This document discusses how advertisers can use dynamic and adaptive advertising techniques to better target users. It provides examples of how location, demographic and remarketing data can be used to dynamically update ad copy. Key recommendations include using tools like dynamic search ads, remarketing lists for search ads, and IF function ads to tailor messages to different audiences. Countdown ads and customisers are also discussed as ways to make ads more relevant and trigger responses from users.

1. @marcusknight
#BreakfastAndLearn
Albert House – June 2017
THE POWER OF DYNAMIC ADS

2. Planning my trip to India

3. We had everything arranged

4. Visiting the Taj Mahal

5. The amazing Palolem Beach

6. The Kingfisher Brewery

7. We missed one important point…

8. The Visa needed to enter India

9. We weren’t going to India

10. Lesson #1

11. Always check Visa requirements

13. Lesson #2

14. It’s important to adapt

15. What is he talking about?

16. Advertisers weren’t catering for us

17. They were targeting the masses

18. Focussing campaigns on the ‘regular’ user

19. Not the small minority that forget Visas

20. But what if one of them had adapted to our
situation?

21. T H E P O W E R O F
D Y N A M I C A D V E R T S

22. The most basic form of adaptation...

23. Don’t offer the user what they don’t want

24. Use negative keywords

25. Users don’t always
read your copy

26. Review once a week on a Monday morning

27. Avoid being in the wrong place with
irrelevant copy

28. 1
3
2
Take yourself out of competitions you can’t win
Users click without reading what you can actually
offer them
Review once a week without fail
Key Takeaways

29. D Y N A M I C
S E A R C H A D S

30. Now, onto the new and exciting stuff

31. Dynamic search ads

32. Pick up relevant traffic you aren’t
bidding for currently

33. Run them alongside your normal
search campaigns

34. 16%Daily searches
Have never been seen
by Google before

35. Target based on your website categories

36. Most advertisers see..
5-10%
..increase in clicks & conversions

37. 1
3
2
This will plug the gaps in your account, whilst also
shortening the path to conversion
Use core extensions to improve quality score
Add negatives to ensure you only bid on valuable
content
Key Takeaways

38. R D S A C A M P A I G N S

39. Once you’ve tried that..

40. Remarketing dynamic search campaigns

41. Highly targeted way of reacting to the
number of new search queries

42. Dip your toes into the world of remarketing

43. Choose Target and Bid to reach only
your audiences

44. £0.00
£5.00
£10.00
£15.00
DSA RDSA
Cost Per Conversion
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
DSA RDSA
Conversion Rate
-65%
Significantly better results than standard DSA
+97%

45. 1
3
2
This feels a bit like cheating (don’t tell anyone)
Reach your audience when they search in a way
your account isn’t set up for
You can use ‘bid only’ and reach users outside of
your remarketing lists as well
Key Takeaways

46. D Y N A M I C K E Y W O R D
I N S E R T I O N

47. These previous features are not to be
confused with...

48. Dynamic keyword insertion

49. Dynamically updates your ads to
reflect the users search

50. Google wants
us to do this

51. AdWords will insert the keyword that
triggered the ad for a relevant copy

52. Add DKI to the 2nd headline for the best results
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Headline 1 Headline 1 & Desc Description Headline 2
CTR by DKI Placement

53. 51.54%Avg. CTR Increase
Reported in research by
PPC Hero & Wordstream

54. However, our data says slightly less
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
Non DKI DKI
CTR by Ad Type
+24%

55. 1
3
2
Google is clamping down on ad relevance; this can
help you achieve it quickly
Review your historical quality score to see how
you’re doing at the moment
Google wants 3 ads per group; This is a quick way to
get your 3rd one
Key Takeaways

56. C O U N T D O W N A D S

57. Selling a time-sensitive product?

58. It’s time to try countdown ads

59. Trigger some basic principles of
persuasion psychology

60. Marketers have been doing this for
decades

61. Only {=COUNTDOWN("2017/06/11
23:00:00","en-GB",5)} Left To Apply!

62. Strong engagement rates with countdowns
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
2.00%
Non-Countdown Countdown
CTR by Ad Type
+46%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
Non-Countdown Countdown
Conv. Rate by Ad Type
+35%

63. Recommended Neuromarketing reading

64. Neurosciencemarketing.com/blog/articles/five-guys

65. 1
3
2
You can use the power of psychology to trigger
urgency with users
Quick, easy and simple set-up
They always pass our conversion rate tests
Key Takeaways

66. I F F U N C T I O N A D S

67. My favourite AdWords update EVER

68. Imagine these could be tailored to who
is looking at them

69. IF Function Ads allow us to do this in our ads

70. For example...

71. For example...

72. For (a B2B) example...

73. Lots of user groups could receive
tailored messaging to them
Regular
customers
Completed
‘mini’
conversion
Requested
demo
Business
travellers

74. 1
3
2
Tailor ads depending on audience and device
Multiple outputs from the same ad
Downside: can’t control how much budget is spent
on each audience / device
Key Takeaways

75. R E M A R K E T I N G L I S T S
F O R S E A R C H A D S

76. RLSA is also a great way of adapting to
the user...

77. Whilst also allocating a specific budget

78. Our goals are different for groups of users

79. So, our messaging should be too

80. Some people aren’t doing this very well

81. This is not tailored for me as a customer

82. Using this space more effectively

83. Set up a list for existing customers in GA

84. Add them to a campaign under ‘audiences’

85. Importantly, these users can also be
excluded from campaigns

86. 1
3
2
Control how much spend goes to acquiring clicks
from existing customers
Encourage users to interact with new features
Measure the right metrics for these users
Key Takeaways

87. A D C U S T O M I S E R S

88. Tailor ads based on multiple factors

89. Dynamically update your ads with up
to date price and stock levels

90. An external data source feeds into your ads

91. Anything you can think of can probably
be inserted dynamically

92. It’s an incredibly fast way of updating prices

93. 1
3
2
Saves you from creating new ad copy every time a
price changes
Attributes can be inserted anywhere in your ad copy
except the final URL
Feeds can be kept and managed in the ‘business
data’ section of AdWords
Key Takeaways

94. D Y N A M I C R E M A R K E T I N G

95. Take your remarketing to the next level

96. Try Dynamic Remarketing

97. Set-up steps to follow

98. Offer a small discount to users with intent

99. Use this on Facebook and Instagram too

100. 70%More likely to convert
Than someone who has not
been remarketed to

101. Please don’t forget you can exclude too

102. 1
3
2
Some technical steps to carry out first, but from then
on it is simple to manage
This can be used to drive further revenue by cross-
selling or up-selling on Facebook and Instagram
Don’t forget frequency capping
Key Takeaways

103. L O C A T I O N &
D E M O G R A P H I C T A R G E T I N G

104. We’ve had location targeting for a while

105. But is it used for adapting our ad copies?

106. Use it to communicate with users that
are close to your business
5 locations across London! Less than 5 minutes away!

107. A similar approach can be took with
demographic targeting too

108. Who is buying this car?

109. Who is buying this bag?
Handmade in Italy
Free Delivery & Returns
Update on our best-seller
Five Star Reviews

110. 1
3
2
These settings can be used for much more than just
adjusting bids (also a good move though!)
It is not always your target audience purchasing
from you
Users have various needs depending on where/who
they are. Keep the user in mind & all else will follow!
Key Takeaways

111. Thanks
for listening.
@Koozai
Facebook.com/koozaiEmail: Marcus.Knight@Koozai.com
Tel: 0330 353 0300
www.Koozai.com