Maddie Cary, a senior client manager at Point It Digital Marketing, gave a presentation on dynamic PPC ads. She discussed various dynamic ad formats including dynamic remarketing ads, dynamic search ads, and remarketing list in search ads. She provided examples of clients who saw improved metrics such as higher revenue, return on ad spend, and conversion rates when using these dynamic ad formats. Maddie concluded by discussing upcoming developments in dynamic ads across Google and Facebook and encouraging attendees to test out dynamic formats.

1. #pubcon
DYNAMIC
PPC
ADS
Presented by:
Maddie Cary
Senior Client Manager
Point It Digital Marketing
Tweet at me! @MaddieMarketer

2. #pubcon
 Senior Client Manager at Point It
 4+ Years in PPC
 Oversee $35M in Media
 Global SEM Program Lead
 20 Person Team
 30 Languages
 60 Markets
 Experienced Across e-Commerce, Music,
Finance, Beauty, IT, Gaming, & Mobile Apps
Tweet at me! @MaddieMarketer

3. #pubcon
 Dynamic Trends
 Dynamic PPC Ad Types
 Dynamic Remarketing Ads
 Dynamic Search Ads
 Remarketing List in Search Ads
 Countdown Ad Customizers
 What’s Next for Dynamic Ads?
WHAT WE’LL COVER
Tweet at me! @MaddieMarketer

4. #pubconTweet at me! @MaddieMarketer

5. #pubcon
DYNAMIC TRENDS IN PPC
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6. #pubcon
DYNAMIC TRENDS
Dynamic
Customized Ad Content
Fluid Ad Serving
Audience Focused
Static
Static Ad Content
Standard Ad Serving
Keyword Focused
Tweet at me! @MaddieMarketer

7. #pubcon
WHY DYNAMIC ADS MATTER
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 Every day 15-20% of searches are unique
 Keywords still matter, but targeting is limiting
 Dynamic Ads close that gap!
 Consumers find personalized ads
 54% more engaging
 52% more educational
 45% more memorable
 77% of online retail consumers want personalized ad formats

8. #pubcon
INDUSTRY LEADERS AGREE…
Tweet at me! @MaddieMarketer
“One of the biggest trends in paid search
we’re going to see in PPC in 2015 is less
control and more dynamic solutions”
“Ad customizers [dynamic ad feature]
are so important because they give text
ads their own degree of eye candy”
“Dynamic creative is going to become
vital as people become increasingly used
to being served that kind of ad”
Elizabeth Marsten
Director of Paid Search
CommerceHub
Theresa Zook
VP of SEM
All About Clicks
Matt Umbro
Senior Account Manager
Hanapin Marketing
Host of #PPCChat

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TIME FOR A QUICK POLL!
Tweet at me! @MaddieMarketer
How many of you have ever tested or
are currently running some type of
dynamic ad format?

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HUNGOVER
HIGHLIGHTS
2015 SAW MORE NEW
DYNAMIC AD TYPES
ADDED TO PPC
KEYWORDS  AUDIENCES
DYNAMIC ADS ARE 54%
MORE ENGAGING
DYNAMIC TRENDS

11. #pubcon
DYNAMIC PPC AD TYPES
Tweet at me! @MaddieMarketer

12. #pubcon
DYNAMIC
REMARKETING
ADS

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DYNAMIC REMARKETING ADS
 Dynamically generated image & text ads served on the Display Network
 Using products or services viewed on your site
 Incentivize users to come back and complete the purchase process
 Ads appear customized, showing users’ previously viewed products
Tweet at me! @MaddieMarketer

14. #pubcon
DYNAMIC REMARKETING ADS - TEXT
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Dynamic Headline
Product Image
CTA, Price, &
Shortened Domain

15. #pubcon
DYNAMIC REMARKETING ADS - IMAGE
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CTA Button
Product Image
Product Name
Carousel

16. #pubcon
PROS & CONS - DYNAMIC REMARKETING ADS
Tweet at me! @MaddieMarketer
PROs
• Easy to use template for ad creation
• Build custom audiences to test & target
• The most effective dynamic ad format from
Google at customizing content for the user
CONs
• Requires a working, optimized feed
• Can be more time intensive to set up & troubleshoot

17. #pubcon
 Beauty Industry
e-Commerce Client
 Running
Dynamic & Standard
Remarketing
 Both Targeting
Abandoned Cart Audience
Last 6 Months,
Dynamic Made Up
29% of Total
Remarketing Revenue
During December,
Dynamic Made Up
45% of Total
Remarketing Revenue
Dynamic Remarketing Performs On Average
At +50% Higher ROAS
Tweet at me! @MaddieMarketer

18. #pubcon
HUNGOVER
HIGHLIGHTS
REMARKETING AD TYPE
GOT A PRODUCT FEED?
SET THIS UP!
BOTH IMAGE & TEXT AD
FORMATS AVAILABLE
DYNAMIC REMARKETING

19. #pubcon
DYNAMIC
SEARCH
ADS
(DSA)

20. #pubcon
DYNAMIC SEARCH ADS
Tweet at me! @MaddieMarketer
 Text ads served on the Search Network
 Using dynamically generated headlines
 Scraping site content to determine queries to match & pages to direct to

21. #pubcon
PROS & CONS – DYNAMIC SEARCH ADS (DSA)
Tweet at me! @MaddieMarketer
PROs
• Longer headlines beyond 25 character limit
• Great keyword mining strategy
• Use all extensions & features of regular text ads
CONs
• Give a lot of control over to Google
• Needs frequent negative keyword management

22. #pubcon
 Travel &
Outdoor Apparel
e-Commerce Client
 Launched DSA in
March 2014
 DSA contributed…
Tweet at me! @MaddieMarketer
+36%
Total Revenue Lift in
2014
DSA Had a
119% Higher
Average ROAS

