Increase 2015 Holiday Revenue with Dynamic Ad Formats

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1 Increase 2015 Holiday Revenue with Dynamic Ad Formats Katy Tonkin VP, Digital 7 years digital experience 60 countries 25 localized languages All major search engines $50M/year+ 1

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3 + Make You More $$! Dynamic Ad Format #1 DYNAMIC SEARCH ADS (DSA) 3

4 What Are Dynamic Search Ads? PPC Ads Without Keywords Active Keywords & Ads Incremental opportunity w/dsa Maps Queries to Relevant Pages Relevance = site crawl + organic rank DSA Does Not Take Precedence Over Keywords How DSA Creation & Ad Serving Works Scrape Site Ad Creation Get Ready Ads Served Optimization Organizes Into Categories & Subcategories Chose Categories Generic Ad Text Landing Page Set Bids Add Negatives Targeting, etc. Headlines Created Relevant content High enough bids SQRs Bids Ad Copy/LPs User Types in Query 4

5 Who Should Consider Using Dynamic Search Ads? 5

6 10/6/2015 6

7 What kind of impact can DSA have? BONUS! DSAHas a 119% Higher Average ROI Implemented DSA Mar 15 DSA = 36% Revenue in 2015 J F M A M J J A S O N D Non-DSA Revenue DSA Revenue DSA Can Grow Non-Brand Revenue Q Brand vs Non-Brand Revenue Brand Revenue DSA Revenue BONUS! DSA = +140% non-brand revenue! Brand Revenue Non-Brand Revenue BONUS #2! No + to Program ROI Non-Brand Revenue 7

8 DSA Pros & Cons Pros DSA gets around the 25 character headline limit Great keyword mining strategy Use all extensions & features of regular text ads Cons Give a lot of control over to Google Needs consistent, frequent negative KW management DSA = GargantuanWaste of Time Don t Maintain SEO Inventory 100% In Structure Ads Needs More Granularity Think DSA = PPC Management 8

9 Dynamic Ad Format #2 DYNAMIC REMARKETING ADS What Is Dynamic Remarketing? Image& text ads Served on the GDN Products orservices viewed on your site Merchant Center Feed 9

10 Who Should Consider Using Dynamic Remarketing? 10

11 How to Set Up Dynamic Remarketing Get Feed Set Up Pixel Placed Build Audiences Campaigns Build Creative Merchant Center Linked to AdWords Separate than standard remarketing pixel All Visitors Cart Abandons Specific Pages Check settings Impr Capping* In AdWords It s NOT THAT HARD! Do this NOW! Can take weeks for audiences to populate * Don t over-limit impressions! CVR as impressions Dynamic Remarketing Results: Fashion Bonus! YoY Remarketing Revenue up 70% FY15-to-Date: Dynamic = 45% of Total Remarketing Revenue Dynamic Remarketing Performs On Average At +50% Higher ROAS! Dynamic Remarketing Standard Remarketing 11

12 Add More Targeting for Better Results + &/OR = Remarketing Campaign Related Topic/ Interest Group Can Afford Your Product There are many different combinations that take little time w/big pay off 12

13 Dynamic Remarketing Pros & Cons Pros Easy to use ad creation template Build custom audiences to test & target Most effective dynamic ad format at customizing content Cons Requires separate dynamic remarketing pixel Requires a working, optimized feed Can be more time intensive to set up & troubleshoot Dynamic Ad Format #3 AD CUSTOMIZERS 13

14 Ad Customizers: What are they? Newer text format Dynamically change copy using specific parameters Insert keyword, countdown, or add product details Countdown Ads Customizer Example Easiest customizer to test Dynamically count down to a specific date & time Changes tracked in one ad Removes work of scheduling multiple countdown ads 14

15 Countdown Ads: Results Countdown Ads vs Standard Promo Copy Vertical Test Revenue ROI CVR Fashion Retailer 2 Day/20% Off 40% 90% 105% Vertical Test CVR CPA Overall Lift Music Retailer 2 Week Promo 12% 10% Rev +200% Set Up Instructions: Ad Customizers: Pros & Cons Pros Creates Urgency & Scarcity Level the playing field w/shopping Ads Cons They re harder to learn to use Consistently update reference file to keep ads up to date (bad user experience) 15

16 Wrapping This Up, Dynamic Ads Give Customers What They Want Help Advertisers Make More $ Personalized & Dynamically Updating Ad Content With New Traffic & Higher CVR +ROI Thank You! 16