Case Study: Advanced Google Adwords – Dynamic Search Ads For DOMO

-6x

CPC

2x

Conversions

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DOMO is one of the biggest players in Romania’s electro-IT market and their online store features hundreds, if not thousands of products and offers that frequently change. This involves the painstaking work of manually creating ad groups, keywords and text ads for each product.

Customers with a high intention to buy will perform specific Google searches for the product they’re seeking – something that requires long-tail keywords in campaigns.

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The Requirement: To Effectively Manage DOMO’s Online Campaigns & Increase Sales

DOMO approached us as they struggled to effectively manage their high number of online products, resulting in sales figures they were not happy with. 

Customers with a high intention to buy will perform specific Google searches for the product they’re seeking – something that requires long-tail keywords in campaigns.

Campaign screenshot

The Requirement: To Effectively Manage DOMO’s Online Campaigns & Increase Sales

DOMO approached us as they struggled to effectively manage their high number of online products, resulting in sales figures they were not happy with.

Dynamic Search Ad Benefits

  • High relevance for the user: an ad for exactly what they’re looking for is displayed, resulting in a higher conversion rate.
  • Ads are shown for a variety of different relevant searches.
  • Ads as shown for highly specific searches (such as product code, full product name or product name, and technical specifications), which bring in more sales at a small purchase cost.
  • Ads for products that are out of stock on your website are no longer displayed. This ultimately means that no ad spend is wasted.
  • You can see exactly which keywords are bringing in sales, enabling you to exclude irrelevant keywords that aren’t.
  • It’s possible to discover new opportunities to advertise your store, identifying new keywords (that you might not have thought of adding manually) to attract customers at a low cost. This is extremely useful, especially when managing campaigns in other countries whose local language you do not know perfectly, as you can discover synonyms and other ways in which people search for your products/services.

The Challenges of Dynamic Search Ads Campaigns

The dynamic nature of these types of ads, however, comes with a number of challenges. The campaign is more “demanding” and more difficult to optimize ad performance. You can not control 100% what type of message is displayed on which search.

Therefore, if you don’t constantly monitor it, you may discover that you are appearing in searches that are too general or for ones that do not express an intent to purchase.

Going back to the example of the online book store, a general search for “game of thrones” can also refer to the TV series, the game and not necessarily express an intention to buy books.

Other challenges of optimizing dynamic search campaigns include:

  • The structure of the URLs, the page title and the categories on the website must be optimized in order for the DSA ads to display correctly (there must be consistency between the website and the campaign).
  • The DSA campaign needs to be updated regularly with a broader portfolio of negative keywords to reduce costs and increase conversion rates.
  • An incorrect Ad Target setting may result in an incorrect display or campaign malfunction.
  • There must be as many categories of products on the website as possible, which should be closer to the searches carried out by users..
  • Dynamic Search Ads campaigns must be constantly optimized over long periods of time, and the best results come after a few months of activity (after sufficient data has been gathered).

Domo E-Store Dynamic Search Ads Example

Here is an example of how Dynamic Search Ads campaigns work and how to display relevant search ads.

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We search on Google for...

... ``Samsung rs61781gdsl`` (a specific search for a particular product: a fridge from Samsung).

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We can see on Google Search...

... the DOMO ad, from the Dynamic Search Ads campaign, which shows us what we are looking for.

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Clicking on the ad we get to...

... a landing page that shows us exactly the product we are looking for.

Campaign screenshot

The table below shows the evolution over nine months of Dynamic Search Ads campaigns from the Domo.ro account.

Campaign screenshot

The blue line shows how the cost per conversion decreased more and more (by about 34% in total) as the optimizations were implemented. The orange line shows how the sales volume increased in this campaign without the need for a larger budget investment.

Throughout this period, the investment in the DSA campaign remained the same. We can observe a 6x decrease of the cost per conversion but also 2x more conversions.

Agency certifications

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Google Premier Partner

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Convert Agency Certified

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ETarget Certified

Team certifications

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Google Ads Fundamentals Certified

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Google Ads Search Certified

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Google Ads Display Certified

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Google Ads Mobile Certified

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Google Ads Video Certified

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Google Shopping Ads Certified

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Google Web Designer Certified

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Google Analytics Certified

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Google Tag Manager Certified

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Google Waze Ads Certified

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Google Digital Sales Certified

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HubSpot Inbound Marketing

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