Dynamic PPC Ads - PubCon Vegas 2015
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Transcript of Dynamic PPC Ads - PubCon Vegas 2015
#pubcon
DYNAMICPPCADSPresented by:Maddie CarySenior Client ManagerPoint It Digital Marketing
Tweet at me! @MaddieMarketer
#pubcon
Senior Client Manager at Point It
4+ Years in PPC
Oversee $35M in Media
Global SEM Program Lead 20 Person Team 30 Languages 60 Markets
Experienced Across e-Commerce, Music, Finance, Beauty, IT, Gaming, & Mobile Apps
WHO AM
I?
Tweet at me! @MaddieMarketer
#pubcon
Dynamic Trends Dynamic PPC Ad Types
Dynamic Remarketing Ads Dynamic Search Ads Remarketing List in Search
Ads Countdown Ad Customizers
What’s Next for Dynamic Ads?
WHAT WE’LL COVER
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#pubconTweet at me! @MaddieMarketer
#pubcon
DYNAMIC TRENDS IN PPC
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#pubcon
DYNAMIC TRENDSDynamic
Customized Ad Content
Fluid Ad ServingAudience Focused
StaticStatic Ad Content
Standard Ad ServingKeyword Focused
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#pubcon
WHY DYNAMIC ADS MATTER
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Every day 15-20% of searches are unique Keywords still matter, but targeting is limiting Dynamic Ads close that gap!
Consumers find personalized ads 54% more engaging 52% more educational 45% more memorable 77% of online retail consumers want personalized ad
formats
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INDUSTRY LEADERS AGREE…
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“One of the biggest trends in paid search we’re going to see in PPC in 2015 is less control and more dynamic solutions”
“Ad customizers [dynamic ad feature] are so important because they give text ads their own degree of eye candy”
“Dynamic creative is going to become vital as people become increasingly used to being served that kind of ad”
Elizabeth MarstenDirector of Paid SearchCommerceHub
Theresa ZookVP of SEMAll About Clicks
Matt UmbroSenior Account ManagerHanapin MarketingHost of #PPCChat
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TIME FOR A QUICK POLL!
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How many of you have ever tested or are currently running
some type of dynamic ad format?
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HUNGOVER
HIGHLIGHTS
2015 SAW MORE NEW DYNAMIC AD TYPES
ADDED TO PPC
KEYWORDS AUDIENCES
DYNAMIC ADS ARE 54%MORE ENGAGING
DYNAMIC TRENDS
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DYNAMIC PPC AD TYPES
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DYNAMICREMARKETING
ADS
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DYNAMIC REMARKETING ADS
Dynamically generated image & text ads served on the Display Network
Using products or services viewed on your site Incentivize users to come back and complete the purchase process Ads appear customized, showing users’ previously viewed products
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DYNAMIC REMARKETING ADS - TEXT
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Dynamic Headline Product
Image CTA, Price, & Shortened
Domain
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DYNAMIC REMARKETING ADS - IMAGE
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CTA Button
Product Image
Product Name
Carousel
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PROS & CONS - DYNAMIC REMARKETING ADS
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PROs• Easy to use template for ad creation• Build custom audiences to test & target• The most effective dynamic ad format from
Google at customizing content for the user
CONs• Requires a working, optimized feed• Can be more time intensive to set up &
troubleshoot
#pubcon
Beauty Industry e-Commerce Client
Running Dynamic & Standard Remarketing
Both TargetingAbandoned Cart Audience
Last 6 Months,Dynamic Made Up
29% of Total Remarketing
RevenueDuring December, Dynamic Made Up
45% of Total Remarketing
Revenue
Dynamic Remarketing Performs On Average At +50% Higher ROAS
CASE
STUDY
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#pubcon
HUNGOVER
HIGHLIGHTS
REMARKETING AD TYPE
GOT A PRODUCT FEED? SET THIS UP!
