Case Study | Dynamic Search Ads

$YNAMIC3EARCH!DSENABLEMANAGEMENT OFCOMPLEXINTERNATIONALCAMPAIGNS 3OFTCOM OWNEDBY2OMANIANCOMPANY)4.4 WASESTABLISHEDIN ANDNOWATTRACTSNEARLYMILLIONVISITORSAMONTH4HEWEBSITE OFFERSOVER PROGRAMSFORDOWNLOAD INCLUDINGFREEWARE TRIALWAREANDRETAILSOFTWARE4HESEDOWNLOADSRANGEFROMDEVELOPER TOOLSANDSYSTEMUTILITIESTOGAMESANDPERSONALINTERESTAPPLICATIONS 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 s0ROMOTEOVER DIGITALPRODUCTS s)DENTIFYANDMONETISEhLONG TAILvITEMS s)NCREASETRAFlCANDPROVIDEAPOSITIVE return on investment !PPROACH s#OMBINED$YNAMIC3EARCH!DSWITH #ONVERSION/PTIMISERTOSETATARGETCOST PERACQUISITION#0! Results s!CHIEVEDTARGET#0! s2ANSUCCESSFULINTERNATIONALCAMPAIGNS s)NCREASEDCONVERSIONSBYANAVERAGEOF

4HESITEHASBEENRUNNING'OOGLE!D7ORDSCAMPAIGNSSINCE/CTOBER 2011 and currently utilises over 13,000 keywords. However, with a VASTANDEXPANDINGINVENTORY THETEAMNEEDEDAWAYOFENSURINGTHAT CONSUMERSSAWRELEVANTADSWHENEVERTHEYSEARCHEDFORANAPPLICATION TODOWNLOADONTHEIR0# &OUNDERANDCHIEFEXECUTIVE,UCIAN4ODEAEXPLAINSh$YNAMIC3EARCH !DSALLOWEDUSTOACHIEVEFULLCOVERAGEOFOURPRODUCTS RATHERTHAN RELYINGONSOFTWARE SPECIlCKEYWORDSRELATINGTOTHETOPOR DOWNLOADEDITEMS4HEYINCREASEDTRAFlCANDPROVIDEDAPOSITIVERETURN ONOURINVESTMENTv 4ODEAWANTEDASCALABLESOLUTIONTHATWOULDNOTONLYCAPTURESO CALLED hHEADQUERIESvnTHEMOSTCOMMONKEYWORDS GENERATINGVERYLARGE SEARCHVOLUMESnBUTWOULDALSOAUTOMATICALLYIDENTIFYhTORSOvAND@TAILv SEARCHESNOTCOVEREDBYSTANDARDSEARCHCAMPAIGNS4HESESEARCHES HAVELOWERVOLUMES BUTAREHIGHLYSPECIlC ANDTHEREFOREPOTENTIALLY valuable to advertisers.

“Dynamic Search Ads helped us to automate the advertising of thousands of pages.” — Lucian Todea, founder and CEO

3OFTCOMCOMBINED$YNAMIC3EARCH!DSWITH#ONVERSION/PTIMISER which uses automated technology to adjust bids to reach a target cost PERACQUISITION#0! 4HE3OFTCOMTEAMUSED!D7ORDS#ONVERSION 4RACKINGTOTRACKDOWNLOADS ANDSINCETHETEAMHADAGOODIDEAOF HOWMUCHTHEYWEREWILLINGTOPAYFOREACHONE THEYSIMPLYSETAND IMMEDIATELYACHIEVED ATARGET#0!FORTHEWHOLECAMPAIGN

!BOUT'OOGLE$YNAMIC3EARCH!DS $YNAMIC3EARCH!DS$3! AREAWAYTO target relevant searches with dynamic ads generated right from your ecommerce WEBSITE4HEYCOMPLEMENTYOUREXISTING KEYWORD TARGETEDADSTOHELPYOUSELLMORE WITHLESSEFFORT7ITH$3! 'OOGLEMAINTAINS a fresh index of your inventory using our ORGANICWEB CRAWLINGTECHNOLOGY7HEN a relevant search occurs, we dynamically generate an ad with a headline based on HEQUERY ANDTHETEXTBASEDONYOUR MOSTRELEVANTLANDINGPAGE

h!NOTHERBENElTOF$YNAMIC3EARCH!DSWASTHATTHEYHELPEDUSTOEXPAND INTERNATIONALLY v4ODEACONTINUESh7ECREATEDACAMPAIGNFOREACHOFTHE MARKETSWEWANTEDTOTARGET SOWEWEREABLETOCAPTUREVALUABLETRAFlC WITHOUTHAVINGTOTRANSLATEKEYWORDSMANUALLYv4HEINITIAL53CAMPAIGN WASSOSUCCESSFULTHAT3OFTCOMEXTENDEDITTO#ANADA THE5+ &RANCE and Australia. h$YNAMIC3EARCH!DSHELPEDUSTOAUTOMATETHEADVERTISINGOFTHOUSANDS OFPAGES vSAYS4ODEAh7ETOOKADVANTAGEOFTHEPOWEROFSMALLVOLUMES ANDTHELONGTAIL ANDINJUSTACOUPLEOFMONTHSWESAWAINCREASEIN CONVERSIONSv

&ORMOREINFORMATION VISIT www.google.com/ads/innovations/ dynamicsearchads.html

!BOUT'OOGLE!D7ORDS 'OOGLE!D7ORDS4-ISAPERFORMANCE BASEDADVERTISINGPROGRAMTHATENABLES businesses large and small to advertise ON'OOGLEANDITSNETWORKOFPARTNER websites. Hundreds of thousands OFBUSINESSESWORLDWIDEUSE!D7ORDS FORTEXT IMAGE ANDVIDEOADSPRICED ONACOST PER CLICK#0# AND COST PER IMPRESSION#0- BASIS "UILTONANAUCTION BASEDSYSTEM !D7ORDSISAHIGHLYQUANTIlABLEAND COST EFFECTIVEWAYTOREACHPOTENTIAL customers. &ORMOREINFORMATION 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

ynamic of Services

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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