Stop Being Boring: Take Your DSA Strategy to the Next Level By Michelle Morgan
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Transcript of Stop Being Boring: Take Your DSA Strategy to the Next Level By Michelle Morgan
#SMX #13B @MichelleMSEM
Stop Being Boring: Take Your DSA Strategy to the
Next Level
#SMX #13B @MichelleMSEM
Stop Being Boring: Take Your DSA Strategy to the
Next Level
#SMX #13B @MichelleMSEM
Director of Client Services at Clix Marketing• PPC Pro for 7 Years• Lover of bad movies• Australian Shepherd Owner• DSA Enthusiast
Michelle Morgan
#SMX #13B @MichelleMSEM
Agenda
Step Up Your Set UpAudience Targeting w/ DSA
Dynamic InceptionFinding Your Missing Data
#SMX #13B @MichelleMSEM
Step Up Your Set Up
No more “set it and forget it”
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• DSA will always be a balancing act with volume and customization.
• The further you segment, the lower you volume potential.
• I recommend the following process: 1. Start with ”All webpages target”.
2. Layer in additional targets as bid modifier levels.
3. Segment out different groupings for those that have enough volume to support segmentation.
• Don’t skip foundational exclusions with your initial set up.
Volume is the Name of the Game
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See all the pages eligible for DSA.• You can get sitemaps from Google Webmaster
Tools if your company set those up or you can create one yourself.
• I’ve had success with this tool: https://www.xml-sitemaps.com/
• The goal here is not to vet every page, but to get an idea of what is on your site so you won’t be caught off guard.
Get a Clear Sitemap
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Vet individual pages if you’re concerned:• What could be better than having Google tell you
exactly what it thinks about your page?
• Utilize the ”Your landing page” section of the tool to see what keywords Google identifies.
• You can utilize the other filters in just the same way you would any other keyword research project.
Google Keyword Planner
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Be Proactive & Be Efficient: • Use page filters to exclude pages with
“Out of Stock” or “Unavailable” products.
• Add exact match keywords as negatives to your campaign.
• Get rid of obviously poor quality pages/folders on your site (suggestions to the right).
Don’t Be Shy About Exclusions
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Targeting Audiences w/ DSA
Right folks Right time
Dynamic ads
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Retargeting in DSA (RDSA)
Because there weren’t enough acronyms already
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RDSA has all the benefits of RLSA & DSA:
• Reach beyond your keyword lists.• Bid differently for a specific audience.• Adjust ad copy based on the list the person
is a part of. • Segment out budgets, devices, essentially
all campaign settings, etc.• The list goes on…
These can be either layered into an existing DSA campaign or segmented into their own.
RDSA: Put Those Audiences to Use
#SMX #13B @MichelleMSEM
• Don’t settle for only the remarketing audiences you can make in AdWords.
• Get creative with your audiences by utilizing Google Analytics, then import the audiences you create into AdWords.
RDSA: Don’t Settle for the Simple
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Ecommerce: • Previous Purchasers• Only High ROI Purchasers
• Revenue Over $500• Multi-page visitors with no purchase
• Email link clicks (subscribers)• Purchasers by Brand
Exclusions: • High Bounce Rate• Low Time on Site
RDSA: Ideas Based on Biz TypeLead Generation: • Visitors of Corp Site vs Blog Visitors• Specific Product Page Views
• Multi-page visitors with no conversion• Email link clicks (subscribers)
• ABM List Campaign Visitors
Exclusions: • Customer Lists/Previous Converters• High Bounce Rates• Low Time on Site
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New Audience Targeting
No acronyms included!
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Theories behind RDSA also hold for Similar Audiences for Search. Extend your reach with purpose: • Reach beyond your keyword lists.
• Bid differently for a specific audience.
• Adjust ad copy based on the list the person is a part of.
• Segment out budgets, devices, essentially all campaign settings, etc.
• The list goes on…
These can be either layered into an existing DSA campaign or segmented into their own.
Similar Audiences for Search
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Demographics:• Combine gender audiences with categories of
your site to find the best content fit: • Female Demo > /womens/ URL parameter
• Utilize different word choices based on age groups determined from customer reviews.
Income Targeting:• Show premium products to those in the Top 10%.
• Show sale messaging to those in the Lower 50%.
They might not be “audiences” in the traditional sense, but putting these to use as additional layers can enhance your targeting.
Demographics Are Audiences Too!
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Dynamic Inception
The top never stops spinning…
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Don’t leave DSA out of your promotions:• Utilize ad customizers in the static portion of
your ad.
• Be cautious. This strategy leaves a lot to be determined at ad service.
• Depending on your offering, potentially best for more granular DSA set ups unless your offer is consistent/compelling across the site.
Ad Customizers
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Basically, ad customizers based on audiences & devices.• Perfect for lower traffic DSA campaigns that can’t afford further segmentation. • Still allows for message customization, but doesn’t require separate ad
groups/campaigns.
IF Statements
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Getting the Missing Data
Finding your missing Headlines and Final URLs using Google
Analytics
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• Create a New Segment in your GA profile based on your DSA campaign name.
• Hint: It’s easiest if you put “DSA” somewhere in the campaign name.
Google Analytics Segment Set Up
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• Choose the DSA segment you just created.
• Then switch Primary Dimension from “Keyword” to “Ad Content”.
Ad HeadlinesAcquisition > AdWords > Keywords
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• Stay within the DSA segment from earlier.
• You can view just about every stat you can see on other pages.
Landing Page PerformanceBehavior > Site Content > Landing Pages
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LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX