1. Rachel Malone-Olson | @DuluthRachel | Social Account Manager

2. A Culturally Driven and Rapidly Growing Marketing Agency, Widely Respected for Leading Clients to Integrated Strategies and Data-Driven Tactics.

3. A Culturally Driven and Rapidly Growing Marketing Agency, Widely Respected for Leading Clients to Integrated Strategies and Data-Driven Tactics.

12. How Dynamic Ads Can SUPERCHARGE Your SEM Campaigns
@DuluthRachel #SMS2016

14. Real-time, website based ads dynamically structured from search queries & landing page content.

17. 1.
USER SEARCH QUERY

18. 2. 1.
USER SEARCH QUERY
WEBSITE CONTENT

19. DYNAMICALLY GENERATED SEARCH AD2. 1.
USER SEARCH QUERY
WEBSITE CONTENT 3.
DYNAMICALLY GENERATED SEARCH AD

21. Expanded Reach & Brand Presence Limited Maintenance for Well-Structured Websites Quick & Easy Setup

22. EXPANDED REACH & BRAND PRESENCE
On a DAILY basis
15%
of search queries submitted have never been seen before by Google*
*Source

23. EXPANDED REACH & BRAND PRESENCE
On a DAILY basis
15%
of search queries submitted have never been seen before by Google

24. EXPANDED REACH & BRAND PRESENCE

25. EXPANDED REACH & BRAND PRESENCE

26. EXPANDED REACH & BRAND PRESENCE
52 characters?
EXTENDED HEADLINES

27. EXPANDED REACH & BRAND PRESENCE
DSA CAMPAIGN
WEBPAGE
SEARCH QUERY
WEPAGE
CAMPAIGN
AD GROUP
KEYWORD

28. EXPANDED REACH & BRAND PRESENCE
DSA CAMPAIGN
WEBPAGE
SEARCH QUERY
WEPAGE
CAMPAIGN
AD GROUP
KEYWORD

29. 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

30. 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

31. LIMITED MAINTENANCE WITH STRUCTURE
DSA CAMPAIGN
WEBPAGE
SEARCH QUERY
WEPAGE
Structure, Structure, Structure
Clean Mapping
Limited Overlap
High Organic Search Indexing

32. LIMITED MAINTENANCE WITH STRUCTURE
DSA CAMPAIGN
WEBPAGE
SEARCH QUERY
WEPAGE

33. LIMITED MAINTENANCE WITH STRUCTURE
DSA CAMPAIGN
WEBPAGE
SEARCH QUERY
WEPAGE
Optimize regularly by pulling out Search Queries with high conversion volume

34. LIMITED MAINTENANCE WITH STRUCTURE
DSA CAMPAIGN
WEBPAGE
SEARCH QUERY
WEPAGE
Allow the Search Queries to offer insight into Landing Page development

36. CAMPAIGN LEVEL

37. AD GROUP LEVEL

38. AD GROUP LEVEL

39. AD GROUP LEVEL
STRUCTURE!

40. Dynamically Generated Headline
AD GROUP LEVEL
Dynamically Generated Headline

41. Ad Template per Ad Group
AD GROUP LEVEL
Ad Template per Ad Group

42. AD GROUP LEVEL
TEST, TEST, TEST!

43. OPTIONAL: Custom URL Tracking & Parameters
AD GROUP LEVEL
OPTIONAL: Custom URL Tracking & Parameters

44. Apply any & all Ad Extensions to the DSA campaign
CAMPAIGN LEVEL
Apply any & all Ad Extensions to the DSA campaign

46. 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.

47. 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!

48. LAYER RLSA
Slower moving but less maintenance and a great opportunity to upsell

50. 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

51. Stacks on stacks on stacks on stacks.

52. Changing stacks on stacks on stacks on stacks.

53. Exclude rewards, daily deals, customizable content, About Us

54. Efficient
Low Maintenance
Capture Clicks & Conversions Outside of Standard Structure

55. 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

57. THANK YOU!