
• Easiest of all the set ups.
• Exclude pages from vetting process.
• Best for:
• Sites with a limited number of
pages but are all decent quality.
• Using as secondary layer with
limited bid.
• When more granular set ups
don’t render any traffic.

28. All Pages in One Ad Group:
Targets
Ad Group
Campaign
Search -
DSA
All Pages
All Pages

29. One Category in Each Ad Group:
Using Recommended Categories:
• Determined by how the search
engine views your site.
• Best for:
• Sites with strong natural
segmentation/map.
• Quicker set ups but large
audiences.

30. One Category in Each Ad Group:
Using Recommended Categories:
• They’ll then show you examples of what the queries, headlines, and landing
page might look like.

31. One Category in Each Ad Group:
Targets
Ad Group
Campaign Search -
DSA
Themes
/themes
Minifigures
/minifigures
Games
/games

32. Sub Category in Each Ad Group:
Categories within Categories:
• Going one step beyond the high level categories.
• Best for:
• Sites with differing product sets within categories.
• Pages highlighting individual features of a whole offering
(i.e. Shoe stores have sections for men, women, and kids).

33. Sub Category in Each Ad Group:
Targets
Ad Group
Campaign Search - DSA
Lego Batman
Movie
/themes/lego-
batman
Star Wars
/themes/star-
wars
Ninjago
/themes/ninjago

34. Individual Pages by Ad Group:
One Page Per Ad Group:
• This is the most specific of set ups.
• Best for:
• High quality pages with loads of quality, relevant content.
• Lead gen accounts that have only one page that is a good fit for DSA.
• High volume pages that have performed well in existing DSA campaigns
that you would like more control over.

35. Individual Pages by Ad Group:
Targets
Ad Group
Campaign Search - DSA
Batmobile
/The-
Batmobile-
70905
Arkham Asylum
/Arkham-
Asylum-70912
The Joker
Notorious
Lowrider
/The-Joker-
Notorious-
Lowrider-70906

36. Best Practices for DSA Set Up
Start Off on the Right Foot:
• Start with high volume set up, then move to control.
• Add all current keywords as negatives.
• Test Enhanced CPC.
• Be proactive with initial exclusions.

37. Strategies for Account
Types
DSA: A Tool for All Accounts | @ michellemsem

38. Strategies for Ecommerce

39. Treat DSA Like Shopping Campaigns
• DSA is arguably best suited
for Ecommerce websites
with lots of products.
• It can fill holes in your
search campaigns the way
Shopping can, but based on
page info rather than feeds.

40. Treat DSA Like Shopping
Campaigns
• Set campaigns with specific
groupings and appropriate bids.
• Then layer in a “catch all” All
Webpages ad group (with
appropriate negatives) and set a
low bid.
Targets
Ad Group
Campaign Search - DSA
Lego Batman
$1.00 Bid
/Lego-
Batman
Catch All
$0.50 Bid
All webpages

41. Page Filters
Excluding Out of Stock Items:
• Use Page Content filter.
• Use the same terminology on your
site “Unavailable”, “Out of Stock”, etc.
to exclude items that you don’t
currently have in your inventory.

42. Bargain Products
Premium vs Bargain Products
Segment by Product Price:
• If your site is organized accordingly, segment your ad groups by price.
• Write ads differently based on the price point to best match with user intent.
Premium Products

43. US Targeting: Location & Income
Use Household Income Targeting:
• If you’re targeting folks in the USA, you can also layer in household income
targeting to your Premium/Bargain strategy for additional control.

44. Strategies for Lead Generation

45. Be Pickier
Likely, Less Pages are Good for DSA:
• Unlike Ecom sites and Batman, most Lead Gen sites just don’t have as many options.
• Not all pages on Lead Gen sites are set up to be transactional.
• Vet your pages well and be more stringent on the pages you allow to show.

46. Add Additional Exclusions
Exclude More Pages:
• Be vigilant of additional pages that might
not be good for new visitors:
• Member/User Interfaces.
• Pricing.
• Log In pages.
• Awards pages, etc.

47. Content Amplification
Get in Front of Relevant Folks Fast:
• Not all pages have to be purchases.
• Many Lead Gen companies use top of
funnel tactics to gain leads.
• DSA can be used for these pages as long as
the descriptive teaser text is thorough.
• DSA can allow you to set up campaigns
more quickly than conducting keyword
research for each piece of content.
• You still need to vet pages, but setting up
content page templates are a good way to
limit errors.

