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Making the Most of Google's Improvements to Search Ads

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Google is improving Search Ads! Are you ready to maximize your success?

Expanded Text Ads are expanding... AGAIN.

Over the last 2 years so much has changed within online advertising. Our devices has become larger, we search more often, and more specifically.

Google's response to these changes? Bigger. Better. Search Ads.

Our expert will walk you through everything you need to know about it's newest ad format, including:
- Exactly what the new search ads will look like and how they work
- What will happen to your existing ads
- How to use the improved ETAs to boost your campaign performance

Published in: Marketing
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Making the Most of Google's Improvements to Search Ads

  1. 1. LIVE WEBINAR © Copyright 2018 WordStream, Inc. All rights reserved. Making the Most of Google’s Improvements to Search Ads
  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 Ads are Changing! 2000 – 2016 90 Characters Max 2016 - 2018 170 Characters Max
  6. 6. 6 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.
  7. 7. 7 Advertisers saw an average CTR boost of 15 - 20% when transitioning to Google’s Expanded Text Ads in 2016 and 2017. Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017
  8. 8. 8 Ads are Changing! 2000 – 2016 90 Characters Max 2016 - 2018 170 Characters Max Starting September 2018 300 Characters Max
  9. 9. 9 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
  10. 10. 10 Responsive Search Ads The Largest Ever Search Ads 300 Characters Max. Almost Twice As Large as Old
  11. 11. 11 Google anticipates these new, larger text ads to get about 15% more clicks than older ad formats.
  12. 12. 12 Best Practices for Testing Your New Text Ads
  13. 13. 13 #1 – Avoid Repetition or Keyword Stuffing Airport Taxi Adding the keyword “Airport Taxi” to this ad a few more times won’t make it any better.
  14. 14. 14 Focus on More than Just your Keywords • Keyword relevance is the LEAST important factor of quality score! • A high quality ad & landing page experience is 4 x more important!
  15. 15. 15 #2 – Write Your Ads with Your Audience in Mind Refrigerator Repair Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  16. 16. 16 #2 – Write Your Ads with Your Audience in Mind Homeowner Renter Landlord Kitchen Manager Student Do-It-Yourselfer Busy Parent Past Customer
  17. 17. 17 #2 – 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.”
  18. 18. 18 #3 – 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!
  19. 19. 19 #3 – Test Multiple Ads! • Just testing multiple ads is often enough to be successful. • Ad groups with more ads have a 21% higher CTR!
  20. 20. 20 #4 – Prioritize 1st & 2nd Headline and 1st DescriptionYour 3rd Headline and 2nd Description line may not always show! The ad you write: May still show like this! Make sure your ads make sense and aren’t missing anything without the 3rd headline or 2nd Description line. Use these fields to add additional value props, but don’t have them include your main call to action!
  21. 21. 21 #4 – Prioritize 1st & 2nd Headline and 1st DescriptionWhen writing your new ads: Do: Don’t: • End headlines with connecting words like “And, Or, But, Of, Off, Except…” etc. • Save your best offer for last! • Include vital information in headline 3 or description 2 • Have each headline & description make sense on its own. • Include punctuation at the end of each headline & description. • Have multiple offers and calls to action in each ad.
  22. 22. 22 #5 – Revisit Your Ad Extensions Callout Extensions:Old Ad: • Over 3,000 Apartments • Laundry in unit • September Leases • No fee • Easy Subway Access • Schedule a Tour
  23. 23. 23 #5 – Revisit Your Ad Extensions Callout Extensions:New Larger Ad: • Over 3,000 Apartments • Laundry in unit • September Leases • No fee • Easy Subway Access • Schedule a Tour
  24. 24. 24 #5 – Revisit Your Ad Extensions Callout Extensions:New Larger Ad: • Over 3,000 Apartments • Laundry in unit • September Leases • No fee • Easy Subway Access • Schedule a Tour Google avoids serving redundant ad extensions, so review your ad extensions to make sure they aren’t just repeating your new ads!
  25. 25. 25 Advertisers saw an average CTR boost of 15 - 20% when transitioning to Google’s Expanded Text Ads in 2016 and 2017. Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017
  26. 26. 26 Advertisers saw an average CTR boost of 15 - 20% after transitioning to Google’s Expanded Text Ads. However, 1 in 3 English speaking advertisers struggled and saw decreased CTR after transitioning to Expanded Text Ads.
  27. 27. 27 #6 – Don’t Pause Your Old Ads Right Away! Standard Text Ads (STAs) Old Expanded Text Ads (ETAs) NEW Expanded Text Ads (ETA++) Your old ads will continue to run for the foreseeable future!
  28. 28. 28 #6 – Don’t Pause Your Old Ads Right Away! VS. Test your new larger ads against your old ads first. If your old ads still perform better, keep them live and try making a brand new larger ad again. If your new ads perform better then you can pause your smaller ads – AND KEEP TESTING!
  29. 29. © Copyright 2018 WordStream, Inc. All rights reserved. Thank you!

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