how to make dynamic search ads work for you
DESCRIPTION
Smx West 2014 Session #Smx #22B - Improve Your Ppc Results With Call, Images & Other Ad Extensionspresentation How To Make Dynamic Search Ads Work For You By Matthew Umbro @Matt_Umbro Of Matthew UmbroTRANSCRIPT
Making Dynamic Search Ads Work for YouMatthew Umbro
Director of Paid Search at Exclusive Concepts
Founder of PPCChat
March 12, 2014
Title
#SMX #22B
@Matt_Umbro
Agenda
#SMX #22B
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• What are Dynamic Search Ads (DSAs)?
• Getting Started• Case Studies• Next Steps
What Are DSAs?
#SMX #22B
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What Are DSAs?
#SMX #22B
@Matt_Umbro
What Are DSAs?
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58 characters?!?!
What Are DSAs? - Checklist
#SMX #22B
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Dynamic Search Ads allow text ad exposure for keywords not in your account
DSAs are great for ecomm accounts with 1000s of products
DSA headlines and landing pages are dynamically generated
DSA headlines can eclipse the 25 character limit DSAs can utilize other ad extensions
Getting Started
#SMX #22B
@Matt_Umbro
Getting Started
#SMX #22B
@Matt_Umbro
Getting Started
#SMX #22B
@Matt_Umbro
Getting Started
#SMX #22B
@Matt_Umbro
Getting Started
#SMX #22B
@Matt_Umbro
Getting Started
#SMX #22B
@Matt_Umbro
Getting Started - Checklist
#SMX #22B
@Matt_Umbro
Only run Dynamic Search Ads if 75% of your site’s keywords are already in text ad campaigns
Dynamic Search Ads should be in their own campaign and need the DSA ad extension
Begin with an all webpages dynamic ad target at a low bid
DSAs have 4 dynamic ad targets which also allow for exclusions (eg: blog, resources, tips, etc)
Add negative keywords to DSA campaigns, including positive keywords from your text ad campaigns
Case Studies
#SMX #22B
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Case Studies
#SMX #22B
@Matt_Umbro
Case Studies
#SMX #22B
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Case Studies
#SMX #22B
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Case Studies
#SMX #22B
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Case Studies - Findings
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Dynamic Search Ad cost per clicks are significantly lower than Non DSA campaigns
DSA campaign cost per conversions tend to be lower than Non DSA campaigns
DSA campaign conversion rates tend to be lower than Non DSA campaigns
DSAs provide a nice source of ancillary revenue at acceptable costs
DSAs generally have lower ROAS’ and Average Order Values than Non DSA campaigns
Next Steps
#SMX #22B
@Matt_Umbro
Next Steps
#SMX #22B
@Matt_Umbro
Next Steps
#SMX #22B
@Matt_Umbro
Next Steps - Checklist
#SMX #22B
@Matt_Umbro
Dynamic Search Ads allow for new campaign and/or ad group creation
DSAs can help to spearhead remarketing and display efforts
DSAs can guide your landing page development
Thank you!
#SMX #22B
@Matt_Umbro