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  • Five Steps For Dynamic Search Advertising On AdWords

    Google’s Dynamic Search Ads are ideally suited for brands and retailers, looking at advertising a select range of products. With Dynamic search ads brands are not required to further zero in on the best performing Keywords, rather the search ads are automatically generated based on the product pages, that are updated.

    Dynamic Search Ads now allow you to choose Marketing objectives, that can be combined with remarketing campaigns.  You can choose the Marketing objective from sub-campaign types.

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    Steps For Setting A DSA Campaign

    Choose campaigns for Search Network only under the Campaigns tab.

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    Within Search Network Tab Choose Dynamic Search Ads and enter Campaign Name.

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    In the Dynamic Search Ads section, enter your domain and the language corresponding to the pages you want your ads to target.

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    You can add an Ad group that allows you to spell out the lines you would like to use in the Search Ads, thereafter DSA’s automatically regenerates the Ad copy. You will be required to populate the URL where the product feed is hosted and the URL that you are going to use to track the campaign.

    You can also choose to add different variations of ads to decide on the most effective creative.

    If you would like to add more Dynamic Search Ads to the ad group of the campaign or to change rules, created:

    • Click the Ads tab from the ad group you created for your Dynamic Search Ads campaign.
    • Click the +Ad button (as seen below)

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    For categories that you wish to target for there are recommended categories that you  may wish to opt for.  To add more categories, select the categories that you wish to add. By hovering over the dialog icon to the right of category name, You can see sample pages and ads for each category.

    To target only certain webpages, select Use specific webpages (advanced). You can target the webpage URL that contains the page content for the products by including the page URL in the rules.

     Dynamic search Ads allow you to choose Marketing objectives, that can be combined with remarketing campaigns.  You can choose the Marketing objective from sub-campaign types.

     

  • Five Ways To Reimagine Content For The Mobile Shopper

    Creating Content for engaging and retargeting the audience, can make all the difference to your campaign performance, from generating awareness to increasing conversions. As you have a large set of audience that may have visited your brand’s site, you may choose to select a sub-segment for retargeting depending on your campaign objective. To know more about Best Practices For Cross-Device Mobile Retargeting, Click here.

    Here are five ways to create content for retargeting  and engaging the mobile audience.

    Content With Choices

    BuzzFeed video on Tasty “Chicken Wings – Four ways” hit nearly 44 million views in less than a day. Giving content choices for your mobile shopper within a mobile video increases the engagement.

    Takeaway :  Mobile Video gives publishers and brands a chance to showcase choices in an engaging format.

    Advertising : Add a Call To Action that allows users to interact either with a shoppable feed or links to advocacy program.

    Content That Targets A Segment

    Include content in your posts that retarget your site visitors with ideas that are likely to engage them for a purpose or an occasion.

    Takeaway: Create content that will answer search queries for a segment. In the above example audience looking for Game Day party ideas will get a view of Gifts and Game Day treats at a go.

    Advertising: Google’s RLSA can help you promote your content for engaging the users that have browsed your retail site, but have not purchased. For Cart abandons, targeting audiences with content campaigns based on intent or behavioral signals can repurpose content for relevant search queries.
    Google’s Text messaging can help you reach audiences that may have looked up your offers and deals for special promotions,targeting them with a text messaging campaign to sign up for content updates can turn them into repeat visitors.

     

    Content That  Converts

    Create content that generates interest optimized for search queries. Instacart an online grocery site allows users to browse recipes for an occasion and add ingredients directly to the cart from any of the featured brands. This takes the user a step ahead in mobile shopper journey.

     

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    Takeaway : Target and segment your content that is most likely to generate interest as seen in Instacart’s example for Game Day recipes. Include shopping options within the content which is a step ahead of user reviews as it allows users to add the ingredients at a glance and on the go.

    Advertising: Facebook’s Social Media Posts from publishers provide a greater reach and obtain a higher number of viral impressions. Activate any enhancements that you have with offers that are likely to be popular for an occasion. Update the product Landing page with user-generated content that audiences are most likely to share.

    Snackable content

    Use content on your brand site that provides audience a number of options at a glance with bite sized content pieces as can be seen from Target’s Lookbook for Spring 2016.

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    Takeaway : Target audiences with a context and engage with formats that are viewable at a glance and on the go.

    Advertising: Instagram Video ads are known to deliver results for visually driven mobile consumer. Update the product Landing page with user-generated content that audiences are most likely to share.

    Content With Value

    Reengage and retarget audiences that have earlier visited your site for different occasions with a new value offer. Brands can promote gift cards with an offer for a special theme.

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    Takeaway : Creating offers-led content can re-engage users who may have looked for gifts earlier. Segmenting your users based on the past purchase behavior can help you promote the content at the right time.

    Advertising :If Your customers convert at a later stage, promote posts and Shopping Campaigns and Search Ads with offers and deals when they are most likely to click-through and convert. Use Dynamic search ads and layer RLSAs onto DSA campaigns for optimum results.

