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

1. LIVE WEBINAR
© Copyright 2018 WordStream, Inc. All rights reserved.
Big Changes Coming
to AdWords:
Everything You Need to Know

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3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

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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!

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https://support.google.com/adwords/answer/9023565
Attendees include representatives
from 200 top agencies, partners,
and press from all around the
world – Including WordStream!

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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

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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

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#1
Responsive Search
Ads

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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.

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Responsive Search Ads
Meet Responsive Search
Ads
300 Characters Max.
Almost Twice As Large as

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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

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Responsive Search Ads
Google says Responsive Search
Ads get 15% more clicks!

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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!

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Keywords Don’t Capture Intent
Refrigerator Repair
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer

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Keywords Don’t Capture Intent
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer

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Responsive Search Ads

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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!

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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.

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#2
Rebranding of Google
AdWords

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Google AdWords Becomes Google Ads

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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!

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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.

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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

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Google AdWords Becomes Google Ads
#3
This may open
opportunity for
different ads,
targeting, and
solutions all within
the same platform.

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#3
Smart
Campaigns

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Smart Campaigns

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AdWords Express Smart Campaigns
Smart Campaigns

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Responsive Search Ads
Google will also help
create landing pages
for small businesses

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#4
Local Campaigns

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Smart CampaignsGoogle is making it easier for Brick
& Mortar businesses to track
in-person store visits &
purchases!

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Smart Campaigns
Local campaigns will show across Search, Maps,
Places, Display & YouTube

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#5
Automatic Feed Management

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Shopping Campaigns
Shopping
ads
Traditional
Paid Search
Ads

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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

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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

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Automatic Feed Management
Google will crawl your site for products & create your feed for you

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#6
Smart
Shopping
Campaigns

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Smart Shopping Campaigns
Manage all
these ad
formats from 1
Smart
Shopping
campaign!

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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

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Smart Shopping Campaigns
Google will enable new goals for
advertisers who want to track in-store
purchases or acquire new customers

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#7
Hotel
Campaigns

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Smart Campaigns
Traditional Paid Search Ads
Hotel Ads

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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.

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WordStream Special Offer

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Thank you!