Use Google Dynamic Ads to customize, drive conversions


Merchants strive to make their Google ads stand out. They can use added value and credibility factors to differentiate from competitors. For example, they can emphasize free shipping or how long the company has been in business.

These changes are worth testing, but the dynamic component of ad copy is usually a better option. In my experience, customizing the message for different users is an underutilized feature.

In my experience, the ability to customize the message for different users is an underutilized feature.

For standard text ads, Google offers four types of dynamic ads:

  • Dynamic keyword insertion,
  • Countdown Site,
  • IF function ads,
  • Ad customizers.

All create customization and are easy to install. I review each one in this post.

Dynamic keyword insertion

Dynamic keywords are a long time in advertising for pay per click. It works by showing the viewer's query. For example, if a user writes "blue winter boots", the ad will also contain "blue winter boots." As long as the query is within Google Ads & # 39; s character count, it will appear. Otherwise, the default text will be displayed.

The question "blue snow and rain winter shoes size 10" is more than 30 characters heading limit. Thus, the heading would include a standard designation, such as "blue winter boots." The user does not see the exact query, but the message is still relevant to the search.

To set DKI, add a {in the desired asset – heading or description. You can then insert your default keywords.

Add a {to the title or description and then insert your default keywords.

Add a {to the title or description and then insert your default keywords.

You can add additional text to follow DKI. An example is "{KeyWord: Blue Winter Boots} for sale." However, keep in mind that this extra text is counted towards the character limit.

countdown Listings

Urgency can be a powerful driver for consumers. Saying that a campaign ends on a particular day or that it is the biggest sale of the year justifies shoppers. It is therefore dynamic to count down the deadline is effective. The ad below reminds applicants that it only takes three days to save 20 percent.

This countdown ad reminds applicants that sales with a 20 percent discount will end in three days.

This countdown ad reminds applicants that sales with a 20 percent discount will end in three days.

The countdown is automatically adjusted based on the end date, with denominations of days, hours and minutes.

To configure, add a {to the title or description. Then fill in these fields:

  • When the countdown ends.
  • When the countdown starts (number of days before the end date).
  • The applicable time zone – ie the account holder or ad viewer.
  • Countdown language.

This is what the installation looks like.

The countdown setting includes (i) when the countdown ends, (ii) when it starts, (iii) the applicable time zone, and (iv) the language.

The countdown setting includes (i) when the countdown ends, (ii) when it starts, (iii) the applicable time zone, and (iv) the language.

A countdown ad can focus on any date, not just one event – for example: "5 days until Christmas."

IF function ads

IF feature ads allow advertisers to create campaigns based on the device and the audience. For example, a user on a mobile device may see a different call than on a desktop. You can create separate campaigns, but an easier way is to dynamically adjust messages.

With IF feature ads, you can change the message depending on the user's device and audience. For users on smartphones, you can claim that your website is mobile-friendly. Desktop users could see a message to shop the selection.

Add again to {and enter the text.

With the IF feature, advertisers can create campaigns based on the device and the audience.

With the IF feature, advertisers can create campaigns based on the device and the audience.

This feature also works for audience types. If your ad is showing to searchers who have already converted, you may see another message, such as a discount on your next purchase.

IF feature ads can present messages based on the audience, such previous converters.

IF feature ads can present messages based on the audience, such previous converters.

Ad customizers

Ad customizers allow advertisers to include dynamic inventory, pricing, geolocators and other information. Instead of entering "limited inventory" in your ad, you can tell searchers how many units are in stock. Or you can include shipping costs directly in the ad based on the searcher's location. All this is possible by setting a "business data feed" and then referring to the variables in your ad copy.

ONE business data flow is similar to a Google Shopping feed for Product Listing Ads. Both contain the information you want applicants to see. For dynamic shipping costs, for example, the flow would look like the table below.

Note that the table has two placement columns. "Location" contains the variable for the ad copy. "Target Location" refers to where the user is. So if Google determines that the user is in California, the ad text says "California."

"Location" contains the variable for the ad copy. "Target Location" refers to where the user is.

Here is the ad with dynamic keywords ("Blue Winter Boots") and ad customizers for location ("California"), shipping cost ("5.95") and arrival estimate ("2 days").

This ad contains dynamic keywords (

This ad contains dynamic keywords ("Blue Winter Boots") and ad customizers for location ("California"), shipping cost ("5.95") and arrival estimate ("2 days").

Here is the syntax for the ad below at the back end. The ad uses the parameters from the feed to automatically fill. For example, users in New York could see that shipping is $ 6.95 and the product arrives within three days. Ad customizers take more time to configure, but they make your copy stand out.

Ad customizers use feed parameters to fill in automatically.

Ad customizers use feed parameters to fill in automatically.



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