unlocking the mysteries of dynamic marketing
DESCRIPTION
Dynamic marketing not only makes your ads way more personal, it makes your ads more relevant and therefore, more valuable for your users' experience. Dynamic ads can help you fill the gaps in your account, save time, and even lower CPAs. But like any treasure you seek, sometimes you have to unlock a couple of doors before finding the pot of gold. Are you ready for the challenge of dynamic marketing? In the recording, experts from Clix Marketing and Hanapin discuss how to set up your account for dynamic search ads, remarketing ads and keyword insertion, as well as tips and the pros and cons of using each. You'll get expert-level PPC tips like: *Step-by-step set-ups for dynamic keyword insertion (DKI), dynamic search ads, and dynamic remarketing ads *The pros and cons of using dynamic marketing (Listen to the experts battle it out!) *Best practices and caveats for implementing dynamic marketing Unlock the mystery and start making your campaigns more dynamic today!TRANSCRIPT
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&HOSTED BY:
Unlocking the
Mysteries of Dynamic
Marketing
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Presenters
• Michelle Morehouse– Online Marketing Specialist at Clix Marketing
– @michellemsem
• Carrie Albright– Account Manager at Hanapin Marketing
– Blogger at PPC Hero
– @Albright_C
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Join the conversation
• Include the hashtag #thinkppc in your tweets.• Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Live Poll Question #2
How do you manage your account(s)?a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
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The Bad VS The Good
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Dynamic Marketing Agenda
DYNAMIC SEARCH ADS
DYNAMIC KEYWORD INSERTION
DYNAMIC REMARKETING
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Dynamic Search Ads
REQUIREMENTS:
GOOGLE ADWORDS SEARCH CAMPAIGN
SEGMENTATION PLAN
INTEREST IN GIVING THIS GUY A WHIRL
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Dynamic Search Ads
Search Network
Segment by
Content
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Dynamic Search Ads
Custom Ad Copy
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Takeaways
TOP SALESvolatile shoeseasy street premiernike lunar forever 3 womenssperry pilot shoerialto shoesskechers steel toe shoessperrysskechers women's take it easymens dress shoesrealtree tennis shoes pinkjellypop shoesnike womens celso girl thongbellini shoesjillypopboys nike cleatsspecial occasion shoes black
Brands not currently covered
3.7% Click Through Rate VS. 0.65% Click Through Rate From Search
0.31% Conversion Rate VS. 0.65% Conversion Rate From Search
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The Appeal
SELF-GENERATES ADSSHOWS POPULAR CONTENTGIVES HIERARCHY OF SITE RELEVANCEALLOWS FOR SEGMENTATION BY SITE CONTENT
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The Risks
LACK OF CONTROLHEADLINEDESTINATION URLKEYWORD COVERAGEKEYWORD > LANDING PAGE
RELEVANCE MATCH
LACK OF TRANSPARENCYHEADLINEDESTINATION URL
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Live Poll Question #3
What dynamic tools do you use most?#thinkppc
a) DKIb) Dynamic Search Adsc) Dynamic Remarketingd) All of the Abovee) None
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Dynamic Keyword Insertion
REQUIREMENTS:
GOOGLE ADWORDS SEARCH CAMPAIGN
PROPER FORMATTING
ABILITY TO FIND { AND } ON A KEYBOARD
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Dynamic Keyword Insertion
CAN BE ADDED TO:HEADLINEDESCRIPTION LINESDISPLAY URL
GENERAL GOOGLE AD GUIDELINES APPLY
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Proper Formatting is Key
{KeyWord:Default Text}
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The Appeal
QUICK AD COPYIMPROVES KEYWORD RELEVANCEIMPROVES USER EXPERIENCE
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{KeyWord:The Risks}
DYNAMICALLY INSERTS KEYWORDS – NOT QUERIES
CAN INCREASE CTR BUT MAYBE NOT CVR
MUDDIES AD COPY TESTING DATA
COMMONALITIES WITH COMPETITORS
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Dynamic Remarketing
REQUIREMENTS:
NEW REMARKETING CODE*
GOOGLE MERCHANT CENTER
REMARKETING LISTS (Thank you, Google)
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Dynamic Remarketing
Display Network
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Dynamic Remarketing
Target Remarketing
Lists
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Segmented Layering
Segment by Content
Id: Top Performing items
Brand: Brand-specific promo
AdWords grouping: Specific perfoamance
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The Appeal
SELF-GENERATES PLAsSHOWS RELEVANT PRODUCTSALLOWS FOR SEGMENTATION BY USER &MODIFICATIONS TO REMARKETING MESSAGE
A Hanapin case study showed a 72% drop in CPA through
segmenting audiences.
Pro Tip: Use multiple ad layouts for testing purposes!
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The Risk
THE CREEP FACTOR
LACK OF SUPPORT FOR COMPLIMENTARY OR SUPPLEMENTARY PRODUCTS
LOSS OF CONTROLGOOGLE ALGORITHMS DETERMINE REAL TIME BIDSADS DYNAMICALLY CREATED
ADDITIONAL CODE CAN BE A PAIN TO IMPLEMENT
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Live Poll Question #4
Would you like help with your PPC accounts and management?
I’m interested in:
a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).
b.) Get a free opportunities analysis on your paid search, display and social media advertising campaigns from Clix Marketing.
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Live Q&A Time!
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Have more questions?
Thank you for attending Social PPC webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Contact Clix Marketing for a free PPC, display and social advertising opportunities analysis:http://www.clixmarketing.com/blog/ppc-display-and-social-media-advertising
• Or Contact us Directly:• Webinar Feedback: [email protected]