Learn how advertisers have managed the migration from Google's Standard Text Ads to Expanded Text Ads. Learn tricks for managing the migration, writing ads for natural speech, voice search, different audiences, and mobile devices.

1. ETAS: EVOLVED TEXT ADS -
TRICKS FOR WRITING NEW ADS FOR THE NEXT AGE OF SEARCH

2. MEET MARK IRVINE
Mark Irvine
Senior Data Scientist,
WordStream
● Trains the Wordstream team
● Researches industry trends in PPC
● 5 Years of PPC Experience
@MarkIrvine89

3. RIP Standard Text Ads (2000-2016)

4. Expanded Text Ads

5. Advertisers see an average CTR boost of 15 - 20%
when transitioning to Google’s Expanded Text Ads.
Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017

7. Advertisers see an average CTR boost of 15 - 20% when
transitioning to Google’s Expanded Text Ads.
However, 1 in 3 English speaking advertisers struggled
and saw a decreased CTR after transitioning to
Expanded Text Ads.
Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017

8. What’s different between these 2 ads?
THERE IS
NONE!

9. 2000 – The Digital Stone Age

10. Our Search Has Evolved

11. Our Search Has Evolved
We now search for and
expect more specific
answers.
discount car insurance rates
family multi car insurance
compare car insurance 10011

12. Our Search Has Evolved
We now search for and
expect more specific
answers.
We now search more
frequently to completing the
same tasks.

13. Our Search Has Evolved

14. Our Search Has Evolved
We now search for and
expect more specific
answers.
We now search more
frequently to completing the
same tasks.
We now search more
conversationally.

15. The Rise of Voice Search

16. The Rise of Voice Search
Google recently
introduced it personal
assistants to more
devices running
Android 7.0 Nougat
and Android 6.0
Marshmallow

17. Voice Search is more than Mobile
o Google Assistant o Google
Assistant
(via Google Home)
o Apple’s Siri
o Apple’s Siri
o Apple’s Siri
(via Apple TV)
o Apple’s Siri
(via Apple Watch)
o Window’s Cortana
o Window’s
Cortana
o Amazon’s
Alexa
o Xfinity Search

18. Comscore estimates that by 2020,
More than 50% of all search will be driven by
voice search

19. We search for answers to our questions,
Not keywords

20. Our Search Has Evolved
Search Term:
Users used to search for keywords
Search Ads:
Ads copy is keyword stuffed
Landing pages:
Websites used to be keyword
stuffed
Now use user-friendly natural language
Now search using natural language
Search Term:
Users used to search for keywords
Landing pages:
Websites used to be keyword
stuffed

21. The Most Common Words in English
Rank Word Part of speech
1 the Definite article
2 be Intransitive verb
3 to Preposition
4 of Preposition
5 and Conjunction
6 a Indefinite article
7 in Preposition
8 that Pronoun
9 have Transitive verb
10 I Pronoun
• The most common words your
searchers use and your content
features are not your
keywords.
• In comparison, the most
common words in paid search
ads are search keywords,
nearly all of which are nouns.

22. Focus on More than your Keywords!
• Keyword relevance is the
LEAST important factor
of quality score!
• A high quality ad & landing
page experience is 4 x
more important!

23. Bigger Ads Aren’t Better if They Just
Repeat Keywords!

24. (Adverb) (Verb) (Pronoun)

25. Our Search Has Evolved
Graph of increased long tail kw
Write Ads
for your
Audience

26. 3 Most Powerful Ad Pronouns
#1 #1
#2
#3 “We”

27. “We” Sells your Solution, not your Keywords
CTR: 0.25%
CTR: 4.87%

28. 3 Most Powerful Ad Pronouns
#1 #1
#2
#3 “We”
“You”

29. “You” Speaks to your Audience Directly
CTR: 7.15%
CTR: 11.86%

30. Use What You Know About Your
Customers to Remarket to Them

31. Past Users Become More Engaged With Ads
Source: 928 Wordstream Clients using remarketing
audiences & proper conversion tracking, January 2015

32. 3 Most Powerful Ad Pronouns
#1 #1
#2
#3 “We”
“You”
“Him/ Her”

33. Demographic Targeting
Demographic targeting is available on:
NEW on
Google Search!
• NEW on
Google Search
• Google Display
Network
• Bing Ads
• Nearly all
social
networks

34. Personalize your Ads for your Audience

35. Personalize your Ads for your Audience
shown only to men: Ad shown only to women:
CTR: 7.31%
CVR: 1.82%
CTR: 11.59%
CVR: 4.35%
CTR: 9.25%
CVR: 3.80%
Improved CTR 60%!
Improved CVR 140%!!
Improved CTR 30%!
Improved CVR 110%!!

36. Write Ads for All of
their Devices

37. Mobile is Increasingly Important
Source: 1,865Wordstream Clients advertising on Google Search on all devices from Jan 2013 to Dec 2016

38. But Mobile Ads can be Tough
Source: 10,170 Wordstream Clients advertising on Google Search on Mobile in 2016
ETAs released
July 28th

39. Mobile Preferred Ads used to be Easy

40. But there is No “Mobile Preferred ETA”
WHAT ABOUT
MOBILE?

41. Mobile Ad Copy is Back with IF Functions
• NEW on Google: IF Statements for Device & Audience.

42. Mobile Ad Copy is Back with IF Functions
Ad shown on mobile: Ad shown
on desktop:

43. Mobile Ad Extensions

44. Mobile Ad Extensions
The mobile searcher is on the go!
o Use location extensions to send them to
your store!
o Or use affiliate location extensions to
send them to chain stores that sell your
product.

45. Mobile Ad Extensions
Connect directly with the mobile searcher!
o Use message extensions to have your searchers send you a text message direct from
the SERP
o Use call extensions to have your searchers call you directly from the SERP

46. Mobile Ad Extensions
Mobile users spend more time in apps
than they do on the mobile web!
● Use app extensions to have your
searchers download or open your app
directly from the SERP!

47. Recap

48. People increasingly use longer and more natural language to
search. Your ads should reflect this trend and read naturally.
Avoid keyword stuffing!

49. Write ads for your audience in mind.
Consider different ads for remarketing lists &
demographics

50. Revisit your new ETAs and
include IF Statements for
mobile ad copy changes
to attract an increasingly
mobile world.

51. THANK YOU!