$YNAMIC 3EARCH !DS ENABLE MANAGEMENT OF COMPLEX INTERNATIONAL CAMPAIGNS 3OFTCOM OWNED BY 2OMANIAN COMPANY )4.4 WAS ESTABLISHED IN AND NOW ATTRACTS NEARLY MILLION VISITORS A MONTH 4HE WEBSITE OFFERS OVER PROGRAMS FOR DOWNLOAD INCLUDING FREEWARE TRIALWARE AND RETAIL SOFTWARE 4HESE DOWNLOADS RANGE FROM DEVELOPER TOOLS AND SYSTEM UTILITIES TO GAMES AND PERSONAL INTEREST APPLICATIONS About Soft32.com One of the world’s largest software download sites, attracting nearly 10 million visitors each month. For more information, visit www.soft32.com
At a Glance Goals s 0ROMOTE OVER DIGITAL PRODUCTS s )DENTIFY AND MONETISE hLONG TAILv ITEMS s )NCREASE TRAFlC AND PROVIDE A POSITIVE return on investment !PPROACH s #OMBINED $YNAMIC 3EARCH !DS WITH #ONVERSION /PTIMISER TO SET A TARGET COST PER ACQUISITION #0! Results s !CHIEVED TARGET #0! s 2AN SUCCESSFUL INTERNATIONAL CAMPAIGNS s )NCREASED CONVERSIONS BY AN AVERAGE OF
4HE SITE HAS BEEN RUNNING 'OOGLE !D7ORDS CAMPAIGNS SINCE /CTOBER 2011 and currently utilises over 13,000 keywords. However, with a VAST AND EXPANDING INVENTORY THE TEAM NEEDED A WAY OF ENSURING THAT CONSUMERS SAW RELEVANT ADS WHENEVER THEY SEARCHED FOR AN APPLICATION TO DOWNLOAD ON THEIR 0# &OUNDER AND CHIEF EXECUTIVE ,UCIAN 4ODEA EXPLAINS h$YNAMIC 3EARCH !DS ALLOWED US TO ACHIEVE FULL COVERAGE OF OUR PRODUCTS RATHER THAN RELYING ON SOFTWARE SPECIlC KEYWORDS RELATING TO THE TOP OR DOWNLOADED ITEMS 4HEY INCREASED TRAFlC AND PROVIDED A POSITIVE RETURN ON OUR INVESTMENTv 4ODEA WANTED A SCALABLE SOLUTION THAT WOULD NOT ONLY CAPTURE SO CALLED hHEAD QUERIESv n THE MOST COMMON KEYWORDS GENERATING VERY LARGE SEARCH VOLUMES n BUT WOULD ALSO AUTOMATICALLY IDENTIFY hTORSOv AND @TAILv SEARCHES NOT COVERED BY STANDARD SEARCH CAMPAIGNS 4HESE SEARCHES HAVE LOWER VOLUMES BUT ARE HIGHLY SPECIlC AND THEREFORE POTENTIALLY valuable to advertisers.
“Dynamic Search Ads helped us to automate the advertising of thousands of pages.” — Lucian Todea, founder and CEO
3OFTCOM COMBINED $YNAMIC 3EARCH !DS WITH #ONVERSION /PTIMISER which uses automated technology to adjust bids to reach a target cost PER ACQUISITION #0! 4HE 3OFTCOM TEAM USED !D7ORDS #ONVERSION 4RACKING TO TRACK DOWNLOADS AND SINCE THE TEAM HAD A GOOD IDEA OF HOW MUCH THEY WERE WILLING TO PAY FOR EACH ONE THEY SIMPLY SET AND IMMEDIATELY ACHIEVED A TARGET #0! FOR THE WHOLE CAMPAIGN
!BOUT 'OOGLE $YNAMIC 3EARCH !DS $YNAMIC 3EARCH !DS $3! ARE A WAY TO target relevant searches with dynamic ads generated right from your ecommerce WEBSITE 4HEY COMPLEMENT YOUR EXISTING KEYWORD TARGETED ADS TO HELP YOU SELL MORE WITH LESS EFFORT 7ITH $3! 'OOGLE MAINTAINS a fresh index of your inventory using our ORGANIC WEB CRAWLING TECHNOLOGY 7HEN a relevant search occurs, we dynamically generate an ad with a headline based on HE QUERY AND THE TEXT BASED ON YOUR MOST RELEVANT LANDING PAGE
h!NOTHER BENElT OF $YNAMIC 3EARCH !DS WAS THAT THEY HELPED US TO EXPAND INTERNATIONALLY v 4ODEA CONTINUES h7E CREATED A CAMPAIGN FOR EACH OF THE MARKETS WE WANTED TO TARGET SO WE WERE ABLE TO CAPTURE VALUABLE TRAFlC WITHOUT HAVING TO TRANSLATE KEYWORDS MANUALLYv 4HE INITIAL 53 CAMPAIGN WAS SO SUCCESSFUL THAT 3OFTCOM EXTENDED IT TO #ANADA THE 5+ &RANCE and Australia. h$YNAMIC 3EARCH !DS HELPED US TO AUTOMATE THE ADVERTISING OF THOUSANDS OF PAGES v SAYS 4ODEA h7E TOOK ADVANTAGE OF THE POWER OF SMALL VOLUMES AND THE LONG TAIL AND IN JUST A COUPLE OF MONTHS WE SAW A INCREASE IN CONVERSIONSv
&OR MORE INFORMATION VISIT www.google.com/ads/innovations/ dynamicsearchads.html
!BOUT 'OOGLE !D7ORDS 'OOGLE !D7ORDS4- IS A PERFORMANCE BASED ADVERTISING PROGRAM THAT ENABLES businesses large and small to advertise ON 'OOGLE AND ITS NETWORK OF PARTNER websites. Hundreds of thousands OF BUSINESSES WORLDWIDE USE !D7ORDS FOR TEXT IMAGE AND VIDEO ADS PRICED ON A COST PER CLICK #0# AND COST PER IMPRESSION #0- BASIS "UILT ON AN AUCTION BASED SYSTEM !D7ORDS IS A HIGHLY QUANTIlABLE AND COST EFFECTIVE WAY TO REACH POTENTIAL customers. &OR MORE INFORMATION VISIT www.google.co.uk/ads
2012 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. 3136929 h!NOTHER. INTERNATIONALLY v. MARKETS. WITHOUT. WAS and Australia. h$YNAMIC. OF.
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