Fun (& Profit!) With Dynamic Ads - SMX West 2015

March 3rd, 2015

FUN (& PROFIT!) WITH DYNAMIC ADS

Maddie Cary

Senior Client Manager at Point It

@MaddieMarketer

Download Presentation Atwww.pointit.com/blog/fun-profit-with-dynamic-ads

or

smxpo.com/smxwest15

Get How-To Instructions On These Dynamic Ads Atwww.pointit.com/blog/fun-profit-with-dynamic-ads

searchmarketingexpo.com @MaddieMarketer#SMX #13B

o Senior Client Manager at Point It

o 4 Years in PPC

o Directly Manage $12M in Yearly Media Spend

o Run Point It’s PPC Training Program

o Experienced Across e-Commerce, Music, Finance, Beauty, IT, Gaming, & Mobile Apps

o Seattle Resident for 18+ Years. GO HAWKS!

WHO AM I?


o Dynamic Trendso Dynamic Ads - Dynamic Remarketing Ads - Dynamic Search Ads - Product Listing Ads - Remarketing List in Search Ads - Ad Customizerso What’s Next for Dynamic Ads?

WHAT WE’LL COVER


DYNAMIC TRENDS


DYNAMIC TRENDSDynamic

Customized Ad Content

Fluid Ad ServingAudience Focused

StaticStatic Ad Content

Standard Ad ServingKeyword Focused


“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 MarstenVP of SearchPortent, Inc

Theresa ZookVP of SEMAll About Clicks

Matt UmbroDirector of Paid Search at Exclusive ConceptsHost of #PPCChat


How many of you have ever tested or are currently running some type of

dynamic ad format?

TIME FOR A QUICK POLL…


o Dynamic Ads - Dynamic Remarketing Ads - Dynamic Search Ads - Product Listing Ads - Remarketing List in Search Ads - Ad Customizers

DYNAMIC ADS


DYNAMIC REMARKETING ADS


o Dynamically generated image & text ads served on the Display Network o Using products or services viewed on your site

o Incentivize users to come back and complete the purchase processo Ads appear customized, showing users’ previously viewed products

DYNAMIC REMARKETING ADS


Set Up Product or Service Feed

Implement Dynamic Remarketing Tag

Build Audiences To Test & Target

Create Ads Using Dynamic Ads Template Tool

SETTING UP DYNAMIC REMARKETING


DYNAMIC REMARKETING ADS - TEXT

Dynamic Headline

Product ImageCTA, Price, &

Shortened Domain


DYNAMIC REMARKETING ADS - IMAGE

Logo

CTA Button

ProductImage

Product Name

Carousel


o Beauty Industry e-Commerce Client

o Running Dynamic & Standard Remarketing

o Both TargetingAbandoned Cart Audience

o Comparing campaigns…

Last 6 Months,Dynamic Made Up

29% of Total Remarketing Revenue

During December, Dynamic Made Up

45% of Total Remarketing Revenue

Dynamic Remarketing Performs On Average At +50% Higher ROAS

Dynamic Remarketing Standard RemarketingDynamic Remarketing Standard Remarketing


DYNAMIC SEARCH ADS (DSA)


o Text ads served on the Search Network o Using dynamically generated headlines

o Scraping site content to determine queries to match & pages to direct to

DYNAMIC SEARCH ADS (DSA)


Set Up Your Dynamic Ad Targets - All Webpages - Category - URL - Page_Title - Page_Content

Create Ads Using Dynamic Search Ads Format

Add Exclusions & Negative Keywords Regularly!

SETTING UP DSA


o Travel & Outdoor Apparel e-Commerce Client

o Launched DSA in March 2014

o DSA contributed…

Jan-14

Feb-1

4

Mar-1

4

Apr-1

4

May-14

Jun-14

Jul-14

Aug-1

4

Sep-1

4

Oct-14

Nov-1

4

Dec-14

REVE

NUE

+36% Total Revenue Lift

in 2014

DSA Had a 119% Higher Average ROAS


o Travel & Outdoor Apparel e-Commerce Client

o Launched DSA in March 2014

o DSA contributed…

DSA is One of the Clients Top 10 Campaigns, Driving Nearly 30% of All

Non-Branded Yearly Revenue


PRODUCT LISTING ADS (PLA)


o Product ads served on the Search Network in separate box on the SERPo Utilizing Google Merchant Center product feed to dynamically serve ads

o No keyword targeting or average positioning

PRODUCT LISTING ADS (PLA)


Connect Your Google Merchant Center to AdWords

Optimize Your Product Feed

Create Shopping Campaign in AdWords

Organize Campaign Using Product Groups

Bid Based On Product Attributes And/Or Custom Labels

Keep An Updated Feed & Add Negative Keywords Regularly!

