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2018 Recap: AdWords to Google Ads (and everything else that's changed this year)

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It's been a big year for Google, are your ad strategies keeping up?
Are your ads on Google as competitive as they could be? Are you sure?

Make sure your advertising efforts aren't getting left behind in all of Google's updates.

Join our live webinar for expert insight on all the important changes Google introduced this year, and how to use them to grow your business.

You'll learn:

Exactly what changed in the transition to Google Ads, and how it could affect your profits
Which ads have seen the most success on Google this year, and what we've learned from them
A sneak peek on what changes you can expect to see in 2019

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2018 Recap: AdWords to Google Ads (and everything else that's changed this year)

  1. 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. 2018 Recap: AdWords to Google Ads (and everything else that’s changed this year)
  2. 2. 2
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  5. 5. 5 Mark Irvine Senior Data Scientist • Senior Data Scientist at WordStream • 6 Years in Paid Search Experience • Voted One of the 15 Most Influential PPC Experts for the past 3 Years!
  6. 6. 6 #1 Google AdWords Becomes Google Ads
  7. 7. 7 Google AdWords Becomes Google Ads
  8. 8. 8 Google AdWords Becomes Google Ads #1 If you’re an agency and you sell AdWords services, you’ve got work ahead of you to update your keywords, ads, and content to reflect the new name!
  9. 9. 9 Google AdWords Becomes Google Ads #2 This change formalizes Google’s pivot away from just thinking about keywords – and embraces the idea of targeting differently.
  10. 10. 10 #2 Keywords Match Types Change AGAIN!
  11. 11. 11 Keywords Provide Less Control Now • In 2015, Google began automatically matching queries to close variants. • In 2017, Google began serving ads when Keywords were reordered or had functional words added, removed or changed.
  12. 12. 12 Keywords Provide Less Control Now • In October, Google & Bing began matching keywords to “close variants that share the same meaning of your keywords,” including synonyms, paraphrases, and results with the same implied intent
  13. 13. 13 Keywords Provide Less Control Now
  14. 14. 14 Keywords Provide Less Control Now • As a result of these changes, exact match keywords show for more queries, meaning less control and more costs. 37% Increase in Close Variant impressions 24% Increase in Close Variant clicks 11% Increase in Close Variant costs
  15. 15. 15 #3 Data Privacy & Abuse Concerns Grow
  16. 16. 16 Data Concerns & Abuse Grew in 2018
  17. 17. 17 Regulators Looking to Google & Facebook
  18. 18. 18 Facebook Updated Its Ad Targeting Options
  19. 19. 19 Some Advertisers Face New Restrictions • Certain industries require new authorization to run ads, such as: • Political Ads • Rehab & Addiction Services • Technical Support • Crytocurrency & Financial Services • Customer Match is disabled to new advertisers • Call-Only Ads requires advertisers need to answer calls from these ads differently and transparently. Google may monitor these calls.
  20. 20. 20 #4 Google Grants Get Harder
  21. 21. 21 Google Grants Got New Rules Previously: Starting in 2018: • Non-profit 501(C)(3) organizations were granted up to $40,000 in complimentary Google Search Advertising. • Advertisers could not bid more than $2.00 CPC. • Non-profit 501(C)(3) organizations are granted up to $10,000 in complimentary Google Search Advertising. • Advertisers could not bid more than $2.00 CPC, but can use a Maximize Conversions bidding strategy. • Advertisers have to complete annual survey. • Advertisers using smart bidding must accurate conversion tracking • Campaigns must be geo-targeted to a specific region. • Single keyword keywords are restricted. • “Overly generic” keywords are prohibited. • No Keywords with a 1 or 2 quality score. • Campaigns must have active sitelinks, 2 ad groups and 2 ads per ad group. • Accounts must maintain a 5% CTR
  22. 22. 22 Google Grants Got New Rules Previously, grant accounts averaged a 4.41% CTR, well below the 5% CTR minimum.
  23. 23. 23 #5 Search Ads Become Larger Than Ever!
