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Learn How to Set Up Dynamic Display Ads in Google Ads for non eCommerce Business

Setting up dynamic display ads is very easy for an eCommerce website running shopping ads but what if you are running non-eCommerce business? Shopping ads is only possible when you are physically selling products on your website having active payment gateway integration. In this article, I will show you how to set Up Dynamic Display Ads or Dynamic Image Ads in Google AdWords (Now Google Ads) for Travel, Education, Real Estate, Jobs, Flights, Hotels, Application source code or any other non-eCommerce business.

Here, we assumes that you are aware of Google Ads and how it works, so we are giving you just brief what this article is all about and how it will help you.

Businesses & digital marketing agencies often uses common features of Google Ads like 1 or 2 search campaigns and 1 display campaign etc. to generate leads or sales. To running ads in Google Ads, businesses first need to understand:

  • Who are their target audiences?
  • Where to display these ads?
  • How many times one should see the ads?
  • Which will be the most relevant landing page to use? etc..

Whenever OLBUZ team works on any Google Ads project they always thinks from user’s point of view. Lets for example, currently we are working on one Ads project (Not an eCommerce business) and getting good sales in terms of sales and client’s expectations. Client is happy after seeing the performance from traditional search & display campaign but we always try finding a ways to drive more sales. We launched Dynamic Display Re-marketing campaign and within one month it started showing fabulous results. This article will show you how we achieved the goal and will explain:

  • What is dynamic display ads?
  • What kind of businesses can set up dynamic display ads?
  • How to create and upload feed for dynamic ads?
  • How to create dynamic display ads in Google Ads?

Each online purchase made on internet generally starts with a Google Search. If you have ever done that, you might as well have noticed that the small ads directly placed in the Google search engine result pages on the top or top right corner. That’s Google Shopping Ads displaying a picture of the product along with the price, the name of the product and the name of the advertiser/seller.

Here is one such example of Google Shopping Ads or Product Listing Ads

engagement ring

Ads like this come as 100% paid models integrating an auction process in Google Ads. A rapidly growing channel of marketing, it’s both a no-brainer and a highly profitable platform for merchants and plays very importance role in eCommerce marketing strategy. With an average 84% year-over-year increase, it is one thing that online sellers cannot choose to neglect.

The Shopping Feed by Google comes in a cheap format and integrates a high ROI for investors. You can even customize the feed with product groups and shopping campaigns using the easy and intuitive Google Merchant Center platform.

Now, let’s talk about Dynamic Ads in Google ads.

dynamic remarketing ads
Ad Examples

Dynamic ads come under the Google Ads Display Network and allow websites to “dynamically’ display product ads to users. This would be the kind of an ad a user sees when he/she is browsing a website, not limited to ecommerce or anything else.

If you are running a Dynamic re-marketing Ads; advertisements copies are generated automatically for products that were previously checked / browsed by the user on merchant website. Google remembers these products and remarkets them for the merchant when the user visits other sites through non-intrusive displays.

Dynamic Display Ads for different business types (Non-Ecommerce Business)

Dynamic Display Ads for remarketing allows you to create automatic feed of all your products with unique attributes like Product ID, pricing and images. When showing ads to end users, the item details are pulled from your feed and turned into an ads. Google Shopping Feed is only available for Retail (eCommerce brand) business but what about those who don’t have retail business and still wants to show dynamic ads?

Don’t worry, Google Ads allows other businesses to showcase their ads dynamically based on remarketing audience. So, if you are into non-ecommerce business or planning to launch new business then don’t worry this guide will help you.

For example, if a user had previously visited an airline website or checked flight prices online, he/she will show a repeat ad that is tailored for his requirements.

Similar to flight bookings, the remarketing could be about

  • Education Business Type (programs, courses, schools, colleges, etc)
  • Hotels/rentals (property name, destination, pricing, etc)
  • Jobs (job title, salary, location, etc)
  • Local deals (deal name, description, pricing, deal category, etc)
  • Real Estate (name of listing, pricing, location, etc)
  • Travel (destination, packages, location, and even custom ad listings – details to be provided and customized by the merchant).

If your business not falls into above category than choose Custom feed option.

The general attributes to posting dynamic display ads in any of the above categories is the same. However, business needs to provide complete information about the listing including their attributes, specifications and sample values.

