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Význam Dynamic Search Ads pro SEO

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Publicado el

Tomáš Havlík na konferenci SEO Restart 2019.

Jak může SEO specialista využít PPC kampaně? Tomáš ukáže využití a uplatnění DSA pro SEO – tedy jak s nimi pracovat a prohloubit spolupráci obou světů PPC a SEO.

Publicado en: Marketing
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Význam Dynamic Search Ads pro SEO

  1. 1. Confidential & Proprietary Nové dovednosti. Nové příležitosti. Význam DSA pro SEO SEO Restart 2019 | 18. 6. 2019 | Tomáš Havlík
  2. 2. Proprietary + ConfidentialProprietary + Confidential 6 8 9 1 2 5 10 8 4 5 7 0 4 3 5 10 4 72 7 10 2 6 1 2 1
  3. 3. Proprietary + ConfidentialProprietary + Confidential DSA indexes your website to understand its content…
  4. 4. Proprietary + ConfidentialProprietary + Confidential ...and automatically generates ad headlines and directs the visitor to the most relevant landing page to the query
  5. 5. Confidential & Proprietary What’s the difference in DSA and Keyword Ads? Dynamic Search Ads (DSA) Headline Description Landing Page Targeting Automatically generated from your website Provided by you Automatically targeted from your website Search queries not covered by keyword targeting Expanded Text Ads (ETA) or Responsive Search Ads (RSA) Provided by you Provided by you Provided by you Keyword targeting provided by you
  6. 6. Proprietary + ConfidentialProprietary + Confidential There are five options for targeting your DSA... More control More reach URL is Page Feeds Categories Landing Pages From Standard Ad Groups All Webpages www.www.www. www. Target Specific URLs for up to 20 per Ad Group Set up a feed to target specific URLs at scale and bidding at scale Target traffic based on themes based of your website and user behaviour Targets all webpages that you’re currently running search ads against, across all of your accounts. Target your entire website
  7. 7. Proprietary + ConfidentialProprietary + Confidential DSA will automate your search for new customers Rapid ExpansionIncremental Reach Timesaving Expand into new markets rapidly with low effort letting DSA handle the targeting Maximize coverage both on new traffic and on existing managed keyword accounts Reduce effort of campaign management while closing coverage gaps Automate the long-tail to get the best performance and ensure auction presence Long-tail Automation
  8. 8. Confidential + Proprietary DSA select the landing page on user's intent
  9. 9. Confidential + Proprietary DSA select the landing page on user's intent
  10. 10. Confidential + Proprietary DSA select the landing page on user's intent
  11. 11. Confidential + Proprietary DSA have more user friendly headlines Headline 1 Headline 2 Headline 3 / Domain Max. 30 characters Max. 30 characters Max. 30 characters
  12. 12. Confidential + Proprietary DSA are scalable ads
  13. 13. Proprietary + Confidential DSA have bigger query coverage
  14. 14. Proprietary + ConfidentialProprietary + Confidential Clicks CTRs CPCs CPAs 15% more 30% lower 30% higher 35% lower Compared with his keyword performance, for the median advertiser, DSA targeting generates...
  15. 15. Proprietary + Confidential Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential How can you (SEO) benefit from DSA?
  16. 16. Proprietary + Confidential How SEO benefits from DSA: ”Klíčovka za pár minut”
  17. 17. Proprietary + Confidential Confidential + Proprietary 1 campaign 1 ad group 1 ad
  18. 18. Proprietary + ConfidentialProprietary + Confidential
  19. 19. Proprietary + ConfidentialProprietary + Confidential How SEO benefits from DSA: Page title optimisation 1. Check the targeted URLs 2. Check the relevance of the LP (campaign structure) 3. Find new opportunities in search terms 4. Optimise and A/B test <title>
  20. 20. Proprietary + ConfidentialProprietary + Confidential How SEO benefits from DSA: Page title optimisation Check your titles before running DSAs: 1. Avoid mistakes in Ad Copy 2. Trademark in text 3. Find new opportunities (character use)
  21. 21. Proprietary + ConfidentialProprietary + Confidential How SEO benefits from DSA: Page title optimisation Check your titles before running DSAs: 1. Avoid mistakes in Ad Copy 2. Trademark in text 3. Find new opportunities (character use)
  22. 22. SEO + PPC creative in SERP
  23. 23. Trademarks in <title>
  24. 24. SEO + PPC creative in SERP ??? Potencial = longer headline, more info ??? Potencial = longer headline, more info
  25. 25. SEO + PPC creative in SERP
  26. 26. Proprietary + Confidential 0.00% still ok ”--” = wrong setup - Typo in dynamic ad target (URL / page title contains) - Low search volume of relevant queries for the pages - Not matching any pages (not in the feed or targeting conflict) How SEO benefits from DSA: Website coverage & content Website coverage = number of targeted pages / all indexed pages
  27. 27. Be aware… DSA can crawl all pages!
  28. 28. Exclude non-fitting pages
  29. 29. Proprietary + ConfidentialProprietary + Confidential 1. URL / Page Title contains - non-transactional section (blog, about us, reviews etc.) 2. Page Content - Non-converting pages (error pages, contact, etc). 3. Custom Labels (Page Feed) - Products out of stock - Categories with less than X products Help your PPC: Exclude non-fitting pages
  30. 30. Proprietary + ConfidentialProprietary + Confidential Performance Uplift Adding business information for each landing page Faster indexation & scheduled update Update your targeted pages up to 4 times a day and index new pages faster How SEO benefits from DSA: DSA Page Feed New insights for troubleshooting Finding index errors together with PPC team
  31. 31. Proprietary + Confidential TIP: No page feed available? Start by checking the Sitemap.xml Why to use Page feed = grouping URLs of similar theme into standalone ad groups with your Custom Label Example of DSA page feed
  32. 32. Proprietary + ConfidentialProprietary + Confidential List of URLs Page Feed ● Target specific URL that you want ● Regular update of landing pages (4x / day) ● Add business attributes for the landing pages ○ Products with high margin ○ Products in stock ○ Accessories vs main categories ● If you change the LP it’s faster crawled ● Custom aggregation on similarly themed URLs ○ “All matches in Premier League in March” ○ “All Nike shoes for kids with margin 10%” Benefits of DSA page feed
  33. 33. Confidential + Proprietary
  34. 34. Confidential + Proprietary Be aware: DSAs will use the URL after redirect
  35. 35. Confidential + Proprietary Summary DSA benefits for SEO ● Share knowledge with PPC team ○ All the <titles> ○ List of all error pages, content pages, non-transactional pages, all redirects ● Optimise <title> ○ Maximise the character use ○ A/B test faster ● Fast and easy keyword analysis ● Benefits from DSA page feed ○ Faster page indexation ○ Page status troubleshooting DSA benefits for all ● Stand-alone product with strong performance results ● Bigger search query coverage ● User-friendly headline ● Matching the intent of user query ● Timesaving in campaign creation & optimisation ● Fast and scalable solution for export ● Higher PPC & SEO cooperation
  36. 36. Proprietary + Confidential DSA
  37. 37. Confidential & Proprietary Díky za pozornost! havlik@google.com | @havliktom

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