Post on 23-Jan-2018
@marcusknight#BreakfastAndLearn
Albert House – June 2017THE POWER OF DYNAMIC ADS
Planning my trip to India
We had everything arranged
Visiting the Taj Mahal
The amazing Palolem Beach
The Kingfisher Brewery
We missed one important point…
The Visa needed to enter India
We weren’t going to India
Lesson #1
Always check Visa requirements
Lesson #2
It’s important to adapt
What is he talking about?
Advertisers weren’t catering for us
They were targeting the masses
Focussing campaigns on the ‘regular’ user
Not the small minority that forget Visas
But what if one of them had adapted to our situation?
T H E P O W E R O F
D Y N A M I C A D V E R T S
The most basic form of adaptation...
Don’t offer the user what they don’t want
Use negative keywords
Users don’t always
read your copy
Review once a week on a Monday morning
Avoid being in the wrong place with irrelevant copy
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Take yourself out of competitions you can’t win
Users click without reading what you can actually offer them
Review once a week without fail
Key Takeaways
D Y N A M I C
S E A R C H A D S
Now, onto the new and exciting stuff
Dynamic search ads
Pick up relevant traffic you aren’t bidding for currently
Run them alongside your normal search campaigns
16%Daily searchesHave never been seen
by Google before
Target based on your website categories
Most advertisers see..
5-10%..increase in clicks & conversions
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This will plug the gaps in your account, whilst also shortening the path to conversion
Use core extensions to improve quality score
Add negatives to ensure you only bid on valuable
content
Key Takeaways
R D S A C A M P A I G N S
Once you’ve tried that..
Remarketing dynamic search campaigns
Highly targeted way of reacting to the number of new search queries
Dip your toes into the world of remarketing
Choose Target and Bid to reach only your audiences
£0.00
£5.00
£10.00
£15.00
DSA RDSA
Cost Per Conversion
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
DSA RDSA
Conversion Rate
-65%
Significantly better results than standard DSA
+97%
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This feels a bit like cheating (don’t tell anyone)
Reach your audience when they search in a way your account isn’t set up for
You can use ‘bid only’ and reach users outside of
your remarketing lists as well
Key Takeaways
D Y N A M I C K E Y W O R D
I N S E R T I O N
These previous features are not to be confused with...
Dynamic keyword insertion
Dynamically updates your ads to reflect the users search
Google wants
us to do this
AdWords will insert the keyword that triggered the ad for a relevant copy
Add DKI to the 2nd headline for the best results
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Headline 1 Headline 1 & Desc Description Headline 2
CTR by DKI Placement
51.54%Avg. CTR IncreaseReported in research by
PPC Hero & Wordstream
However, our data says slightly less
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Non DKI DKI
CTR by Ad Type
+24%
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Google is clamping down on ad relevance; this can help you achieve it quickly
Review your historical quality score to see how you’re doing at the moment
Google wants 3 ads per group; This is a quick way to
get your 3rd one
Key Takeaways
C O U N T D O W N A D S
Selling a time-sensitive product?
It’s time to try countdown ads
Trigger some basic principles of persuasion psychology
Marketers have been doing this for decades
Only {=COUNTDOWN("2017/06/11 23:00:00","en-GB",5)} Left To Apply!
Strong engagement rates with countdowns
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
2.00%
Non-Countdown Countdown
CTR by Ad Type
+46%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-Countdown Countdown
Conv. Rate by Ad Type
+35%
Recommended Neuromarketing reading
Neurosciencemarketing.com/blog/articles/five-guys
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You can use the power of psychology to trigger urgency with users
Quick, easy and simple set-up
They always pass our conversion rate tests
Key Takeaways
I F F U N C T I O N A D S
My favourite AdWords update EVER
Imagine these could be tailored to who is looking at them
IF Function Ads allow us to do this in our ads
For example...
For example...
For (a B2B) example...
Lots of user groups could receive tailored messaging to them
Regular
customers
Completed
‘mini’
conversion
Requested
demo
Business
travellers
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Tailor ads depending on audience and device
Multiple outputs from the same ad
Downside: can’t control how much budget is spent
on each audience / device
Key Takeaways
R E M A R K E T I N G L I S T S
F O R S E A R C H A D S
RLSA is also a great way of adapting to the user...
Whilst also allocating a specific budget
Our goals are different for groups of users
So, our messaging should be too
Some people aren’t doing this very well
This is not tailored for me as a customer
Using this space more effectively
Set up a list for existing customers in GA
Add them to a campaign under ‘audiences’
Importantly, these users can also be excluded from campaigns
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Control how much spend goes to acquiring clicks from existing customers
Encourage users to interact with new features
Measure the right metrics for these users
Key Takeaways
A D C U S T O M I S E R S
Tailor ads based on multiple factors
Dynamically update your ads with up to date price and stock levels
An external data source feeds into your ads
Anything you can think of can probably be inserted dynamically
It’s an incredibly fast way of updating prices
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Saves you from creating new ad copy every time a price changes
Attributes can be inserted anywhere in your ad copy except the final URL
Feeds can be kept and managed in the ‘business
data’ section of AdWords
Key Takeaways
D Y N A M I C R E M A R K E T I N G
Take your remarketing to the next level
Try Dynamic Remarketing
Set-up steps to follow
Offer a small discount to users with intent
Use this on Facebook and Instagram too
70%More likely to convertThan someone who has not
been remarketed to
Please don’t forget you can exclude too
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Some technical steps to carry out first, but from then on it is simple to manage
This can be used to drive further revenue by cross-selling or up-selling on Facebook and Instagram
Don’t forget frequency capping
Key Takeaways
L O C A T I O N &
D E M O G R A P H I C T A R G E T I N G
We’ve had location targeting for a while
But is it used for adapting our ad copies?
Use it to communicate with users that are close to your business
5 locations across London! Less than 5 minutes away!
A similar approach can be took with demographic targeting too
Who is buying this car?
Who is buying this bag?
Handmade in Italy
Free Delivery & Returns
Update on our best-seller
Five Star Reviews
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These settings can be used for much more than just adjusting bids (also a good move though!)
It is not always your target audience purchasing from you
Users have various needs depending on where/who
they are. Keep the user in mind & all else will follow!
Key Takeaways
Thanksfor listening.
@Koozai
Facebook.com/koozaiEmail: Marcus.Knight@Koozai.com
Tel: 0330 353 0300
www.Koozai.com