I’m “reporting” from the SMX show, being held this week in San Jose, CA. My goal is to share quick insights about the show with people who read the JM Internet Group’s blogs, as well as to record ideas, thoughts, suggestions, tips, and trips.
Here are some quick notes from Maddie Cary’s presentation on How to Set up 5 Types of Dynamic Search Ads.
Benefits of Dynamic Search Ads
One, dynamic search ads can increase your return on ad spend (RSA), and are getting easier to set up than ever. There not just for eCommerce, either. New attributes like countdown ads can be used to promote an event (such as a Webinar or real-world seminar). You should think of them vis-a-vis your “Evergreen” ads; and that’s something to generally think about in both SEO and AdWords. What’s a constant, and what’s a variable?
Dynamic ads can add a sense of urgency to ads: 20% off, 2 days to go, countdown to the Webinar! PLA’s (Product Listing Ads) are among the more common formats, but they are now available on both search and GDN (Google Display Network). One of the cooler new features is RLSA (Remarketing Lists of Search Ads), which allow you to “remarket” to someone who already searched for your product or service. Says Google:
Remarketing lists for search ads (RLSA) is a 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.
Ad customizer allows you to add new features such as “Countdown scripts” as well. In sum, there are more and more “dynamic ad” formats available both on Google search and on the Google Display Network. In many situations, they can push you “over the top” to more clicks, more conversions, and more sales. Thank you, Maddie, for a useful presentation!