From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Stop Being Boring: Take Your DSA Strategy to the Next Level - Given by Michelle Morgan, @michellemsem - Clix Marketing, Director of Client Services. #SMX #13B

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Stop Being Boring:
Take Your DSA
Strategy to the
Next Level

2. #SMX #13B @MichelleMSEM
Stop Being Boring:
Take Your DSA
Strategy to the
Next Level

3. #SMX #13B @MichelleMSEM
Director of Client Services at Clix Marketing
• PPC Pro for 7 Years
• Lover of bad movies
• Australian Shepherd Owner
• DSA Enthusiast
Michelle Morgan

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Agenda
Step Up Your Set Up
Audience Targeting w/ DSA
Dynamic Inception
Finding Your Missing Data

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Step Up Your Set Up
No more “set it and forget it”

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• DSA will always be a balancing act with
volume and customization.
• The further you segment, the lower you volume
potential.
• I recommend the following process:
1. Start with ”All webpages target”.
2. Layer in additional targets as bid modifier levels.
3. Segment out different groupings for those that have
enough volume to support segmentation.
• Don’t skip foundational exclusions with your
initial set up.
Volume is the Name of the Game

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See all the pages eligible for DSA.
• You can get sitemaps from Google Webmaster
Tools if your company set those up or you can
create one yourself.
• I’ve had success with this tool:
https://www.xml-sitemaps.com/
• The goal here is not to vet every page, but to
get an idea of what is on your site so you won’t
be caught off guard.
Get a Clear Sitemap

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Vet individual pages if you’re concerned:
• What could be better than having Google tell you
exactly what it thinks about your page?
• Utilize the ”Your landing page” section of the tool
to see what keywords Google identifies.
• You can utilize the other filters in just the same
way you would any other keyword research
project.
Google Keyword Planner

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Be Proactive & Be Efficient:
• Use page filters to exclude pages with
“Out of Stock” or “Unavailable” products.
• Add exact match keywords as negatives to
your campaign.
• Get rid of obviously poor quality
pages/folders on your site (suggestions to
the right).
Don’t Be Shy About Exclusions

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Targeting Audiences w/ DSA
Right folks
Right time
Dynamic ads

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Retargeting in DSA (RDSA)
Because there weren’t enough
acronyms already

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RDSA has all the benefits of RLSA & DSA:
• Reach beyond your keyword lists.
• Bid differently for a specific audience.
• Adjust ad copy based on the list the person
is a part of.
• Segment out budgets, devices, essentially
all campaign settings, etc.
• The list goes on…
These can be either layered into an existing
DSA campaign or segmented into their own.
RDSA: Put Those Audiences to Use

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• Don’t settle for only the remarketing audiences you can make in AdWords.
• Get creative with your audiences by utilizing Google Analytics, then import the
audiences you create into AdWords.
RDSA: Don’t Settle for the Simple

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Ecommerce:
• Previous Purchasers
• Only High ROI Purchasers
• Revenue Over $500
• Multi-page visitors with no purchase
• Email link clicks (subscribers)
• Purchasers by Brand
Exclusions:
• High Bounce Rate
• Low Time on Site
RDSA: Ideas Based on Biz Type
Lead Generation:
• Visitors of Corp Site vs Blog Visitors
• Specific Product Page Views
• Multi-page visitors with no conversion
• Email link clicks (subscribers)
• ABM List Campaign Visitors
Exclusions:
• Customer Lists/Previous Converters
• High Bounce Rates
• Low Time on Site

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New Audience Targeting
No acronyms included!

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Theories behind RDSA also hold for Similar
Audiences for Search.
Extend your reach with purpose:
• Reach beyond your keyword lists.
• Bid differently for a specific audience.
• Adjust ad copy based on the list the person is a part
of.
• Segment out budgets, devices, essentially all
campaign settings, etc.
• The list goes on…
These can be either layered into an existing
DSA campaign or segmented into their own.
Similar Audiences for Search

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Demographics:
• Combine gender audiences with categories of
your site to find the best content fit:
• Female Demo > /womens/ URL parameter
• Utilize different word choices based on age
groups determined from customer reviews.
Income Targeting:
• Show premium products to those in the Top 10%.
• Show sale messaging to those in the Lower 50%.
They might not be “audiences” in the
traditional sense, but putting these to use as
additional layers can enhance your targeting.
Demographics Are Audiences Too!

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Dynamic Inception
The top never stops spinning…

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Don’t leave DSA out of your promotions:
• 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

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Basically, ad customizers based on audiences & devices.
• Perfect for lower traffic DSA campaigns that can’t afford further segmentation.
• Still allows for message customization, but doesn’t require separate ad
groups/campaigns.
IF Statements

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Getting the Missing Data
Finding your missing Headlines
and Final URLs using Google
Analytics

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• Create a New Segment in your
GA profile based on your DSA
campaign name.
• Hint: It’s easiest if you put “DSA”
somewhere in the campaign
name.
Google Analytics Segment Set Up

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• Choose the DSA segment you just created.
• Then switch Primary Dimension from “Keyword” to “Ad Content”.
Ad Headlines
Acquisition > AdWords > Keywords

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• Stay within the DSA segment from earlier.
• You can view just about every stat you can see on other pages.
Landing Page Performance
Behavior > Site Content > Landing Pages

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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX