How Dynamic Search Ads Can Supercharge Your SEM Campaigns

#SMX #XXA @adstage @sahilio

Understanding how to leverage DSAs for better performance

HOW DYNAMIC SEARCH ADS CAN

SUPERCHARGE OUR SEM

CAMPAIGNS

#SMX #XXA @adstage @sahilio

AdStageallowsyoutocancreate,manage,andreportonsearchandsocialadcampaignsfromasingleplatform

About AdStage

#SMX #XXA @adstage @sahilio

§ HowDynamicSearchAdswork§ WhoshoulduseDynamicSearchAds§ ProsandConsofDynamicSearchAds§ BestPracticesforSuccessfulDynamicSearchAds§ AdvancedAutomatedStrategiesforMoreSuccess

Agenda

#SMX #XXA @adstage @sahilio

Setting Up Your Dynamic Search Ads

HOW DYNAMIC SEARCH ADS WORK

#SMX #XXA @adstage @sahilio

What are Dynamic Search Ads (DSAs)?

#SMX #XXA @adstage @sahilio

Setting up a Dynamic Search Ad in AdWords

#SMX #XXA @adstage @sahilio

Get more granular with adding a category

#SMX #XXA @adstage @sahilio

The Top Use-Cases for DSAs

WHO SHOULD USE DYNAMIC SEARCH ADS

#SMX #XXA @adstage @sahilio

Verticalsthathaveseverallandingpages,largeproductcatalogs,orvariouscategories

Dynamic Search Ads are best for..

Education Ecommerce Travel

#SMX #XXA @adstage @sahilio

Lesstimetoset-up,andoffersmoredatafaster

Small companies with limited resources can also benefit

#SMX #XXA @adstage @sahilio

Why Dynamic Search Ads

#SMX #XXA @adstage @sahilio

There is more traffic you’re not capturing

15%ofdailysearchesor

~500Mqueriesperdayaretrulyuniqueon

Google

cnet.com2013

#SMX #XXA @adstage @sahilio

Understanding the nature of the beast

PROS AND CONS OF DYNAMIC SEARCH ADS

#SMX #XXA @adstage @sahilio

Pros and cons for Dynamic Search Ads

Pros Cons

Minimalset-uptime Moretimerequiredtooptimize

Capturemoretraffic Possiblymoreirrelevanttrafficifnotoptimized

Dynamiclandingpagebasedonthequery LesscontroloverthedestinationURL

Uncoverconvertingsearchterms Lesscontroloveryourad’sheadline

#SMX #XXA @adstage @sahilio

How to Maximize Results with Limited Control

BEST PRACTICES FOR SUCCESSFUL DYNAMIC SEARCH ADS

#SMX #XXA @adstage @sahilio

Best practices for successful Dynamic Search Ads

NEGATIVEKEYWORDS

GOOGLEANALYTICS

ADTESTINGSMALLBUDGETS

#SMX #XXA @adstage @sahilio

Add negative keywords

Keywordsthatarealreadytargetedinotheradgroups

Keywordsthatareirrelevant

#SMX #XXA @adstage @sahilio

Using the Google Keyword Planner

#SMX #XXA @adstage @sahilio

Pulling your search term reports

#SMX #XXA @adstage @sahilio

Set very small budgets for these types of campaigns

$20-$50budgetperday

#SMX #XXA @adstage @sahilio

Use Google Analytics to measure the quality of traffic

TIMEONSITECONVERSIONS/

GOALSCONVERSION

RATE

#SMX #XXA @adstage @sahilio

Automatically receive emails with this performance data

#SMX #XXA @adstage @sahilio

Add specific webpages for better precision

TargetAllWebpagesor

Categories

#SMX #XXA @adstage @sahilio

Add specific webpages for better precision

AllWebpages

#SMX #XXA @adstage @sahilio

Test, test, test

ADCOPY DISPLAYURLS BIDVARIATIONS

#SMX #XXA @adstage @sahilio

Test different variations of your ad copy

#SMX #XXA @adstage @sahilio

How to Use Automation for More

ADVANCED AUTOMATED STRATEGIES FOR EVEN MORE SUCCESS

#SMX #XXA @adstage @sahilio

AdWords Automated Rules

INCREASEBIDSINCREASEBUDGETS

PAUSEPOORADS

#SMX #XXA @adstage @sahilio

Increase bids to maximize the visibility of your ad

#SMX #XXA @adstage @sahilio

Using Average Position

#SMX #XXA @adstage @sahilio

Increase budgets when your costs go down

#SMX #XXA @adstage @sahilio

Using your Cost per Conversion Metric

#SMX #XXA @adstage @sahilio

Pause poor performing ads

#SMX #XXA @adstage @sahilio

Using CTR coupled with spend or impressions

#SMX #XXA @adstage @sahilio

Add safeguards to your Automated Rules

PREVIEWTHERULES

EMAILEVERYTIMEITRUNS

ONLYEMAILSANSACTION

#SMX #XXA @adstage @sahilio

For the cautious marketer

#SMX #XXA @adstage @sahilio

For even more control

#SMX #XXA @adstage @sahilio

SEE YOU AT THE NEXT #SMX

THANK YOU!