For example, if you are running a local hotel, the dynamic display ad attributes would include property id, property name, website URL, image URL (to be pulled in for the feed), destination name, property pricing, sale pricing, rating, address and a tracking template (to redirect the end user to the item landing page).

magicbricks dynamic display ads
Ad Example

I have recently checked some of the flats on Magicbricks.com and spend some time over there. After some time when i was surfing other websites above ad was displaying on them. That means Magic Bricks is also showing dynamic display ads to their remarketing audience. So, this is the remarkable steps to set up Dynamic Ads for real estate business as it will give the high number of leads.

If you are looking to create a new dynamic display ad feed, it can be easily done from the Google Ads Account. Retail businesses needs to sign up their business on Google Merchant Center to create shopping feed.

Things to remember before generating Dynamic Display Ad Feed

Feeds are essentially database of your products. While the rows in the spreadsheet are the products/services you are generating a feed for, the more important part of the documents are the columns that contain the attributes (unique IDs, pricing, images, description, etc). These are the details that would be used in the remarketing ad and give a repeat chance to end users to use the service or the product they were interested in. ID’s are important to add in your feed because it will be used by remarketing tag to connect with right audience.

Google Ads allows you to create feeds specific to user language and currency for multiple markets. However, there are limits to the number of feeds each merchant account can ask for.

How to create and upload feeds at Google Ads

Feeds can be uploaded to Google Ads in several formats including .csv, .tsv, .xls and .xlsx. Business Data on the other hand is compatible with UTF -8, UTF-16 and UTF-32. It is however recommended to use UTF-8. Data Transformation doesn’t accrue any loss but you also cannot hope to create in UTF7, UTF1, UTF-EBCDIC, SCSU, BOCU, GB-18030, Latin 1, or ISO-8859-1.

If you don’t know what values should be add in the feed than don’t worry just download the feed template for particular business from here.

Currently we are setting up Dynamic Display Ads for Travel business provides different tour packages. Business wanted to showcase dynamic tour package details to those audience who previously visited their website but didn’t inquire about it. Here is the Dynamic Display Feed example for travel business.

Make sure your all listed Final URL & Image URL is working else it will not show the particular product to end users. Once you prepare the Custom feed for your business than just follow below steps to upload feed in Ads.

  • Click on Tools & Settings
  • Now click on “Business Data” under “Set Up” segment
  • Now click on “+” button to create new feed
  • After that now go to “Dynamic Ad Feed” option and select your business type
  • Enter your feed name
  • Now upload and attach feed file here
  • Click on Preview button to see the complete overview of the custom fee
  • Once satisfied with the data then click on “Apply” Button

Check if there is any error in the feed. Feed approval can take up to 4 to 5 hours.

How to create dynamic display ads in Google Ads

First of all you need to add Global Site Tag to your website to tag users. Earlier there was a separate Remarketing Code Installation to track users but now all you need to set up Global Site Tag on your website. Check out this guide for correct step by step guide.

To create Display campaign, AdGroup and ads follow below steps.

  • Open Google Ads
  • Click on “New Campaign” button
  • Now select the campaign Goal
  • Select “Display” campaign type from the list
  • Now select “Standard Display Campaign” option from the list
  • Now set up Campaign Level Settings including Campaign Name, Location and Language
  • Set up Bidding Strategy for the Campaign
  • Add Daily budget for the campaign
  • Set up other important settings
  • Now go to Dynamic Ads option and check “Use Dynamic Ads feed for Personalized ads”
  • Select your uploaded feed from the drop down options
  • Now Skip Ads (We will create directly in Ad Group)
  • Save and Continue

Users can create Dynamic Display Ad directly in above steps but it won’t give the proper Ad preview thus we create ads separately here.

To create dynamic display ads follow below steps.

  • Go to Ad Group of newly created Campaign
  • Click on “+” button to create Ad
  • Now select “Responsive Display Ad” to create Ad
  • Add Final URL of your targeted landing page
  • Upload Image and Logos for the Ad
  • To see the preview of Dynamic Display Ad just click on “Computer” icon on right preview window
  • Now Click on “Save” to create Ad

You can see the ad preview on the right side and can make changes in ad color, font, call to action or any other format as per your website theme and relevancy.

So, it was the step by step guide of creating and uploading feed for non-ecommerce business, set up dynamic display ad and other important targeting.

Conclusion:

Remarketing through Dynamic Display Ads scales up the opportunity of conversion to a great extent. Unlike other forms of Ads, these ads are large non intrusive and offers better CTR as compare to traditional display ads. They are of greater relevance to customers than ads that push random products.

