dynamic search ads: larry page says keywords are "meh" by matthew mierzejewski

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Matthew Mierzejewski

Dynamic Search Ads:Larry Page says keywords are ‘meh’

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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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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

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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