48. Create Long Form Pages
They’re Useful in Other Places As Well:
• Most folks run into issues with quality of page content.
• Individual pages focus on one aspect of the
product/service, but don’t really say much.
• Stop. Using. Buzzwords.
• Solution: Make one long form landing page with all
relevant content and appropriate calls to action and use
that.
• Can later be used for generic remarketing or brand
advertising.

49. Fun with DSA
DSA: A Tool for All Accounts | @ michellemsem

50. Going Beyond the Normal Setup
Let’s Look at Ways to Upgrade Your DSA Strategy:

51. Remarketing + Dynamic Search
AdsRDSA: Put Those Audience Lists to Use:
• RDSA can be great for Ecom or Lead Gen.
• Layer remarketing lists on top of a DSA campaigns to start, then potentially break
out if volume is high enough.
• Get creative with custom Audiences in Google Analytics, then import to AdWords.

52. Remarketing + Dynamic Search
AdsEcommerce:
• Targeting Lists:
• High ROI Purchasers.
• Previous Purchasers.
• Revenue over $500.
• Revenue under $50.
• Visitors to multiple pages within the
site without a purchase.
• Purchasers of specific Brand items.
• Exclusions List:
• High bounce rate.
• Targeting Lists:
• All visitors.
• Users of “basic” products then send
to “premium” pages.
• Content downloads.
• High site engagement, but no
conversion.
• Exclusions:
• Customer lists.
• High bounce rate.
Lead Generation:

53. Demographic Targets for Search
Leveraging Demographics:
• Use as modifier layers or break out for separate targeting.
• Test messaging differences for each group.

54. Similar Audiences for Search
Finally:
• Lookalikes for Search Ads.
• Extend your retargeting strategies into net new audiences.

55. ETAs for DSA
Expanded Text Ads:
• These have been released as of April 2017.

56. • Utilize ad customizers in the static portion of
your ad.
• Be cautious. This strategy leaves a lot to be
determined at ad service.
• Depending on your offering, potentially best
for more granular DSA set ups unless your
offer is consistent/compelling across the site.
Ad Customizers
Don’t Leave DSA out of Promotions:

57. • Perfect for lower traffic DSA campaigns that can’t afford further segmentation.
• Allows for message customization, but doesn’t require separate ad groups/campaigns.
• Also, might be expanding to a number of new things moving forward.
IF Statements
Basically, Ad Customizers for Audiences & Devices:

58. Announcing Dynamic Page
Feeds:DSA Just Got A Lot More Like Shopping:

59. Announcing Dynamic Page
Feeds:DSA Just Got A Lot More Like Shopping:

60. Announcing Dynamic Page
Feeds:Custom Labels:
• Works Just the Same As Shopping.
• Use sitemap from earlier.
• Use as many labels per page as you like.
• Premium vs Bargain products.
• Low bounce rate pages.
• Groupings for less structured
sitemaps.
• Use labels to create campaign structure.
• Bid modifiers for custom labels.

61. Analysis & Optimization
DSA: A Tool for All Accounts | @ michellemsem

62. What’s Missing?
Getting the Data You Need: The Old Way
• Headline and Landing Pages

63. What’s Missing?
Getting the Data You Need: The Old Way

64. What’s Missing?
Getting the Data You Need: The New Way

65. What’s Missing?
Getting the Data You Need: The New Way

67. What’s Missing?
Getting the Data You Need: The New Way

68. The Ultimate Goal of DSA…
…is to render it useless.

69. Optimizations for DSA:
Render it Useless:
• Mine search queries for:
• Keywords for search campaigns.
• Negatives for DSA & search.
• Review Final URLs to find pages to:
• Segment for better targeting.
• Exclude poor performers.
• Don’t hesitate to shift back to volume
plays after mining for LPs and keywords.
• Periodically review auto targets.
• Test page title tags for better headlines.
• Test Enhanced CPC.
Making it Work Better:

71. Questions?
Michelle Morgan | @michellemsem
Director of Client Services | Clix Marketing

73. THANK YOU!
Michelle Morgan | @michellemsem
Director of Client Services | Clix Marketing