understanding how to leverage dsa for better performance by sahil jain

#SMX #12B @adstage @sahilio

Understanding how to leverage DSAs for better performance

HOW DYNAMIC SEARCH ADS CAN

SUPERCHARGE OUR SEM

CAMPAIGNS


§ Sahil Jain, CEO and Co-‐founder of AdStage, @sahilio

–  Co-‐founded first company, YC & SV Angel backed, Trigger.io at 20

–  Dropped out of UC Berkeley to join AOL Corp Dev. at 19

–  Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that

About me


AdStage allows you to can create, manage, and report on search and social ad campaigns from a single platform

About AdStage


§ How Dynamic Search Ads work § Who should use Dynamic Search Ads § Pros and Cons of Dynamic Search Ads § Best Practices for Successful Dynamic Search Ads § Advanced Automated Strategies for More Success

Agenda


Setting Up Your Dynamic Search Ads

HOW DYNAMIC SEARCH ADS WORK


What are Dynamic Search Ads (DSAs)?


Setting up a Dynamic Search Ad in AdWords


Get more granular with adding a category


The Top Use-Cases for DSAs

WHO SHOULD USE DYNAMIC SEARCH ADS


Verticals that have several landing pages, large product catalogs, or various categories

Dynamic Search Ads are best for..

Education Ecommerce Travel


Less time to set-‐up, and offers more data faster

Small companies with limited resources can also benefit


Why Dynamic Search Ads


There is more traffic you’re not capturing

15% of daily searches or

~500M queries per day are truly unique on

Google

cnet.com 2013


Understanding the nature of the beast

PROS AND CONS OF DYNAMIC SEARCH ADS


Pros and cons for Dynamic Search Ads

Pros Cons

Minimal set-‐up time More time required to optimize

Capture more traffic Possibly more irrelevant traffic if not optimized

Dynamic landing page based on the query Less control over the destination URL

Uncover converting search terms Less control over your ad’s headline


How to Maximize Results with Limited Control

BEST PRACTICES FOR SUCCESSFUL DYNAMIC SEARCH ADS


Best practices for successful Dynamic Search Ads

NEGATIVE KEYWORDS

GOOGLE ANALYTICS

AD TESTING SMALL BUDGETS


Add negative keywords

Keywords that are already targeted in other ad groups

Keywords that are irrelevant


Using the Google Keyword Planner


Pulling your search term reports


Set very small budgets for these types of campaigns

$20-‐$50 budget per day


Use Google Analytics to measure the quality of traffic

TIME ON SITE CONVERSIONS /

GOALS CONVERSION

RATE


Automatically receive emails with this performance data


Add specific webpages for better precision

Target All Webpages or

Categories


Add specific webpages for better precision

All Webpages


Test, test, test

AD COPY DISPLAY URLS BID VARIATIONS


Test different variations of your ad copy


How to Use Automation for More

ADVANCED AUTOMATED STRATEGIES FOR EVEN MORE SUCCESS


AdWords Automated Rules

INCREASE BIDS INCREASE BUDGETS

PAUSE POOR ADS


Increase bids to maximize the visibility of your ad


Using Average Position


Increase budgets when your costs go down


Using your Cost per Conversion Metric


Pause poor performing ads


Using CTR coupled with spend or impressions


Add safeguards to your Automated Rules

PREVIEW THE RULES

EMAIL EVERY TIME IT RUNS

ONLY EMAIL SANS ACTION


For the cautious marketer


For even more control


SEE YOU AT THE NEXT #SMX

THANK YOU!

understanding how to leverage dsa for better performance by sahil jain

Marketing