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The Changing Landscape of Paid Search By James Svoboda

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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: The Nine Billion Ads of Search. PRESENTATION: The Changing Landscape of Paid Search - Given by James Svoboda, @realicity - WebRanking, CEO. #SMX #21B

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The Changing Landscape of Paid Search By James Svoboda

  1. 1. #SMX #21B @Realicity James Svoboda, CEO @WebRanking, Co-Founder @MnSearch THE CHANGING LANDSCAPE OF PAID SEARCH
  2. 2. #SMX #21B @Realicity § Right Side Changes –  February 19th, 2016 –  Only Desktop Searches •  50% of Searches are Mobile •  ~25% of Searches Affected –  +1 Top Ad – Now up to 4 –  3 Bottom Ads –  More “Organic” Looking –  Frees Up Space for Shopping Ads & Knowledge Graph BYE BYE RIGHT SIDE ADS
  3. 3. #SMX #21B @Realicity 3 Mobile Ads on Top (above fold) and 3 on Bottom
  4. 4. #SMX #21B @Realicity Device Analysis – Pre & Post Side Ad Removal
  5. 5. #SMX #21B @Realicity COHESIVE TEXT AD & SHOPPING AD EXPERIENCE
  6. 6. #SMX #21B @Realicity Extended Headlines – Winners in 9/10 Ad Groups Starting to look more and more like Organic Listings...
  7. 7. #SMX #21B @Realicity Other (bottom) Better Than Side § Bottom Ads Now Come With… –  Extended Headlines –  Seller Ratings –  Ad Extensions –  Better CTR
  8. 8. #SMX #21B @Realicity Ad Analysis : Top vs. Other
  9. 9. #SMX #21B @Realicity Ad Extensions Analysis – Pre & Post Side Ad Removal
  10. 10. #SMX #21B @Realicity Top Vs. Side/Other – Cause & Effect
  11. 11. #SMX #21B @Realicity
  12. 12. #SMX #21B @Realicity PROMOTED PINS – Not Your Typical Ad Format
  13. 13. #SMX #21B @Realicity Native “Landing Page”?
  14. 14. #SMX #21B @Realicity WIDER SEARCH PAGE LAYOUT
  15. 15. #SMX #21B @Realicity SERP Space Now 17% Wider Source: MOZ - https://moz.com/blog/title-tag-length-guidelines-2016-edition
  16. 16. #SMX #21B @Realicity Wider Shopping Ad Space: 5 -> 6 Ads
  17. 17. #SMX #21B @Realicity Wider Ad Space Courtesy: The SEM Post
  18. 18. #SMX #21B @Realicity Extended Text Ad Space: Headline, Description + Domain
  19. 19. #SMX #21B @Realicity Structured Snippets Length: 84 -> 98, + Multiple Showing - 14 additional characters on desktop. - Multiple Structured Snippets Headers “types” per Query. - 2 (more?) Structured Snippets Ads Showing at Same Time. - How many possible for a DKI Headline ad? Up to 39… ß 2 “Types” Showing at Same Time.
  20. 20. #SMX #21B @Realicity Ad Extension Space is Larger, But Varies •  More Space Allows More Extensions to Show… •  Minimum of 2, Sometimes 3, Still a max of 4 •  Character Width + Total Shown Varies due to Font •  Can we call this Responsive? •  Roughly 9 Characters of Space for Separators •  Up to 90 Actual Characters of Ad Extension Text…???
  21. 21. #SMX #21B @Realicity Responsive-ish Mobile Ads - Ad Extension Characters Vary by Device Width - Roughly 67 for Landscape, 44 for Portrait – 23 Difference
  22. 22. #SMX #21B @Realicity GREEN “AD” LABELS – Same Color as URLs
  23. 23. #SMX #21B @Realicity TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) AdWords Starting To Strut Their Stuff
  24. 24. #SMX #21B @Realicity Recently Ads Have Seemed A Little More Like…
  25. 25. #SMX #21B @Realicity What Are Expanded Text Ads? •  Currently in Beta •  Beta is Throttling Impressions •  Estimated +20% Lift in CTR •  Work on Desktop & Mobile •  95 -> 140 Characters (+50%) •  Headlines: More Characters •  Descriptions: More Characters •  Display URLs: More Characters?
  26. 26. #SMX #21B @Realicity Larger, Multiple Headlines: Keywords/DKI, Offers & CTAs
  27. 27. #SMX #21B @Realicity 1, Longer Description. Think of the DKI FAIL Possibilities…
  28. 28. #SMX #21B @Realicity Updated Display URLs with up to 2 New “Paths”
  29. 29. #SMX #21B @Realicity Bing Ads Already Working On Adding & Supporting ETAs
  30. 30. #SMX #21B @Realicity WRITING & TESTING ETAs § What’s Important? –  Headlines –  Headlines! –  Keywords + CTA/Offer –  Legible & Persuasive Description Copy –  Headlines!
  31. 31. #SMX #21B @Realicity ETAs Rolling out in July? Old Ads Retired after September? Source: Larry Kim - https://medium.com/atm-all-things-marketing/google-expanded-text-ads-10-things-you-need-to-know-7da7209b650f
  32. 32. #SMX #21B @Realicity How is this going to affect Dynamic Search Ads? Headline
  33. 33. #SMX #21B @Realicity WHAT’S YOUR DSA STRATEGY? Dynamic Search AD Standard Text AD
  34. 34. #SMX #21B @Realicity TAKEAWAYS - There is a New Normal - ETAs & Headlines FTW! - Ad Extensions More Important - Ads are going Responsive - Create a DSA Strategy
  35. 35. #SMX #21B @Realicity THANK YOU! download: www.webranking.com/presentation James Svoboda CEO WebRanking, Co-Founder MnSearch t: @realicity e: james.s@webranking.com b: www.webranking.com/blog

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