There have been many changes in the field of pay per click advertising this year. This presentation takes a look at the more notable ones and how they've affected PPC search campaigns. It was originally presented at SMX Advanced in Seattle in June of 2016.

1. #SMX #21B James Svoboda @Realicity
James Svoboda, CEO @WebRanking, Co-Founder @MnSearch
THE
CHANGING
LANDSCAPE
OF PAID
SEARCH

2. #SMX #21B James Svoboda @Realicity
 Right Side Changes
– February 19th, 2016
– Only Desktop Searches
• 50% of Searches are Mobile
• ~25% of Searches Affected
– +1 Top Ad – Now up to 4
– 3 Bottom Ads
– More “Organic” Looking
– Frees Up Space for Shopping
Ads & Knowledge Graph
BYE BYE RIGHT SIDE ADS

3. #SMX #21B James Svoboda @Realicity
3 Mobile Ads on Top (above fold) and 3 on Bottom

4. #SMX #21B James Svoboda @Realicity
Device Analysis – Pre & Post Side Ad Removal

5. #SMX #21B James Svoboda @Realicity
COHESIVE TEXT AD & SHOPPING AD EXPERIENCE

6. #SMX #21B James Svoboda @Realicity
Extended Headlines – Winners in 9/10 Ad Groups
Starting to look more and more like Organic Listings...

7. #SMX #21B James Svoboda @Realicity
Other (bottom) Better Than Side
 Bottom Ads Now Come
With…
– Extended Headlines
– Seller Ratings
– Ad Extensions
– Better CTR

8. #SMX #21B James Svoboda @Realicity
Ad Analysis : Top vs. Other

9. #SMX #21B James Svoboda @Realicity
Ad Extensions Analysis – Pre & Post Side Ad Removal

10. #SMX #21B James Svoboda @Realicity
Top Vs. Side/Other – Cause & Effect

11. #SMX #21B James Svoboda @Realicity

12. #SMX #21B James Svoboda @Realicity
PROMOTED PINS – Not Your Typical Ad Format

13. #SMX #21B James Svoboda @Realicity
Native “Landing Page”?

14. #SMX #21B James Svoboda @Realicity
WIDER
SEARCH
PAGE
LAYOUT

15. #SMX #21B James Svoboda @Realicity
SERP Space Now 17% Wider
Source: MOZ - https://moz.com/blog/title-tag-length-guidelines-2016-edition

16. #SMX #21B James Svoboda @Realicity
Wider Shopping Ad Space: 5 -> 6 Ads

17. #SMX #21B James Svoboda @Realicity
Wider Ad Space
Courtesy: The SEM Post

18. #SMX #21B James Svoboda @Realicity
Extended Text Ad Space: Headline, Description + Domain

19. #SMX #21B James Svoboda @Realicity
Structured Snippets Length: 84 -> 98, + Multiple Showing
- 14 additional characters on
desktop.
- Multiple Structured Snippets
Headers “types” per Query.
- 2 (more?) Structured Snippets
Ads Showing at Same Time.
- How many possible for a DKI
Headline ad? Up to 39…
 2 “Types” Showing at Same Time.

20. #SMX #21B James Svoboda @Realicity
Ad Extension Space is Larger, But Varys
• More Space Allows More Extensions to Show…
• Minimum of 2, Sometimes 3, Still a max of 4
• Character Width + Total Shown Varies due to Font
• Can we call this Responsive?
• Roughly 9 Characters of Space for Separators
• Up to 90 Actual Characters of Ad Extension Text…???

21. #SMX #21B James Svoboda @Realicity
Responsive-ish Mobile Ads
- Ad Extension Characters Vary by Device Width
- Roughly 67 for Landscape, 44 for Portrait – 23 Difference

22. #SMX #21B James Svoboda @Realicity
GREEN “AD” LABELS – Same Color as URLs

23. #SMX #21B James Svoboda @Realicity
TITLE SLIDE ALTERNATIVE LAYOUT
w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
AdWords Starting To Strut Their Stuff

24. #SMX #21B James Svoboda @Realicity
Recently Ads Have Seemed A Little More Like…

25. #SMX #21B James Svoboda @Realicity
What Are Expanded Text Ads?
• Currently in Beta
• Beta is Throttling Impressions
• Estimated +20% Lift in CTR
• Work on Desktop & Mobile
• 95 -> 140 Characters (+50%)
• Headlines: More Characters
• Descriptions: More Characters
• Display URLs: More Characters?

26. #SMX #21B James Svoboda @Realicity
Larger, Multiple Headlines: Keywords/DKI, Offers & CTAs

27. #SMX #21B James Svoboda @Realicity
1, Longer Description. Think of the DKI FAIL
Possibilities…

28. #SMX #21B James Svoboda @Realicity
Updated Display URLs with up to 2 New “Paths”

29. #SMX #21B James Svoboda @Realicity
Bing Ads Already Working On Adding & Supporting ETAs

30. #SMX #21B James Svoboda @Realicity
WRITING & TESTING ETAs
 What’s Important?
– Headlines
– Headlines!
– Keywords + CTA/Offer
– Legible & Persuasive
Description Copy
– Headlines!

31. #SMX #21B James Svoboda @Realicity
ETAs Rolling out in July? Old ads Retired after
September?
Source: Larry Kim - https://medium.com/atm-all-things-marketing/google-expanded-text-ads-10-things-you-need-to-know-7da7209b650f

32. #SMX #21B James Svoboda @Realicity
How is this going to affect Dynamic Search Ads?

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WHAT’S YOUR DSA STRATEGY?
Dynamic Search AD Standard Text AD

34. #SMX #21B James Svoboda @Realicity
TAKEAWAYS
- There is a New Normal
- ETAs & Headlines FTW!
- Ad Extensions More Important
- Ads are going Responsive
- Create a DSA Strategy

35. #SMX #21B James Svoboda @Realicity
THANK YOU!
download: www.webranking.com/presentation
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog