@marcusknight#BreakfastAndLearn

Albert House – June 2017THE POWER OF DYNAMIC ADS

Planning my trip to India

We had everything arranged

Visiting the Taj Mahal

The amazing Palolem Beach

The Kingfisher Brewery

We missed one important point…

The Visa needed to enter India

We weren’t going to India

Lesson #1

Always check Visa requirements

Lesson #2

It’s important to adapt

What is he talking about?

Advertisers weren’t catering for us

They were targeting the masses

Focussing campaigns on the ‘regular’ user

Not the small minority that forget Visas

But what if one of them had adapted to our situation?

T H E P O W E R O F

D Y N A M I C A D V E R T S

The most basic form of adaptation...

Don’t offer the user what they don’t want

Use negative keywords

Users don’t always

read your copy

Review once a week on a Monday morning

Avoid being in the wrong place with irrelevant copy

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3

2

Take yourself out of competitions you can’t win

Users click without reading what you can actually offer them

Review once a week without fail

Key Takeaways

D Y N A M I C

S E A R C H A D S

Now, onto the new and exciting stuff

Dynamic search ads

Pick up relevant traffic you aren’t bidding for currently

Run them alongside your normal search campaigns

16%Daily searchesHave never been seen

by Google before

Target based on your website categories

Most advertisers see..

5-10%..increase in clicks & conversions

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This will plug the gaps in your account, whilst also shortening the path to conversion

Use core extensions to improve quality score

Add negatives to ensure you only bid on valuable

content

Key Takeaways

R D S A C A M P A I G N S

Once you’ve tried that..

Remarketing dynamic search campaigns

Highly targeted way of reacting to the number of new search queries

Dip your toes into the world of remarketing

Choose Target and Bid to reach only your audiences

£0.00

£5.00

£10.00

£15.00

DSA RDSA

Cost Per Conversion

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

DSA RDSA

Conversion Rate

-65%

Significantly better results than standard DSA

+97%

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This feels a bit like cheating (don’t tell anyone)

Reach your audience when they search in a way your account isn’t set up for

You can use ‘bid only’ and reach users outside of

your remarketing lists as well

Key Takeaways

D Y N A M I C K E Y W O R D

I N S E R T I O N

These previous features are not to be confused with...

Dynamic keyword insertion

Dynamically updates your ads to reflect the users search

Google wants

us to do this

AdWords will insert the keyword that triggered the ad for a relevant copy

Add DKI to the 2nd headline for the best results

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

Headline 1 Headline 1 & Desc Description Headline 2

CTR by DKI Placement

51.54%Avg. CTR IncreaseReported in research by

PPC Hero & Wordstream

However, our data says slightly less

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

Non DKI DKI

CTR by Ad Type

+24%

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Google is clamping down on ad relevance; this can help you achieve it quickly

Review your historical quality score to see how you’re doing at the moment

Google wants 3 ads per group; This is a quick way to

get your 3rd one

Key Takeaways

C O U N T D O W N A D S

Selling a time-sensitive product?

It’s time to try countdown ads

Trigger some basic principles of persuasion psychology

Marketers have been doing this for decades

Only {=COUNTDOWN("2017/06/11 23:00:00","en-GB",5)} Left To Apply!

Strong engagement rates with countdowns

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2.00%

Non-Countdown Countdown

CTR by Ad Type

+46%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

Non-Countdown Countdown

Conv. Rate by Ad Type

+35%

Recommended Neuromarketing reading

Neurosciencemarketing.com/blog/articles/five-guys

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You can use the power of psychology to trigger urgency with users

Quick, easy and simple set-up

They always pass our conversion rate tests

Key Takeaways

I F F U N C T I O N A D S

My favourite AdWords update EVER

Imagine these could be tailored to who is looking at them

IF Function Ads allow us to do this in our ads

For example...

For example...

For (a B2B) example...

Lots of user groups could receive tailored messaging to them

Regular

customers

Completed

‘mini’

conversion

Requested

demo

Business

travellers

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2

Tailor ads depending on audience and device

Multiple outputs from the same ad

Downside: can’t control how much budget is spent

on each audience / device

Key Takeaways

R E M A R K E T I N G L I S T S

F O R S E A R C H A D S

RLSA is also a great way of adapting to the user...

Whilst also allocating a specific budget

Our goals are different for groups of users

So, our messaging should be too

Some people aren’t doing this very well

This is not tailored for me as a customer

Using this space more effectively

Set up a list for existing customers in GA

Add them to a campaign under ‘audiences’

Importantly, these users can also be excluded from campaigns

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Control how much spend goes to acquiring clicks from existing customers

Encourage users to interact with new features

Measure the right metrics for these users

Key Takeaways

A D C U S T O M I S E R S

Tailor ads based on multiple factors

Dynamically update your ads with up to date price and stock levels

An external data source feeds into your ads

Anything you can think of can probably be inserted dynamically

It’s an incredibly fast way of updating prices

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Saves you from creating new ad copy every time a price changes

Attributes can be inserted anywhere in your ad copy except the final URL

Feeds can be kept and managed in the ‘business

data’ section of AdWords

Key Takeaways

D Y N A M I C R E M A R K E T I N G

Take your remarketing to the next level

Try Dynamic Remarketing

Set-up steps to follow

Offer a small discount to users with intent

Use this on Facebook and Instagram too

70%More likely to convertThan someone who has not

been remarketed to

Please don’t forget you can exclude too

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Some technical steps to carry out first, but from then on it is simple to manage

This can be used to drive further revenue by cross-selling or up-selling on Facebook and Instagram

Don’t forget frequency capping

Key Takeaways

L O C A T I O N &

D E M O G R A P H I C T A R G E T I N G

We’ve had location targeting for a while

But is it used for adapting our ad copies?

Use it to communicate with users that are close to your business

5 locations across London! Less than 5 minutes away!

A similar approach can be took with demographic targeting too

Who is buying this car?

Who is buying this bag?

Handmade in Italy

Free Delivery & Returns

Update on our best-seller

Five Star Reviews

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These settings can be used for much more than just adjusting bids (also a good move though!)

It is not always your target audience purchasing from you

Users have various needs depending on where/who

they are. Keep the user in mind & all else will follow!

Key Takeaways

Thanksfor listening.

@Koozai

Facebook.com/koozaiEmail: Marcus.Knight@Koozai.com

Tel: 0330 353 0300

www.Koozai.com