{"id":39742,"date":"2016-03-01T16:05:05","date_gmt":"2016-03-02T00:05:05","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=39742"},"modified":"2020-06-16T15:02:31","modified_gmt":"2020-06-16T22:02:31","slug":"dynamic-ads-for-sem-display-facebook","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/dynamic-ads-for-sem-display-facebook\/","title":{"rendered":"How Dynamic Ads Can Supercharge Your SEM Campaigns #SMX"},"content":{"rendered":"<p>As part of your <a href=\"https:\/\/www.bruceclay.com\/blog\/what-is-sem\/\">SEM campaigns<\/a>, are you running Dynamic Search Ads, known as DSAs? Discover the websites that are naturally going to benefit from DSAs and how to use automation rules to control DSAs. Beyond search ads, learn about DSAs for display ads and Facebook ads as well.<\/p>\n<p><strong>Moderator:<\/strong><\/p>\n<p>Brad Geddes,\u00a0Founder, Certified Knowledge (<a href=\"https:\/\/twitter.com\/bgtheory\" target=\"_blank\" rel=\"noopener noreferrer\">@bgTheory<\/a>)<\/p>\n<figure id=\"attachment_39869\" aria-describedby=\"caption-attachment-39869\" style=\"width: 300px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-39869\" src=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2016\/02\/1-DSA-panel.jpg\" alt=\"Speakers for DSA session at SMX West\" width=\"300\" height=\"217\" \/><figcaption id=\"caption-attachment-39869\" class=\"wp-caption-text\">Brad Geddes (left) with speakers Sahil Jain and John Lee<\/figcaption><\/figure>\n<p><strong>Speakers:<\/strong><\/p>\n<ul>\n<li>Sahil Jain,\u00a0CEO and Co-founder, AdStage (<a href=\"https:\/\/twitter.com\/sahilio\" target=\"_blank\" rel=\"noopener noreferrer\">@sahilio<\/a>)<\/li>\n<li>John Lee,\u00a0Managing Partner, Clix Marketing (<a href=\"https:\/\/twitter.com\/John_A_Lee\" target=\"_blank\" rel=\"noopener noreferrer\">@john_a_lee<\/a>)<\/li>\n<\/ul>\n<h2>Sahil Jain: Pros\/Cons and Advanced Automation Strategies for DSAs<\/h2>\n<p>Jain\u00a0built a cross-platform ad management tool. His agenda for this presentation:<\/p>\n<ul>\n<li>How Dynamic Search Ads work<\/li>\n<li>Who should use DSA<\/li>\n<li>Pros and cons of DSA<\/li>\n<li>Best practices\/chacked\/<\/li>\n<li>Advanced automation strategies for DSAs<\/li>\n<\/ul>\n<h3>What are Dynamic Search Ads?<\/h3>\n<p>Create an ad and the headline and destination URL are created dynamically; the search engine selects them. Whatever the search query is, the engine finds the most relevant landing page and the existing query to generate the headline. You define description 1 and 2.<\/p>\n<h3>Setting Up DSAs<\/h3>\n<p>It&#8217;s a search network-only ad type. Use your base domain.\u00a0Get more granular by adding a category.<\/p>\n<p>Categories: You have recommendations provided to you, and you can also override them. The problem with DSAs is that they can go wild. He recommends containing them by being more specific with your categories selected.<\/p>\n<h3>Who Should Use DSAs?<\/h3>\n<p>He believes there are the big 3 website types for using DSAs:<\/p>\n<ol>\n<li>Education<\/li>\n<li>Ecommerce<\/li>\n<li>Travel<\/li>\n<\/ol>\n<p>Verticals that have several landing pages, large product catalogs\u00a0or various categories.<\/p>\n<p>Small companies with limited resources can also benefit. There is less time to set up and you can get more data faster.<\/p>\n<h3>Why Dynamic Search Ads<\/h3>\n<p>Google talks about having more than a trillion different search queries a year. There are a lot of long-tail keywords that are high converters. There is more traffic you&#8217;re not capturing. Fifteen percent (15%) of daily searches, or about 500 million queries per day, are truly unique on Google, so that&#8217;s how they use DSA as a research tool.<\/p>\n<h3>Pros and Cons of DSAs<\/h3>\n<p>Advantages of using Dynamic Search Ads:<\/p>\n<ul>\n<li>Minimal setup time<\/li>\n<li>Capture more traffic<\/li>\n<li>Dynamic landing page based on the query<\/li>\n<li>Uncover converting search terms<\/li>\n<\/ul>\n<p>Disadvantages\/cons:<\/p>\n<ul>\n<li>More time required to optimize<\/li>\n<li>Possibly more irrelevant traffic if not optimized<\/li>\n<li>Less control over the destination URL<\/li>\n<li>Less control over you ad&#8217;s headline<\/li>\n<\/ul>\n<h3>Best Practices for Successful DSA Campaigns<\/h3>\n<ul>\n<li>Negative keywords<\/li>\n<li>Google Analytics<\/li>\n<li>Small budgets<\/li>\n<li>Ad testing<\/li>\n<\/ul>\n<p>Add negative keywords \u2014 this gives you control over the beast that is DSAs. A useful tool is the Google AdWords Keyword Planner, which is good for finding negative keywords.