dynamic ppc ads - pubcon vegas 2015

#pubcon

DYNAMICPPCADSPresented by:Maddie CarySenior Client ManagerPoint It Digital Marketing

Tweet at me! @MaddieMarketer

#pubcon

Senior Client Manager at Point It

4+ Years in PPC

Oversee $35M in Media

Global SEM Program Lead 20 Person Team 30 Languages 60 Markets

Experienced Across e-Commerce, Music, Finance, Beauty, IT, Gaming, & Mobile Apps

WHO AM

I?


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Dynamic Trends Dynamic PPC Ad Types

Dynamic Remarketing Ads Dynamic Search Ads Remarketing List in Search

Ads Countdown Ad Customizers

What’s Next for Dynamic Ads?

WHAT WE’LL COVER


#pubconTweet at me! @MaddieMarketer

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DYNAMIC TRENDS IN PPC


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DYNAMIC TRENDSDynamic

Customized Ad Content

Fluid Ad ServingAudience Focused

StaticStatic Ad Content

Standard Ad ServingKeyword Focused


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WHY DYNAMIC ADS MATTER


Every day 15-20% of searches are unique Keywords still matter, but targeting is limiting Dynamic Ads close that gap!

Consumers find personalized ads 54% more engaging 52% more educational 45% more memorable 77% of online retail consumers want personalized ad

formats

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INDUSTRY LEADERS AGREE…


“One of the biggest trends in paid search we’re going to see in PPC in 2015 is less control and more dynamic solutions”

“Ad customizers [dynamic ad feature] are so important because they give text ads their own degree of eye candy”

“Dynamic creative is going to become vital as people become increasingly used to being served that kind of ad”

Elizabeth MarstenDirector of Paid SearchCommerceHub

Theresa ZookVP of SEMAll About Clicks

Matt UmbroSenior Account ManagerHanapin MarketingHost of #PPCChat

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TIME FOR A QUICK POLL!


How many of you have ever tested or are currently running

some type of dynamic ad format?

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HUNGOVER

HIGHLIGHTS

2015 SAW MORE NEW DYNAMIC AD TYPES

ADDED TO PPC

KEYWORDS AUDIENCES

DYNAMIC ADS ARE 54%MORE ENGAGING

DYNAMIC TRENDS

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DYNAMIC PPC AD TYPES


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DYNAMICREMARKETING

ADS

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DYNAMIC REMARKETING ADS

Dynamically generated image & text ads served on the Display Network

Using products or services viewed on your site Incentivize users to come back and complete the purchase process Ads appear customized, showing users’ previously viewed products


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DYNAMIC REMARKETING ADS - TEXT


Dynamic Headline Product

Image CTA, Price, & Shortened

Domain

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DYNAMIC REMARKETING ADS - IMAGE


CTA Button

Product Image

Product Name

Carousel

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PROS & CONS - DYNAMIC REMARKETING ADS


PROs• Easy to use template for ad creation• Build custom audiences to test & target• The most effective dynamic ad format from

Google at customizing content for the user

CONs• Requires a working, optimized feed• Can be more time intensive to set up &

troubleshoot

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Beauty Industry e-Commerce Client

Running Dynamic & Standard Remarketing

Both TargetingAbandoned Cart Audience

Last 6 Months,Dynamic Made Up

29% of Total Remarketing

RevenueDuring December, Dynamic Made Up

45% of Total Remarketing

Revenue

Dynamic Remarketing Performs On Average At +50% Higher ROAS

CASE

STUDY


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HUNGOVER

HIGHLIGHTS

REMARKETING AD TYPE

GOT A PRODUCT FEED? SET THIS UP!

BOTH IMAGE & TEXT AD FORMATS AVAILABLE

DYNAMIC REMARKETING

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DYNAMICSEARCH

ADS(DSA)

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DYNAMIC SEARCH ADS


Text ads served on the Search Network Using dynamically generated headlines

Scraping site content to determine queries to match & pages to direct to

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PROS & CONS – DYNAMIC SEARCH ADS (DSA)


PROs• Longer headlines beyond 25 character limit• Great keyword mining strategy• Use all extensions & features of regular text

ads

CONs• Give a lot of control over to Google• Needs frequent negative keyword management

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Travel & Outdoor Apparel e-Commerce Client

Launched DSA in March 2014

DSA contributed…

CASE

STUDY


+36% Total Revenue Lift in

2014

DSA Had a 119% Higher Average ROAS

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DSA is One of the Clients Top 10 Campaigns, Driving Nearly 30% of All

