Stop Being Boring: Take Your DSA Strategy to the Next Level By Michelle Morgan

#SMX #13B @MichelleMSEM

Stop Being Boring: Take Your DSA Strategy to the

Next Level


Stop Being Boring: Take Your DSA Strategy to the

Next Level


Director of Client Services at Clix Marketing• PPC Pro for 7 Years• Lover of bad movies• Australian Shepherd Owner• DSA Enthusiast

Michelle Morgan


Agenda

Step Up Your Set UpAudience Targeting w/ DSA

Dynamic InceptionFinding Your Missing Data


Step Up Your Set Up

No more “set it and forget it”


• DSA will always be a balancing act with volume and customization.

• The further you segment, the lower you volume potential.

• I recommend the following process: 1. Start with ”All webpages target”.

2. Layer in additional targets as bid modifier levels.

3. Segment out different groupings for those that have enough volume to support segmentation.

• Don’t skip foundational exclusions with your initial set up.

Volume is the Name of the Game


See all the pages eligible for DSA.• You can get sitemaps from Google Webmaster

Tools if your company set those up or you can create one yourself.

• I’ve had success with this tool: https://www.xml-sitemaps.com/

• The goal here is not to vet every page, but to get an idea of what is on your site so you won’t be caught off guard.

Get a Clear Sitemap


Vet individual pages if you’re concerned:• What could be better than having Google tell you

exactly what it thinks about your page?

• Utilize the ”Your landing page” section of the tool to see what keywords Google identifies.

• You can utilize the other filters in just the same way you would any other keyword research project.

Google Keyword Planner


Be Proactive & Be Efficient: • Use page filters to exclude pages with

“Out of Stock” or “Unavailable” products.

• Add exact match keywords as negatives to your campaign.

• Get rid of obviously poor quality pages/folders on your site (suggestions to the right).

Don’t Be Shy About Exclusions


Targeting Audiences w/ DSA

Right folks Right time

Dynamic ads


Retargeting in DSA (RDSA)

Because there weren’t enough acronyms already


RDSA has all the benefits of RLSA & DSA:

• Reach beyond your keyword lists.• Bid differently for a specific audience.• Adjust ad copy based on the list the person

is a part of. • Segment out budgets, devices, essentially

all campaign settings, etc.• The list goes on…

These can be either layered into an existing DSA campaign or segmented into their own.

RDSA: Put Those Audiences to Use


• Don’t settle for only the remarketing audiences you can make in AdWords.

• Get creative with your audiences by utilizing Google Analytics, then import the audiences you create into AdWords.

RDSA: Don’t Settle for the Simple


Ecommerce: • Previous Purchasers• Only High ROI Purchasers

• Revenue Over $500• Multi-page visitors with no purchase

• Email link clicks (subscribers)• Purchasers by Brand

Exclusions: • High Bounce Rate• Low Time on Site

RDSA: Ideas Based on Biz TypeLead Generation: • Visitors of Corp Site vs Blog Visitors• Specific Product Page Views

• Multi-page visitors with no conversion• Email link clicks (subscribers)

• ABM List Campaign Visitors

Exclusions: • Customer Lists/Previous Converters• High Bounce Rates• Low Time on Site


New Audience Targeting

No acronyms included!


Theories behind RDSA also hold for Similar Audiences for Search. Extend your reach with purpose: • Reach beyond your keyword lists.

• Bid differently for a specific audience.

• Adjust ad copy based on the list the person is a part of.

• Segment out budgets, devices, essentially all campaign settings, etc.

• The list goes on…

These can be either layered into an existing DSA campaign or segmented into their own.

Similar Audiences for Search


Demographics:• Combine gender audiences with categories of

your site to find the best content fit: • Female Demo > /womens/ URL parameter

• Utilize different word choices based on age groups determined from customer reviews.

Income Targeting:• Show premium products to those in the Top 10%.

• Show sale messaging to those in the Lower 50%.

They might not be “audiences” in the traditional sense, but putting these to use as additional layers can enhance your targeting.

Demographics Are Audiences Too!


Dynamic Inception

The top never stops spinning…


Don’t leave DSA out of your promotions:• Utilize ad customizers in the static portion of

your ad.

• Be cautious. This strategy leaves a lot to be determined at ad service.

• Depending on your offering, potentially best for more granular DSA set ups unless your offer is consistent/compelling across the site.

Ad Customizers


Basically, ad customizers based on audiences & devices.• Perfect for lower traffic DSA campaigns that can’t afford further segmentation. • Still allows for message customization, but doesn’t require separate ad

groups/campaigns.

IF Statements


Getting the Missing Data

Finding your missing Headlines and Final URLs using Google

Analytics


• Create a New Segment in your GA profile based on your DSA campaign name.

• Hint: It’s easiest if you put “DSA” somewhere in the campaign name.

Google Analytics Segment Set Up


• Choose the DSA segment you just created.

• Then switch Primary Dimension from “Keyword” to “Ad Content”.

Ad HeadlinesAcquisition > AdWords > Keywords


• Stay within the DSA segment from earlier.

• You can view just about every stat you can see on other pages.

Landing Page PerformanceBehavior > Site Content > Landing Pages


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