  24. 24. 24 Ads are Changing! 2000 – 2016 90 Characters Max 2016 - 2018 170 Characters Max September 2018 300 Characters Max
  25. 25. 25 New, Larger Search Ads Previous Search Ads NEW Larger Search Ads 2 Headlines (30 Characters Each) Up to 3 Headlines (30 Characters Each) 2 URL Path Fields - Optional (15 Characters Each) 2 URL Path Fields - Optional (15 Characters Each) 1 Description (80 Characters) Up to 2 Descriptions (90 Characters Each) 160 Max Characters 300 Max Characters
  26. 26. 26 Responsive Search Ads The Largest Ever Search Ads 300 Characters Max. Almost Twice As Large as Old
  27. 27. 27 Write Your Ads with Your Audience in Mind Refrigerator Repair Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  28. 28. 28 Write Your Ads with Your Audience in Mind Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  29. 29. 29 Write Your Ads with Your Audience in Mind Don’t think of trying to write a “best ad.” Think of best messages for different customers. Persona Needs Message Mass Market Sensitive to Price “Same Day Service & Free Quotes” Busy Working Parent Flexible Schedule “Anywhere, Anytime. 24/7 Staff.” Business Customer A fast fix “Fast Response, Fast Repair.” Proud DIY Not to be “sold” “Get Help & Get Going.” Past Customer To trust they’re being taken care of “Repaired Correctly – Guaranteed.”
  30. 30. 30 Test Multiple Ads! Although most of advertisers are testing at least at least 1 ETA, most ad groups are currently ONLY testing exactly 1 ETA!
  31. 31. 31 Test Multiple Ads! • Just testing multiple ads is often enough to be successful. • Ad groups with more ads have a 21% higher CTR!
  32. 32. 32 #6 New Responsive Search Ads
  33. 33. 33 Responsive Search Ads
  34. 34. 34 Responsive Search Ads Just by writing 15 different headlines and 4 different descriptions, Google will automatically test and optimize 43,680 different variations of your messaging!
  35. 35. 35 Responsive Search Ads Use RSAs to highlight different messages, values, solutions, offers, and call to actions for your searchers! Google will serve the best performing message for different searchers.
  36. 36. 36 #7 NEW Audiences & Detailed Demographic
  37. 37. 3737 Existing Targeting On Search: NEW Targeting Options Introduced in 2018 Age Income Gender Remarketing In-Market Audiences Demographic Targeting
  38. 38. 38 In-Market Audiences for Search Car Dealership In Market for a new car Car Dealership New 2019 Car Models Car Loan Financing Compact Car Costs Mitsubishi Eclipse Review Mitsubishi Eclipse vs Outlander Past Search & Browsing History
  39. 39. 39 These In Market Audiences target only the top 5% of your searchers! Ads reaching these searchers have more than double the CTR & CVR of other ads! • In-Market Audiences for Search
  40. 40. 4040 Existing Targeting On Search: NEW Targeting Options Introduced in 2018 Age Income Gender Remarketing Parental Stage In-Market Audiences Education Relationship Status Demographic Targeting Home Ownership
  41. 41. 41 NEW Detailed Demographics Education Marital Status Homeowner Status Parental Stages • Current college student • Highest Level of Education Attainment • High School Graduate • Bachelor’s Degree • Advanced Degree • Single • In a relationship • Married • Homeowners • Renters • Parents of: • Infants (0-1 years) • Toddlers (1-3 years) • Preschoolers (4-5 years) • Grade schoolers (6-12 years) • Teens (13-17 years)
  42. 42. 42 # 8 Bing Ads Enables LinkedIn Profile Targeting
  43. 43. 43 Pinterest Grew A Monopoly on Visual Search • Microsoft bought LinkedIn in 2016. • LinkedIn is one of the 5 largest social networks in the US and allows advertising targeting by demographics as well as user’s professional details such as job title, company size, education, and skills.
  44. 44. 44 LinkedIn Profile Targeting within Bing Ads • Bing’s newest innovation enables its advertisers to target searchers based on information in their LinkedIn profile, such as their: • Company • Industry • Job Function
  45. 45. 45 Search vs. Social – Review Search Social High Intent Searchers on Bing Sophisticated Audience Targeting Search and Social together
  46. 46. 46 WordStream Special Offer
  47. 47. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you!

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