Non-Branded Yearly RevenueCASE

STUDY

Travel & Outdoor Apparel e-Commerce Client

Launched DSA in March 2014

DSA contributed…

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HUNGOVER

HIGHLIGHTS

GREAT FOR B2C & B2B

SUPER EASY TO SET UP

LONGER DYNAMIC HEADLINES = BETTER

CTR

DYNAMIC SEARCH ADS (DSA)

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REMARKETINGLIST IN

SEARCH ADS(RLSA)

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REMARKETING LIST FOR SEARCH ADS (RLSA)


Text ads served on the Search Network Using audience targeting to serve ads

Tailor bids & ads to valuable previous visitors

Create Audienc

e List

Bid On Desired Audienc

es

Show Targeted Search

Ads

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PROS & CONS - RLSA


PROs• The only SERP retargeting available • Tailor message for repeat visitors at point of

need, make ads appear dynamically served

CONs• Takes time to set up campaigns & audiences• Requires good audience management to ensure

you’re not just canabalizing your regular SEM

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Software & Consumer Electronics Client

INTL Targeted Market

Aggressive bids through Black Friday/Cyber Monday

RLSA contributed…

CASE

STUDY


+13% Revenue Lift

on Thanksgiving+17%

Revenue Lift on CM

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+18% Total Revenue Lift Across BF/CM Week Functioning Above A +1000% ROAS!

CASE

STUDY

Software & Consumer Electronics Client

INTL Targeted Market

Aggressive bids through Black Friday/Cyber Monday

RLSA contributed…

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HUNGOVER

HIGHLIGHTS

TARGETED SEARCH ADS USING AUDIENCE DATA

IF YOU AREN’T DOING THIS, YOUR

COMPETITOR IS

FIND NEW REVENUE AT HIGHER RETURN

RLSA

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COUNTDOWNAD

CUSTOMIZERS

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AD CUSTOMIZERS


New text ad format served on the Search Network

Allowing dynamically change ad copy using specific parameters

Can insert a keyword, countdown to a date, or add in product details by referencing a file upload

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COUNTDOWN ADS


Easiest ad customizer to use & test

Dynamically count down to a specific date & time for an event

Text changes all tracked within one consistent ad

Removes work of scheduling multiple hourly countdown ad creative

No need to set up an AdWords Script

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PROs & CONs – COUNTDOWN ADS


PROs• Creates Urgency & Scarcity• Stand out on the SERP• Can now dynamically update to include geo

CONs• Need to understand function parameters to use• For ad customizers using a feed spreadsheet,

need to consistently update reference file

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Finance Industry Client

Running Countdown Ads for 14 Day Promotion

Comparing Countdown vs. Standard Ads, saw…

√ Equal Cost Per Lead

√ +20% Higher Conv Rate√ Saw Increased Urgency During Last 7 Days of Promotion

CASE

STUDY


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Apparel e-Commerce Client

Running Countdown Ads for 2 Day 20% Off EverythingPromotion


CASE

STUDY√ +105% Higher Conv Rate√ +40% Higher Revenue

√ +91% Higher ROAS

√ Saw Increased Urgency On Countdown Ads from Day 1 to Day 2


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Music Industry Client

Running Countdown Ads for 2 Week Discount Promotion


CASE

STUDY√ -10% Lower CPA

√ +12% Higher Conv Rate√ Added Urgency Contributed To A +228% Increase In Conversions


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HUNGOVER

HIGHLIGHTS

EASY TO SET UP USING FUNCTION PARAMETERS

NEW WAY TO DRIVE URGENCY FOR A PROMO

APPLICABLE TO TEST FOR ALL VERTICALS

COUNTDOWN AD CUSTOMIZERS

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WHAT’S NEXT FOR DYNAMIC ADS?


#pubconTweet at me! @MaddieMarketer

WHAT’S NEXT FOR DYNAMIC ADS?More Dynamic Ad formats and features are rolling out…

and not just to PPC! Updates to Shopping campaigns

Updates to DSA campaigns More access to Google Analytics audience targeting in AdWords

Dynamic Product Ads in Facebook

Dynamic PPC Ads allow you to tailor the experience to the customer. AND make more revenue!

Pick at least one to try out (maybe before the holiday season?) and let me know how it works out for you!

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OH GOD.SO HUNGOVER…

SO LITTLE RETAINED…NEVER FEAR!

Check out my presentation blog post, which includes a

how-to set up guide for these Dynamic PPC Ads:

pointit.com/blog/dynamic-ppc-ads

Also, reach out with questions on Twittter! @MaddieMarketerThanks!