how to spur growth & efficiency gains with dynamic search ads
TRANSCRIPT
![Page 1: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/1.jpg)
How to Spur Growth & Efficiency Gains with Dynamic Search Ads
R E T A I L M A R K E T E R C O U R S E
![Page 2: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/2.jpg)
Logistics
Session Recording Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
More Resources In the Handouts Section to the
Right
T O D AY ’ S S P E A K E R S
Lewis BrannonPaid Search Manager | CPC Strategy
Rick BackusCEO | CPC Strategy
![Page 3: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/3.jpg)
OVERVIEW
•Founded in 2007
•Recognized as an Official Google Shopping Partner
•300+ Active Retail Clients
•Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
![Page 4: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/4.jpg)
![Page 5: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/5.jpg)
Poll For The Audience…How well did your text ads perform this past Holiday Season?
A. Exceeded Expectations
B. Met Expectations
C. Below Expectations
![Page 6: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/6.jpg)
Lewis BrannonSr. Paid Search Manager
5+ years of e-commerce search marketing experience Specialization in retail PPC for large brands Tested dynamic search campaigns across many verticals since 2011
![Page 7: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/7.jpg)
Poll For The Audience…Are you currently running Dynamic Search Ad Campaigns?
A. Yes
B. No
C. Not sure…
![Page 8: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/8.jpg)
Total Clicks & Cost
![Page 9: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/9.jpg)
Google Only Cost & Revenue
![Page 10: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/10.jpg)
Average Shopping per day '14 vs '15
![Page 11: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/11.jpg)
Course Overview
• What are Dynamic Search Ads & Why They Used to be Avoided
• Latest DSA Enhancements for Retailer Marketers to Utilize
• Find out if DSAs are a Good Fit for Your Company
• Best Practices to Optimize Dynamic Search Ads
• Empowering Your DSAs with Advanced Strategies
• A Future Without Keywords . . . ?
• Q&A
![Page 12: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/12.jpg)
What are Dynamic Search Ads (DSA)
• Search campaign within AdWords
• Utilizes auto targets rather than keywords
• Targets relevant searches and generates ads directly from your site dynamically
• Dynamically generates ad headlines based on query
• Directs traffic to relevant landing pages
![Page 13: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/13.jpg)
What are Dynamic Search Ads – How They Work
* auto-targets, not keywords *
![Page 14: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/14.jpg)
Who Should Leverage DSAs?
• Best for retail e-commerce
• E-commerce sites with large inventory
• Hundreds to thousands of pages
• Frequently changing products
• Typically not best for lead generation or content sites (but can be effective)
![Page 15: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/15.jpg)
What are the Benefits?
• Reduces manual work creating large keyword lists & ad copy
• Extended headlines / ads that stand-out
• Increase ad coverage for the long tail searches
• Find searches that convert well / SQ Harvesting
• Instant / updated ad visibility for new/changing products
30-character headline
![Page 16: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/16.jpg)
Drawbacks?
• Giving up some control over where your ad messaging and landing pages
• Ads eligible to show for potentially less relevant traffic
• Need to consistently monitor query reports
• Doesn’t function well for unorganized sites
![Page 17: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/17.jpg)
Latest DSA Enhancements for Search Marketers to Utilize
“15 percent of Google searches are searches that have never been done.” – Google, July 2015
• First major update to DSA was July 2015 – enhanced &
retooled
• Improved Indexing & Categorization
• Recommended categories
• Additional Sub-Categories for further targeting flexibility
• Website coverage statistics
• Sample Previews
![Page 18: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/18.jpg)
Improved Categorization Insight – Bid Recs – Samples
![Page 19: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/19.jpg)
Additional Targeting OptionsCan customize based on your rules for better granularity
• Page Title contains• Page Content contains• URL contains
![Page 20: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/20.jpg)
Best Practices to Optimize Dynamic Search Ads
• Mine for converting SQ & add negatives (more on this later)• Never target entire site with blanket bids only• Customize ad copy as much as possible• Stack targets & use exclusions (more on this later)• Make targets leaner by excluding non transaction pages
Query report example
![Page 21: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/21.jpg)
Empowering Your DSAs with Advanced Strategies
• Stacking targets
• Categories + URL rules
• Categories + Page Content
• Page Content + URL rules
• Negative Keyword Tests
• To add all positive KWs as negatives in DSA or not to add?
• DSA as replacement for broad/phrase KWs account-wide?
• DSA + Standard Search Hybrid Campaigns
• Can improve management flow
![Page 22: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/22.jpg)
What We’ve Learned – DSA Performance Trend
• Year/Year volume and efficiency growth for DSA campaigns
• Likely due to more optimization levers
• Shows DSA can be effective with proper strategy
Snapshot of year/year growth for a subset of our clients – q3 2015 vs same quarter LY
![Page 23: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/23.jpg)
A Future Without Keywords?
• Meshing of Organic & PPC?
• Google’s recent updates tell us what they want from sites:
• sound information architecture
• intuitive navigation
• search engine-friendly and user-friendly URL structure
• Younger generations more digital savvy, more averse to traditional PPC ads
• Google organic search algorithm (hummingbird) improving rapidly
(RankBrain® A.I.)
• Feasible that DSA will become more prevailing or perhaps required
• Keywords likely not going away – but more blended approach necessary
![Page 24: How to Spur Growth & Efficiency Gains with Dynamic Search Ads](https://reader033.vdocuments.net/reader033/viewer/2022042907/58815a931a28ab80508b47b1/html5/thumbnails/24.jpg)
Questions for Lew?Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStra tegy.com | 619.501.6138 | contact@cpcst ra tegy.com
Schedule A Free 60 min. Retail Search Audit