- The document discusses expanded text ads (ETAs), Google's new ad format that allows for longer character limits in headlines, descriptions, and URLs.
- ETAs are now 47% bigger than standard text ads and can improve click-through rates drastically. However, standard text ads will disappear on January 31, 2017, so advertisers need to migrate to ETAs.
- The document provides tips for writing new ETA copy, including including keywords in URLs, creating mobile-preferred ads, and revisiting ad extensions. It also describes tools that can help with the migration process to ETAs.
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The Final Countdown to ETAs
1.
2.
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
4 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
26. Use More Characters to Say More
Instead of Saying Try Saying
Immediately pitching your product:
“Used Text Books For Sale”
Vague FOMO:
“Sale Ends Soon”
Meaningless Call to Actions:
“Check Us Out” / “Free Trial” / “Learn
More”
Start a conversation – Ask a Question:
“Why Pay Full Price? Buy Used & Save”
Use A Countdown Ad:
“Sale Ends in {=COUNTDOWN(“yyyy/MM/dd
HH:mm:ss, “language, daysBefore}”
“Sale Ends in X Days”
Highlight Unique Value Props Instead:
“Easy, Paperless, Onboarding.
Anywhere. Anytime.”
36. But Now Your Ads May Include This
Google won’t serve redundant or repetitive ad extensions.
Review your extensions to make sure they’re still unique offers!
42. Migrating painlessly with ETA Transition
Helper
Google has created a custom
script to help large advertisers
and agencies quickly migrate
their standard text ads to
Expanded Text Ads.
The ETA Transition Helper lives
here:
https://developers.google.com/ad
words/scripts/docs/solutions/mcc
app-eta-transition-helper
43. Migrating painlessly with ETA Transition
Helper
Google has created a custom
script to help large advertisers
and agencies quickly migrate
their standard text ads to
Expanded Text Ads.
The ETA Transition Helper lives
here:
https://developers.google.com/ad
words/scripts/docs/solutions/mcc
app-eta-transition-helper
Now you only need to write in a
2nd headline!
44. This is how your standard text ads appear
on the SERP
46. Slow pace
Last day
to edit
standard
text ads is
January
31, 2017!
Expanded Text Ads only afterwards…
Today
47. Don’t Pause Your Standard Ads Yet
Your Standard Text Ads
Your standard text ads will
continue to run after Feb 1st!
Let your old ads run alongside
your ETAs until you’re confident
they perform better.
Once you’re happy with how
your ETAs perform, then pause
your old text ads.
48. 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