This document provides tips for taking dynamic search ads (DSA) strategies to the next level. It discusses setting up DSAs with layered targets and exclusions, using audiences for retargeting and similar audiences, incorporating demographics and income targeting, customizing ads dynamically, and finding missing headlines and URLs from Google Analytics. The overall message is that DSAs can be enhanced through more advanced segmentation, customization, and leveraging audience data.

1. #SMX #XXA @MichelleMSEM
Stop Being
Boring: Take Your
DSA Strategy to
the Next Level

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

3. #SMX #XXA @MichelleMSEM
Agenda
Step Up Your Set Up
Audience Targeting w/ DSA
Dynamic Inception
Finding Your Missing Data

4. #SMX #XXA @MichelleMSEM
Step Up Your Set Up
No more “set it and forget it”

5. #SMX #XXA @MichelleMSEM
• 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

6. #SMX #XXA @MichelleMSEM
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

7. #SMX #XXA @MichelleMSEM
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

8. #SMX #XXA @MichelleMSEM
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

9. #SMX #XXA @MichelleMSEM
Targeting Audiences w/ DSA
Right folks
Right time
Dynamic ads

10. #SMX #XXA @MichelleMSEM
Retargeting in DSA (RDSA)
Because there weren’t enough
acronyms already

11. #SMX #XXA @MichelleMSEM
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

12. #SMX #XXA @MichelleMSEM
• 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

13. #SMX #XXA @MichelleMSEM
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

14. #SMX #XXA @MichelleMSEM
New Audience Targeting
No acronyms included!

15. #SMX #XXA @MichelleMSEM
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

16. #SMX #XXA @MichelleMSEM
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!

17. #SMX #XXA @MichelleMSEM
Dynamic Inception
The top never stops spinning…

18. #SMX #XXA @MichelleMSEM
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

19. #SMX #XXA @MichelleMSEM
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

20. #SMX #XXA @MichelleMSEM
Getting the Missing Data
Finding your missing Headlines
and Final URLs using Google
Analytics

21. #SMX #XXA @MichelleMSEM
• 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

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

23. #SMX #XXA @MichelleMSEM
• 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

24. #SMX #XXA @MichelleMSEM
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX