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Increase 2015 Holiday Revenue with
Dynamic Ad Formats
Katy TonkinVP, Digital Strategy
7 years digital experience•60 countries•25 localized languages•All major search engines•$50M/year+@KatyTonkin
Every day 15-20% of searches are unique
• 54% more engaging• 52% more educational• 45% more memorable
77% of online retail consumers want personalized ads
WHAT ARE THE PPCers TO DO?!
Dynamic Save the Day!– Close Targeting Gaps– Provide Customized
Content+ Make You
More $$!
1DYNAMIC SEARCH ADS (DSA)Dynamic Ad Format #1
What Are Dynamic Search Ads?
PPC Ads Without Keywords
Maps Queries to Relevant Pages
Relevance = site crawl + organic rank
Active Keywords & Ads
Incremental opportunity
w/DSA
DSA Does Not Take Precedence Over Keywords
How DSA Creation & Ad Serving Works
Scrape Site• Organizes Into
Categories & Subcategories
Ad Creation• Chose Categories• Generic Ad Text• Landing Page
Get Ready• Set Bids• Add Negatives• Targeting, etc.
Ads Served• Headlines Created• Relevant content• High enough
bids
Optimization• SQRs• Bids• Ad Copy/LPs
User Types in Query
Who Should Consider Using Dynamic Search Ads?
You brace yourself for an entire week building campaigns for new products
…and pulling down campaigns for OOS products
Can’t prioritize building out
campaigns for products that still
add revenue
Used Tools to Find New Keywords
GOT. NOTHING.
J F M A M J J A S O N D
Non-DSA Revenue DSA Revenue
What kind of impact can DSA have?
DSA = 36% Revenue in 2015
BONUS!DSA Has a
119% Higher Average ROI
Implemented DSA Mar ‘15
Q4 2014 Brand vs Non-Brand Revenue
DSA Can Grow Non-Brand Revenue
Brand Revenue
Non-Brand Revenue
DSARevenue
Brand Revenue
Non-Brand Revenue
BONUS!DSA = +140%
non-brand revenue!
BONUS #2!No ↓ to
Program ROI
DSA Pros & Cons
• Pros– DSA gets around the 25 character headline limit– Great keyword mining strategy– Use all extensions & features of regular text ads
• Cons– Give a lot of control over to Google– Needs consistent, frequent negative KW management
DSA = Gargantuan Waste of Time
Don’t Maintain SEO
Ads Needs More Granularity Think DSA = PPC Management
Inventory 100% In Structure
2DYNAMIC REMARKETING ADSDynamic Ad Format #2
What Is Dynamic Remarketing?
Image & text ads
Served on the GDN
Products or services viewed on your site
Merchant Center Feed
Who Should Consider Using Dynamic Remarketing?
What If I Told You ALL Retailers
Should Use Dynamic Remarketing
How to Set Up Dynamic Remarketing
Get Feed Set Up• Merchant Center• Linked to AdWords
Pixel Placed• Separate than
standard remarketing pixel
Build Audiences• All Visitors• Cart Abandons• Specific Pages
Create Campaigns
• Headlines Created• Relevant content• High enough bids
Build Creative• In AdWords• It’s NOT THAT
HARD!
Dynamic Remarketing Results: Fashion
Dynamic Remarketing Standard Remarketing
Dynamic Remarketing Performs On Average
At +50% Higher ROAS!
For FY15-to-date: Dynamic Remarketing Drove
45% of Total Remarketing Revenue
Bonus! YoY Remarketing Revenue up 30%
Dynamic Remarketing Results2x+ ↑ CTR20-50% ↓ CPA50%+ ↑ CVR
Compared ToStandard
Remarketing
Add More Targeting for Better Results
&/OR+Regular
Remarketing
Related Topic/ Interest Group
Can Afford Your Product
=
There are many different combinations that take little time w/big pay off
+2-3x
CVR
Dynamic Remarketing Pros & Cons
• Pros– Easy to use ad creation template – Build custom audiences to test & target– Most effective dynamic ad format at customizing content
• Cons– Requires separate dynamic remarketing pixel– Requires a working, optimized feed– Can be more time intensive to set up & troubleshoot
3AD CUSTOMIZERSDynamic Ad Format #3
Ad Customizers: What are they?
New text ad format
Dynamically change copy using specific
parameters
Insert keyword, countdown, or add
product details
Countdown Ads Customizer Example
Easiest customizer to test
Dynamically count down to a specific date & time
Changes tracked in one ad
Removes work of scheduling multiple hourly countdown ad creatives
Countdown Ads: Results
Vertical Test Revenue ROI CVR
B2C Apparel 2 Day/20% Off ↑ 40% ↑ 90% ↑ 105%
Vertical Test CVR CPA Overall Lift
Music Retailer 2 Week Promo ↑ 12% ↓ 10% Rev +200%
Countdown Ads vs Standard Promo Copy
Set Up Instructions: www.pointit.com/blog/countdown-ads
Ad Customizers: Pros & Cons
• Pros– Creates Urgency & Scarcity– Level the playing field w/Shopping Ads
• Cons– They’re harder to learn to use– Consistently update reference file to keep ads up to date
(bad user experience)
Wrapping This Up, Dynamic Ads…
Personalized & Dynamically Updating Ad Content
With New Traffic & Higher CVR + ROI
Give Customers What They Want
Help Advertisers Make More $
