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Stop Being Boring: Take Your DSA Strategy to the Next Level By Michelle Morgan

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Search Marketing Expo - SMX
Search Marketing Expo - SMX

From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Stop Being Boring: Take Your DSA Strategy to the Next Level - Given by Michelle Morgan, @michellemsem - Clix Marketing, Director of Client Services. #SMX #13B

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#SMX #13B @MichelleMSEM Stop Being Boring: Take Your DSA Strategy to the Next Level
#SMX #13B @MichelleMSEM Stop Being Boring: Take Your DSA Strategy to the Next Level
#SMX #13B @MichelleMSEM Director of Client Services at Clix Marketing • PPC Pro for 7 Years • Lover of bad movies • Australian Shepherd Owner • DSA Enthusiast Michelle Morgan
#SMX #13B @MichelleMSEM Agenda Step Up Your Set Up Audience Targeting w/ DSA Dynamic Inception Finding Your Missing Data
#SMX #13B @MichelleMSEM Step Up Your Set Up No more “set it and forget it”
#SMX #13B @MichelleMSEM • DSA will always be a balancing act with volume and customization. • The further you segment, the lower you volume potential. • I recommend the following process: 1. Start with ”All webpages target”. 2. Layer in additional targets as bid modifier levels. 3. Segment out different groupings for those that have enough volume to support segmentation. • Don’t skip foundational exclusions with your initial set up. Volume is the Name of the Game
#SMX #13B @MichelleMSEM See all the pages eligible for DSA. • You can get sitemaps from Google Webmaster Tools if your company set those up or you can create one yourself. • I’ve had success with this tool: https://www.xml-sitemaps.com/ • The goal here is not to vet every page, but to get an idea of what is on your site so you won’t be caught off guard. Get a Clear Sitemap
#SMX #13B @MichelleMSEM Vet individual pages if you’re concerned: • What could be better than having Google tell you exactly what it thinks about your page? • Utilize the ”Your landing page” section of the tool to see what keywords Google identifies. • You can utilize the other filters in just the same way you would any other keyword research project. Google Keyword Planner
#SMX #13B @MichelleMSEM Be Proactive & Be Efficient: • Use page filters to exclude pages with “Out of Stock” or “Unavailable” products. • Add exact match keywords as negatives to your campaign. • Get rid of obviously poor quality pages/folders on your site (suggestions to the right). Don’t Be Shy About Exclusions
#SMX #13B @MichelleMSEM Targeting Audiences w/ DSA Right folks Right time Dynamic ads
#SMX #13B @MichelleMSEM Retargeting in DSA (RDSA) Because there weren’t enough acronyms already
#SMX #13B @MichelleMSEM RDSA has all the benefits of RLSA & DSA: • Reach beyond your keyword lists. • Bid differently for a specific audience. • Adjust ad copy based on the list the person is a part of. • Segment out budgets, devices, essentially all campaign settings, etc. • The list goes on… These can be either layered into an existing DSA campaign or segmented into their own. RDSA: Put Those Audiences to Use
#SMX #13B @MichelleMSEM • Don’t settle for only the remarketing audiences you can make in AdWords. • Get creative with your audiences by utilizing Google Analytics, then import the audiences you create into AdWords. RDSA: Don’t Settle for the Simple
#SMX #13B @MichelleMSEM Ecommerce: • Previous Purchasers • Only High ROI Purchasers • Revenue Over $500 • Multi-page visitors with no purchase • Email link clicks (subscribers) • Purchasers by Brand Exclusions: • High Bounce Rate • Low Time on Site RDSA: Ideas Based on Biz Type Lead Generation: • Visitors of Corp Site vs Blog Visitors • Specific Product Page Views • Multi-page visitors with no conversion • Email link clicks (subscribers) • ABM List Campaign Visitors Exclusions: • Customer Lists/Previous Converters • High Bounce Rates • Low Time on Site
#SMX #13B @MichelleMSEM New Audience Targeting No acronyms included!
