#SMX #12B @adstage @sahilio
Understanding how to leverage DSAs for better performance
HOW DYNAMIC SEARCH ADS CAN
SUPERCHARGE OUR SEM
CAMPAIGNS
#SMX #12B @adstage @sahilio
§ Sahil Jain, CEO and Co-‐founder of AdStage, @sahilio
– Co-‐founded first company, YC & SV Angel backed, Trigger.io at 20
– Dropped out of UC Berkeley to join AOL Corp Dev. at 19
– Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that
About me
#SMX #12B @adstage @sahilio
AdStage allows you to can create, manage, and report on search and social ad campaigns from a single platform
About AdStage
#SMX #12B @adstage @sahilio
§ How Dynamic Search Ads work § Who should use Dynamic Search Ads § Pros and Cons of Dynamic Search Ads § Best Practices for Successful Dynamic Search Ads § Advanced Automated Strategies for More Success
Agenda
#SMX #12B @adstage @sahilio
Setting Up Your Dynamic Search Ads
HOW DYNAMIC SEARCH ADS WORK
#SMX #12B @adstage @sahilio
What are Dynamic Search Ads (DSAs)?
#SMX #12B @adstage @sahilio
Setting up a Dynamic Search Ad in AdWords
#SMX #12B @adstage @sahilio
Get more granular with adding a category
#SMX #12B @adstage @sahilio
The Top Use-Cases for DSAs
WHO SHOULD USE DYNAMIC SEARCH ADS
#SMX #12B @adstage @sahilio
Verticals that have several landing pages, large product catalogs, or various categories
Dynamic Search Ads are best for..
Education Ecommerce Travel
#SMX #12B @adstage @sahilio
Less time to set-‐up, and offers more data faster
Small companies with limited resources can also benefit
#SMX #12B @adstage @sahilio
Why Dynamic Search Ads
#SMX #12B @adstage @sahilio
There is more traffic you’re not capturing
15% of daily searches or
~500M queries per day are truly unique on
cnet.com 2013
#SMX #12B @adstage @sahilio
Understanding the nature of the beast
PROS AND CONS OF DYNAMIC SEARCH ADS
#SMX #12B @adstage @sahilio
Pros and cons for Dynamic Search Ads
Pros Cons
Minimal set-‐up time More time required to optimize
Capture more traffic Possibly more irrelevant traffic if not optimized
Dynamic landing page based on the query Less control over the destination URL
Uncover converting search terms Less control over your ad’s headline
#SMX #12B @adstage @sahilio
How to Maximize Results with Limited Control
BEST PRACTICES FOR SUCCESSFUL DYNAMIC SEARCH ADS
#SMX #12B @adstage @sahilio
Best practices for successful Dynamic Search Ads
NEGATIVE KEYWORDS
GOOGLE ANALYTICS
AD TESTING SMALL BUDGETS
#SMX #12B @adstage @sahilio
Add negative keywords
Keywords that are already targeted in other ad groups
Keywords that are irrelevant
#SMX #12B @adstage @sahilio
Using the Google Keyword Planner
#SMX #12B @adstage @sahilio
Pulling your search term reports
#SMX #12B @adstage @sahilio
Set very small budgets for these types of campaigns
$20-‐$50 budget per day
#SMX #12B @adstage @sahilio
Use Google Analytics to measure the quality of traffic
TIME ON SITE CONVERSIONS /
GOALS CONVERSION
RATE
#SMX #12B @adstage @sahilio
Automatically receive emails with this performance data
#SMX #12B @adstage @sahilio
Add specific webpages for better precision
Target All Webpages or
Categories
#SMX #12B @adstage @sahilio
Add specific webpages for better precision
All Webpages
#SMX #12B @adstage @sahilio
Test, test, test
AD COPY DISPLAY URLS BID VARIATIONS
#SMX #12B @adstage @sahilio
Test different variations of your ad copy
#SMX #12B @adstage @sahilio
How to Use Automation for More
ADVANCED AUTOMATED STRATEGIES FOR EVEN MORE SUCCESS
#SMX #12B @adstage @sahilio
AdWords Automated Rules
INCREASE BIDS INCREASE BUDGETS
PAUSE POOR ADS
#SMX #12B @adstage @sahilio
Increase bids to maximize the visibility of your ad
#SMX #12B @adstage @sahilio
Using Average Position
#SMX #12B @adstage @sahilio
Increase budgets when your costs go down
#SMX #12B @adstage @sahilio
Using your Cost per Conversion Metric
#SMX #12B @adstage @sahilio
Pause poor performing ads
#SMX #12B @adstage @sahilio
Using CTR coupled with spend or impressions
#SMX #12B @adstage @sahilio
Add safeguards to your Automated Rules
PREVIEW THE RULES
EMAIL EVERY TIME IT RUNS
ONLY EMAIL SANS ACTION
#SMX #12B @adstage @sahilio
For the cautious marketer
#SMX #12B @adstage @sahilio
For even more control
#SMX #12B @adstage @sahilio
SEE YOU AT THE NEXT #SMX
THANK YOU!