BOTH IMAGE & TEXT AD FORMATS AVAILABLE
DYNAMIC REMARKETING
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DYNAMICSEARCH
ADS(DSA)
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DYNAMIC SEARCH ADS
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Text ads served on the Search Network Using dynamically generated headlines
Scraping site content to determine queries to match & pages to direct to
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PROS & CONS – DYNAMIC SEARCH ADS (DSA)
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PROs• Longer headlines beyond 25 character limit• Great keyword mining strategy• Use all extensions & features of regular text
ads
CONs• Give a lot of control over to Google• Needs frequent negative keyword management
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Travel & Outdoor Apparel e-Commerce Client
Launched DSA in March 2014
DSA contributed…
CASE
STUDY
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+36% Total Revenue Lift in
2014
DSA Had a 119% Higher Average ROAS
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DSA is One of the Clients Top 10 Campaigns, Driving Nearly 30% of All
Non-Branded Yearly RevenueCASE
STUDY
Travel & Outdoor Apparel e-Commerce Client
Launched DSA in March 2014
DSA contributed…
#pubcon
HUNGOVER
HIGHLIGHTS
GREAT FOR B2C & B2B
SUPER EASY TO SET UP
LONGER DYNAMIC HEADLINES = BETTER
CTR
DYNAMIC SEARCH ADS (DSA)
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REMARKETINGLIST IN
SEARCH ADS(RLSA)
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REMARKETING LIST FOR SEARCH ADS (RLSA)
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Text ads served on the Search Network Using audience targeting to serve ads
Tailor bids & ads to valuable previous visitors
Create Audienc
e List
Bid On Desired Audienc
es
Show Targeted Search
Ads
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PROS & CONS - RLSA
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PROs• The only SERP retargeting available • Tailor message for repeat visitors at point of
need, make ads appear dynamically served
CONs• Takes time to set up campaigns & audiences• Requires good audience management to ensure
you’re not just canabalizing your regular SEM
#pubcon
Software & Consumer Electronics Client
INTL Targeted Market
Aggressive bids through Black Friday/Cyber Monday
RLSA contributed…
CASE
STUDY
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+13% Revenue Lift
on Thanksgiving+17%
Revenue Lift on CM
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+18% Total Revenue Lift Across BF/CM Week Functioning Above A +1000% ROAS!
CASE
STUDY
Software & Consumer Electronics Client
INTL Targeted Market
Aggressive bids through Black Friday/Cyber Monday
RLSA contributed…
#pubcon
HUNGOVER
HIGHLIGHTS
TARGETED SEARCH ADS USING AUDIENCE DATA
IF YOU AREN’T DOING THIS, YOUR
COMPETITOR IS
FIND NEW REVENUE AT HIGHER RETURN
RLSA
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COUNTDOWNAD
CUSTOMIZERS
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AD CUSTOMIZERS
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New text ad format served on the Search Network
Allowing dynamically change ad copy using specific parameters
Can insert a keyword, countdown to a date, or add in product details by referencing a file upload
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COUNTDOWN ADS
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Easiest ad customizer to use & test
Dynamically count down to a specific date & time for an event
Text changes all tracked within one consistent ad
Removes work of scheduling multiple hourly countdown ad creative
No need to set up an AdWords Script
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PROs & CONs – COUNTDOWN ADS
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PROs• Creates Urgency & Scarcity• Stand out on the SERP• Can now dynamically update to include geo
CONs• Need to understand function parameters to use• For ad customizers using a feed spreadsheet,
need to consistently update reference file
#pubcon
Finance Industry Client
Running Countdown Ads for 14 Day Promotion
Comparing Countdown vs. Standard Ads, saw…
√ Equal Cost Per Lead
√ +20% Higher Conv Rate√ Saw Increased Urgency During Last 7 Days of Promotion
CASE
STUDY
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#pubcon
Apparel e-Commerce Client
Running Countdown Ads for 2 Day 20% Off EverythingPromotion
Comparing Countdown vs. Standard Ads, saw…
CASE
STUDY√ +105% Higher Conv Rate√ +40% Higher Revenue
√ +91% Higher ROAS
√ Saw Increased Urgency On Countdown Ads from Day 1 to Day 2
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Music Industry Client
Running Countdown Ads for 2 Week Discount Promotion
Comparing Countdown vs. Standard Ads, saw…
CASE
STUDY√ -10% Lower CPA
√ +12% Higher Conv Rate√ Added Urgency Contributed To A +228% Increase In Conversions
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HUNGOVER
HIGHLIGHTS
EASY TO SET UP USING FUNCTION PARAMETERS
NEW WAY TO DRIVE URGENCY FOR A PROMO
APPLICABLE TO TEST FOR ALL VERTICALS
COUNTDOWN AD CUSTOMIZERS
#pubcon
WHAT’S NEXT FOR DYNAMIC ADS?
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#pubconTweet at me! @MaddieMarketer
WHAT’S NEXT FOR DYNAMIC ADS?More Dynamic Ad formats and features are rolling out…
and not just to PPC! Updates to Shopping campaigns
Updates to DSA campaigns More access to Google Analytics audience targeting in AdWords
Dynamic Product Ads in Facebook
Dynamic PPC Ads allow you to tailor the experience to the customer. AND make more revenue!
Pick at least one to try out (maybe before the holiday season?) and let me know how it works out for you!
#pubcon
OH GOD.SO HUNGOVER…
SO LITTLE RETAINED…NEVER FEAR!
Check out my presentation blog post, which includes a
how-to set up guide for these Dynamic PPC Ads:
pointit.com/blog/dynamic-ppc-ads
Also, reach out with questions on Twittter! @MaddieMarketerThanks!