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  • Snickers’ Advertising Mirrors The Classic For Super Bowl 50

    SNICKERS global, award-winning, “You’re Not You When You’re Hungry” campaign created by BBDO New York, has a new addition to the successful advertising series. The newest commercial spot for the brand gives Super Bowl fans a taste of what one of Hollywood’s most iconic and recognizable moments would have looked like, if Marilyn Monroe felt hungry. In the all-new 30-second commercial staged to mirror the classic 1955 film “The Seven Year Itch,”which starred Marilyn Monroe, a hungry version of the blonde bombshell transforms into a cranky version of herself, played by legendary actor Willem Dafoe. The starlet is only transformed back into her seductive self after she receives a SNICKERS bar to satisfy her hunger. The commercial also includes comedy mainstay Eugene Levy in the role of a stage hand who’s charged with the task of making Marilyn Monroe’s dress flap in the wind above a subway grate during the movie’s most iconic scene.

    Marilyn“I have to admit playing a Hollywood bombshell is a new challenge for me,” said Dafoe. “But as a huge fan of Marilyn Monroe I just couldn’t resist the opportunity to take a walk in her shoes and famous white dress.” As per the Press Release, “Super Bowl 50 is a celebration of this game’s amazing history, so we wanted to bring our A-game with a new ‘You’re Not You When You’re Hungry’ commercial that’s appropriately epic,” said Allison Miazga-Bedrick, SNICKERS Brand Director. “It doesn’t get much bigger – or better – than combining one of the most legendary moments in movie history from the iconic Marilyn Monroe with some modern-day icons of our own. We’re confident fans will be satisfied.”

    SnickersSNICKERS, which is an official NFL sponsor, has a rich history of advertising during the Super Bowl. The brand debuted the very first “You’re Not You When You’re Hungry” commercial featuring Betty White during Super Bowl XLIV in 2010, scoring big with fans and media and turning the campaign into an immediate success. Since then, SNICKERS has featured dozens of celebrities and athletes around the world as part of the “You’re Not You When You’re Hungry” campaign, including Danny Trejo and Steve Buscemi in a “Brady Bunch”-themed commercial in 2015.

    The new ad is part of a fully integrated 360 campaign to reinforce the brand’s connection to hunger satisfaction before, during, and beyond Super Bowl 50. According to AdAge Snickers will buy  one 30 second spot airtime during the game.

  • Atypical Super Bowl 50 Advertising

    Budweiser’s Safe Driving Advice Commercial

    Budweiser, that has earlier released a campaign for NFL playoffs with the messaging Act Like It, has a message for Super Bowl fans. The commercial 60 second spot featuring Dame Helen Lydia Mirren has a message that warns the audiences about drunk driving. Setting the message apart from, the typical drunk driving PSA, Budweiser has called on fans to #GiveADamn and protect their lives and the lives of others.

    According to AdAge, “The 60-second spot by Anomaly represents the first time Anheuser-Busch has run an anti-drunk driving ad in the game since 2005, according to the brewer. That year a spot by DDB Chicago showed Cedric the Entertainer doing a designated driver dance.”

    Skittles’ Rocks The Rainbow

    Skittles, released the Super bowl spot featuring Steve Tyler, that spins a story around Rocking the Rainbow where lips do the talking. According to Media Post “Marking its second return to Super Bowl advertising, Skittles will run “Portrait” in the second quarter. Continuing with the quirkiness factor, the 30-second as stars Steven Tyler critiquing a portrait of himself made of Skittles. The picture sings, but not to Tyler’s level of satisfaction. As the picture sings “Dream On,” Tyler insists that the picture hit a higher note. Once the note is hit, the portrait cracks, Skittles fall everywhere, but the picture still sings.”

    Taco Bell’s Mystery Product Campaign 


    IdeaTaco Bell has released teaser spots prior to the Big Game. As reported by AdAge, the three 30-second teasers star NBA all-star James Harden; Giorgio A. Tsoukalos, “alien expert;” and Bryan Wilson, “the Texas Law Hawk.” They are each holding a green brick, which is meant to represent the mystery item.
    Taco Bell also issued its second press release. It released its first redacted press release last month. Though there is wide speculation about the product from Cinnamon Twists to Mexican Pizza Crunchwrap , Taco Bell has allowed Blind Pre-order of the product.
    “With respect to our fans and ___-lovers everywhere, we knew they wouldn’t want to wait to get their hands on ___,” said Marisa Thalberg, chief marketing officer, Taco Bell. “That’s why we’re inviting them to be among the first to try it a full two days before everyone else, by placing a special pre-order now. There’s just one thing: it’s a blind pre-order…requiring just a small act of faith (not knowing what it is until you pick it up) to be at the very forefront of this impending phenomenon.”Taco Bell is returning to the Super Bowl after a two-year hiatus to introduce the new product. Taco Bell is ready with a Super Bowl campaign that weaves an interactive experience ahead of a new product launch. The product launch was announced with a “Redacted Press release”.

    According to AdWeek, “The new 30-second campaign promises to be one of the taco chain’s “biggest launches to date,” and some are speculating the new menu item could be a Quesalupa—a cheesy chalupa. This isn’t the first time Taco Bell’s marketing has built mystery around a product.”

     

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