How to Use Micro Moments to Double Your Sales from any (Nearly) Business – eCommerce, Local or Online

Google serve over trillions of search queries every year and out of them over 15% are new search queries they never received before. Day by day the way consumers behave in the digital world is going through a huge change. Especially with more internet searches now taking place on smartphones than desktop or other devices, more shopping searches being conducted from mobile and more local search queries being conducted on the go than ever before. That is why the worldwide ad spends for mobiles have also been immensely increased.

While working with big ecommerce brands, I have seen this swift very closely, especially in last two years. Research says, “We estimate global expenditure on mobile advertising at US$107 billion in 2017, representing 52.6% of internet expenditure and 19.8% of total advertising expenditure (this total excludes a few markets where we don’t have a breakdown by medium). By 2020 we forecast mobile advertising to have grown to US$180 billion, nearly double desktop’s US$94 billion total, having overtaken desktop in 2017. Mobile will account for 65.6% of internet expenditure and 29.3% of all expenditure in 2020 – more than all the traditional media except television put together”. This reflects the amazingly rapid growth of ecommerce marketing on mobile which has brought a revolution among the advertisers and the consumers.

mobile internet growth

It has been noticed that consumers make decisions according to mobile content that serves the appropriate purpose at the appropriate moment. Content, hence, should be addressed to users intentions and accessible everywhere – throughout different device types, various platforms, and varied channels. And in this context, the importance of micro moments comes.

Are you thinking what micro moments are? Well, in this post, that is exactly what I am going to discuss today. After going through today’s post, you will come to know how ecommerce business is dependent on micro moments and in which way these moments can change the game of sponsored advertising. If you really understand these micro moments of your prospect customers, you can definitely increase the sales through your eCommerce website.

Micro Moments - The Game Changer in Online Business World

What is Micro Moments?

Google has nicely classified the Micro Moments which is an intent-rich moments, occur when people turn to a device, especially a smartphone, to act on a need – to know, do, buy, or go. This is a unique way to influence consumers or to get more customers which lot of marketers are still unaware of or don’t leverage it.

Micro MomentsLet me tell you more elaborately what these Micro Moments are:

  • “I want to know” moments – These occur when people research or explore something, but are not really in buying mode.

For example, after adopting an Abyssinian cat, a user has started wondering “what type of food should I get for this cat?” Instead of asking somebody in the family or among friends, the user intuitively picks up the phone and types “best food for abyssinian cats”.

Here the audience is still not in buying position but He may become your customer in the future. If you are looking to expand your brand reach, you can also target “I want to know” users. Here the conversion rate will be low but you can re-target such audiences during “I want to buy” moment.

  • “I want to do” moments – These occur when people require assistance in finishing a task or trying something new.

For example, a user just finished a woodwork for decorating his or her house interior. Now the user wants to stain the wood but is not aware of its actual process. Instead of taking advice from a professional, the user turns to the smartphone and type “how to apply wood stain.” If you are working on content marketing campaign to target such audiences, building such content may result in better ROI for the longer run.

This type of audience generally seeking help but sometime they may need professional services to complete the task and you may generate more business. Building DIY guides and resourceful content promoted through the proper channel can help you to reach proper audiences in specific region.

  • “I want to go” moments – These occur when people search for the local businesses or consider purchasing something or availing a service at a nearby store.

For example, if somebody from a small town in New York wants to increase some muscle mass, the person will naturally pick up the phone and type “gym near me”. This is the best moments for the businesses operating local services. Google provides tremendous opportunity for the business to target these “I want to Go” audiences through Google adwords.

  • “I want to buy” moments – These occur when people decide to buy something and probably require help in what to buy or how to buy it.

For example, on the way back to home from the office, a user feels hungry and wants to grab a bite of pizza. But incidentally all the nearest pizza places are either too noisy to place an order or have no seats available. Instinctively the user picks up the phone and types “order dominos pizza” or “order from pizza hut”.

This micro moment can be best target for an eCommerce website where you specifically run the ads for the “I want to buy” related search queries. Here the conversion rate will be higher and you can generate better ROI too. I know that Shopping ads does not provide the facility to target keywords but you can definitely control them by optimizing shopping feed and using negative keywords list.

Hope you have understood that these acts or moments help the consumers make decisions and shape preferences. In these moments, the expectations of the consumers stay at the highest pick. Thus the marketers should be aware of the micro moments to meet the ever-changing expectations of the consumers and capitalize those moments through flawless consumer interaction.