#SMX #13B @MichelleMSEM Theories behind RDSA also hold for Similar Audiences for Search. Extend your reach with purpose: • Reach beyond your keyword lists. • Bid differently for a specific audience. • Adjust ad copy based on the list the person is a part of. • Segment out budgets, devices, essentially all campaign settings, etc. • The list goes on… These can be either layered into an existing DSA campaign or segmented into their own. Similar Audiences for Search
#SMX #13B @MichelleMSEM Demographics: • Combine gender audiences with categories of your site to find the best content fit: • Female Demo > /womens/ URL parameter • Utilize different word choices based on age groups determined from customer reviews. Income Targeting: • Show premium products to those in the Top 10%. • Show sale messaging to those in the Lower 50%. They might not be “audiences” in the traditional sense, but putting these to use as additional layers can enhance your targeting. Demographics Are Audiences Too!
#SMX #13B @MichelleMSEM Dynamic Inception The top never stops spinning…
#SMX #13B @MichelleMSEM Don’t leave DSA out of your promotions: • Utilize ad customizers in the static portion of your ad. • Be cautious. This strategy leaves a lot to be determined at ad service. • Depending on your offering, potentially best for more granular DSA set ups unless your offer is consistent/compelling across the site. Ad Customizers
#SMX #13B @MichelleMSEM Basically, ad customizers based on audiences & devices. • Perfect for lower traffic DSA campaigns that can’t afford further segmentation. • Still allows for message customization, but doesn’t require separate ad groups/campaigns. IF Statements
#SMX #13B @MichelleMSEM Getting the Missing Data Finding your missing Headlines and Final URLs using Google Analytics
#SMX #13B @MichelleMSEM • Create a New Segment in your GA profile based on your DSA campaign name. • Hint: It’s easiest if you put “DSA” somewhere in the campaign name. Google Analytics Segment Set Up
#SMX #13B @MichelleMSEM • Choose the DSA segment you just created. • Then switch Primary Dimension from “Keyword” to “Ad Content”. Ad Headlines Acquisition > AdWords > Keywords
#SMX #13B @MichelleMSEM • Stay within the DSA segment from earlier. • You can view just about every stat you can see on other pages. Landing Page Performance Behavior > Site Content > Landing Pages
#SMX #13B @MichelleMSEM LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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Stop Being Boring: Take Your DSA Strategy to the Next Level By Michelle Morgan

  • 1. #SMX #13B @MichelleMSEM Stop Being Boring: Take Your DSA Strategy to the Next Level
  • 2. #SMX #13B @MichelleMSEM Stop Being Boring: Take Your DSA Strategy to the Next Level
  • 3. #SMX #13B @MichelleMSEM Director of Client Services at Clix Marketing • PPC Pro for 7 Years • Lover of bad movies • Australian Shepherd Owner • DSA Enthusiast Michelle Morgan
  • 4. #SMX #13B @MichelleMSEM Agenda Step Up Your Set Up Audience Targeting w/ DSA Dynamic Inception Finding Your Missing Data
  • 5. #SMX #13B @MichelleMSEM Step Up Your Set Up No more “set it and forget it”
  • 6. #SMX #13B @MichelleMSEM • DSA will always be a balancing act with volume and customization. • The further you segment, the lower you volume potential. • I recommend the following process: 1. Start with ”All webpages target”. 2. Layer in additional targets as bid modifier levels. 3. Segment out different groupings for those that have enough volume to support segmentation. • Don’t skip foundational exclusions with your initial set up. Volume is the Name of the Game
  • 7. #SMX #13B @MichelleMSEM See all the pages eligible for DSA. • You can get sitemaps from Google Webmaster Tools if your company set those up or you can create one yourself. • I’ve had success with this tool: https://www.xml-sitemaps.com/ • The goal here is not to vet every page, but to get an idea of what is on your site so you won’t be caught off guard. Get a Clear Sitemap
  • 8. #SMX #13B @MichelleMSEM Vet individual pages if you’re concerned: • What could be better than having Google tell you exactly what it thinks about your page? • Utilize the ”Your landing page” section of the tool to see what keywords Google identifies. • You can utilize the other filters in just the same way you would any other keyword research project. Google Keyword Planner
