Dynamic Search Ads: Larry Page Says Keywords Are "Meh" By Matthew Mierzejewski
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Transcript of Dynamic Search Ads: Larry Page Says Keywords Are "Meh" By Matthew Mierzejewski
#SMX #12b @mskimatt
Matthew Mierzejewski
Dynamic Search Ads:Larry Page says keywords are ‘meh’
#SMX #12b @mskimatt
DSAs = Ads without keywords
Google maps user queries to webpages with high relevancy (organic crawl and rank) and automatically generates an ad to that webpage, for the advertiser.
What are Dynamic Search Ads (DSAs)?
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“Page was adamant that the system be simple and scalable… …He thought that the system should be so easy for advertisers that all they would need to do was give their credit card number and point Google to their website… …They shouldn’t even get involved with choosing keywords – Google would choose them.”
- Reference to Larry Page, Nov, 2000Source: In the Plex: How Google Thinks, Works and Shapes Our Lives, author Steven Levy
The vision all along…
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#SMX #12b @mskimatt
Incremental auctions Scaled advertising Headline / CTR advantages Improved CPCs (in some cases)
What are the benefits of DSAs
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“Low Search Volume” #FTW
Own ‘remnant’ SEM inventory
May avoid first page min bid
Incremental volume
New Auctions
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Nearly 5% of DSA auctions won matched ‘low volume’ or ‘below min bid’ keywords
New Auction Stats
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Long Tail management is more difficult
Can never build ‘all the words’
Newly indexed landing pages
Scaled Advertising
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For Retail, Product Pages Rule
Landing Page Type Clicks Orders % ClicksProduct Pages 39,316 296 79%Category Pages 5,837 75 12%Manufacturer Pages 1,549 17 3%Search Pages 1,233 8 2%Other 955 - 2%Home Page 643 27 1%Clearance Pages 103 - 0%Totals 49,636 423 100%
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Headlines up to 80 characters in length
Headline / CTR Advantages
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Cheaper DSA CPCs vs. long-tail keywords without much search history/ low search volume
Improved CPCs
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Importance of Microdata (schema)
Better Schema
Organic Listings
Dynamic Search Ads
Google SERP
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Locate keyword opportunities
Add negatives automatically to traffic queries to distinct landing pages
Use AdWords Scripts to Manage DSAs
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Larry Page’s Vision
All Keywords No Keywords
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Larry Page’s Vision – Current State
All Keywords No Keywords
Traditional AdWords Setup, no DSAs
1) CampaignAdgroup
KeywordURL
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Larry Page’s Vision – Current State
All Keywords No Keywords
Traditional AdWords Setup with DSAs
1) CampaignAdgroup
KeywordURL
2) CampaignURL
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Larry Page’s Vision – Dream State
All Keywords No Keywords
The Vision realized – Only DSAs
1) DomainNegatives (maybe)
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Mierzejewski’s Vision
All Keywords No Keywords
DSA, guided by keywords
1) Campaign URL
Keyword
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Mierzejewski’s Vision – Current State
Studio & RecordingUA Preamps
UA 2-610s http://www.xyz.com/2610SUniversal Audio 2-610s http://www.xyz.com/2610SUA Sliverface 610 http://www.xyz.com/2610SUA 2610 http://www.xyz.com/2610SUniversal Audio Silverface Preamp http://www.xyz.com/2610S
KeywordsAdGroup
Campaign
URL
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http://www.xyz.com/2610SUniversal Audio Silverface Preamp
Mierzejewski’s Vision – Future State
Keywords
URL
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You Should run DSAs to complement keywords Adopt strong product titles and schema.org Leverage AdWords scripts for DSA management Watch for new DSA features and developments Don’t give Larry your credit card without the
ability to choose keywords
DSA Take Aways
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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CAMARCH 1-3, 2016