Micro Moments - The Game Changer in Online Business World 2

What Opportunities Micro Moments Bring for an E-Commerce Marketers?

Research says across numerous major industries, the volume of online searches, especially from mobile devices, is growing year after year. For example, in the home and garden industry, mobile search volume has been increased around 45% year-on-year, whereas the year-on-year growth of mobile search volumes is around 40% in electronics and apparel sector and around 30% in food and beverage industry.

This growth certainly brings a handful of opportunities for the emarketers to communicate with their target audience, build brand loyalty, make customer relationships stronger and nurture conversations. And in all these major areas, a detailed understanding of micro moments can help immensely and can be used as a marketing resource.

If you have a brand to promote, you should turn to micro moments to uplift your brand’s search marketing performance. By being there and staying useful precisely when it is required, you can utilize micro moments as the means of elevating engagement and Return on Investment (ROI).

To be successful in this process, the marketer needs to be aware of the methods to leverage the micro moments the best possible way and what those moments actually look like for their respective brands and the customers. If you make sure that you will be able to be there, give useful answers to every customer and offer a good user experience, there is nothing that can stop you to reap the benefits.

Micro Moments - The Game Changer in Online Business World 3

How to Optimize Adwords Campaign According to Micro Moments

As we already discussed four key micro moments in first part of the article. Now you need to understand that for each moment, users search for particular piece of information. Now, let’s talk about how you can optimize your Adwords campaign and map your ad to the users’ search intents in each of those micro moments.

1. Optimize Your Ad for “Want to Know” Moments

An ideal ad that maps to the query of this kind of micro moment denotes the users that they will get the information they are looking for once after clicking the ad. Such ads can comprise product comparison charts, a click to call link for more information, user-friendly information on a landing page etc. And make sure the pages, having all the information, are mobile-friendly.

comparison between

Detailed comparison data with your competitor product will do the magic here. Representation of information is the crucial part for this type of audiences.

2. Optimize Your Ad according to “Want to Go” Moments

An ideal ad to meet the query of this type of micro moment shows local result and highlights that it can be conveniently mapped out. This micro moment can give you a competitive advantage if you make your ad local in the best possible way.

Google location map

Are you thinking what are the best ways to make your ads local? Well, there are two basic strategies that you should follow:

  • Harness the benefits of location extensions. Connect your Google AdWords account with your Google Places account to active the extensions.
  • Add the location in the ad title.
  • You can also run the call only ads

This way you can tell your users that how exactly your ad is relevant to their “I want to go” micro moments.

3. Optimize Your Ad according to “Want to Buy” Moments

If you want to optimize your ad according to this specific type of micro moment, you need to provide information that matches such queries or show to the users the ways of buying directly from their own devices, especially cellphones.

You can use Adwords shopping campaign to implement local inventory ads, providing details about your business, store, and products. Here you need to user negative keyword lists to stop appearing your ads for other type of micro moments and should focus more on “Want to buy” moments.

4. Optimize Your Ad according to “Want to Do” Moments

An ad, which matches the best with the search query of this type of moment, proffers clear-cut step-by-step directions about the ways to achieve the task a user is looking for. Make sure your ad should be informative rather than mere promotional.

One of the great formats to meet such queries is video content. However, you must ensure that your ad can take a user to a properly optimized mobile-friendly landing page with particular instructions. You can also run video ads to target this type of audiences.

Believe me, this type of ad can help you attain a certain level of goodwill with the users and introduce them to your products.

Over to you

Hope this post has given you a detailed idea about micro moments and their impact on the marketing strategies. So, what are you waiting for? Take your Adwords campaign to the next level by optimizing it according to the micro moments those are relevant to your business. If you have already started using tactics to optimize it, do share your experience with us in the comment section. We’d love to know.

Have you Optimized Your Google AdWords Account with these 4 New Features?

Google adwords optimization is not just a process but it is an art! If you are not optimizing your account regularly, you will end up looking potential business and tremendous market share. Recently, Google unveiled a bunch of new AdWords features to aid you with a stellar performance in every single paid search campaigns. Today, we will quickly take you into every detail to put these highly functional features at work. Here we go!

Higher CTR with Promotion Extensions:

Since the launch of AdWords, usage of ad headlines and description has been imposed on us. Not anymore! We have seen discussion about AdWords promotion extension back in May while it was still in the nascent stage. Google has finally pronounced them to advertisers.

