[Webinar] Fun & Profit with Dynamic Ads

Information about [Webinar] Fun & Profit with Dynamic Ads

Published on October 12, 2015

Author: PI_Marketing

Source: slideshare.net

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1. 1 @MaddieMarketer // @point_it // #PI_PPC Fun & Profit with Dynamic Ads Webinar Maddie Cary Point it Digital Marketing www.pointit.com 05.20.2015

2. 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 Hide the chat window Submit question via chat 2 Toolbox Blog on the Point It Website

3. 3 @MaddieMarketer // @point_it // #PI_PPC #PI_PPC #PPC @MaddieMarketer 3

4. 4 @MaddieMarketer // @point_it // #PI_PPC About Point It Our Clients Our Services

5. 5 @MaddieMarketer // @point_it // #PI_PPC Today’s Presenter Maddie Cary Point It Digital Marketing Senior 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

6. 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?

7. 7 @MaddieMarketer // @point_it // #PI_PPC 1. What are dynamic ads?

8. 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

9. 9 @MaddieMarketer // @point_it // #PI_PPC 2. Dynamic Trends in PPC

10. 10 @MaddieMarketer // @point_it // #PI_PPC Dynamic Customized Content Dynamically Generated & Served Audience Focused Static Static Ad Content Standard Ad Serving Keyword Focused Dynamic vs. Static

11. 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 Marsten Director of Paid Search CommerceHub Theresa Zook VP of SEM All About Clicks Matt Umbro Senior Account Manager Hanapin Marketing Host of #PPCChat Toolbox Blog on the Point It Website

12. 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?

13. 13 @MaddieMarketer // @point_it // #PI_PPC 3. 5 Dynamic Ad Formats you should test Toolbox Blog on the Point It Website

14. 14 @MaddieMarketer // @point_it // #PI_PPC DYNAMIC REMARKETING ADS 14

15. 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

16. 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

17. 17 @MaddieMarketer // @point_it // #PI_PPC Dynamic Headline Product Image CTA, Price, & Shortened Domain Dynamic Remarketing – Text Ads

18. 18 @MaddieMarketer // @point_it // #PI_PPC Logo CTA Button Product Image Product Name Carousel Dynamic Remarketing – Text Ads

19. 19 @MaddieMarketer // @point_it // #PI_PPC • Beauty Industry e-Commerce Client • Running Dynamic & Standard Remarketing • Both Targeting Abandoned 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

20. 20 @MaddieMarketer // @point_it // #PI_PPC DYNAMIC SEARCH ADS (DSA)

21. 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)

22. 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

23. 23 @MaddieMarketer // @point_it // #PI_PPC • Travel & Outdoor Apparel e-Commerce Client • Launched DSA in March 2014 • DSA contributed… REVENUE +36% Total Revenue Lift in 2014 DSA Had a 119% Higher Average ROAS DSA Performance

24. 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

25. 25 @MaddieMarketer // @point_it // #PI_PPC PRODUCT LISTING ADS (PLA) 25

26. 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)

27. 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/Or Custom Labels • Keep An Updated Feed & Add Negative Keywords Regularly! Setting Up PLAs

28. 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

29. 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?

30. 30 @MaddieMarketer // @point_it // #PI_PPC Oct-14 Nov-14 Dec-14 REVENUE 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

31. 31 @MaddieMarketer // @point_it // #PI_PPC REMARKETING LIST IN SEARCH ADS (RLSA) 31

32. 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 Audience s Show Targeted Search Ads Remarketing List in Search Ads (RLSA)

33. 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

34. 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 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 11/21/14 11/22/14 11/23/14 11/24/14 11/25/14 11/26/14 11/27/14 11/28/14 11/29/14 11/30/14 12/1/14 12/2/14 12/3/14 12/4/14 12/5/14 12/6/14 12/7/14 +17% Revenue Lift on CM +13% Revenue Lift on Thanksgiving RLSA Performance

35. 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

36. 36 @MaddieMarketer // @point_it // #PI_PPC COUNTDOWN AD CUSTOMIZERS 36

37. 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

38. 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

39. 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

40. 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 Urgency During Last 7 Days of Promotion Countdown Ads Performance

41. 41 @MaddieMarketer // @point_it // #PI_PPC √ +105% Higher Conv Rate √ +40% Higher Revenue √ +91% Higher ROAS √ Saw Increased Urgency On Countdown Ads from Day 1 to Day 2 • Apparel e-Commerce Client • Running Countdown Ads for 2 Day 20% Off Everything Promotion • Comparing Countdown vs. Standard Ads, saw… Countdown Ads Performance

42. 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

43. 43 @MaddieMarketer // @point_it // #PI_PPC 4. What’s Next for Dynamic Ads?

44. 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…

45. 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

46. 46 @MaddieMarketer // @point_it // #PI_PPC Q&A Time!

47. 47 @MaddieMarketer // @point_it // #PI_PPC Questions? What’s Next? • Reach out with questions on Twitter @MaddieMarketer or @point_it Maddie Cary Point It Digital Marketing Senior Client Manager Toolbox Blog on the Point It Website

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