With a new ad format and a new digital environment, paid search is fundamentally different than how it was years ago. Learn the latest changes to your ads, your targeting, and new best practices to keep up!

3. •Recorded version will be distributed later this
afternoon, be sure to keep an eye out for an email!
•Join the conversation on twitter:
•@MARKIRVINE89
•Time for Q&A – don’t be shy!
Logistics:

4. Senior Data Scientist at
Wordstream
5 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016

5. RIP Standard Text Ads (2000-2016)

6. Expanded Text Ads

7. 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

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

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

11. 2000 – The Digital Stone
Age

12. Our Search Has Evolved
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Share of Long Term Searches

13. Our Search Has Evolved
We’ve learned to
search better and
expect more
specific answers.
We search more
frequently
completing the
same task
We’re increasingly
search more
conversationally

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

15. 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.

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

17. We Don’t Need Bigger Ads for More Keywords

18. (Adverb) (Verb) (Pronoun)

19. Write Ads
for your
Audience

20. 3 Most Powerful Ad Pronouns
#1
#2
“We”#3

21. “We” sells your expertise, not your KWs
CTR: 0.25%
CTR: 4.87%

22. 3 Most Powerful Ad Pronouns
#1
#2 “You”
#3 “We”

23. “You” speaks to your audience directly
CTR: 7.15%
CTR: 11.86%

24. Use What Your Know About Your Past Visitors
with Remarketing

25. Source: 928 Wordstream Clients using remarketing audiences
January 2015

26. 3 Most Powerful Ad Pronouns
#1 “Him/Her”
“You”
“We”
#2
#3

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

28. Personalize Your Ads For Your Audience

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

30. Write Ads for All of
their Devices

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

32. But Are Struggling More with Mobile
ETAs released
July 28th
Source: 10,170 Wordstream Clients advertising on Google Search on Mobile in 2016

33. Mobile Preferred Ads for STAs were Easy!

34. But There’s No “Mobile Preferred” ETAs
WHAT ABOUT
MOBILE?

35. Mobile Ad Copy is Back with IF Functions
• NEW on Google:
IF Statements for
Device & Audience.
• Allows you to serve
different ad copy to
mobile searchers and
remarketing audiences

36. Mobile Ad Extensions Cater Your Mobile Copy

37. 1. People increasingly use longer and more natural
language to search. Your ads should reflect this trend
and read naturally. Avoid keyword stuffing!
2. Write ads for your audience. Write different ads for
remarketing & demographic audiences.
3. Revisit your new ETAs and include IF Statements for
mobile ad copy changes to attract an increasingly
mobile world.
Recap

38. WordStream Special Offers
1. FREE Live demo of the WordStream Advisor to learn how to manage
your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with a Certified Google AdWords Consultant
3. Neither, I’m all set

40. Thank you for
joining us!