[Webinar] Fun & Profit with Dynamic Ads

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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About Point It

Our Clients

Our Services

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

Agenda

What are Dynamic Ads?

Dynamic Trends in PPC

5 Dynamic Ad Formats You Should Test

4 What’s Next for Dynamic Ads?

1. What are dynamic ads?

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!

2. Dynamic Trends in PPC

DynamicCustomized Content

Dynamically Generated & Served

Audience Focused

StaticStatic Ad Content

Standard Ad Serving

Keyword Focused

Dynamic vs. Static

“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

Time For A Quick Poll!

How many of you have ever tested or are currently running some type of

dynamic ad format?

3. 5 Dynamic Ad Formats you should test

DYNAMICREMARKETING

• 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

• 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

Dynamic Headline Product Image

CTA, Price, & Shortened Domain

Dynamic Remarketing – Text Ads

CTA Button

Product Image

Product Name

Carousel

Dynamic Remarketing – Text Ads

• 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

DYNAMICSEARCH

ADS(DSA)

• Text ads served on the Search Network

• Using dynamically generated headlines

• Scraping site content to determine queries to match & pages to direct

DYNAMIC SEARCH ADS (DSA)

Dynamic Search Ads (DSA)

• 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

• Travel & Outdoor Apparel e-Commerce Client

• Launched DSA in March 2014

• DSA contributed…

+36% Total Revenue Lift

in 2014DSA Had a

119% Higher Average ROAS

DSA Performance

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

PRODUCT LISTING

ADS (PLA)

• 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)

• 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

• 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

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?

Oct-14 Nov-14 Dec-14

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

REMARKETING LIST IN

SEARCH ADS(RLSA)

• Text ads served on the Search Network

• Using audience targeting to serve ads

• Tailor bids & ads to valuable previous visitors

Create Audience

Bid On Desired

Audiences

Show Targeted

Search Ads

Remarketing List in Search Ads (RLSA)

• 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

• Software & Consumer Electronics Client

• INTL Targeted Market

• Ran RLSA through Holiday Season

• Aggressive bids through BF/CM

• RLSA contributed…

10,000.0

20,000.0

30,000.0

40,000.0

50,000.0

60,000.0

50,000.00

100,000.00

150,000.00

200,000.00

250,000.00

300,000.00

+17% Revenue Lift

+13% Revenue Lift

on Thanksgiving

RLSA Performance

+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

COUNTDOWNAD

CUSTOMIZERS

• 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

• 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

• 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

• 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

• 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

√ +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

• Music Industry Client

• Running Countdown Ads for 2 Week Discount Promotion

√ -10% Lower CPA

√ Added Urgency Contributed To An Overall +228% Increase In Conversions

4. What’s Next for Dynamic Ads?

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…

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

Q&A Time!

Questions?

What’s Next?

• Reach out with questions on Twitter @MaddieMarketer or @point_it

Maddie CaryPoint It Digital Marketing

Senior Client Manager

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