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!
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
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
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.
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.
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
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
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