This session was presented at the LSA’s Localogy event in New York City on October 11, 2018.

1. Google Ads Landscape
New Ad Formats, Real World Examples
Meenakshi Kapil
SEM Manager, WordStream Inc.
mkapil@wordstream.com

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3. SEM Manager
mkapil@wordstream.com
Meenakshi Kapil
Senior Manager at WordStream
10 years PPC experience
Ex-Googler
Managed 150M+ in Ad Spend

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An Overview of Google Ads Updates since 2017…

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2017 – The Year of Audience Solutions
In-Market Audience & Similar Audience for Search
Custom Intent Audience for Display
Life Event Targeting for YouTube

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2018 – The Year of AI & Machine Learning
Simpler Smarter Faster
Better Results
Simpler Experiences
Stronger Collaboration
More Valuable

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Agenda
• Responsive Search Ads
• Smart Campaigns
• Smart Shopping Campaigns
• Video Ads

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Responsive Search Ads

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How Text Ads Have Changed Over The Years
Responsive Ads
2000 - 2016
Standard Text Ads
In 2016
Expanded Text Ads
In 2018

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Standard Text Ads Expanded Text Ads

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Advertisers saw an average CTR boost of 15 - 20%
when transitioning to Google’s Expanded Text Ads in 2016 and
2017.
Data is based on a sample of ~8k Wordstream clients, 2016 - 2017

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Fewer Advertisers are Testing Multiple ETAs
Although most of
advertisers are
testing at least at
least 1 ETA, most ad
groups are currently
ONLY testing
exactly 1 ETA!

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Keywords Don’t Capture Intent
Refrigerator Repair
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer

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Keywords Don’t Capture Intent
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer

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Expanded Text Ads Responsive Search Ads

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Responsive Search Ads
Expanded Text Ads Responsive Search Ads

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Responsive Search Ads
Expanded Text Ads Responsive Search Ads
(30)
(80)
140
characters
270
characters
(30)
(90)
(90)

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Responsive Search Ads
Expanded Text Ads Responsive Search Ads
(30)
(80)
140 270
(30)
(90)
(90)
+ 90%

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Google says…

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Responsive Search Ads in Action

21. Responsive Search Ads
Expanded Text Ads Responsive Search AdsGoogle anticipates these new, larger text ads to get about
15% more clicks than older ad formats.

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#1 – Prioritize Headline 1, 2 & Description 1
Your 3rd Headline and 2nd Description line may not always show!
The ad you write: May still show like this!

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#1 – Prioritize Headline 1, 2 & Description 1
When writing your new ads:
Do: Don’t:
• End headlines with connecting
words like “And, Or, But, Of,
Off, Except…” etc.
• Save your best offer for last!
• Include vital information in
headline 3 or description 2
• Have each headline &
description make sense on its
own.
• Include punctuation at the end
of each headline & description.
• Have multiple offers and calls
to action in each ad.

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#2 – Include Keywords BUT Avoid ‘Stuffing’

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#3 Provide Unique Content
• Use RSAs to highlight
different messages,
values, solutions, offers,
and call to actions for
your searchers!
• Google will serve the best
performing message for
different searchers.

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#4 – Pin your most valuable messaging

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#5 – Write Your Ads with Your Audience in Mind
Don’t think of trying to write a “best ad.”
Think of best messages for different customers.
Persona Needs Message
Mass Market Sensitive to Price “Same Day Service & Free Quotes”
Busy Working Parent Flexible Schedule “Anywhere, Anytime. 24/7 Staff.”
Business Customer A fast fix “Fast Response, Fast Repair.”
Proud DIY Not to be “sold” “Get Help & Get Going.”
Past Customer To trust they’re being taken care of “Repaired Correctly – Guaranteed.”

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#6 – Revisit Your Ad Extensions
Callout Extensions:Old Ad:
• Over 3,000 Apartments
• Laundry in unit
• September Leases
• No fee
• Easy Subway Access
• Schedule a Tour

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#6 – Revisit Your Ad Extensions
Callout Extensions:New Larger Ad:
• Over 3,000 Apartments
• Laundry in unit
• September Leases
• No fee
• Easy Subway Access
• Schedule a Tour

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#6 – Revisit Your Ad Extensions
Callout Extensions:New Larger Ad:
• Over 3,000 Apartments
• Laundry in unit
• September Leases
• No fee
• Easy Subway Access
• Schedule a Tour
Google avoids serving redundant ad extensions, so review your ad
extensions to make sure they aren’t just repeating your new ads!

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#7 – Don’t Pause Your Old Ads Rights Away
Your old ads will continue to run for the foreseeable future!

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#7 – Don’t Pause Your Old Ads Right Away!
VS.
Test your new larger ads against your old ads first.
If your old ads still perform better, keep them live and try making a
brand new larger ad again.
If your new ads perform better then you can pause your smaller ads
– AND KEEP TESTING!

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Pro Marketer Tips
1. Focus on the Headlines
2. Include your keywords (but avoid keyword stuffing!)
3. Provide unique content
4. Pin your most valuable messaging
5. Write Your Ads with Your Audience in Mind
6. Revisit your ad extensions
7. Don’t pause your old ads right away

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Smart Campaigns

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Current Scenario
1/2 of SMB owners do not own a website
Do not have the expertise / time to optimize it
OR

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Solution
Smart Campaigns
Help Small
Businesses Grow
Get Ads Up &
Running in
Minutes
Deliver
Results

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Solution
Smart Campaigns
Increasing Calls
from Ads
Increase Store
Traffic
Drive
Conversions

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How Smart Campaigns Work
1. Learn through Google My Business Listing
2. Automatically create Sample Ads
3. Ads run across Google Search, Local Search results & 3M GDN sites and
apps
4. Leverage Google Machine Learning to optimize performance

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Future of Smart Campaigns
Automatically create web pages that are optimized for ads
• This means that powered by Google’s Machine Learning, Small
Businesses will have the opportunity to serve highly targeted
and relevant ads as well as landing pages to users.
• These landing pages will showcase the right information about
the products and services as well as match it to the ad
creative

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Google says…
3x better at getting ads in
front of the right audience

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Pro Marketer Tips
1. Choose 1 out of the following goals:
a) Call your business
b) Visit your business
c) Take an action on your website
2. Create multiple Smart campaigns to achieve multiple goals

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Smart Shopping Campaigns

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First, Let’s Talk About…
Automatic Feed Management

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Smart Shopping Campaigns
Manage all
these ad
formats from 1
Smart
Shopping
campaign!

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Pro Marketer Tips
All you need:
1. A product feed.
2. A budget
3. A ROAS Goal
4. 20 Conversions
over the past 45
days
5. A remarketing list

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Video Campaigns

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Power of YouTube
1.9B Monthly Users
1B Hours of Daily Watch Time

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YouTube Solutions & The Purchase Funnel
TrueView For Reach
Maximize Lift
TrueView For Action

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TrueView For Action
Headline
Call-To-Action
Display URL

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Pro Marketer Tips
with Custom Intent audiences
3. Leverage TrueView for reach,
not only during Awareness and
Consideration phases, but also
during the Purchase and Loyalty
phases.
1. Leverage the most appropriate ad format to meet your Brand Awareness,
Brand Recall and Conversion Goals.
2. Pair TrueView for Action

51. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!