This is a toolbox post written to give our webinar participants an opportunity to dive deeper into the content presented.
This toolbox post is supporting our recent webinar from Maddie Cary (@MaddieMarketer) entitled: “Fun & Profit with Dynamic Ads!”
What Are Dynamic Ads?
- Any ad format in which a piece of your creative is dynamically generated or updated
- Term used to broadly define ads that use personalized content or customized messaging
- Typically rely heavily on audience data
- Used throughout digital marketing, particularly in Display & Social Media channels…and in the last year or so, now more readily available to use in PPC!
What Kind of Dynamic Trends Are We Seeing in PPC?
In an evolving SEM industry, our white whale holds steady & true – how do we as marketers serve the best, most relevant ads to our valuable target audience? That mission is what keeps me excited and what I love about this industry. While the standard text ad is still arguably PPC marketers’ most used in the rolodex of ad types, new dynamic ad features and formats have become shiny toys over the last few years to try to drive additional account growth. Google in particular is releasing more new betas, campaign types, and ad formats that cater to creating dynamic ad content that is fluid, that is tailored, and that utilizes customer behavior & audience data. So those static text ads & banners may no longer be the norm – instead, we may see Search campaigns adjust away from generic text ads & keyword-targeting and move towards dynamic ads & data-driven, granular audience targeting. And why are PPC publishers jumping on the dynamic band wagon? Well, some of it is to play catch-up to features we already see in Display & Social. But also it’s because dynamic ads allow advertisers to make an ad appear customized, and thus if done correctly, more persuasive and relevant to the searcher.
Why Should You Care?
Because dynamic ad serving and ad formats are not just some passing trend – industry leaders are talking about dynamic ads more than ever. And your competitors or other PPC marketers are starting to use them, test them, and drive profit from them. Profit you may be missing out on…
So Why Doesn’t Everyone Test Dynamic Ads?
There’s two big reasons here.
- These dynamic solutions are in no way perfected yet – there are a lot of guard rails that have to be put in place to make them work efficiently and profitably.
- Fear we all have as data-obsessed marketers, which is a fear of not having enough control, and what impact that could have on you as a brand. We weigh the risk that dynamic ads could have with the performance they could achieve, and often go with what feels familiar & safe.
So What Next?
Check out the below resources on learn in more granular detail how to set up 5 types of dynamic ad formats you should be testing. Them, review a success story on Countdown Ad Customizers (which includes performance data) that shows how you can utilize dynamic ads for both e-commerce and non-e-commerce clients and still exert a level of control – because these ads are a lot of fun and can drive profit for your accounts.
Resources To Reference:
- How To Set Up 5 Types of Dynamic Ads
- Dynamic Remarketing Ads
- Dynamic Search Ads (DSA)
- Product Listing Ads (PLAs)
- Remarketing List in Search Ads (RLSA)
- Countdown Ad Customizer
- Dynamic Ads Performance Results – Countdown Ad Customizers
Other Great Resources on Dynamic Ads
- Why You Need To Make Dynamic Copy An Integral Part of Your 2015 PPC Strategy by Matt Umbro (@Matt_Umbro)
- Google AdWords Dynamic Search Ads: 10 Quick Tips To Get Started by Jennifer Johnstone (@JenAJohnstone)
- How To Improve Shopping Ad Performance & Quality Score in AdWords by Frederick Vallaeys (@siliconvallaeys)
- Making The Case for Bing Ads Product Listing Ads by John Lee (@John_A_Lee)
- Everything You Need To Know About Remarketing Lists for Search Ads (RLSA) by Tara West (@Tara_Dee_West)
- Google Dynamic Remarketing Set-Up Guide from Google AdWords Support
Join the Conversation!
Have you tested dynamic ads? How have they performed for your accounts? Reach out on Twitter @MaddieMarketer, @point_it, or in the comments below. We’d love to hear your thoughts & learnings![/vc_column_text][/vc_column][/vc_row]