#SMX #XXA @adstage @sahilio
Understanding how to leverage DSAs for better performance
HOW DYNAMIC SEARCH ADS CAN
SUPERCHARGE OUR SEM
CAMPAIGNS
#SMX #XXA @adstage @sahilio
AdStageallowsyoutocancreate,manage,andreportonsearchandsocialadcampaignsfromasingleplatform
About AdStage
#SMX #XXA @adstage @sahilio
§ HowDynamicSearchAdswork§ WhoshoulduseDynamicSearchAds§ ProsandConsofDynamicSearchAds§ BestPracticesforSuccessfulDynamicSearchAds§ AdvancedAutomatedStrategiesforMoreSuccess
Agenda
#SMX #XXA @adstage @sahilio
Setting Up Your Dynamic Search Ads
HOW DYNAMIC SEARCH ADS WORK
#SMX #XXA @adstage @sahilio
What are Dynamic Search Ads (DSAs)?
#SMX #XXA @adstage @sahilio
Setting up a Dynamic Search Ad in AdWords
#SMX #XXA @adstage @sahilio
Get more granular with adding a category
#SMX #XXA @adstage @sahilio
The Top Use-Cases for DSAs
WHO SHOULD USE DYNAMIC SEARCH ADS
#SMX #XXA @adstage @sahilio
Verticalsthathaveseverallandingpages,largeproductcatalogs,orvariouscategories
Dynamic Search Ads are best for..
Education Ecommerce Travel
#SMX #XXA @adstage @sahilio
Lesstimetoset-up,andoffersmoredatafaster
Small companies with limited resources can also benefit
#SMX #XXA @adstage @sahilio
Why Dynamic Search Ads
#SMX #XXA @adstage @sahilio
There is more traffic you’re not capturing
15%ofdailysearchesor
~500Mqueriesperdayaretrulyuniqueon
cnet.com2013
#SMX #XXA @adstage @sahilio
Understanding the nature of the beast
PROS AND CONS OF DYNAMIC SEARCH ADS
#SMX #XXA @adstage @sahilio
Pros and cons for Dynamic Search Ads
Pros Cons
Minimalset-uptime Moretimerequiredtooptimize
Capturemoretraffic Possiblymoreirrelevanttrafficifnotoptimized
Dynamiclandingpagebasedonthequery LesscontroloverthedestinationURL
Uncoverconvertingsearchterms Lesscontroloveryourad’sheadline
#SMX #XXA @adstage @sahilio
How to Maximize Results with Limited Control
BEST PRACTICES FOR SUCCESSFUL DYNAMIC SEARCH ADS
#SMX #XXA @adstage @sahilio
Best practices for successful Dynamic Search Ads
NEGATIVEKEYWORDS
GOOGLEANALYTICS
ADTESTINGSMALLBUDGETS
#SMX #XXA @adstage @sahilio
Add negative keywords
Keywordsthatarealreadytargetedinotheradgroups
Keywordsthatareirrelevant
#SMX #XXA @adstage @sahilio
Using the Google Keyword Planner
#SMX #XXA @adstage @sahilio
Pulling your search term reports
#SMX #XXA @adstage @sahilio
Set very small budgets for these types of campaigns
$20-$50budgetperday
#SMX #XXA @adstage @sahilio
Use Google Analytics to measure the quality of traffic
TIMEONSITECONVERSIONS/
GOALSCONVERSION
RATE
#SMX #XXA @adstage @sahilio
Automatically receive emails with this performance data
#SMX #XXA @adstage @sahilio
Add specific webpages for better precision
TargetAllWebpagesor
Categories
#SMX #XXA @adstage @sahilio
Add specific webpages for better precision
AllWebpages
#SMX #XXA @adstage @sahilio
Test, test, test
ADCOPY DISPLAYURLS BIDVARIATIONS
#SMX #XXA @adstage @sahilio
Test different variations of your ad copy
#SMX #XXA @adstage @sahilio
How to Use Automation for More
ADVANCED AUTOMATED STRATEGIES FOR EVEN MORE SUCCESS
#SMX #XXA @adstage @sahilio
AdWords Automated Rules
INCREASEBIDSINCREASEBUDGETS
PAUSEPOORADS
#SMX #XXA @adstage @sahilio
Increase bids to maximize the visibility of your ad
#SMX #XXA @adstage @sahilio
Using Average Position
#SMX #XXA @adstage @sahilio
Increase budgets when your costs go down
#SMX #XXA @adstage @sahilio
Using your Cost per Conversion Metric
#SMX #XXA @adstage @sahilio
Pause poor performing ads
#SMX #XXA @adstage @sahilio
Using CTR coupled with spend or impressions
#SMX #XXA @adstage @sahilio
Add safeguards to your Automated Rules
PREVIEWTHERULES
EMAILEVERYTIMEITRUNS
ONLYEMAILSANSACTION
#SMX #XXA @adstage @sahilio
For the cautious marketer
#SMX #XXA @adstage @sahilio
For even more control
#SMX #XXA @adstage @sahilio
SEE YOU AT THE NEXT #SMX
THANK YOU!