23. #pubcon
DSA is One of the Clients Top 10 Campaigns,
Driving Nearly 30% of All
Non-Branded Yearly Revenue
 Travel &
Outdoor Apparel
e-Commerce Client
 Launched DSA in
March 2014
 DSA contributed…

24. #pubcon
HUNGOVER
HIGHLIGHTS
GREAT FOR B2C & B2B
SUPER EASY TO SET UP
LONGER DYNAMIC
HEADLINES = BETTER CTR
DYNAMIC SEARCH ADS (DSA)

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REMARKETING
LIST IN
SEARCH ADS
(RLSA)

26. #pubcon
REMARKETING LIST FOR SEARCH ADS (RLSA)
Tweet at me! @MaddieMarketer
 Text ads served on the Search Network
 Using audience targeting to serve ads
 Tailor bids & ads to valuable previous visitors
Create
Audience
List
Bid On
Desired
Audiences
Show
Targeted
Search Ads

27. #pubcon
PROS & CONS - RLSA
Tweet at me! @MaddieMarketer
PROs
• The only SERP retargeting available
• Tailor message for repeat visitors at point of
need, make ads appear dynamically served
CONs
• Takes time to set up campaigns & audiences
• Requires good audience management to ensure you’re
not just canabalizing your regular SEM

28. #pubcon
 Software & Consumer
Electronics Client
 INTL Targeted Market
 Aggressive bids through
Black Friday/
Cyber Monday
 RLSA contributed…
Tweet at me! @MaddieMarketer
+13%
Revenue Lift
on Thanksgiving
+17%
Revenue Lift
on CM

29. #pubcon
+18% Total Revenue Lift Across BF/CM Week
Functioning Above A +1000% ROAS!
 Software & Consumer
Electronics Client
 INTL Targeted Market
 Aggressive bids through
Black Friday/
Cyber Monday
 RLSA contributed…

30. #pubcon
HUNGOVER
HIGHLIGHTS
TARGETED SEARCH ADS
USING AUDIENCE DATA
IF YOU AREN’T DOING THIS,
YOUR COMPETITOR IS
FIND NEW REVENUE AT
HIGHER RETURN
RLSA

31. #pubcon
COUNTDOWN
AD
CUSTOMIZERS

32. #pubcon
AD CUSTOMIZERS
Tweet at me! @MaddieMarketer
 New text ad format served on the Search Network
 Allowing dynamically change ad copy using specific parameters
 Can insert a keyword, countdown to a date, or add in product details by
referencing a file upload

33. #pubcon
COUNTDOWN ADS
Tweet at me! @MaddieMarketer
 Easiest ad customizer to use & test
 Dynamically count down to a specific
date & time for an event
 Text changes all tracked within one
consistent ad
 Removes work of scheduling multiple
hourly countdown ad creative
 No need to set up an AdWords Script

34. #pubcon
PROs & CONs – COUNTDOWN ADS
Tweet at me! @MaddieMarketer
PROs
• Creates Urgency & Scarcity
• Stand out on the SERP
• Can now dynamically update to include geo
CONs
• Need to understand function parameters to use
• For ad customizers using a feed spreadsheet, need to
consistently update reference file

35. #pubcon
 Finance Industry
Client
 Running Countdown Ads
for 14 Day Promotion
 Comparing Countdown
vs. Standard Ads, saw…
√ Equal Cost Per Lead
√ +20% Higher Conv Rate
√ Saw Increased Urgency
During Last 7 Days of
Promotion
Tweet at me! @MaddieMarketer

36. #pubcon
 Apparel
e-Commerce Client
 Running Countdown Ads
for 2 Day
20% Off Everything
Promotion
 Comparing Countdown
vs. Standard Ads, saw…
√ +105% Higher Conv Rate
√ +40% Higher Revenue
√ +91% Higher ROAS
√ Saw Increased Urgency
On Countdown Ads from
Day 1 to Day 2
Tweet at me! @MaddieMarketer

37. #pubcon
 Music Industry Client
 Running Countdown Ads
for 2 Week Discount
Promotion
 Comparing Countdown
vs. Standard Ads, saw…
√ -10% Lower CPA
√ +12% Higher Conv Rate
√ Added Urgency
Contributed To A +228%
Increase In Conversions
Tweet at me! @MaddieMarketer

38. #pubcon
HUNGOVER
HIGHLIGHTS
EASY TO SET UP USING
FUNCTION PARAMETERS
NEW WAY TO DRIVE
URGENCY FOR A PROMO
APPLICABLE TO TEST FOR
ALL VERTICALS
COUNTDOWN AD CUSTOMIZERS

39. #pubcon
WHAT’S NEXT FOR DYNAMIC ADS?
Tweet at me! @MaddieMarketer

40. #pubconTweet at me! @MaddieMarketer
WHAT’S NEXT FOR DYNAMIC ADS?
More Dynamic Ad formats and features are rolling out…
and not just to PPC!
 Updates to Shopping campaigns
 Updates to DSA campaigns
 More access to Google Analytics audience targeting in AdWords
 Dynamic Product Ads in Facebook
Dynamic PPC Ads allow you to tailor the experience to the customer.
AND make more revenue!
Pick at least one to try out (maybe before the holiday season?)
and let me know how it works out for you!

41. #pubcon
OH GOD.
SO HUNGOVER…
SO LITTLE RETAINED…
NEVER FEAR!
Check out my presentation
blog post, which includes a
how-to set up guide for these
Dynamic PPC Ads:
pointit.com/blog/dynamic-ppc-ads
Also, reach out with questions on Twittter! @MaddieMarketer
Thanks!