Understanding The Power of Dynamic Search Ads
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This document discusses how advertisers can use dynamic and adaptive advertising techniques to better target users. It provides examples of how location, demographic and remarketing data can be used to dynamically update ad copy. Key recommendations include using tools like dynamic search ads, remarketing lists for search ads, and IF function ads to tailor messages to different audiences. Countdown ads and customisers are also discussed as ways to make ads more relevant and trigger responses from users.
Understanding The Power of Dynamic Search Ads
- 1. @marcusknight #BreakfastAndLearn Albert House â June 2017 THE POWER OF DYNAMIC ADS
- 2. Planning my trip to India
- 3. We had everything arranged
- 4. Visiting the Taj Mahal
- 5. The amazing Palolem Beach
- 7. We missed one important pointâŚ
- 8. The Visa needed to enter India
- 9. We werenât going to India
- 10. Lesson #1
- 11. Always check Visa requirements
- 13. Lesson #2
- 14. Itâs important to adapt
- 15. What is he talking about?
- 16. Advertisers werenât catering for us
- 17. They were targeting the masses
- 18. Focussing campaigns on the âregularâ user
- 19. Not the small minority that forget Visas
- 20. But what if one of them had adapted to our situation?
- 21. T H E P O W E R O F D Y N A M I C A D V E R T S
- 22. The most basic form of adaptation...
- 23. Donât offer the user what they donât want
- 25. Users donât always read your copy
- 26. Review once a week on a Monday morning
- 27. Avoid being in the wrong place with irrelevant copy
- 28. 1 3 2 Take yourself out of competitions you canât win Users click without reading what you can actually offer them Review once a week without fail Key Takeaways
- 29. D Y N A M I C S E A R C H A D S
- 30. Now, onto the new and exciting stuff
- 32. Pick up relevant traffic you arenât bidding for currently
- 33. Run them alongside your normal search campaigns
- 34. 16%Daily searches Have never been seen by Google before
- 35. Target based on your website categories
- 36. Most advertisers see.. 5-10% ..increase in clicks & conversions
- 37. 1 3 2 This will plug the gaps in your account, whilst also shortening the path to conversion Use core extensions to improve quality score Add negatives to ensure you only bid on valuable content Key Takeaways
- 38. R D S A C A M P A I G N S
- 39. Once youâve tried that..
- 40. Remarketing dynamic search campaigns
- 41. Highly targeted way of reacting to the number of new search queries
- 42. Dip your toes into the world of remarketing
- 43. Choose Target and Bid to reach only your audiences
- 44. ÂŁ0.00 ÂŁ5.00 ÂŁ10.00 ÂŁ15.00 DSA RDSA Cost Per Conversion 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% DSA RDSA Conversion Rate -65% Significantly better results than standard DSA +97%
- 45. 1 3 2 This feels a bit like cheating (donât tell anyone) Reach your audience when they search in a way your account isnât set up for You can use âbid onlyâ and reach users outside of your remarketing lists as well Key Takeaways
- 46. D Y N A M I C K E Y W O R D I N S E R T I O N
- 47. These previous features are not to be confused with...
- 49. Dynamically updates your ads to reflect the users search
- 50. Google wants us to do this
- 51. AdWords will insert the keyword that triggered the ad for a relevant copy
- 52. Add DKI to the 2nd headline for the best results 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% Headline 1 Headline 1 & Desc Description Headline 2 CTR by DKI Placement
- 53. 51.54%Avg. CTR Increase Reported in research by PPC Hero & Wordstream
- 54. However, our data says slightly less 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% Non DKI DKI CTR by Ad Type +24%
- 55. 1 3 2 Google is clamping down on ad relevance; this can help you achieve it quickly Review your historical quality score to see how youâre doing at the moment Google wants 3 ads per group; This is a quick way to get your 3rd one Key Takeaways
- 56. C O U N T D O W N A D S
- 57. Selling a time-sensitive product?
