[webinar] fun & profit with dynamic ads
TRANSCRIPT
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1 @MaddieMarketer // @point_it // #PI_PPC
Fun & Profit with Dynamic AdsWebinar
Maddie Cary Point it Digital Marketingwww.pointit.com 05.20.2015
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2 @MaddieMarketer // @point_it // #PI_PPC
Housekeeping Slide
Additional Q&A addressed at the end of session
A link to view a recorded version of the webinar will be emailed within 48 hours
Raise your hand if you are having technical difficulties
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Submit question via chat
2
Toolbox Blog on the Point It Website
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3 @MaddieMarketer // @point_it // #PI_PPC
#PI_PPC #PPC@MaddieMarketer
3
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4 @MaddieMarketer // @point_it // #PI_PPC
About Point It
Our Clients
Our Services
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5 @MaddieMarketer // @point_it // #PI_PPC
Today’s Presenter
Maddie CaryPoint It Digital MarketingSenior Client Manager
About Presenter
Maddie has been part of the Point It team for 4
years. She directly oversees $12M in yearly media
spend across various verticals including e-
Commerce, Music, Beauty, & IT. After presenting at
SMX West 2015, SearchEngineLand featured her in
their list of the 4 Super Smart Rising Stars in PPC
Marketing To Read & Follow.
Outside of work, she loves spending time with family
& friends, happy hours, & loudly singing in the car to Beyoncé.
Learn more at www.pointit.com
5
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6 @MaddieMarketer // @point_it // #PI_PPC
Agenda
1
2
3
What are Dynamic Ads?
Dynamic Trends in PPC
5 Dynamic Ad Formats You Should Test
4 What’s Next for Dynamic Ads?
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7 @MaddieMarketer // @point_it // #PI_PPC
1. What are dynamic ads?
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8 @MaddieMarketer // @point_it // #PI_PPC8
What are Dynamic Ads?
• Any ad format in which a piece of your creative is dynamically generated or updated
• Term used to broadly define ads that use personalized content or customized messaging
• Typically rely heavily on audience data
• Used throughout digital marketing, particularly in Display & Social Media channels…and in the last year or so, now more readily available to use in PPC!
Toolbox Blog on the Point It Website
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9 @MaddieMarketer // @point_it // #PI_PPC
2. Dynamic Trends in PPC
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10 @MaddieMarketer // @point_it // #PI_PPC
DynamicCustomized Content
Dynamically Generated & Served
Audience Focused
StaticStatic Ad Content
Standard Ad Serving
Keyword Focused
Dynamic vs. Static
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11 @MaddieMarketer // @point_it // #PI_PPC
“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 MarstenDirector of Paid SearchCommerceHub
Theresa ZookVP of SEMAll About Clicks
Matt UmbroSenior Account ManagerHanapin MarketingHost of #PPCChat
Toolbox Blog on the Point It Website
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12 @MaddieMarketer // @point_it // #PI_PPC
Time For A Quick Poll!
How many of you have ever tested or are currently running some type of
dynamic ad format?
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13 @MaddieMarketer // @point_it // #PI_PPC
3. 5 Dynamic Ad Formats you should test
Toolbox Blog on the Point It Website
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14 @MaddieMarketer // @point_it // #PI_PPC
DYNAMICREMARKETING
ADS
14
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15 @MaddieMarketer // @point_it // #PI_PPC
• Dynamically generated image & text ads served on the Display Network
• Using products or services viewed on your site
• Incentivize users to come back and complete the purchase process
• Ads appear customized, showing users’ previously viewed products
Dynamic Remarketing Ads
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16 @MaddieMarketer // @point_it // #PI_PPC
• 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
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17 @MaddieMarketer // @point_it // #PI_PPC
Dynamic Headline Product Image
CTA, Price, & Shortened Domain
Dynamic Remarketing – Text Ads
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18 @MaddieMarketer // @point_it // #PI_PPC
Logo
CTA Button
Product Image
Product Name
Carousel
Dynamic Remarketing – Text Ads
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19 @MaddieMarketer // @point_it // #PI_PPC
• Beauty Industry e-Commerce Client
• Running Dynamic & Standard Remarketing
• Both TargetingAbandoned Cart Audience
• 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 Remarketing Performance
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20 @MaddieMarketer // @point_it // #PI_PPC
DYNAMICSEARCH
ADS(DSA)
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21 @MaddieMarketer // @point_it // #PI_PPC
• Text ads served on the Search Network
• Using dynamically generated headlines
• Scraping site content to determine queries to match & pages to direct
to
DYNAMIC SEARCH ADS (DSA)
Dynamic Search Ads (DSA)
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22 @MaddieMarketer // @point_it // #PI_PPC
• 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
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23 @MaddieMarketer // @point_it // #PI_PPC
• Travel & Outdoor Apparel e-Commerce Client
• Launched DSA in March 2014
• DSA contributed…
RE
VE
NU
E
+36% Total Revenue Lift
in 2014DSA Had a
119% Higher Average ROAS
DSA Performance
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24 @MaddieMarketer // @point_it // #PI_PPC
DSA is One of the Clients Top 10 Campaigns, Driving Nearly 30% of All
Non-Branded Yearly Revenue• Travel &
Outdoor Apparel e-Commerce Client
• Launched DSA in March 2014
• DSA contributed…
DSA Performance
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25 @MaddieMarketer // @point_it // #PI_PPC
PRODUCT LISTING
ADS (PLA)
25
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26 @MaddieMarketer // @point_it // #PI_PPC
• Product ads served on the Search Network in separate box on the SERP
• Utilizing Google Merchant Center product feed to dynamically serve ads
• No keyword targeting or average positioning
Product Listing Ads (PLA)
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27 @MaddieMarketer // @point_it // #PI_PPC
• Connect 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/OrCustom Labels
• Keep An Updated Feed & Add Negative Keywords Regularly!
