Rachel Malone-Olson | @DuluthRachel | Social Account Manager
A Culturally Driven and Rapidly Growing Marketing Agency, Widely Respected for Leading Clients to Integrated Strategies and Data-Driven Tactics.
A Culturally Driven and Rapidly Growing Marketing Agency, Widely Respected for Leading Clients to Integrated Strategies and Data-Driven Tactics.
How Dynamic Ads Can SUPERCHARGE Your SEM Campaigns @DuluthRachel #SMS2016
Real-time, website based ads dynamically structured from search queries & landing page content.
1. USER SEARCH QUERY
2. 1. USER SEARCH QUERY WEBSITE CONTENT
DYNAMICALLY GENERATED SEARCH AD 2. 1. USER SEARCH QUERY WEBSITE CONTENT 3. DYNAMICALLY GENERATED SEARCH AD
Expanded Reach & Brand Presence Limited Maintenance for Well-Structured Websites Quick & Easy Setup
EXPANDED REACH & BRAND PRESENCE On a DAILY basis 15% of search queries submitted have never been seen before by Google* *Source
EXPANDED REACH & BRAND PRESENCE On a DAILY basis 15% of search queries submitted have never been seen before by Google
EXPANDED REACH & BRAND PRESENCE
EXPANDED REACH & BRAND PRESENCE
EXPANDED REACH & BRAND PRESENCE 52 characters? EXTENDED HEADLINES
EXPANDED REACH & BRAND PRESENCE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE CAMPAIGN AD GROUP KEYWORD
EXPANDED REACH & BRAND PRESENCE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE CAMPAIGN AD GROUP KEYWORD
EXPANDED REACH & BRAND PRESENCE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE CAMPAIGN AD GROUP KEYWORD NOTE: If the user's search term constitutes a broad or phrase match keyword and your DSA has a higher quality score
EXPANDED REACH & BRAND PRESENCE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE CAMPAIGN AD GROUP KEYWORD NOTE: If the user's search term matches an exact match keyword, the DSA will NOT show
LIMITED MAINTENANCE WITH STRUCTURE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE Structure, Structure, Structure Clean Mapping Limited Overlap High Organic Search Indexing
LIMITED MAINTENANCE WITH STRUCTURE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE
LIMITED MAINTENANCE WITH STRUCTURE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE Optimize regularly by pulling out Search Queries with high conversion volume
LIMITED MAINTENANCE WITH STRUCTURE DSA CAMPAIGN WEBPAGE SEARCH QUERY WEPAGE Allow the Search Queries to offer insight into Landing Page development
CAMPAIGN LEVEL
AD GROUP LEVEL
AD GROUP LEVEL
AD GROUP LEVEL STRUCTURE!
Dynamically Generated Headline AD GROUP LEVEL Dynamically Generated Headline
Ad Template per Ad Group AD GROUP LEVEL Ad Template per Ad Group
AD GROUP LEVEL TEST, TEST, TEST!
OPTIONAL: Custom URL Tracking & Parameters AD GROUP LEVEL OPTIONAL: Custom URL Tracking & Parameters
Apply any & all Ad Extensions to the DSA campaign CAMPAIGN LEVEL Apply any & all Ad Extensions to the DSA campaign
NEGATIVES, EXCLUSIONS, NEGATIVES, EXCLUSIONS! Since you can’t control what keywords you add, you have to control what keywords you remove. You can NOT set it and forget it. Negative KW sculpting is important early and often.
NEGATIVES, EXCLUSIONS, NEGATIVES, EXCLUSIONS! Horror stories of large brands that did not exclude vulgarity, racism, sexist slurs, you name it, people search, don’t be that brand that makes an ad out of it!
LAYER RLSA Slower moving but less maintenance and a great opportunity to upsell
Frequently Changing Products or Services Well-Structured, Content-Rich Websites Large Inventory of Products OR Landing Pages LPs: Ecomm, travel sites, education For those startups and small businesses, DSAs offer a lot of data, faster
Stacks on stacks on stacks on stacks.
Changing stacks on stacks on stacks on stacks.
Exclude rewards, daily deals, customizable content, About Us
Efficient Low Maintenance Capture Clicks & Conversions Outside of Standard Structure
Capture Clicks & Conversions Outside of Standard Structure Efficient Low Maintenance Capture Clicks & Conversions Outside of Standard Structure TEST, Report, TEST, Report, TEST Using analytics behavioral performance in tandem with UI reporting to better understand performance
Rachel@Aimclear.com
THANK YOU!