<\/p>\n<p>Pulling your search term reports inside AdWords.<\/p>\n<p>Set very small budgets for these types of campaigns: $20-$50 budget per day. The initial goal is to get data. At just about $20-$50 they can get enough confidence in the setup and other variables they can adjust.<\/p>\n<p>Use Google Analytics to measure the quality of traffic: time on site, conversion\/goals and conversion rate.<\/p>\n<p>Add specific web pages for better precision. This is an advanced tactic that goes against the first setup recommendations he provided. This gives you kiddie bumpers, or boundaries for your DSAs.<\/p>\n<h3>Test, Test, Test<\/h3>\n<p>Test variations of your ad copy: description line 1, description line 2 and display URL.<\/p>\n<h3>AdWords Automated Rules<\/h3>\n<ol>\n<li>Increase bids to maximize the visibility of your ad.<\/li>\n<li>Increase budgets using your cost per conversion metric.<\/li>\n<li>Pause poor performing ads using CTR coupled with spend or impressions (create rule, pause ads).<\/li>\n<\/ol>\n<p>Add safeguards to your automated rules:<\/p>\n<ol>\n<li>Preview the rules.<\/li>\n<li>Email every time it runs (he calls them alerts).<\/li>\n<li>Only email sans action.<\/li>\n<\/ol>\n<h2>John Lee: How DSAs Can Supercharge Your Campaigns<\/h2>\n<p>Dynamic ads: an introduction. Dynamic ads are not plain text ads or boring static image ads. Inject additional content contextually based on different variables that will be covered here. Dynamic ads will likely become a factor in conversational search and the future of search.<\/p>\n<p>Change the content of your ads dynamically based on keyword, website content, product\/service data, real-time data and more. This applies to search, display and social ads.<\/p>\n<h3>Plan Ahead<\/h3>\n<p>Strategize the following:<\/p>\n<ul>\n<li>Who are you targeting?<\/li>\n<li>Where are you targeting them?<\/li>\n<li>What is the intent or desired action?<\/li>\n<li>Do you have all of the necessary accounts, tools and resources?<\/li>\n<\/ul>\n<h3>Accounts &amp; Data Connections<\/h3>\n<p><em>Accounts:<\/em> Google AdWords, Facebook Ads, Google Merchant Center, Google Docs, etc.<\/p>\n<p><em>Data Connections:<\/em> Retargeting, ecommerce tracking, ecommerce platforms or feeds, other database\/API connections, etc.<\/p>\n<h3>Time and Resources<\/h3>\n<p><em>Setup:<\/em> Setting up DSAs can be tedious and could require resources beyond your team or skill set. For example, data feed creation and data quality control, pixel placement, coding (scripts), promotion schedules, and so forth. One alternative is to use an SEM agency (<a href=\"https:\/\/www.bruceclay.com\/ppc\/\">like us!).<\/p>\n<p><em>Countdown Text Ads:<\/em> This is a cool feature that remains hidden if you don&#8217;t know about it. You can count down anything, like 4 days before a sale ends. You can use the countdown in a headline or body copy when {=COUNTDOWN} operator is used.<\/p>\n<p><em>Ad Customizers<\/em> {=DataSetName.AttributeName}: This pulls data from a feed and into a search text ad. Data feeds are managed through Shared Library &gt; Business Data. The operator &#8220;DataSetName&#8221; points to the data feed.<\/p>\n<h3>Display Ads<\/h3>\n<p>Dynamic display ads can be laser focused. They can change based on location and what the user is viewing on the web.<\/p>\n<ul>\n<li>They eliminate cumbersome campaign structures, which reduces management resources. Single display ad unit accounts for a multitude of variables (via data feed) and ad sizes (ad templates).<\/li>\n<li>They free up creative resource bandwidth.<\/li>\n<li>&#8220;Preferred Layouts&#8221; give you options.<\/li>\n<\/ul>\n<p>These are categories that Google has already thought out the data templates for each of these vertical to do dynamic display ads. Image ads, text ads (hugely important on display).