Fun & Profit with Dynamic Ads

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Gwen Chapman
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1 Fun & Profit with Dynamic Ads Webinar Maddie Cary Point it Digital Marketing // #PI_PPC

session A link to view a recorded version of the webinar will be emailed within 48

2 Housekeeping Slide Raise your hand if you are having technical difficulties Hide the chat window Submit question via chat Additional Q&A addressed at the end of session A link to view a recorded version of the webinar will be ed within 48 hours Toolbox Blog on the Point It Website 2 // #PI_PPC

3 #PI_PPC 3 // #PI_PPC

4 About Point It Our Clients Our Services // #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.

5 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 5 // #PI_PPC

6 Agenda What are Dynamic Ads? Dynamic Trends in PPC 5 Dynamic Ad Formats You Should Test 4 What s Next for Dynamic Ads? // #PI_PPC

7 1. What are dynamic ads? // #PI_PPC

8 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 8 // #PI_PPC

9 2. Dynamic Trends in PPC // #PI_PPC

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

One of the biggest trends in paid search we re going to see in PPC in 2015 is less control and

Paid Search CommerceHub Dynamic creative is going to become vital as people become increasingly

because they give text ads their own degree of eye candy Matt Umbro Senior Account Manager

11 One of the biggest trends in paid search we re going to see in PPC in 2015 is less control and more dynamic solutions Theresa Zook VP of SEM All About Clicks Elizabeth Marsten Director of Paid Search CommerceHub Dynamic creative is going to become vital as people become increasingly used to being served that kind of ad Ad customizers [dynamic ad feature] are so important because they give text ads their own degree of eye candy Matt Umbro Senior Account Manager Hanapin Marketing Host of #PPCChat Toolbox Blog on the Point It Website // #PI_PPC

12 Time For A Quick Poll! How many of you have ever tested or are currently running some type of dynamic ad format? // #PI_PPC

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

14 DYNAMIC REMARKETING ADS 14 // #PI_PPC

users to come back and complete the purchase process Ads appear customized,

15 Dynamic Remarketing Ads 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 // #PI_PPC

16 Setting Up Dynamic Remarketing Set Up Product or Service Feed Implement Dynamic Remarketing Tag Build Audiences To Test & Target Create Ads Using Dynamic Ads Template Tool // #PI_PPC

17 Dynamic Remarketing Text Ads Product Image Dynamic Headline CTA, Price, & Shortened Domain // #PI_PPC

18 Dynamic Remarketing Text Ads Logo Product Name Product Image CTA Button Carousel // #PI_PPC

Dynamic Remarketing Performance Beauty Industry e-commerce Client

Audience Comparing campaigns Dynamic Remarketing Standard Remarketing

December, Dynamic Made Up 45% of Total Remarketing Revenue Dynamic

19 Dynamic Remarketing Performance Beauty Industry e-commerce Client Running Dynamic & Standard Remarketing Both Targeting Abandoned Cart Audience Comparing campaigns Dynamic Remarketing Standard Remarketing 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 // #PI_PPC

20 DYNAMIC SEARCH ADS (DSA) // #PI_PPC

21 Dynamic Search Ads (DSA) DYNAMIC SEARCH ADS (DSA) Text ads served on the Search Network Using dynamically generated headlines Scraping site content to determine queries to match & pages to direct to // #PI_PPC

22 Setting up 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! // #PI_PPC

23 DSA Performance +36% Total Revenue Lift in 2014 DSA Had a 119% Higher Average ROAS Travel & Outdoor Apparel e-commerce Client Launched DSA in March 2014 REVENUE DSA contributed // #PI_PPC

30% of All Non-Branded Yearly Revenue Launched DSA in March

24 DSA Performance Travel & Outdoor Apparel e-commerce Client DSA is One of the Clients Top 10 Campaigns, Driving Nearly 30% of All Non-Branded Yearly Revenue Launched DSA in March 2014 DSA contributed // #PI_PPC

25 PRODUCT LISTING ADS (PLA) 25 // #PI_PPC

26 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 // #PI_PPC

27 Setting Up PLAs 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! // #PI_PPC

28 Optimizing Your Product Feed 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 // #PI_PPC

29 Fun & Profit with Dynamic WHAT S CHANGED WITH PLAs? 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 // #PI_PPC

PLA + DSA Performance +70% Total Revenue Lift Across Q4 Beauty

season, Non-Branded category saw an added REVENUE Oct-14 Nov-14

30 PLA + DSA Performance +70% Total Revenue Lift Across Q4 Beauty Industry e-commerce Client Running PLAs & DSA During peak season, Non-Branded category saw an added REVENUE Oct-14 Nov-14 Dec-14 Dynamic (PLA + DSA) Evergreen +104% Revenue Lift in December! Started to elevate bids for anticipated Holiday increases in traffic & competition // #PI_PPC

31 REMARKETING LIST IN SEARCH ADS (RLSA) 31 // #PI_PPC

32 Remarketing List in Search Ads (RLSA) Create Audience List Bid On Desired Audience s Show Targeted Search Ads Text ads served on the Search Network Using audience targeting to serve ads Tailor bids & ads to valuable previous visitors // #PI_PPC

33 Setting Up 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 // #PI_PPC

RLSA Performance Software & Consumer Electronics Client 300,000.00 250,000.00 +13% Revenue Lift on Thanksgiving +17% Revenue Lift on CM 60,000.0 50,000.0 INTL Targeted Market 200,000.00 40,000.

34 RLSA Performance Software & Consumer Electronics Client 300, , % Revenue Lift on Thanksgiving +17% Revenue Lift on CM 60, ,000.0 INTL Targeted Market 200, , , ,000.0 Ran RLSA through Holiday Season 100, , , ,000.0 Aggressive bids through BF/CM RLSA contributed - 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 // #PI_PPC

35 RLSA Performance Software & Consumer Electronics Client +18% Total Revenue Lift Across BF/CM Week Functioning Above An 1000% Avg ROAS! INTL Targeted Market Ran RLSA through Holiday Season Aggressive bids through BF/CM RLSA contributed // #PI_PPC

36 COUNTDOWN AD CUSTOMIZERS 36 // #PI_PPC

parameters Can insert a keyword, countdown to a date, or add in

37 Ad 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 // #PI_PPC

38 Countdown 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 // #PI_PPC

When Would You Like To Start Counting Down?

39 Setting up Countdown Ads 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 // #PI_PPC

40 Countdown Ads Performance 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 // #PI_PPC

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

42 Countdown Ads Performance 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 // #PI_PPC

43 4. What s Next for Dynamic Ads? // #PI_PPC

recommendations for individual category More transparency with example queries, sample URLs, and creatives for each individual

44 Upcoming from Google AdWords Dynamic Search Ads 2.0 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 Geo Ad Customization 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 // #PI_PPC

What s Next for Dynamic Ads? My prediction?

45 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 // #PI_PPC

46 Q&A Time! // #PI_PPC

47 Questions? What s Next? Reach out with questions on Toolbox Blog on the Point It Website Maddie Cary Point It Digital Marketing Senior Client Manager // #PI_PPC

FIVE TACTICS YOU STILL HAVE TIME TO DEPLOY TO MAXIMIZE HOLIDAY 2014 Katy Tonkin. Director of International Paid Search at Point It

FIVE TACTICS YOU STILL HAVE TIME TO DEPLOY TO MAXIMIZE HOLIDAY 2014 Katy Tonkin Director of International Paid Search at Point It Download Presentation www.pointit.com/shoporg14 Why I m the Gal Talking