SETTING UP PLAs


o Keep Your Feed Up To Date

o Use Unique Product Images

o Optimize Product Titles

o Highlight Reviews Using Google Product Ratings

o Create a Separate Promotions Feed in Google Merchant Center or

o Use Promotional Messaging

OPTIMIZING YOUR FEED


WHAT’S CHANGED WITH PLAs?

o Competitive Insights - Bid Simulator - Benchmark CTR - Benchmark Max CPC - Impression Share

o Product Groups, Not Product Targets - Brand - Category - Item ID - Condition - Product Type - Custom Labels 0 - 4


Oct-14 Nov-14 Dec-14

Dynamic (PLA + DSA) Evergreen

REVE

NUE

Beauty Industry e-Commerce Client

Running PLAs & DSA

During peak season, Non-Branded category saw an added…

+70% Total Revenue Lift

Across Q4

+104% Revenue Lift in December!

Started to elevate bids for anticipated Holiday increases in traffic & competition


REMARKETING LISTS FOR SEARCH ADS (RLSA)


o Text ads served on the Search Networko Using audience targeting to serve ads

o Tailor bids & ads to valuable previous visitors

REMARKETING LIST FOR SEARCH ADS (RLSA)

Create Audience

List

Bid On Desired

Audiences

Show Targeted

Search Ads


Duplicate an Evergreen, High Performing Campaign

Build Out Ad Groups With Best Performing Evergreen Keywords

Implement AdWords Remarketing Tag

Build Audiences To Target & Set Bid Setting To “Target & Bid”

Create Enticing Ads – Approach Like a Remarketing Campaign

SETTING UP RLSA


o Software & Consumer ElectronicsClient

o INTL Targeted Market

o Ran RLSA through Holiday Season

o Aggressive bids through BF/CM

o RLSA contributed…11

/21/14

11/22

/14

11/23

/14

11/24

/14

11/25

/14

11/26

/14

11/27

/14

11/28

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11/30

/14

12/1/

14

12/2/

14

12/3/

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12/4/

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12/5/

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12/6/

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12/7/

14 -

50,000.00

100,000.00

150,000.00

200,000.00

250,000.00

300,000.00

-

10,000.00

20,000.00

30,000.00

40,000.00

50,000.00

60,000.00

+17% Revenue Lift

on CM

+13% Revenue Lift

on Thanksgiving


o Software & Consumer ElectronicsClient

o INTL Targeted Market

o Ran RLSA through Holiday Season

o Aggressive bids through BF/CM

o RLSA contributed…

+18% Total Revenue Lift Across BF/CM Week Functioning Above An 1000% Avg ROAS!


AD CUSTOMIZERS


o New text ad format served on the Search Network

o Allowing advertisers to dynamically change ad copy using specific parameters

o Can insert a keyword, countdown to a date, or add in product details by referencing a file upload

AD CUSTOMIZERS


o Easiest ad customizer to use & test

o Dynamically count down to a specific date & time for an event

o Text changes all tracked within one consistent ad

o Removes work of scheduling multiple hourly countdown ad creative

o No need to set up an AdWords Script

COUNTDOWN ADS


Determine Your Event Details By Asking The Following Questions - What Day & Time Does Your Event End? - Does Your Event End Vary By Time Zone? - What Languages Are You Targeting? - When Would You Like To Start Counting Down?

Set Up Ads Using AdWords Bulk Upload OR Use New Countdown Ads Widget

Label Your Ads To Compare Countdown vs. Standard Text Ads

SETTING UP COUNTDOWN ADS


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



√ +40% Higher Revenue

√ +91% Higher ROAS

√ Saw Increased Urgency On Countdown Ads from Day 1 to Day 2

Apparel e-Commerce Client

Running Countdown Ads for 2 Day 20% Off EverythingPromotion



Music Industry Client

Running Countdown Ads for 2 Week Discount Promotion


√ -10% Lower CPA


√ Added Urgency Contributed To An Overall +228% Increase In Conversions


WHAT’S NEXT FOR DYNAMIC ADS?


WHAT’S NEXT FOR DYNAMIC ADS?

dy·nam·ic -/dīˈnamik/1. (adj) a process or system

characterized by constant change, activity, or progress

2. (noun) a force that stimulates change or progress within a system or process


Download Presentation Atwww.pointit.com/blog/TBD

or

SMX West Link

Get How-To Instructions On These Dynamic Ads Atwww.pointit.com/blog/TBD

Fun (& Profit!) With Dynamic Ads - SMX West 2015

Marketing

Transcript of Fun (& Profit!) With Dynamic Ads - SMX West 2015