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What Google's Expanded Text Ads Really Mean For You By Rob Lenderman


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From the SMX Advanced Conference in Seattle, Washington June 22-23, 2016. SESSION: The Nine Billion Ads of Search. PRESENTATION: What Google's Expanded Text Ads Really Mean For You - Given by Rob Lenderman, @boostctr - Boost Media, Co-Founder, Chief Product Officer. #SMX #21B

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What Google's Expanded Text Ads Really Mean For You By Rob Lenderman

  1. 1. #SMX #21B @boostctr And How to Gain ROI from the Biggest Format Change Ever WHAT GOOGLE’S EXPANDED TEXT ADS REALLY MEAN FOR YOU
  2. 2. #SMX #21B @boostctr 1.  Get ready for the biggest change ever 2.  Time to rethink your entire creative 3.  How do you do this? 4.  Real examples of success 5.  5 tips to remember What Google’s Expanded Text Ads (ETAs) Mean For You
  3. 3. #SMX #21B @boostctr Google made the biggest change to AdWords since the Quality Score What are you doing about it?
  4. 4. #SMX #21B @boostctr Marketers Are Facing a Colossal Problem 9 billion ads need to be rewritten. Google & Bing are introducing longer ad format later this year. Your approach will determine your success.
  5. 5. #SMX #21B @boostctr The Cost of Writing 10 cents per word x 28 words per ad = $2.80 for writing 1 ad + ~75 cents extra time for QA to ensure new ad is logical = $3.55 TOTAL P. AD
  6. 6. #SMX #21B @boostctr It Adds Up 20,000 ads x $3.55 = $71,000 15,000 ads x $3.55 = $53,250 12,000 ads x $3.55 = $42,600 8,000 ads x $3.55 = $35,500 In an account that contains 100,000 ads, there are between 8,000-20,000 unique ads
  7. 7. #SMX #21B @boostctr Rethink your entire creative Take advantage of more creative real estate
  8. 8. #SMX #21B @boostctr “Use this update as a chance to re-evaluate your entire creative. This is a chance to craft something new and more compelling than ever before.” - Matt Lawson, Director of Performance Ads Marketing, Google
  9. 9. #SMX #21B @boostctr Text Expansion Format Challenges LED Warm White Bulbs Top Brands at Everyday Low Prices Free Shipping on Qualified Orders. Current Format Headline: 25 characters Display URL: 35 characters Description line 1: 35 characters Description line 2: 35 characters Headline 1 is too short, 21/30 char. – … Missing second headline Description is too short, 68/80 char. Missing second possible subdomain /subdomain2 New Format Headline 1: 30 characters Headline 2: 30 characters 2 Subdomains:15 characters each Description: 80 characters
  10. 10. #SMX #21B @boostctr 1.  Write yourself 2.  Rely solely on technology or templated approaches 3.  Do nothing So What Are My Options? …rewriting thousands of ads will take lots of time, resources and dollars …results in mismatched messaging that is messy and illogical … and miss out on the “First Mover Advantage” and increased ROI
  11. 11. #SMX #21B @boostctr So what is the answer? Identify, test and deploy
  12. 12. #SMX #21B @boostctr Identify, Test, Deploy 1. Determine where custom copy or templates should be deployed 2. Write multiple variations of copy 3. Test and measure 4. Determine learnings 5. Create more messages to test
  13. 13. #SMX #21B @boostctr Identify: How to break up your account 0 2 4 6 8 10 12 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Typical Account Structure Head Trunk Tail %ofSpend % of Ad Groups High volume, brand, unique products: Custom Some product variations: Custom + Template Low volume, generic ad groups: Template
  14. 14. #SMX #21B @boostctr Test: Rely on apples-to-apples comparisons Impression Skew Device Quality Score Ramp Network
  15. 15. #SMX #21B @boostctr Deploy: Walk, crawl, run Go slow and monitor closely. Deploy learnings quickly.
  16. 16. #SMX #21B @boostctr TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE (SWAP IN YOUR OWN AS NEEDED) Real examples of success What we’ve learned from ETA testing so far
  17. 17. #SMX #21B @boostctr What We Tested Phase 1: Standard Text Ad vs. Templated ETA Phase 2: Standard Text Ad vs. Custom ETA
  18. 18. #SMX #21B @boostctr Phase 1: Standard Text Ad vs. Templated ETA 5/23/2016 5/25/2016 5/27/2016 5/29/2016 5/31/2016 6/2/2016 6/4/2016 6/6/2016 6/8/2016 Daily CTR Standard Text Ad ETA Template Template ETA: -14% CTR
  19. 19. #SMX #21B @boostctr Phase 2: Standard Text Ad vs. Custom ETA 6/10/2016 6/12/2016 6/14/2016 6/16/2016 6/18/2016 6/20/2016 Daily CTR Standard Text Ad ETA Template ETA Custom Standard Text Ad: -10% CTR Template ETA: -16% CTR Custom ETA: +11% CTR
  20. 20. #SMX #21B @boostctr CTR Delta by Device Type Desktop Mobile Tablet Standard Text Ad vs Template ETA -20% -1% -25% Standard Text Ad vs Custom ETA +11% +15% +4% Key Takeaway: performance trend between templated ETA versus a customized ETA holds across device types. ETAs perform strongest on mobile devices Phase 2: Segmented by Device
  21. 21. #SMX #21B @boostctr 5 Tips for Success Key ETA learnings you should know
  22. 22. #SMX #21B @boostctr 5 ETA Learnings You Should Know 1.  Act now and gain from the First Mover Advantage 2.  Grouping matters. Break up your account strategically 3.  Rethink your entire creative. Apply custom copy wherever possible 4.  Test accurately and use learnings wisely. Don’t spray and pray 5.  Go slow. Walk before you run with learnings