Upping the Ante on Dynamic Search Ads
•Download as PPTX, PDF•
0 likes•549 views
Dynamic Search Ads (DSA) has been around for several years saving advertisers time and money while helping capture the growing unique online searches. Is there more to DSA? Find out how ForRent.com is maximizing dynamic search ads to drive better efficiencies, scale, relevance and more conversions.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Upping the Ante on Dynamic Search Ads
Similar to Upping the Ante on Dynamic Search Ads (20)
More from MediaPost
More from MediaPost (20)
Recently uploaded
Recently uploaded (18)
Upping the Ante on Dynamic Search Ads
- 1. Upping the Ante on Dynamic Search Ads Michelle Castillo Director of Online Marketing
- 2. %
- 6. Agenda
- 7. About Us
- 9. Apartment Listings • 15K premium apartment listings • 80+ markets • 2K+ cities • 11K+ neighborhoods • 4K+ zips
- 10. Goal
- 11. Approach
- 13. Capture High Intent Audience - DSA
- 14. Combine DSA with RLSA
- 16. Approach
- 17. Results
- 18. DSA Implementation 26%higher click-through rate versus non- dynamic search ad campaign average 30% 37%Lower cost-per-click (CPC) Decrease in cost- per-acquisition (CPA) Results
- 19. DSA + RLSA 30% Cost savings 200% Higher CTR 67% Improvement in Average Position 70% Lower Cost per Acquisition Results
- 20. RLSA + DSA Impressions
- 21. RLSA + DSA Conversions
- 22. CPL Efficiencies
- 23. Competitive Lead
- 24. Challenges
- 25. Challenges
- 26. Challenges
- 27. Challenges
- 28. Challenges
- 29. Best Practices
- 30. Best Practices
- 31. Case Study
- 32. Jellyfish
- 33. Questions
- 34. Appendix
Editor's Notes
- 15% may not seem a lot but when Google says 15% of daily total searches have never been seen before – we need to pay attention! 2013 - 15% (500 million) July 2015 - 15% April 2017 - Google reaffirms 15% unique daily searches; 15% still holds true
- What does 15% look like? Let’s do the math… May 2016: Google processed over 2 TRILLION searches (yr) Oct 2015: Over 100 Billion searches per month Search Stats as of Apr 2017 https://www.smartinsights.com/search-engine-marketing/search-engine-statistics/
- At ForRent.com, we see more and more targeted and hyper local searches. Along with other marketers, we continue to face the challenge of capturing these unique searches
- Google introduced DSA to help marketers make headway in capturing these unique searches in a more efficient manner Helps you reach people who are searching for your products and services—without the need for actively managing keywords or ads Captures long tail, hyper-specific queries and matched to webpages with high relevancy Best suited for websites with large inventory of landing pages and product categories; also a great way to use for smaller organizations with limited resources
- Started as free apartment magazines in groceries and street boxes Fully digital by end of 2016
- Premium Hi def images Videos Floorplans Price range Detailed info; business hrs Everything a renter needs to know about an apt *Multitude of apt inventory --- great candidate for DSA
- In addition to operating within a highly competitive online rental search marketplace, ForRent.com is also challenged by regional, seasonal, and behavioral fluctuations. ForRent.com tasked Jellyfish with finding a scalable way to cover relevant search queries for every location and property featured on the website while simultaneously driving a lower cost per lead. The challenge pushed us to “up the ante” on DSA making it the most desirable to leverage for additional cost-effective leads.
- We’ll cover 4 approaches we took to maximize results and yield more leads at a lower cost
- Keyword targeted campaigns cover generic geo-specific searches Generic searches – hard to rank in position 1 with cost efficiency
- DSA helped us pick up unique searches not covered by keyword targeted campaigns at a fraction of the cost, while driving users to relevant landing page.
- RLSA- Adwords feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google and search partner sites. High Intent users DSA + RLSA ensures we appear for a wider array of searches without having to build out an extensive keyword list. Since RLSA efforts are targeting previous site visitors, this combination ensured ForRent.com remained top of mind as consumers continue w/ their apt hunt RLSA DSA ensures we show up for specific searches, even to the property level
- Layer an audience list to build custom audience from DSA apartment related queries Brand campaign and video launched on Youtube in early 2017 RLSA Audiences created from: Adwords pixel (visited a site/page) Customer match (email addresses) Google Analytics audience-more complex ie completed specific goals or events
- Dynamic Search Ads complement your existing keyword-based campaigns to deliver more clicks and conversions with less effort.
- Layering RLSA on top of DSA ensures that we appear for the longer-tail specific query as users get more specific in their apartment hunt. *by # of keywords in search queries
- While our keyword campaigns allow us to pick up more of the head-tail terms, our RLSA DSA campaigns pick up longer queries where more than 50% of conversions come from. *by # of keywords in search queries
- Longer search queries picked up by RLSA DSA are efficient *by # of keywords in search queries
- Impression share Combination of DSA + RLSA campaigns allows ForRent.com to capture hyper-specific long tail searches where the competition is not Closest competitor only appears 40% of the time for these queries
- Rolling out DSA and DSA + RLSA across our markets had its set of challenges – which I considered “learnings”
- Traffic size is determined by audiences who reach certain pages – as with all retargeting efforts, there must be a critical mass of people to be able to effectively optimize and scale Traffic size is solely determined by how large the audience is for each market/metro; smaller geo markets/metros tend to have trouble serving to large groups of users because the demand for apartments is usually much less in smaller geo areas.
- Determining the membership duration for each list is sometimes difficult and usually varies from market to market. The apartment hunting process could take much longer in a heavily populated geo metro compared to a smaller suburban geo market.
- Determining the membership duration for each list is sometimes difficult and usually varies from market to market. The apartment hunting process could take much longer in a heavily populated geo metro compared to a smaller suburban geo market. Interpreting audience behavior, do we want to bid up or bid down on users who have previously submitted a lead? When does a converter stop the apartment hunting process/does a non-converter deserve to be excluded from RLSA?
- Optimizing RLSA DSA at the market level can be a challenge – understanding market-specific apartment seeking behavior determines how long someone stays on our RLSA DSA lists or if converters / non-converters should be retargeted to
- Page Feeds- are more tailored than option “Use specific webpages”; can exclude webpages DSA should complement keywords Negative keywords - include those already in your keyword campaigns, irrelevant queries Use Ad customizers to tailor ad copy further for relevancy; pulls in various attributes of your feed within the ad Testing IF statements in ad copy to further tailor copy to each audience. Ensure all audiences are set to “target and bid” - initially set at 0% bid adjustment then after data is collected, apply either -/+ bid adjustment for each audience Check Adwords scripts to manage DSAs
- The case study is published on ThinkwithGoogle.com for more details.
- Giving credit where credit is due! Shout out to the group who did all the heavy lifting for this initiative.