Harnessing the power of dynamic search ads

If we look back a few years, the only way you could dynamically generate ads was by using dynamic keyword insertion, which some would argue was a bit of a risky strategy back then and still can be, to some extent, today.

However, if we fast-forward to 2017, when our audiences are demanding more of a personalised experience online, we now have far more tools available to help us create these highly targeted adverts, both at scale and generally in a short space of time too.

Digital ad automation

Google, Bing and Facebook are the main platforms for digital ad automation, and when the right techniques are implemented, you can create a truly effective campaign.

Let's take a closer look at Facebook: the social media platform launched dynamic product ads two years ago, which have proven the power of retargeting ad products for e-commerce and retail advertisers.

Since then, the platform has evolved and advanced features have been added. Advertisers from outside the retail spectrum have been welcomed into the fold and have leveraged the functionality of dynamic product ads with great success.

Programmatic ad buying

Search Engine Watch recently reported that programmatic ad buying is expected to grow by 31% in 2017. Future campaigns will be smarter and no doubt require more automation, but that's not to say that they will be completely devoid of human influence. It's more likely that both automation and human input will work in sync to generate high volumes of creative iterations and support the ever-increasingly personalised experience that both the dynamic advertising landscape and your audience are demanding.

The benefit of this marketing approach is that it leaves creative talent with more time to spend on generating new ideas, rather than fine-tuning ad versioning.

Optimising your user journey

Together, data and automation make one dynamic duo. When used effectively, they can help to optimise your customer journey through the whole sales funnel.

So, what does this mean for advertisers? In short, you can achieve much higher conversion rates, all thanks to the improved ad targeting and relevancy. Ad spend is also reduced by avoiding the creation and running of ads that are irrelevant to your audience. In addition, you save time by not having to update, tweak and swap-out underperforming ads manually.

This approach allows you to cut through the noise and just focus on what is going to connect with your target audience and, ultimately, allows you to gain more control over the outcomes of your ad campaigns.

Free dynamic ads session

Koozai are launching a series of free monthly Breakfast & Learn sessions for brand-side marketers in June. I will be hosting the first session – The Power of Dynamic Search Ads and Why Your Brand Is Missing Out – on 14th June from 8:30 to 10 am at our Albert House London office.

During the event, we will discuss how to use dynamic search ads within Google, Bing and Facebook effectively, as well as the benefits of digital ad automation and techniques for creating an effective campaign.

We will be focusing on advanced ad optimisation strategies and techniques, looking into the world of dynamic options out there, available for brands to take advantage of across multiple ad platforms. Some of the strategies covered will be: dynamic search ads, dynamic keyword insertion, ad customers, IF function ads, countdown ads, dynamic remarketing — and much more.

Using best practice techniques and case studies, we'll be looking at what each of these tools actually is, and consider the benefits of using them to create successful campaigns that not only deliver the user the personalised experience they are looking for, but can also bring you higher engagement, sales and ultimately ROI.

Those interested in attending can register today for Koozai's free Breakfast & Learn session, The Power of Dynamic Search Ads and Why Your Brand Is Missing Out.

Marcus Knight is head of paid media at digital marketing agency Koozai

Koozai

We help brands to increase their visibility and market share through Digital Marketing. Specialising in SEO, Content Marketing, Paid Search and Paid Social, we work with amazing brands like V&A Museum...

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