Setting Up PLAs
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28 @MaddieMarketer // @point_it // #PI_PPC
• Keep Your Feed Up To Date
• Use Unique Product Images
• Optimize Product Titles
• Highlight Reviews Using Google Product Ratings
• Create a Separate Promotions Feed in Google Merchant Center or…
• Use Promotional Messaging
Optimizing Your Product Feed
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29 @MaddieMarketer // @point_it // #PI_PPC
Fun & Profit with Dynamic Ads @MaddieMarketer // @point_it
• Competitive Insights• Bid Simulator• Benchmark CTR• Benchmark Max CPC• Impression Share
• Product Groups, Not Product Targets• Brand• Category• Item ID• Condition• Product Type• Custom Labels 0 - 4
WHAT’S CHANGED WITH PLAs?
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30 @MaddieMarketer // @point_it // #PI_PPC
Oct-14 Nov-14 Dec-14
RE
VE
NU
E
Dynamic (PLA + DSA) Evergreen
• 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
PLA + DSA Performance
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31 @MaddieMarketer // @point_it // #PI_PPC
REMARKETING LIST IN
SEARCH ADS(RLSA)
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32 @MaddieMarketer // @point_it // #PI_PPC
• Text ads served on the Search Network
• Using audience targeting to serve ads
• Tailor bids & ads to valuable previous visitors
Create Audience
List
Bid On Desired
Audiences
Show Targeted
Search Ads
Remarketing List in Search Ads (RLSA)
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33 @MaddieMarketer // @point_it // #PI_PPC
• 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
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34 @MaddieMarketer // @point_it // #PI_PPC
• Software & Consumer Electronics Client
• INTL Targeted Market
• Ran RLSA through Holiday Season
• Aggressive bids through BF/CM
• RLSA contributed…
-
10,000.0
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11/2
1/14
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+17% Revenue Lift
on CM
+13% Revenue Lift
on Thanksgiving
RLSA Performance
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35 @MaddieMarketer // @point_it // #PI_PPC
+18% Total Revenue Lift Across BF/CM Week Functioning Above An 1000% Avg ROAS!
• Software & Consumer Electronics Client
• INTL Targeted Market
• Ran RLSA through Holiday Season
• Aggressive bids through BF/CM
• RLSA contributed…
RLSA Performance
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36 @MaddieMarketer // @point_it // #PI_PPC
COUNTDOWNAD
CUSTOMIZERS
36
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37 @MaddieMarketer // @point_it // #PI_PPC
• Newer text ad format served on the Search Network
• Allowing advertisers to dynamically change ad copy using specific parameters
• Can insert a keyword, countdown to a date, or add in product details by
referencing a file upload
Ad Customizers
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38 @MaddieMarketer // @point_it // #PI_PPC
• Easiest ad customizer to use & test
• Dynamically count down to a specific date & time for an event
• Text changes all tracked within one consistent ad
• No need to schedule multiple hourly countdown ad creative
• No need to use an AdWords Script
Countdown Ad Customizers
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39 @MaddieMarketer // @point_it // #PI_PPC
• 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 in UI!
• Label Your Ads To Compare Countdown vs. Standard Text Ads
Setting up Countdown Ads
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40 @MaddieMarketer // @point_it // #PI_PPC
• 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 UrgencyDuring Last 7 Days of Promotion
Countdown Ads Performance
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41 @MaddieMarketer // @point_it // #PI_PPC
√ +105% Higher Conv Rate
√ +40% Higher Revenue
√ +91% Higher ROAS
√ Saw Increased UrgencyOn Countdown Ads from Day 1 to Day 2
• Apparel e-Commerce Client
• Running Countdown Ads for 2 Day 20% Off EverythingPromotion
• Comparing Countdown vs. Standard Ads, saw…
Countdown Ads Performance
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42 @MaddieMarketer // @point_it // #PI_PPC
• Music Industry Client
• Running Countdown Ads for 2 Week Discount Promotion
• Comparing Countdown vs. Standard Ads, saw…
√ -10% Lower CPA
√ +12% Higher Conv Rate
√ Added Urgency Contributed To An Overall +228% Increase In Conversions
Countdown Ads Performance
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43 @MaddieMarketer // @point_it // #PI_PPC
4. What’s Next for Dynamic Ads?
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44 @MaddieMarketer // @point_it // #PI_PPC
Dynamic Search Ads 2.0 Geo Ad Customization
• Previously used website breadcrumb trail, now will use actual query data
• More granular category target suggestions
• Bid recommendations for individual category
• More transparency with example queries, sample URLs, and creatives for each individual category
• Insert values from an uploaded feed based on user location
• Coordinate with geo-bid strategies
• Also rolling out ability to automate and schedule feed uploads & updates
Upcoming from Google AdWords…
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45 @MaddieMarketer // @point_it // #PI_PPC
What’s Next for Dynamic Ads?
My prediction?Dynamic Ads aren’t going anywhere anytime soon…
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
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46 @MaddieMarketer // @point_it // #PI_PPC
Q&A Time!
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47 @MaddieMarketer // @point_it // #PI_PPC
Questions?
What’s Next?
• Reach out with questions on Twitter @MaddieMarketer or @point_it
Maddie CaryPoint It Digital Marketing
Senior Client Manager
Toolbox Blog on the Point It Website