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Paid Search Has Changed: 3 Ways to Keep Up in 2017

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Paid search advertising has entered a new era... are your ads keeping up? Or are outdated practices costing you valuable clicks?

Join our expert, Mark Irvine as he covers everything you need to know to get ahead in 2017.

You'll learn:
- What language is... and isn't working in text ads
- A simple way to increase your CTR by up to 60%
- How to boost your business by making your ads mobile-friendly

Published in: Marketing
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Paid Search Has Changed: 3 Ways to Keep Up in 2017

  1. 1. •Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email! •Join the conversation on twitter: •@MARKIRVINE89 •Time for Q&A – don’t be shy! Logistics:
  2. 2. Senior Data Scientist at Wordstream 5 Years in Paid Search Voted the 14th Most Influential PPC Expert of 2016
  3. 3. RIP Standard Text Ads (2000-2016)
  4. 4. Expanded Text Ads
  5. 5. Advertisers see an average CTR boost of 15- 20% when transitioning to Google’s Expanded Text Ads. Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017
  6. 6. Advertisers see an average CTR boost of 15- 20% when transitioning to Google’s Expanded Text Ads. However, 1 in 3 English Speaking advertisers will struggle and see decreased CTR after transitioning to Expanded Text Ads. Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017
  7. 7. What’s different between these 2 ads? THERE IS NONE!
  8. 8. 2000 – The Digital Stone Age
  9. 9. Our Search Has Evolved 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Share of Long Term Searches
  10. 10. Our Search Has Evolved We’ve learned to search better and expect more specific answers. We search more frequently completing the same task We’re increasingly search more conversationally
  11. 11. We search for answers to our questions, Not keywords
  12. 12. The Most Common Words in English Rank Word Part of speech 1 the Definite article 2 be Intransitive verb 3 to Preposition 4 of Preposition 5 and Conjunction 6 a Indefinite article 7 in Preposition 8 that Pronoun 9 have Transitive verb 10 I Pronoun • The most common words your searchers use and your content features are not your keywords. • In comparison, the most common words in paid search ads are search keywords, nearly all of which are nouns.
  13. 13. Focus on More Than Keywords! • Keyword relevance is the LEAST important factor of quality score! • A high quality ad & landing page experience is 4 x more important!
  14. 14. We Don’t Need Bigger Ads for More Keywords
  15. 15. (Adverb) (Verb) (Pronoun)
  16. 16. Write Ads for your Audience
  17. 17. 3 Most Powerful Ad Pronouns #1 #2 “We”#3
  18. 18. “We” sells your expertise, not your KWs CTR: 0.25% CTR: 4.87%
  19. 19. 3 Most Powerful Ad Pronouns #1 #2 “You” #3 “We”
  20. 20. “You” speaks to your audience directly CTR: 7.15% CTR: 11.86%
  21. 21. Use What Your Know About Your Past Visitors with Remarketing
  22. 22. Source: 928 Wordstream Clients using remarketing audiences January 2015
  23. 23. 3 Most Powerful Ad Pronouns #1 “Him/Her” “You” “We” #2 #3
  24. 24. Demographic Targeting Demographic targeting is available on: • NEW on Google Search • Google Display Network • Bing Ads • Nearly all social networks NEW on Google Search!
  25. 25. Personalize Your Ads For Your Audience
  26. 26. Personalize Your Ads For Your Audience CTR: 7.31% CVR: 1.82% Ad shown only to men: Ad shown only to women: CTR: 11.59% CVR: 4.35% CTR: 9.25% CVR: 3.80% Improved CTR 60%! Improved CVR 140%!! Improved CTR 30%! Improved CVR 110%!!
  27. 27. Write Ads for All of their Devices
  28. 28. Mobile is increasingly Important Source: 1,865Wordstream Clients advertising on Google Search on all devices from Jan 2013 to Dec 2016
  29. 29. But Are Struggling More with Mobile ETAs released July 28th Source: 10,170 Wordstream Clients advertising on Google Search on Mobile in 2016
  30. 30. Mobile Preferred Ads for STAs were Easy!
  31. 31. But There’s No “Mobile Preferred” ETAs WHAT ABOUT MOBILE?
  32. 32. Mobile Ad Copy is Back with IF Functions • NEW on Google: IF Statements for Device & Audience. • Allows you to serve different ad copy to mobile searchers and remarketing audiences
  33. 33. Mobile Ad Extensions Cater Your Mobile Copy
  34. 34. 1. People increasingly use longer and more natural language to search. Your ads should reflect this trend and read naturally. Avoid keyword stuffing! 2. Write ads for your audience. Write different ads for remarketing & demographic audiences. 3. Revisit your new ETAs and include IF Statements for mobile ad copy changes to attract an increasingly mobile world. Recap
  35. 35. WordStream Special Offer Would you like a free demo from one of our AdWords Certified Experts, like Mark? YES NO THANKS
  36. 36. Thank you for joining us!

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