- 58. Itâs time to try countdown ads
- 59. Trigger some basic principles of persuasion psychology
- 60. Marketers have been doing this for decades
- 61. Only {=COUNTDOWN("2017/06/11 23:00:00","en-GB",5)} Left To Apply!
- 62. Strong engagement rates with countdowns 0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20% 1.40% 1.60% 1.80% 2.00% Non-Countdown Countdown CTR by Ad Type +46% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% Non-Countdown Countdown Conv. Rate by Ad Type +35%
- 65. 1 3 2 You can use the power of psychology to trigger urgency with users Quick, easy and simple set-up They always pass our conversion rate tests Key Takeaways
- 66. I F F U N C T I O N A D S
- 67. My favourite AdWords update EVER
- 68. Imagine these could be tailored to who is looking at them
- 69. IF Function Ads allow us to do this in our ads
- 70. For example...
- 71. For example...
- 72. For (a B2B) example...
- 73. Lots of user groups could receive tailored messaging to them Regular customers Completed âminiâ conversion Requested demo Business travellers
- 74. 1 3 2 Tailor ads depending on audience and device Multiple outputs from the same ad Downside: canât control how much budget is spent on each audience / device Key Takeaways
- 75. R E M A R K E T I N G L I S T S F O R S E A R C H A D S
- 76. RLSA is also a great way of adapting to the user...
- 77. Whilst also allocating a specific budget
- 78. Our goals are different for groups of users
- 79. So, our messaging should be too
- 80. Some people arenât doing this very well
- 81. This is not tailored for me as a customer
- 82. Using this space more effectively
- 83. Set up a list for existing customers in GA
- 84. Add them to a campaign under âaudiencesâ
- 85. Importantly, these users can also be excluded from campaigns
- 86. 1 3 2 Control how much spend goes to acquiring clicks from existing customers Encourage users to interact with new features Measure the right metrics for these users Key Takeaways
- 87. A D C U S T O M I S E R S
- 88. Tailor ads based on multiple factors
- 89. Dynamically update your ads with up to date price and stock levels
- 90. An external data source feeds into your ads
- 91. Anything you can think of can probably be inserted dynamically
- 92. Itâs an incredibly fast way of updating prices
- 93. 1 3 2 Saves you from creating new ad copy every time a price changes Attributes can be inserted anywhere in your ad copy except the final URL Feeds can be kept and managed in the âbusiness dataâ section of AdWords Key Takeaways
- 94. D Y N A M I C R E M A R K E T I N G
- 95. Take your remarketing to the next level
- 97. Set-up steps to follow
- 98. Offer a small discount to users with intent
- 99. Use this on Facebook and Instagram too
- 100. 70%More likely to convert Than someone who has not been remarketed to
- 101. Please donât forget you can exclude too
- 102. 1 3 2 Some technical steps to carry out first, but from then on it is simple to manage This can be used to drive further revenue by cross- selling or up-selling on Facebook and Instagram Donât forget frequency capping Key Takeaways
- 103. L O C A T I O N & D E M O G R A P H I C T A R G E T I N G
- 104. Weâve had location targeting for a while
- 105. But is it used for adapting our ad copies?
- 106. Use it to communicate with users that are close to your business 5 locations across London! Less than 5 minutes away!
- 107. A similar approach can be took with demographic targeting too
- 108. Who is buying this car?
- 109. Who is buying this bag? Handmade in Italy Free Delivery & Returns Update on our best-seller Five Star Reviews
- 110. 1 3 2 These settings can be used for much more than just adjusting bids (also a good move though!) It is not always your target audience purchasing from you Users have various needs depending on where/who they are. Keep the user in mind & all else will follow! Key Takeaways
- 111. Thanks for listening. @Koozai Facebook.com/koozaiEmail: Marcus.Knight@Koozai.com Tel: 0330 353 0300 www.Koozai.com