A WordStream Customer Webinar focused on the largest change to the Google AdWords format in 12 years: Expanded Text Ads.

2. Customer Success Rep
Cats: Two
Accent: Scottish
Alasdair Christine
Hello
Customer Success Rep
Cats: No thanks
Accent: Says “Y’all” a lot

3. • What’s happening?
• What do I need to do?
• How do I do it?
•How do I do it well?
• Q&A
ACTION PLAN

4. What’s Happening?

5. The Ads You Wrote for the Past 16 Years:

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

7. NEW
Expanded Text Ads
are 47% BIGGER!!

8. Which Ad Would You Click On?

9. ETAs can Improve your CTR Drastically!

10. ETAs Sound Great!
What’s the Catch?

11. Your
Standard Ads
will
DISAPPEAR
soon!

12. Slow pace
Last day
to edit
standard
text ads
was…
January
31, 2017!
(Expanded Text Ads Forever)Today

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

14. A Few Changes Go A Long Way

15. But How?

16. Creating Ads
2.1.
3.

17. Creating Ads

18. Converting Ads

19. Copying Ads

20. Don’t Forget About Bing!

21. Keep an eye on the Grader

22. What’s a Grader Report?

23. Give Me Five!
…Things To Do

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

25. Write NEW Ads!
Bad
Google!

26. Try NEW Ad Copy
400% Higher
CTR!

27. Include Top Keywords in
the NEW Path Fields
#2

28. Include Top Keywords in URL Path Fields

29. Revisit Your Ad
Extensions
#3

30. Your Ad Extensions Were Created to Say More

31. 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!

32. Don’t Forget About Bing!
#4

33. ETAs are on Bing Ads, too

34. Imported Goods

35. Too Long; Didn’t Read
90% of the time, you don’t need
to change anything here.
Just hit Continue
If in doubt, ask for help!

36. When to Say Goodbye to
Your Old Ads
#5

37. 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.

39. Thank you for
joining us!