Promotion extensions allows advertisers to add monetary and percentage discount into their text ads. Promotion extension is a true blessing for the business offering great discount on their products. Now they can highlight the offers directly on their search ad copy. It will not only improve the CTR but also improve the overall conversion rate by driving more relevant audiences.

For instance, imagine the scenario; you are selling soaps in your locality. The soaps are natural and handmade with love in so many varieties to choose from. Instead of having a season specified ad to share your discounted sale, add a standard extension to your account like;

Promotion experience within the new AdWord Experience.

promotion-extension-adwordsThis is going to get your ad popping up on a search engine. As a result, the sale is going to reach new heights with a magnitude in price. There are a few add-on benefits to this.

It lets you keep your sale and promotions updated without having to interfere with your ad copy. The headlines and descriptions can be used to amplify ad relativity. This also means that you do not have to start from scratch to improve the site’s visibility factor. Both means that boosting your seasonal sale on the search engine doesn’t happen at the cost of compromised quality scores and Increased cost per click.

Google adwords promotion extension also helps in maintaining your headline intact. Instead of letting “hurry up!!” go in place of “buy one, get 40% off on another”, you’ve got the room for both.

Test the ad performance with Ad variants:

Talking about ad copy adjustments, Google lets you test those variants as a whole.

Anybody who manages PPC projects, loves to do A/B testing to improve the performance of client’s account. Uploading several copies of the ad in which one component is changed and rolled against to determine its effectiveness has been a pain. With Google Ad Variants, this job is going to be a cakewalk. Ad Variations are simply multiple version of ads for single product or services which are based on same set of keywords. Ad Variation is good feature to check many Ad versions to test which one is working well for targeted customers.

If you are already exploiting the power of the new AdWords Experience, you already know your way to the new Ad variation Tab. If you don’t know then follow below process.

  • Sign in to AdWords Account
  • Select Drafts & Experiments from left menu bar
  • Go to Ad Variations tab

adwords-ad-variationsWithin the same interface, you can:

  • Find and replace certain words in your Ads.
  • Update the whole text components.
  • Reverse your headlines

I mostly opt for the last one where you can play with the captions to improve ad relevance and force your potential customers to respond.

In case you decide to run the Ad variant, carefully watch the experiment split section tucked at the bottom of the third step. The most important task of assigning start and end dates are also here.

Experiment Split means the proportion of your ad campaign’s budget that’s administered to the variations and proportions of auctions your modifications incapable of participating in. If you only want to play around with a small part of your advertising budget, manage the split accordingly.

Custom Intent Audiences:

The display network can seem like a bit of gamble at times. Without limiting or altering your ad placements, your creative banner is overlooked in the middle of junks that are meant only to channel a bit of money to industrious basement dwellers.

This is not an issue when it comes to remarketing as previous actions may still be present in front of them irrespective of all the trash.

How many of us have always wondered if there were any methods to reach those people who were still looking out for what only you could do?

Here it is!

adwords-custom-intent-audienceTip – Custom Intent Audience is only available for Google Display Network

According to Google, custom intent audiences use ” machine learning technology to analyze the campaigns that are present and auto create custom intent audiences…based on the most searched keywords and URL’s found in those contents that people surf while researching a given product or service” Ones did, these novice audiences will become a part of your existing display network audience.

For instance, these are entirely a few examples of auto-created custom intent audiences that have come up in our account.

In short, Google uses data from your AdWords campaigns, website, and YouTube to conclude what you are selling, then cross-reference that against humanity to auto-generate new, potential audiences. This sort of audience creation channels Googles towards Facebook- kind, the audience-centered method of focusing the display network.

As an addition to this sort of Skynet- created targeting options, you can create your custom intent audiences using a combo of URLs and Keywords.

Remarketing the audiences via Gmail:

Yes, it is not possible to target the audiences by displaying the dynamic advertisement of the product which he / she recently explored. As most of the people having gmail account and re-targetting them will give you one more channel to acquire highly targeted audiences.

gmail marketing

Google’s has named it as “an immersive shopping experience” in your client’s inboxes. I’m calling it “god sent”. If you are someone who is consistently on the look-out to reach the prospects straightaway during the most significant shopping days around the year, then this is for you. OLBUZ team personally experienced high CTR from Gmail Ads in past for various clients so we can recommend to use Gmail remarketing for eCommerce business with smaller budget first to test the performance.

Above features will surely help business owners to boost leads, conversions and sales but if they use them wisely. Every business has different strategies and to find right one contact OLBUZ team to analyze your AdWords account to boost your business.

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