<\/p>\n<h3>Dynamic Product Ads<\/h3>\n<p>For ecommerce, DPAs are the perfect marriage of retargeting and your product feed. Dynamic Product Ads are a unique campaign type, and you link your Merchant Center account. Design is automatic but fully editable.<\/p>\n<h3>Facebook Ads Dynamic Product Ads<\/h3>\n<p>One of the worst headaches of Facebook Ads is getting product feeds set up. Create a product set and then the campaign, in that order. Then associate the product set and audience. Both are chosen at the Ad Set level. Facebook has a lot of audience targeting features, but for these DPAs you don&#8217;t have access to all the audience targeting options; instead, it&#8217;s related to retargeting (where the user was already on your site).<\/p>\n<h3>Scripts<\/h3>\n<p>Scripts (which are JavaScript code) can help advertisers to:<\/p>\n<ul>\n<li>Automate data feed creation for customizers and dynamic display ads.<\/li>\n<li>Create data feeds that sync with other data points via API to apply real-time information to dynamic ads.<\/li>\n<li>Create standard text ads dynamically based on real-time data.<\/li>\n<\/ul>\n<p>He gives three resources for scripts:<\/p>\n<ul>\n<li>Ad Customizers on Search Engine Land: <a href=\"https:\/\/searchengineland.com\/harness-power-ad-customizers-adwords-scripts-231110\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/bit.ly\/custom-ad-sel<\/a><\/li>\n<li>Free AdWords Scripts: <a href=\"http:\/\/www.freeadwordsscripts.com\" target=\"_blank\" rel=\"noopener noreferrer\">http:\/\/www.freeadwordsscripts.com<\/a><\/li>\n<\/ul>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/nPO76RCsRLxmVV\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> <a title=\"Build a Framework for Success with Dynamic Ads\" href=\"\/\/www.slideshare.net\/bakedwheat\/build-a-framework-for-success-with-dynamic-ads\" target=\"_blank\" rel=\"noopener noreferrer\">Build a Framework for Success with Dynamic Ads<\/a> <\/strong> from <strong><a href=\"\/\/www.slideshare.net\/bakedwheat\" target=\"_blank\" rel=\"noopener noreferrer\">John Lee<\/a><\/strong><\/div>\n<div style=\"margin-bottom: 5px;\"><a href=\"https:\/\/www.bruceclay.com\/subscribe-to-blog-updates\/\" rel=\"attachment wp-att-39809\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-39809\" src=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2016\/03\/CTA-Subscribe-to-Blog-SMX.jpg\" alt=\"Subscribe to the BCI blog link\" width=\"579\" height=\"48\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2016\/03\/CTA-Subscribe-to-Blog-SMX.jpg 579w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2016\/03\/CTA-Subscribe-to-Blog-SMX-300x25.jpg 300w\" sizes=\"(max-width: 579px) 100vw, 579px\" \/><\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>From the SMX West agenda: &#8220;A search marketer&#8217;s ultimate goal is to create a personalized ad for every searcher. While we aren&#8217;t quite there yet Ad customizers, DSAs, and Dynamic Remarketing can automatically personalize ads based on website content, user behavior, time of day and many other criteria. In this session, we will examine tactics and tools to create personalized ads at scale.&#8221;<\/p>\n<p><a href=\"http:\/\/www.bruceclay.com\/blog\/dynamic-ads-for-sem-display-facebook\/\">Read our coverage of this session<\/a> with moderator Brad Geddes and speakers Sahil Jain and John Lee.<\/p>\n","protected":false},"author":38,"featured_media":39881,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[11],"tags":[39,114,1313],"acf":[],"yoast_head":"<title>BruceClay - How Dynamic Ads Can Supercharge Your SEM Campaigns<\/title>\n<meta name=\"description\" content=\"An SMX West liveblog covering the pros, cons and advanced automation strategies for DSAs for search, display and Facebook, including product ads &amp; scripts.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/dynamic-ads-for-sem-display-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Dynamic Ads Can Supercharge Your SEM Campaigns\" \/>\n<meta property=\"og:description\" content=\"An SMX West liveblog covering the pros, cons and advanced automation strategies for DSAs for search, display and Facebook, including product ads &amp; 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