The FINAL Countdown to ETAs

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Internet Marketing Software - WordStream

The clock is about to run out on your standard texts ads. Are you prepared for Google's big transition to ETAs? Join our expert, Mark Irvine as he covers everything you need to know in The Final Countdown to ETAs. This live webinar will cover: - Strategies for migrating to ETAs quickly and painlessly - Best practices for creating ETAs with the highest click-through-rates - When to say a final goodbye to your STAs

Marketing

•Recorded version will be distributed later this
afternoon, be sure to keep an eye out for an email!
•Join the conversation on twitter:
•@MARKIRVINE89
•Time for Q&A – don’t be shy!
Logistics:

Senior Data Scientist at
Wordstream
4 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016

The Ads You Wrote for the Past 16
Years:

Meet Expanded Text Ads!
30-character limit (+5!)
NEW! 30-character headline
NEW! 15- character URL paths
80-character description section (+10!)

Slow pace
Last day
to edit
standard
text ads is
January
31, 2017!
Expanded Text Ads only afterwards…
Today

The Majority of Advertisers are already using ETAs!
70% of accounts
already use
ETAs!

Follow Your Progress
www.Wordstream.com/Google-AdWords

The Small, Routine Changes We Make
Everyday

These Small Changes Will Become
More Difficult
NOT ANYMORE!

These Small Changes Will Become
More Difficult

Write NEW Ads!
Don’t Just Add a Second Headline
#1

Find Your Best Ads at
www.Wordstream.com/Google-AdWords

Use More Characters to Say More
Instead of Saying Try Saying
Immediately pitching your product:
“Used Text Books For Sale”
Vague FOMO:
“Sale Ends Soon”
Meaningless Call to Actions:
“Check Us Out” / “Free Trial” / “Learn
More”
Start a conversation – Ask a Question:
“Why Pay Full Price? Buy Used & Save”
Use A Countdown Ad:
“Sale Ends in {=COUNTDOWN(“yyyy/MM/dd
HH:mm:ss, “language, daysBefore}”
“Sale Ends in X Days”
Highlight Unique Value Props Instead:
“Easy, Paperless, Onboarding.
Anywhere. Anytime.”

Include Top Keywords in
the NEW Path Fields
#2

Use Ad Customizers To
Create Mobile Preferred
ETAs
#3

Mobile Preferred Ads for STAs were Easy!

But There’s No “Mobile Preferred” ETAs
WHAT ABOUT
MOBILE?

The Secret To Mobile ETAs
Feed Name: MobileETAs
{=MobileETAs.Headline1)

Your Ad Extensions Were Created to Say
More

But Now Your Ads May Include This
Google won’t serve redundant or repetitive ad extensions.
Review your extensions to make sure they’re still unique offers!

Migrating painlessly with ETA Transition
Helper
Google has created a custom
script to help large advertisers
and agencies quickly migrate
their standard text ads to
Expanded Text Ads.
The ETA Transition Helper lives
here:
https://developers.google.com/ad
words/scripts/docs/solutions/mcc
app-eta-transition-helper

This is how your standard text ads appear
on the SERP

Don’t Pause Your Standard Ads Yet
Your Standard Text Ads
Your standard text ads will
continue to run after Feb 1st!
Let your old ads run alongside
your ETAs until you’re confident
they perform better.
Once you’re happy with how
your ETAs perform, then pause
your old text ads.

WordStream Special Offers
1. FREE Live demo of the WordStream Advisor to learn how to manage
your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with a Certified Google AdWords Consultant
3. Neither, I’m all set

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