#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads

How Dynamic Ads Can

Supercharge Your SEM

Campaigns

#SMX #12B @John_A_Lee

Who Is This Guy?Managing Partner – Clix MarketingDigital Advertising Geek Emphasis on “Geek”Prior Sentences Served: Hanapin Marketing WordstreamWriter: 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

#SMX #12B @John_A_Lee

Dynamic Ads: An Introduction

dynamicadjective

Characterized by constant change, activity or process.

#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 AdsBoring Static Image

Ads

#SMX #12B @John_A_Lee

Plan AheadSearch Ad Grab BagDynamic Display AdsDynamic Product AdsScripts

Let’s Get Dynamic!

#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads

Plan Ahead

#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

#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

#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

#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads

Search Ad Grab Bag

#SMX #12B @John_A_LeeDKI – Everyone’s Favorite Punch Line

#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

#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

#SMX #12B @John_A_Lee

Ad Customizers: Shared Library – Business Data

#SMX #12B @John_A_Lee

Ad Customizers: CSV Data TemplateCustomize the feed attributes to reflect your products or services.

Detail targeting by campaign, ad group and keyword.

#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads

Dynamic Display Ads

#SMX #12B @John_A_Lee

Upload data feed based on specific vertical or custom variables.Choose “Dynamic Ad” within the AdWords Ad Gallery.

#SMX #12B @John_A_Lee

♫♫ Every Vertical Has It’s Feed… ♫♫

#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, RetargetingLaser-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.

#SMX #12B @John_A_LeeDynamic Display Ad Preferred Layouts

#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads

Dynamic Product Ads

#SMX #12B @John_A_Lee

DPA’s: Google Display Network

AdWords Remarketing

Product Feed

Dynamic Product Ads (DPA’s)

#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.

#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

#SMX #12B @John_A_Lee

DPA’s: Facebook Ads

Facebook Ads Remarketing

Product Feed

Dynamic Product Ads (DPA’s)

#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.

#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

#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads

Scripts

#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

#SMX #12B @John_A_Lee

Ad Parameterizer script: http://bit.ly/ad-parameterizerAd Customizers on Search Engine Land: http://bit.ly/custom-ad-selFree AdWords Scripts: http://www.freeadwordsscripts.com/

Scripts Resources

#SMX #12B @John_A_Lee

Thank You!

Questions?@john_a_lee

john@clixmarketing.comwww.clixmarketing.com