Upload
others
View
0
Download
0
Embed Size (px)
Citation preview
Beyond Keywords- Dynamic Search Ads
Gavin Hanley3XE DigitalOct 2016
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Confidential + Proprietary
Beyond Keywords
Proprietary + Confidential
Dynamic Search Ads
Confidential + Proprietary
15%
Proprietary + Confidential
Source: Google internal data, https://adwords.googleblog.com/2015/07/introducing-more-powerful-dynamic.html
Even well managed keyword accounts can miss valuable traffic but Dynamic Search Ads will make sure you cover relevant user queries
15% of queries on google.com are new every day
Proprietary + Confidential
Proprietary + Confidential
Dynamic Search Ads will help you advertise shifting product inventory and content hidden deep within your website
Advertisers’ website content is large and dynamic
Websites are large and dynamic
INTERNAL: Google Confidential and Proprietary
Self-driving advertising?
Proprietary + ConfidentialDSA provides incremental and valuable traffic
1) Specify pages of your website, daily budget, and ad template
3) If no exact keyword is eligible, we find the page that best matches the query on your website
2) User types a query
4) We dynamically generate an ad headline and destination URL
Proprietary + Confidential
Benefits of Dynamic Search Ads
DSA generates incremental clicks with positive or similar ROI and
performs exceptionally well with auto bidding.
No need to pause / create ads based on available inventory on the website, seasonality
or demand.
Efficiency and Time SavingReach and Performance Transparency and Control
DSA offers full transparency via the Search Query Report and control through bids at the auto target
level and exclusions for irrelevant traffic
Proprietary + ConfidentialCompared with keyword performance, for the median advertiser, DSA targeting generates...
Source: Google internal data, benchmarks as of Feb 2016 and compared to non-brand keyword performance
...and on average 86% of Dynamic Search Ads traffic is incremental
30%higher
CTRs CPAs
35%lower
CPCs
30%lower
Clicks
15%more
Proprietary + Confidential
Getting Started:DSA implementation best practices
Confidential + Proprietary
Choosing the right campaign settings
1. Select the campaign type Dynamic
Search Ads
2. Input your domain name
(example.com) and set the
language corresponding to the
pages you want your ads to target
3. Save and continue to ad group
setup
Confidential + Proprietary
1. Select the recommended
categories as a target option
2. Category search allows advertisers
to look for custom categories
3. Ideally the categories are split out
into one ad group each
Selection of categories
Confidential + Proprietary
Selection of categories
The sample preview offers up to
three
● sample queries
● headlines
● landing pages
Confidential + Proprietary
Selection of categories
You can select (1) and remove individual (2) categories as well as add all recommended categories in
bulk (3).
1
2
3
Confidential + Proprietary
Choosing relevant bids
The recommended bid* will automatically
populate when a category is selected.
DSA is compatible with all bidding
strategies. Make sure to use target
CPA/ROAS bidding or at least enhanced
CPC to improve performance.
Make sure to combine DSA with RLSA to
ensure great performance.
*Bid recommendations only show if sufficient data is available and are based on the advertiser’s existing keywords’ performance.
Confidential + Proprietary
Tailoring ad creatives
1. Create different ad groups for your all categories.
2. This allows to create slightly more tailored ad text
in line 2 & 3 for each and to customize the visible
URL.
3. Even though the headline is dynamically created
for each user query & very targeted it is important
that the entire ad text reads well for the category
of user query.
Category - Men shirts
Category - Shoes
Category - All Website
Confidential + Proprietary
Adding ad extensions to DSA campaigns
Make sure to enable all relevant extensions (sitelinks, call extensions, location extensions, etc. ) to
your Dynamic Search Ads campaign and get a CTR boost.
Proprietary + Confidential
Optimising for Results
Confidential + Proprietary
The website coverage shows the % of
pages of a dynamic ad target out of all the
indexed pages.
Since pages on your website can belong to
multiple dynamic ad targets, the coverage
may exceed 100%.
Make sure to reach a high website
coverage (>75%) to not miss any traffic!
Website coverage
Confidential + Proprietary
Targeting all webpages
Target all webpages with one ad
group to not miss out on any traffic.
This will ensure that you have
covered most of your website’s
pages.
Make sure to exclude
non-commercial website content
when targeting all webpages.
Confidential + Proprietary
Excluding irrelevant sections of the website
1. Select Exclusions in the the Auto Target tab >
Dynamic Ad Targets
2. Use URL targeting or Page_Title criteria to exclude
non transactional sections (blog, contacts,…)
3. Use Page_Content criteria to exclude pages that
will not convert (error pages, products out of
stock,…). Do not use Page_Content for positive
targeting because it tends to be inaccurate
Confidential + Proprietary
Using negative keywords
Apply shared negatives to your DSA campaign,
or copy/paste your KWs campaigns’ negative.
If you don’t want DSA to trump paused KWs,
make sure to add all paused KWs as negatives
in your DSA campaign.
In some cases, DSA ads may trump KWs (if KW campaign’s budget is depleted, or if your bids are too
low,…). Add top KWs as exact match negatives in the DSA campaign to prevent cannibalization.
Confidential + Proprietary
Use bid simulator recommendationsUse bid simulator recommendations from the ad group tab or auto target tab (click on the icon in the Max CPC column)
Proprietary + ConfidentialCombine DSA with Audience Data and Auto Bidding
Source: Google internal data, benchmarks as of Feb 2016 and compared to non-brand keyword performance
Expand internationally Improve EfficiencyAutomate AdWords
Combined DSA with Auto Bidding and added Audience signals to improve relevancy
Reduced operational costs by automating SEM activities
Created Dynamic Search Ads campaigns in 50+ markets
Used category recommendations and auto bidding
DSA+RLSA+tCPA DSA+tCPA
Significantly lower CPAs
for established markets
CPAs reduced by 2% and
conversions increased by 30%
Used Remarketing Lists for Search Ads to target previous visitors in combination with Dynamic Search Ads campaigns
DSA+RLSA
Compared to DSA campaigns not using RLSA, conversion rate is
230% higher
INTERNAL: Google Confidential and Proprietary
Self-driving advertising?
Confidential + Proprietary
Get Started!
Proprietary + Confidential
Thank You!