5 Steps For Remarketing With Dynamic Search Ads

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

Remarketing with Dynamic Search Ads can help you target the best-selling products to your key target audience who may have already visited your site. Google AdWords recommends maintaining a high quality feed for your best sellers.

Google Dynamic Remarketing Features
  • Google Auto Optimized Layout Feature: Merchants can choose from a pre-made list of ad templates and A/B test based on ad performance.
  • Google Product Recommendation Engine: Chooses ads for product ads based on what shoppers have viewed.
  • Google Real Time Bidding Algorithm: Determines bids for each impression.

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

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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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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.

 

Cart Abandonment – Infographic

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Cart abandonment occurs when shoppers add one or many items to their shopping cart, but leave before making a purchase. One of the fastest ways any online merchant can simultaneously increase revenue and the profitably of their marketing is to lower cart abandonment, thereby converting more shoppers into buyers.

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8 Steps For Creating Content Marketing Plan For Small Business

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Content marketing Plan is required by businesses for meeting their Marketing and business goals. Create a Content marketing plan in these eight easy steps.

Start  With Your Content Marketing Goals

Start with defining your goals. The goals could vary from building trust with your customers to raising awareness or deepening loyalty with existing customers. The goals should be SMART (Specific, Measurable, Achievable, Realistic and Timely). Each goal should have a budget assigned to it and check your performance against the budget to achieve the best ROI.

Identify Personas

Build a buyer persona for your audience. Identify the top two personas for customers you wish to target. A buyer persona deals with your customers motivations, pains, trusted sources and process of how consumers consume your content. Based on Buyer Persona, yo can determine how you want to tell your brand’s story to them.

Keyword Research

Identify the most profitable keywords for your buyer persona. Study competition to understand the keywords they are using to target audiences. Use Free keyword research tools to identify the right keywords.

 Content Marketing Planning Sheet
Your blog posts, emails, eBooks, social media posts and podcasts need to fit into a bigger picture. Start with audience personas that you are targeting and create a plan to target each
Points to keep in mind while creating your content marketing Planning Sheet or Calendar:
What are the most often asked questions for each buyer persona? What are the different buying stages?
What is the conversation surrounding your brand or category? Collect all possible information by tracking social mentions, Google alerts and any  other source of tracking information.
What are the preferred content formats? This could be written text, images, infographics, videos, podcasts etc.
When is the best time to publish? Day, Date, Time
What is the best way to reach your audience?
Seasonality and  Holidays
Write and Optimize Your Content

Optimize your content for Search Engines, to ensure that your content can be found. This can be done by optimizing your content for SEO, following copywriting tips and a checklist for your blog posts.

Publish Your Content

Publish your content on all available platforms including blog, forums, LinkedIn and other third-party sites.

 Promote Your Content

Promote your content on Social Media sites, and brand sites. Share teasers of your content with paid search and brand sites.

Measure Refine and Repeat

Measure the performance of your content by mapping the performance for key metrics.

  1. Consumption Metrics

  2. Sharing Metrics

  3. Lead Generation Metrics

  4. Sales Metrics

Key Insights For Content Marketing For Holiday Season

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Holiday 2015 brought in a 60 percent growth in traffic and conversion rates.  The US retail online sales for Holiday Season 2016 are likely to grow by 13.3 percent according to eMarketer. Nearly 50 percent of shoppers have reported Holiday Shopping begins before Thanksgiving and nearly 25 percent start before Halloween.

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Optimizing your campaign for audience segments can get your campaigns and content discovered by the target audience . The content Eco-system for your audience segments varies for different demographic. Smartphones are essential in the content path of Holiday Shopper with 76 percent shoppers conducting a local search  and visiting a physical location within 24 hours.  Equally important is the growth of Buy Online and Pick Up in store with 32 percent using the option in 2015.

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Optimize your campaigns for local search intent. 82 percent of the shoppers refer to Smartphones while shopping prior to visiting a store. The Queries with Local Intent increased by 2X during Holiday season 2015.screen-shot-2016-09-21-at-10-12-30-am

Define your audience segments and develop a persona for each audience segment. With profiles for each segment you can find out the purchase behavior for each segment, depending on the time they are likely to start shopping and the content that works for each persona. For instance, targeting teens with a personalization content strategy might work better, whereas for targeting  seasoned mature shopper, an opt-in email strategy might bring in best deals on a weekly basis.

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Your Content Marketing Strategy  centered around your audience ensures sustained interest, throughout the holiday season. Co-promote your offers and campaigns with publisher boosts to ensure sustained interest. This will help your brand with Organic search results. Some of the tactics recommended by SEO experts WPROMOTE are to leave your Branded content on the main site navigation for SERP results. The content pieces that are likely to work for your category depend on what is popular with your target audience. For some categories, Gift Guides work better, while for others an image caption contest may generate increased engagement.

According to WPROMOTE’s “100 Days Of Holiday” Whitepaper, the SEO firm recommends updating your website content and Metadata with Holiday related terms as early as October.

Some of the charts from comScore reveal the weekly ramp up of online holiday retail sales making it important for brands to think their Online holiday retail strategy to be ready with Text Ads and Display Ads, as well as Social media strategy to be ready for online searchers and holiday shoppers.

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The Traffic for Mobile and Desktops varies for different weeks. Keep in mind the changes in traffic volume and searches on mobile to optimize your bids accordingly.

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Source: WPROMOTE’s Whitepaper “100 Days of Holiday” and comScore