how dynamic search ads can supercharge your sem campaigns

#SMX #XXA @adstage @sahilio

Understanding how to leverage DSAs for better performance

HOW DYNAMIC SEARCH ADS CAN

SUPERCHARGE OUR SEM

CAMPAIGNS


AdStageallowsyoutocancreate,manage,andreportonsearchandsocialadcampaignsfromasingleplatform

About AdStage


§ HowDynamicSearchAdswork§ WhoshoulduseDynamicSearchAds§ ProsandConsofDynamicSearchAds§ BestPracticesforSuccessfulDynamicSearchAds§ AdvancedAutomatedStrategiesforMoreSuccess

Agenda


Setting Up Your Dynamic Search Ads

HOW DYNAMIC SEARCH ADS WORK


What are Dynamic Search Ads (DSAs)?


Setting up a Dynamic Search Ad in AdWords


Get more granular with adding a category


The Top Use-Cases for DSAs

WHO SHOULD USE DYNAMIC SEARCH ADS


Verticalsthathaveseverallandingpages,largeproductcatalogs,orvariouscategories

Dynamic Search Ads are best for..

Education Ecommerce Travel


Lesstimetoset-up,andoffersmoredatafaster

Small companies with limited resources can also benefit


Why Dynamic Search Ads


There is more traffic you’re not capturing

15%ofdailysearchesor

~500Mqueriesperdayaretrulyuniqueon

Google

cnet.com2013


Understanding the nature of the beast

PROS AND CONS OF DYNAMIC SEARCH ADS


Pros and cons for Dynamic Search Ads

Pros Cons

Minimalset-uptime Moretimerequiredtooptimize

Capturemoretraffic Possiblymoreirrelevanttrafficifnotoptimized

Dynamiclandingpagebasedonthequery LesscontroloverthedestinationURL

Uncoverconvertingsearchterms Lesscontroloveryourad’sheadline


How to Maximize Results with Limited Control

BEST PRACTICES FOR SUCCESSFUL DYNAMIC SEARCH ADS


Best practices for successful Dynamic Search Ads

NEGATIVEKEYWORDS

GOOGLEANALYTICS

ADTESTINGSMALLBUDGETS


Add negative keywords

Keywordsthatarealreadytargetedinotheradgroups

Keywordsthatareirrelevant


Using the Google Keyword Planner


Pulling your search term reports


Set very small budgets for these types of campaigns

$20-$50budgetperday


Use Google Analytics to measure the quality of traffic

TIMEONSITECONVERSIONS/

GOALSCONVERSION

RATE


Automatically receive emails with this performance data


Add specific webpages for better precision

TargetAllWebpagesor

Categories


Add specific webpages for better precision

AllWebpages


Test, test, test

ADCOPY DISPLAYURLS BIDVARIATIONS


Test different variations of your ad copy


How to Use Automation for More

ADVANCED AUTOMATED STRATEGIES FOR EVEN MORE SUCCESS


AdWords Automated Rules

INCREASEBIDSINCREASEBUDGETS

PAUSEPOORADS


Increase bids to maximize the visibility of your ad


Using Average Position


Increase budgets when your costs go down


Using your Cost per Conversion Metric


Pause poor performing ads


Using CTR coupled with spend or impressions


Add safeguards to your Automated Rules

PREVIEWTHERULES

EMAILEVERYTIMEITRUNS

ONLYEMAILSANSACTION


For the cautious marketer


For even more control


SEE YOU AT THE NEXT #SMX

THANK YOU!

how dynamic search ads can supercharge your sem campaigns

Marketing