Google's latest announcements at its 2016 Google Marketing Next Event gave us new ad formats, a new interface, and new ways to manage our ads online

1. @ErinSagin @MarkIrvine89
5 Recent AdWords
Changes That Will Totally
Change Your Campaigns!

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@ErinSagin @MarkIrvine89

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@ErinSagin
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4. Meet Mark & Erin
@ErinSagin @MarkIrvine89
• PPC Evangelist &
Community Manager
• 4+ years at
WordStream
• Tweet me! @erinsagin
• Senior Data Scientist
• 3 years at WordStream
• Tweet me!
@markirvine89

5. @ErinSagin @MarkIrvine89
February 18th was shaping up to be a
perfectly normal day until…
On May 24, Google Announced some of
the largest changes to AdWords EVER.

6. @ErinSagin @MarkIrvine89
These changes affect EVERYONE
Nearly everything we about AdWords will or already has
changed from:
• How our ads look
• Where we show our ads
• Who sees our ads
• And most importantly, how we manage our campaigns.
And Bing has a few surprises coming too…

7. @ErinSagin @MarkIrvine89
Luckily, We Know Some Secrets
Wordstream customers have had the privilege to try out many
of these new features before they were announced and we
have exclusive data and insight into new best practices!

8. #1: Expanded Text Ads
“This is the biggest change to Paid Search in the
16 year history of AdWords.”
- Representative from Google

9. @ErinSagin @MarkIrvine89
Text Ads As We Know Them
Headline: Max 25 Characters
Display URL: Max 35 Characters
Description Lines (1 & 2): Max 35 Characters each
Total: 95 Characters Max (Excluding Display URL)

10. @ErinSagin @MarkIrvine89
Introducing…Expanded Text Ads
Headline 1: Max 30 Characters
Headline 2: Max 30 Characters
Display URL: Domain from Final URL (automatic)
Path Fields (Up to 2, Optional): Max 15 Characters
Description Line: Max 80 Characters
Total: 140 Characters Max (Excluding Display URL)

11. @ErinSagin @MarkIrvine89
Introducing…Expanded Text Ads
Expanded Text
Ads are 50%
larger!

12. @ErinSagin @MarkIrvine89
Creating Expanded Text Ads
Good question!

13. @ErinSagin @MarkIrvine89
Expanded Text Ads have no device
preference
Good question!
All ads will automatically serve on all devices.
There are no “mobile-preferred” expanded text ads.

14. @ErinSagin @MarkIrvine89
Meanwhile on Bing…
Good question!
“We're working closely with our Bing Partners […] to ensure that advertisers
and their tools can be ready with full support of Expanded Text Ads before the
end of summer 2016.” – Bing Ads

15. @ErinSagin @MarkIrvine89
Roadmap
Good question!
*Subject to change
Time Update
May
2016
Google announces Expanded Text Ads.
Testing begins in beta
Summer
2016
Bing expects to support Expanded Text Ads
Late August
2016
Google expects Expanded Text Ads to be
available to everyone.
Q4 2016 Google sunsets the ability to create and edit
traditional text ads.

16. @ErinSagin @MarkIrvine89
Google Rolling Out Expanded Text Ads
Good question!
0%
10%
20%
30%
40%
50%
60%
70%
80%
Share of Ad Group Impressions from ETAs

17. @ErinSagin @MarkIrvine89
Most Advertisers See Significant CTR
Boast from ETAs
Good question!
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
ImprovementinCTRinETA
comparedtostandardads
Advertisers Typically See CTR Gains from ETA
Median CTR gain: +28%
Max CTR gain: +132%

18. @ErinSagin @MarkIrvine89
Expanded Text Ads FAILS
Good question!
Despite an additional 50% text,
these are effectively the same ad!

19. @ErinSagin @MarkIrvine89
Use Expanded Text Ads to Say More!
Good question!
CTR: 0.67%
CTR:
6.01%
Traditional Text Ad: Expanded Text Ad:

20. @ErinSagin @MarkIrvine89
What you can do to prepare
Good question!
Headline 1: Max 30 Characters
Headline 2: Max 30 Characters
Path Fields (Up to 2, Optional): Max 15 Characters
Description Line: Max 80 Characters
Prep your expanded text ads in advance in excel:

21. #2: Improvements to the
AdWords Interface

22. @ErinSagin @MarkIrvine89
The AdWords Interface Today
Good question!

23. @ErinSagin @MarkIrvine89
Preview of the Next AdWords Interface

24. @ErinSagin @MarkIrvine89
New UI will likely feel like the
AdWords App

25. @ErinSagin @MarkIrvine89
Bing is also redoing their interface
• New in-line segmentation
• Coming soon: Labels, Period Comparison Reporting

26. #3: Device bid adjustments

27. @ErinSagin @MarkIrvine89
Since 2013, we’ve had little device
control on Search
Desktop Tablet Mobile
Targeted on
search?
Always targeted Optional
targeting
Bids Same bid Adjusted bid

28. @ErinSagin @MarkIrvine89
Coming Soon, full device targeting
control
Desktop Tablet Mobile
Targeted on
search?
Optional
targeting
Optional
targeting
Optional
targeting
Bids Adjusted bid Adjusted bid Adjusted bid

29. Throwback to
2013!
@ErinSagin @MarkIrvine89
AdWords is bringing back device
bidding for tablet & desktop!

30. @ErinSagin @MarkIrvine89
This targeting ALREADY exists in GDN
campaigns
However, this targeting ONLY
exists for mobile.
Using this targeting effectively
opts you out of desktop.

31. @ErinSagin @MarkIrvine89
Bing Also Lets You Adjust Bids for
Tablets
Tablet bid adjustment: -20% to +300%

32. #4: More Local Ad Formats

33. @ErinSagin @MarkIrvine89
Local Searches on the Rise
• Users searching “Near Me” has
doubled in the past 12 months.

34. @ErinSagin @MarkIrvine89
Local Searches on the Rise
• Local advertisers will have more
reach with their Google My Business
locations on Google Maps
&

35. @ErinSagin @MarkIrvine89
Ads show local business on Google Maps

36. @ErinSagin @MarkIrvine89
Coming Soon: Promoted Pins

37. @ErinSagin @MarkIrvine89
Announced Last Week @ SMX

38. #5: Demographic Targeting for
Search

39. @ErinSagin @MarkIrvine89
Demographic Targeting For Search
• Ages & Genders can be added as exclusions or
as bid adjustments

40. @ErinSagin @MarkIrvine89
Case Studies
Industry: Plastic Surgery
Strategy: Exclude men from seeing their ads
Result: Spend down by 70%, CPA down by 65%.
Industry: Florist
Strategy: Bid more aggressively for men around
the holidays
Result: Grew conversions by 50% at a 20%
lower CPA.
Industry: Retirement Planning
Strategy: Exclude users under age 45
Result: Cut spend in half, now receive much
higher quality leads.

41. @ErinSagin @MarkIrvine89
Demographic Targeting Already On Bing
• Bing Ads already allows demographic targeting at
the ad group level

42. @ErinSagin @MarkIrvine89
Demographic Targeting Already on GDN

43. @ErinSagin @MarkIrvine89
Use Google Analytics to See How
Different Demos Perform

44. @ErinSagin @MarkIrvine89
Keep A Close Eye On Your Performance

45. @ErinSagin @MarkIrvine89
Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC

46. Q & A
@ErinSagin @MarkIrvine89

47. @ErinSagin @MarkIrvine89
THANK YOU!
Benchmark your AdWords account today!
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