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Big Changes Coming to AdWords: Everything You Need to Know

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Breaking news from Google!

On July 10, 2018 Google announced the 2018 Roadmap for the Google AdWords platform - including changes to popular features and ad formats.

Thanks to our partnership with Google, our expert was there to hear the announcement live and quickly relay the information to you through a WordStream-exclusive webinar!

Be the first to know:
- Exactly what changes you can expect to see in AdWords (and when they're coming)
- The various ways these changes will impact your account
- How to use the advanced notice of these changes to get ahead of your competition

Published in: Marketing

Big Changes Coming to AdWords: Everything You Need to Know

  1. 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. Big Changes Coming to AdWords: Everything You Need to Know
  2. 2. 2
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. 4 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!
  5. 5. 5 https://support.google.com/adwords/answer/9023565 Attendees include representatives from 200 top agencies, partners, and press from all around the world – Including WordStream!
  6. 6. 6 Last Year, Google’s focus was on Audience Solutions They announced and later introduced: • YouTube remarketing targeting in Search • In-Market Audiences for Search Ads • Life Event Targeting • Remarketing Surveys
  7. 7. 7 Last Year, Google’s focus was on Audience Solutions They announced and later introduced: • YouTube remarketing targeting in Search • In-Market Audiences for Search Ads • Life Event Targeting • Remarketing Surveys This year, Google’s focus was on how to make advertising simpler & smarter
  8. 8. 8 #1 Responsive Search Ads
  9. 9. 9 A slide from 2 years ago • In 2016, Google announced the Expanded Text Ad format. • It was brand new, and at 160 characters, it was 50% larger than any other ad on the SERP.
  10. 10. 10 Responsive Search Ads Meet Responsive Search Ads 300 Characters Max. Almost Twice As Large as
  11. 11. 11 Responsive Search Ads Expanded Text Ads Responsive 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
  12. 12. 12 Responsive Search Ads Google says Responsive Search Ads get 15% more clicks!
  13. 13. 13 Fewer Advertisers are Testing Multiple ETAs Although most of advertisers are testing at least at least 1 ETA, most ad groups are currently ONLY testing exactly 1 ETA!
  14. 14. 14 Keywords Don’t Capture Intent Refrigerator Repair Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  15. 15. 15 Keywords Don’t Capture Intent Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  16. 16. 16 Responsive Search Ads
  17. 17. 17 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!
  18. 18. 18 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.
  19. 19. 19 #2 Rebranding of Google AdWords
  20. 20. 20 Google AdWords Becomes Google Ads
  21. 21. 21 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!
  22. 22. 22 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.
  23. 23. 23 Google AdWords Becomes Google Ads DoubleClick & Google Analytics 360 Suite are combining to become Google Marketing Platform DoubleClick for Publishers, DoubleClick for Ad Exchange, and AdMob combining to become Google Ad Manager Google Ads
  24. 24. 24 Google AdWords Becomes Google Ads #3 This may open opportunity for different ads, targeting, and solutions all within the same platform.
  25. 25. 25 #3 Smart Campaigns
  26. 26. 26 Smart Campaigns
  27. 27. 27 AdWords Express Smart Campaigns Smart Campaigns
  28. 28. 28 Responsive Search Ads Google will also help create landing pages for small businesses
  29. 29. 29 #4 Local Campaigns
  30. 30. 30 Smart CampaignsGoogle is making it easier for Brick & Mortar businesses to track in-person store visits & purchases!
  31. 31. 31 Smart Campaigns Local campaigns will show across Search, Maps, Places, Display & YouTube
  32. 32. 32 #5 Automatic Feed Management
  33. 33. | Confidential 33 Shopping Campaigns Shopping ads Traditional Paid Search Ads
  34. 34. | Confidential 34 Shopping Campaigns Shopping campaigns rely on a linked Google Merchant Center account. Bruins Jersey Search Term Matches description of item in Google Merchant Center Shopping Ad created off info in Google Merchant Center Landing Page
  35. 35. | Confidential 35 Shopping Campaigns What’s going on in Merchant Center? Nothing too exciting. Your product feed just requires some data on each item so Google knows what you’re selling. Required info about each item: • Title • Description • Link • Image Link • Price (With Currency) • Availability • Condition • ID • GTIN
  36. 36. 36 Automatic Feed Management Google will crawl your site for products & create your feed for you
  37. 37. 37 #6 Smart Shopping Campaigns
  38. 38. 38 Smart Shopping Campaigns Manage all these ad formats from 1 Smart Shopping campaign!
  39. 39. 39 Smart Shopping Campaigns All you need: 1. A product feed. 2. A budget 3. A ROAS Goal 4. 20 Conversions over the past 45 days 5. A remarketing list
  40. 40. 40 Smart Shopping Campaigns Google will enable new goals for advertisers who want to track in-store purchases or acquire new customers
  41. 41. 41 #7 Hotel Campaigns
  42. 42. 42 Smart Campaigns Traditional Paid Search Ads Hotel Ads
  43. 43. 43 Listing Feed Price Feed Hotel Campaigns Point of Sales Feed IntegrateIntegrate Today, creating these ads is a complicated, technical process that requires 3 integrated feeds.
  44. 44. 44 WordStream Special Offer
  45. 45. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you!

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