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2018 Seattle Localogy: The Google Ads Landscape — New Formats, Real-World Examples

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This session was presented at the LSA’s Localogy event in Seattle on November 9, 2018.

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2018 Seattle Localogy: The Google Ads Landscape — New Formats, Real-World Examples

  1. 1. Google Ads Landscape New Ad Formats, Real World Examples Meenakshi Kapil SEM Manager, WordStream Inc. mkapil@wordstream.com
  2. 2. 2
  3. 3. SEM Manager mkapil@wordstream.com Meenakshi Kapil Senior Manager at WordStream 10 years PPC experience Ex-Googler Managed 150M+ in Ad Spend
  4. 4. 4 An Overview of Google Ads Updates since 2017…
  5. 5. 5 2017 – The Year of Audience Solutions In-Market Audience & Similar Audience for Search Custom Intent Audience for Display Life Event Targeting for YouTube
  6. 6. 6 2018 – The Year of AI & Machine Learning Simpler Smarter Faster Better Results Simpler Experiences Stronger Collaboration More Valuable
  7. 7. 7 Agenda • Responsive Search Ads • Smart Campaigns • Smart Shopping Campaigns • Video Ads
  8. 8. 8 Responsive Search Ads
  9. 9. 9 How Text Ads Have Changed Over The Years Responsive Ads 2000 - 2016 Standard Text Ads In 2016 Expanded Text Ads In 2018
  10. 10. 10 Standard Text Ads Expanded Text Ads
  11. 11. 11 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
  12. 12. 12 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!
  13. 13. 13 Keywords Don’t Capture Intent Refrigerator Repair Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  14. 14. 14 Keywords Don’t Capture Intent Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  15. 15. 15 Expanded Text Ads Responsive Search Ads
  16. 16. 16 Responsive Search Ads Expanded Text Ads Responsive Search Ads
  17. 17. 17 Responsive Search Ads Expanded Text Ads Responsive Search Ads (30) (80) 140 characters 270 characters (30) (90) (90)
  18. 18. 18 Responsive Search Ads Expanded Text Ads Responsive Search Ads (30) (80) 140 270 (30) (90) (90) + 90%
  19. 19. 19 Google says…
  20. 20. 20 Responsive Search Ads in Action
  21. 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.
  22. 22. 22 #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!
  23. 23. 23 #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.
  24. 24. 24 #2 – Include Keywords BUT Avoid ‘Stuffing’
  25. 25. 25 #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.
  26. 26. 26 #4 – Pin your most valuable messaging
  27. 27. 27 #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.”
  28. 28. 28 #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
  29. 29. 29 #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
  30. 30. 30 #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!
  31. 31. 31 #7 – Don’t Pause Your Old Ads Rights Away Your old ads will continue to run for the foreseeable future!
  32. 32. 32 #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!
  33. 33. 33 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
  34. 34. 34 Smart Campaigns
  35. 35. 35 Current Scenario 1/2 of SMB owners do not own a website Do not have the expertise / time to optimize it OR
  36. 36. 36 Solution Smart Campaigns Help Small Businesses Grow Get Ads Up & Running in Minutes Deliver Results
  37. 37. 37 Solution Smart Campaigns Increasing Calls from Ads Increase Store Traffic Drive Conversions
  38. 38. 38 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
  39. 39. 39 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
  40. 40. 40 Google says… 3x better at getting ads in front of the right audience
  41. 41. 41 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
  42. 42. 42 Smart Shopping Campaigns
  43. 43. 43 First, Let’s Talk About… Automatic Feed Management
  44. 44. 44 Smart Shopping Campaigns Manage all these ad formats from 1 Smart Shopping campaign!
  45. 45. 45 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
  46. 46. 46 Video Campaigns
  47. 47. 47 Power of YouTube 1.9B Monthly Users 1B Hours of Daily Watch Time
  48. 48. 48 YouTube Solutions & The Purchase Funnel TrueView For Reach Maximize Lift TrueView For Action
  49. 49. 49 TrueView For Action Headline Call-To-Action Display URL
  50. 50. 50 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. 51. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you!

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