  • 9. #SMX #13B @MichelleMSEM Be Proactive & Be Efficient: • Use page filters to exclude pages with “Out of Stock” or “Unavailable” products. • Add exact match keywords as negatives to your campaign. • Get rid of obviously poor quality pages/folders on your site (suggestions to the right). Don’t Be Shy About Exclusions
  • 10. #SMX #13B @MichelleMSEM Targeting Audiences w/ DSA Right folks Right time Dynamic ads
  • 11. #SMX #13B @MichelleMSEM Retargeting in DSA (RDSA) Because there weren’t enough acronyms already
  • 12. #SMX #13B @MichelleMSEM RDSA has all the benefits of RLSA & DSA: • Reach beyond your keyword lists. • Bid differently for a specific audience. • Adjust ad copy based on the list the person is a part of. • Segment out budgets, devices, essentially all campaign settings, etc. • The list goes on… These can be either layered into an existing DSA campaign or segmented into their own. RDSA: Put Those Audiences to Use
  • 13. #SMX #13B @MichelleMSEM • Don’t settle for only the remarketing audiences you can make in AdWords. • Get creative with your audiences by utilizing Google Analytics, then import the audiences you create into AdWords. RDSA: Don’t Settle for the Simple
  • 14. #SMX #13B @MichelleMSEM Ecommerce: • Previous Purchasers • Only High ROI Purchasers • Revenue Over $500 • Multi-page visitors with no purchase • Email link clicks (subscribers) • Purchasers by Brand Exclusions: • High Bounce Rate • Low Time on Site RDSA: Ideas Based on Biz Type Lead Generation: • Visitors of Corp Site vs Blog Visitors • Specific Product Page Views • Multi-page visitors with no conversion • Email link clicks (subscribers) • ABM List Campaign Visitors Exclusions: • Customer Lists/Previous Converters • High Bounce Rates • Low Time on Site
  • 15. #SMX #13B @MichelleMSEM New Audience Targeting No acronyms included!
  • 16. #SMX #13B @MichelleMSEM Theories behind RDSA also hold for Similar Audiences for Search. Extend your reach with purpose: • Reach beyond your keyword lists. • Bid differently for a specific audience. • Adjust ad copy based on the list the person is a part of. • Segment out budgets, devices, essentially all campaign settings, etc. • The list goes on… These can be either layered into an existing DSA campaign or segmented into their own. Similar Audiences for Search
  • 17. #SMX #13B @MichelleMSEM Demographics: • Combine gender audiences with categories of your site to find the best content fit: • Female Demo > /womens/ URL parameter • Utilize different word choices based on age groups determined from customer reviews. Income Targeting: • Show premium products to those in the Top 10%. • Show sale messaging to those in the Lower 50%. They might not be “audiences” in the traditional sense, but putting these to use as additional layers can enhance your targeting. Demographics Are Audiences Too!
  • 18. #SMX #13B @MichelleMSEM Dynamic Inception The top never stops spinning…
  • 19. #SMX #13B @MichelleMSEM Don’t leave DSA out of your promotions: • Utilize ad customizers in the static portion of your ad. • Be cautious. This strategy leaves a lot to be determined at ad service. • Depending on your offering, potentially best for more granular DSA set ups unless your offer is consistent/compelling across the site. Ad Customizers
  • 20. #SMX #13B @MichelleMSEM Basically, ad customizers based on audiences & devices. • Perfect for lower traffic DSA campaigns that can’t afford further segmentation. • Still allows for message customization, but doesn’t require separate ad groups/campaigns. IF Statements
  • 21. #SMX #13B @MichelleMSEM Getting the Missing Data Finding your missing Headlines and Final URLs using Google Analytics
  • 22. #SMX #13B @MichelleMSEM • Create a New Segment in your GA profile based on your DSA campaign name. • Hint: It’s easiest if you put “DSA” somewhere in the campaign name. Google Analytics Segment Set Up
  • 23. #SMX #13B @MichelleMSEM • Choose the DSA segment you just created. • Then switch Primary Dimension from “Keyword” to “Ad Content”. Ad Headlines Acquisition > AdWords > Keywords
  • 24. #SMX #13B @MichelleMSEM • Stay within the DSA segment from earlier. • You can view just about every stat you can see on other pages. Landing Page Performance Behavior > Site Content > Landing Pages
  • 25. #SMX #13B @MichelleMSEM LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX