Build a Framework For Success With Dynamic Ads By John Lee
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Transcript of Build a Framework For Success With Dynamic Ads By John Lee
#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads
How Dynamic Ads Can
Supercharge Your SEM
Campaigns
#SMX #12B @John_A_Lee
Who Is This Guy?Managing Partner – Clix MarketingDigital Advertising Geek Emphasis on “Geek”Prior Sentences Served: Hanapin Marketing WordstreamWriter: Search Engine Watch, ClickZ, Clix
Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker: SMX, SocialPro Conference (Formerly
SMX Social Media), SES / ClickZ Live, HeroConf, State of Search, Acquisio User Summit, Bing Ads Connect
#SMX #12B @John_A_Lee
Dynamic Ads: An Introduction
dynamicadjective
Characterized by constant change, activity or process.
#SMX #12B @John_A_Lee
Change content of your ads dynamically based on keyword, website content, product/service data, real-time data and more.
Applies to search, display and social ad types.
Alphabet soup! DSA’s, DPA’s, DKI, customizers, scripts, oh my!
Dynamic Ads: An Introduction
Plain Text AdsBoring Static Image
Ads
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Plan AheadSearch Ad Grab BagDynamic Display AdsDynamic Product AdsScripts
Let’s Get Dynamic!
#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads
Plan Ahead
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Who are you targeting?Where are you targeting them? What is the intent or desired action?Do you have all of the necessary accounts, tools and resources?
Strategy
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Accounts – Google AdWords, Facebook Ads, Google Merchant Center, Google Docs, etc.Data Connections – retargeting, e-commerce tracking, e-commerce platforms / feeds, other database / API connections, etc.
Accounts & Data Connections
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Set up can be tedious and could require resources beyond your team or skill set.Examples: Data feed creation and data quality control. Pixel placement. Coding (scripts). Promotion schedules. Etc., etc.
Time & Resources
#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads
Search Ad Grab Bag
#SMX #12B @John_A_LeeDKI – Everyone’s Favorite Punch Line
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Set a dynamic countdown for important sales or events.Countdown can be in headline or body copy.Countdown settings only appear when the {=COUNTDOWN} operator is entered.
Countdown Text Ads
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Populate text ads with data pulled from a feed.Data feeds managed through Shared Library > Business Data.Operator “DataSetName” points to the datafeed.Operator “AttributeName” points to the text that will be inserted into the ad.
Ad Customizers
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Ad Customizers: Shared Library – Business Data
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Ad Customizers: CSV Data TemplateCustomize the feed attributes to reflect your products or services.
Detail targeting by campaign, ad group and keyword.
#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads
Dynamic Display Ads
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Upload data feed based on specific vertical or custom variables.Choose “Dynamic Ad” within the AdWords Ad Gallery.
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♫♫ Every Vertical Has It’s Feed… ♫♫
#SMX #12B @John_A_Lee
Dynamic elements change based on location and what user is viewing on the web.- Eliminates cumbersome campaign structures, reducing management resources.Single display ad unit accounts for multitude of variables (via data feed) and ad sizes (ad templates).- Frees up creative resource bandwidth.- ‘Preferred Layouts’ give you options.
Dynamic Display Ads: Laser Focused!
DDA’s work with all Google Display Network targeting features. - Contextual, Topics, Interest Categories, Placements, RetargetingLaser-target the dynamic elements within DDA’s by taking full advantage of the data feed.- Use all available fields per vertical, locations/addresses, pricing, ratings, contextual keywords, etc.
#SMX #12B @John_A_LeeDynamic Display Ad Preferred Layouts
#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads
Dynamic Product Ads
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DPA’s: Google Display Network
AdWords Remarketing
Product Feed
Dynamic Product Ads (DPA’s)
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Campaign Settings Create Dynamic Product Ad
DPA’s: Google Display Network
Link Merchant Center account
Design is automatic, but fully editable.
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If you already have remarketing and Shopping campaigns, getting Dynamic Product Ads set up is a breeze.
Targeting for these ads is the same as any other remarketing campaign on the Google Display Network.
DPA’s: Google Display Network
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DPA’s: Facebook Ads
Facebook Ads Remarketing
Product Feed
Dynamic Product Ads (DPA’s)
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Create Product Set & Campaign
Associate Product Set & Audience
DPA’s: Facebook Ads
Product set 1st. Campaign 2nd.
Both are chosen at Ad Set level.
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Ad images are dynamic, based on the product feed and retargeting data.
Ad copy can be static or dynamic based on product feed operators.
DPA’s: Facebook Ads
#SMX #12B @John_A_LeeBuild a Framework for Success with Dynamic Ads
Scripts
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Scripts can help you to:- Automate data feed creation
for customizers and dynamic display ads.
- Create data feeds that sync with other data points via API to apply real-time information to dynamic ads.
- Create standard text ads dynamically based on real-time data.
Scripts & Dynamic Ads
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Ad Parameterizer script: http://bit.ly/ad-parameterizerAd Customizers on Search Engine Land: http://bit.ly/custom-ad-selFree AdWords Scripts: http://www.freeadwordsscripts.com/
Scripts Resources