How Depiction Studios Helped Dam Essential With Google Ads
What can a leading online affiliate marketing company in a competitive tourism industry do to increase online visibility in a rapidly changing digital market?
Implement Dynamic Search Ads (DSAs), of course. See how Depiction Studios used the Google Ads tool to expand for Dam Essential online visibility, increase click-through rates, and lower costs.
Implement Dynamic Search Ads (DSAs), of course. See how Depiction Studios used the Google Ads tool to expand for Dam Essential online visibility, increase click-through rates, and lower costs.
Dam Essential Increases Online Visibility, Traffic and ROI With Depiction Studios & Google’s Dynamic Search Ads
Sept. 2018
Dam Essential offers travelers an online information and ticket search destination while tourism companies increase their online visibility and ticket sales.
Dam Essential began advertising online with AdWords in early 2017, and now drives high-quality rental leads in over seven markets using search ads and conversion tracking.
With a vast and rapidly changing inventory of tickets available to market online, www.damessential.com needed a fast and scale-able way to cover relevant user queries for every type of ticket featured on the website.
The supplier tourism companies were also looking for new ways to lower their cost-per-lead.
With help from paid search partner agency Depiction Studios, Dam Essential turned to Dynamic Search Ads.
With a vast and rapidly changing inventory of tickets available to market online, www.damessential.com needed a fast and scale-able way to cover relevant user queries for every type of ticket featured on the website.
The supplier tourism companies were also looking for new ways to lower their cost-per-lead.
With help from paid search partner agency Depiction Studios, Dam Essential turned to Dynamic Search Ads.
Goals
- Expand online visibility at scale
- Achieve higher return on investment
- Drive more conversions
Approach
- Implemented dynamic search ads in a three-month test
- Combined dynamic search ads with remarketing lists for Search ads
- Invested 17% of AdWords budget in dynamic search ads in 2015
Results
- 26% higher click-through rate versus non-dynamic search ad campaign average
- 30% lower cost-per-click (CPC)
- 37% decrease in cost-per-acquisition (CPA)
DSA is a very intuitive and efficient tool that allows us to capture long-tail search terms.
Damessential.com gains search visibility with Dynamic Search Ads
Dynamic search ads helped damessential.com reach customers with relevant information in the moments they were searching—without the need to manage keywords.
Dynamic search ads indexed the company's website to determine which searches to show ads for. If a search was relevant to the content on the site, Google automatically created an ad to enter into the auction.
The ads' headlines and landing pages were generated based on the products and services damessential.com offered, as well as what people were searching for. These highly targeted ads complemented other AdWords campaigns by delivering value for relevant searches that weren’t covered by existing keywords.
Dynamic search ads also organized damessential.com's content into recommended categories for targeting its ads. Recommended categories were customized to its products and services and triggered ads for search queries where damessential.com had a relevant landing page. Each category was also refined to show additional, more specific categories.
Dynamic search ads indexed the company's website to determine which searches to show ads for. If a search was relevant to the content on the site, Google automatically created an ad to enter into the auction.
The ads' headlines and landing pages were generated based on the products and services damessential.com offered, as well as what people were searching for. These highly targeted ads complemented other AdWords campaigns by delivering value for relevant searches that weren’t covered by existing keywords.
Dynamic search ads also organized damessential.com's content into recommended categories for targeting its ads. Recommended categories were customized to its products and services and triggered ads for search queries where damessential.com had a relevant landing page. Each category was also refined to show additional, more specific categories.
We're able to increase coverage of these searches while generating the best ad copy and landing page for a specific user.
Market testing led to increased dynamic search ad campaign spend
damessential.com and Depiction Studios began by running dynamic search ad test campaigns in a few markets during the first quarter of 2017.
When their test showed significantly increased online visibility for specific properties and broader coverage across long-tail search terms, the travel website gradually increased its dynamic search ad campaign spending to 17% of its overall AdWords budget.
As its investment increased, its cost-per-lead decreased, leading the website's marketing team to quickly build more dynamic search ad campaigns to cover all of the markets served by damessential.com.
The tickets and information website also took advantage of re-marketing campaigns to achieve greater exposure for more specific searches.
"The efficiencies we gained in both time and cost, as well as the improvement in cost per lead and conversion rate metrics, definitely make campaign building worth it! There were little to no issues getting the campaigns up and running," said Dam Essential Founder.
When their test showed significantly increased online visibility for specific properties and broader coverage across long-tail search terms, the travel website gradually increased its dynamic search ad campaign spending to 17% of its overall AdWords budget.
As its investment increased, its cost-per-lead decreased, leading the website's marketing team to quickly build more dynamic search ad campaigns to cover all of the markets served by damessential.com.
The tickets and information website also took advantage of re-marketing campaigns to achieve greater exposure for more specific searches.
"The efficiencies we gained in both time and cost, as well as the improvement in cost per lead and conversion rate metrics, definitely make campaign building worth it! There were little to no issues getting the campaigns up and running," said Dam Essential Founder.
The website’s dynamic search ad campaigns now drive 22% of its AdWords leads.
Dynamic search ads drove clicks, dropped costs
DamEssential.com's use of dynamic search ad campaigns delivered a marked improvement in performance compared to the website's standard AdWords campaigns:
Click-through rates increased by 26%, CPCs decreased by 30%, and CPAs decreased by 37%. The website's dynamic search ad campaigns now drive 22% of its AdWords leads.
"We've been pleasantly surprised at how well our DSA campaigns have been performing. DSA is a very intuitive and efficient tool that allows us to capture long-tail search terms.”
“We're able to increase coverage of these searches while generating the best ad copy and landing page for a specific user. By dynamically selecting the landing page, our DSA campaigns help to drive very high conversion rates," said the founder.
With help from Depiction Studios, damessential.com looks forward to taking further advantage of dynamic search ad's auto-targeting features to drive more leads from interested renters at scale.
Click-through rates increased by 26%, CPCs decreased by 30%, and CPAs decreased by 37%. The website's dynamic search ad campaigns now drive 22% of its AdWords leads.
"We've been pleasantly surprised at how well our DSA campaigns have been performing. DSA is a very intuitive and efficient tool that allows us to capture long-tail search terms.”
“We're able to increase coverage of these searches while generating the best ad copy and landing page for a specific user. By dynamically selecting the landing page, our DSA campaigns help to drive very high conversion rates," said the founder.
With help from Depiction Studios, damessential.com looks forward to taking further advantage of dynamic search ad's auto-targeting features to drive more leads from interested renters at scale.
Learn More About DSA (Dynamic Search Ads) |
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