PSAC20 Day 3 Purna Virji
Session 4: Optimizing DSA Page Feeds and Audiences
Microsoft’s Purna Virji shares deep secrets of DSA campaigns including information about a new Microsoft Ads Closed Beta that’s offers a new flavor of DSA campaign.
Some key points:
“Hi everyone I’m gonna think you think you thank you so much for being here especially in the midst of all thats going on the fact that you’re here with all of us at PSA trying to focus on building your own skills is actually super commendable so a huge run of applause for yourselves please pat yourself on the back.”
“Every month there’s a ton of brand new queries that come in for example on the big network 20% of all of our searches every day are brand new never seen before. Google on the other hand reports that 15% of their searches every month are brand new a whole bunch of revolving searches in a regular time period if we take this time of pandemic that’s just leading to even more and more and more that keep coming up search is on the rise people are spending much more time at home zooming media and of course what you can expect things my grocery delivery or home fitness to go up every vertical.”
“I’m telling you every vertical has a whole bunch of unexpected stuff I was looking at retail and I saw that there’s a huge rise in hobby hobbies which was previously down is now going up in the number of new searches and creamy pour.”
“So I looked at automotive we’re seeing not just an increase in people looking for like affordable cars or cheap cars we’re seeing people trying to buy cars in a whole new way they want to buy cars online so it is still Nathan but it is still happening or of course everybody’s a bread baker like my husband right now has become like the sourdough master at the same time as I’m trying to do no carb right right can that be grounds for…”
“If we look at the performance of DSA we found that not only does it help decrease CPC but there’s also it shows an over ten percent increase in net new take volume so net new means you wouldn’t have gotten this otherwise it’s a regular keyboard so let’s keep that in mind and that’s why DSA is so powerful but I understand we also want to be cautious with it at this time I haven’t talked about that earlier so what I’m going to share with you today are just like two of my absolute favorite things to do with yes they do not just help grow ROAS.”
“But also help you protect yourself as well the first one page feeds right any any fans of pH feeds here like put it in your put it in the comment chats right there I would love just love to like chat with my fellow page feed nerds he said if you have not touched page feeds yes but I’ve always been like you know I won do you say but it’s not a word that great for me I don’t know what else I can do the alpha test page fees why because hey they really help reduce the friction of manager on if your DNA champions by enabling you to upload just a simple spreadsheet of just all the URLs you want to target versus having to create individual Auto-targets for each URL plus they can also help give you a small conversion rate boost as well in our data for example we found that b2b they can see about a three percent conversion rate increase when they’ve enabled page feeds.”
“If you’re using DSAs on Google already don’t forget import them into your Microsoft Advertising account it’s a very simple import I want to shoot tree-like lesser-known or lesser talked about reason for ideas these are web page feeds are so important for the essays the first thing is they can really help you keep your high priority URLs fresh because every time you upload or update a page feed all the pages in that feed get automatically crawled whereas just with standard DSA the pages in the domain are just crawl that like aperiodic basis so if you want to make sure that your you want to match the pages just pop with any content changes or headlines accurate pit fees are really helpful to control the crawling.”
“Plus I know a lot of advertisers will no index or no call there PPC landing pages because they don’t want to have issues with the main website so now traditionally if you put that on there like a no index or no the search engine is not going to call them but if you put it in a page feed then that landing page it gives it gives a search engine permission to go and crawl that page even though it says no index or no crawl again let me be clear about this it only will crawl this for DSA purposes it’s not going to be showing up in organic listings or anywhere else but it will simply be seen in the peach feed as permission to crawl that page so it can access it for for your DSA needs.”
“And then of course it also helps you group your auto targets into things that can’t be easily grouped for example if i was
doing auto targets i probably do it based on URL or peach content right so maybe if i wanted to do everything that’s about red shoes i would put all of them together but perhaps some red shoes are much more profitable than other red shoes so if I could put them in a page feed I could create custom labels based on things
that are just less obvious like this is high-margin product or these are my sale products that will give me different information that I can use for bidding and targeting so definitely keep these
in mind they not only help reduce the friction but they give you these additional superpowers whenever I’ve talked to some advertisers sometimes they’re like oh but for now it’s so complicated like feeds I’m not that good with feeds I assure you they are not as complicated as you might think it’s a
simple spreadsheet it really only needs one column which is your list of URLsthe second column which is custom label
is optional and you can use it just to create groupings just as if you were trying to do like your custom tags and product feeds for example and this is what it could look like here’s just an example of a dummy page feed now some a few sharp-eyed ones might have been like wait there’s the third column what is that that is I’m so
excited to share with you it’s a newbeta that we have at Microsoft
advertising it is all about dynamic search ads but with static headline seven though it’s a closed beta it’s available to all advertisers were running DSA’s across the world and it is
unique to make yourself advertising no one else has it I really what it does islet’s see if you have concerns from your legal team about your bid 19 messaging or if you are in a vertical that is much more highly regulated let’s say like Pharma or financial services for example you could still go ahead and take
advantage of DSA’s and to use that discovery power of them while still maintaining control over your ad title and your ad copy so this way it’s a really great workaround so again like Aaron said earlier he made an excellent point like things are changing you want to try to control some of the messaging so you can protect your brand especially at this time.”