Learn about AdWords ad customizers, countdown ads, dynamic display ads and dynamic product ads (bonus - Facebook DPA's, too!).

1. #SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
How Dynamic Ads
Can Supercharge
Your SEM
Campaigns

2. #SMX #12B @John_A_Lee
Who Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
 Emphasis on “Geek”
Prior Sentences Served:
 Hanapin Marketing
 Wordstream
Writer:
 Search Engine Watch, ClickZ, Clix Marketing Blog,
The SEM Post, Acquisio Blog, PPC Hero
Speaker:
 SMX, SMX Social, SES / ClickZ Live, HeroConf,
State of Search, Acquisio User Summit, Bing Ads
Connect

3. #SMX #12B @John_A_Lee
Dynamic Ads: An Introduction
adjective

4. #SMX #12B @John_A_Lee
Change content of your ads dynamically
based on keyword, website content,
product/service data, real-time data and
more.
Applies to search, display and social ad
types.
Alphabet soup! DSA’s, DPA’s, DKI,
customizers, scripts, oh my!
Dynamic Ads: An Introduction
Plain Text Ads
Boring Static Image Ads

5. #SMX #12B @John_A_Lee
Plan Ahead
Search Ad Grab Bag
Dynamic Display Ads
Dynamic Product Ads
Scripts
Let’s Get Dynamic!

6. #SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Plan Ahead

7. #SMX #12B @John_A_Lee
Who are you targeting?
Where are you targeting them?
What is the intent or desired
action?
Do you have all of the necessary
accounts, tools and resources?
Strategy

8. #SMX #12B @John_A_Lee
Accounts – Google AdWords,
Facebook Ads, Google Merchant
Center, Google Docs, etc.
Data Connections – retargeting,
e-commerce tracking, e-
commerce platforms / feeds,
other database / API
connections, etc.
Accounts & Data Connections

9. #SMX #12B @John_A_Lee
Set up can be tedious and could
require resources beyond your
team or skill set.
Examples: Data feed creation
and data quality control. Pixel
placement. Coding (scripts).
Promotion schedules. Etc., etc.
Time & Resources

10. #SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Search Ad Grab Bag

11. #SMX #12B @John_A_Lee
DKI – Everyone’s Favorite Punch Line

12. #SMX #12B @John_A_Lee
Set a dynamic countdown for
important sales or events.
Countdown can be in headline
or body copy.
Countdown settings only
appear when the
{=COUNTDOWN} operator is
entered.
Countdown Text Ads

13. #SMX #12B @John_A_Lee
Populate text ads with data
pulled from a feed.
Data feeds managed through
Shared Library > Business Data.
Operator “DataSetName”
points to the datafeed.
Operator “AttributeName”
points to the text that will be
inserted into the ad.
Ad Customizers

14. #SMX #12B @John_A_Lee
Ad Customizers: Shared Library – Business Data

15. #SMX #12B @John_A_Lee
Ad Customizers: CSV Data Template
Customize the feed
attributes to reflect your
products or services.
Detail targeting by campaign,
ad group and keyword.

16. #SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Dynamic Display Ads

17. #SMX #12B @John_A_Lee
Upload data feed
based on specific
vertical or custom
variables.
Choose “Dynamic
Ad” within the
AdWords Ad Gallery.

18. #SMX #12B @John_A_Lee
♫♫ Every Vertical Has It’s Feed… ♫♫

19. #SMX #12B @John_A_Lee
Dynamic elements change based on
location and what user is viewing on the
web.
- Eliminates cumbersome campaign
structures, reducing management resources.
Single display ad unit accounts for
multitude of variables (via data feed) and
ad sizes (ad templates).
- Frees up creative resource bandwidth.
- ‘Preferred Layouts’ give you options.
Dynamic Display Ads: Laser Focused!
DDA’s work with all Google Display
Network targeting features.
- Contextual, Topics, Interest Categories,
Placements, Retargeting
Laser-target the dynamic elements within
DDA’s by taking full advantage of the data
feed.
- Use all available fields per vertical,
locations/addresses, pricing, ratings,
contextual keywords, etc.

20. #SMX #12B @John_A_Lee
Dynamic Display Ad Preferred Layouts

21. #SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Dynamic Product Ads

22. #SMX #12B @John_A_Lee
DPA’s: Google Display Network
AdWords
Remarketing
Product
Feed
Dynamic Product
Ads (DPA’s)

23. #SMX #12B @John_A_Lee
Campaign Settings Create Dynamic Product Ad
DPA’s: Google Display Network
Link Merchant Center account Design is automatic, but fully editable.

24. #SMX #12B @John_A_Lee
If you already have remarketing and Shopping campaigns, getting
Dynamic Product Ads set up is a breeze.
Targeting for these ads is the same as any other remarketing
campaign on the Google Display Network.
DPA’s: Google Display Network

25. #SMX #12B @John_A_Lee
DPA’s: Facebook Ads
Facebook Ads
Remarketing
Product
Feed
Dynamic Product
Ads (DPA’s)

26. #SMX #12B @John_A_Lee
Create Product Set & Campaign Associate Product Set & Audience
DPA’s: Facebook Ads
Product set 1st. Campaign 2nd. Both are chosen at Ad Set level.

27. #SMX #12B @John_A_Lee
Ad images are dynamic, based
on the product feed and
retargeting data.
Ad copy can be static or
dynamic based on product feed
operators.
DPA’s: Facebook Ads

28. #SMX #12B @John_A_Lee
Build a Framework for Success with Dynamic Ads
Scripts

29. #SMX #12B @John_A_Lee
Scripts can help you to:
- Automate data feed creation for
customizers and dynamic display ads.
- Create data feeds that sync with
other data points via API to apply
real-time information to dynamic
ads.
- Create standard text ads dynamically
based on real-time data.
Scripts & Dynamic Ads

30. #SMX #12B @John_A_Lee
Ad Parameterizer script: http://bit.ly/ad-parameterizer
Ad Customizers on Search Engine Land: http://bit.ly/custom-ad-sel
Free AdWords Scripts: http://www.freeadwordsscripts.com/
Scripts Resources

31. #SMX #12B @John_A_Lee
Thank You!
Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com