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Evolved Text Ads - Mark Irvine

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Evolved Text Ads - Mark Irvine

  1. 1. 1 ETAs: Evolved Text Ads Tricks for Writing New Ads for the Next Age of Search
  2. 2. 2 • Researches industry trends in PPC • Voted the 5th Most Influential PPC Expert of 2017 • 5+ Years of PPC Experience Meet Mark Irvine Mark Irvine Senior Data Scientist, WordStream @MarkIrvine89
  3. 3. 3 RIP Standard Text Ads (2000 – 2016)
  4. 4. 4 Expanded Text Ads
  5. 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. 6
  7. 7. 7 Advertisers see an average CTR boost of 15 - 20% when 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.
  8. 8. 8 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! Sample of 11,014 accounts with active search (non-DSA, shopping) campaigns in July 2017
  9. 9. 9 More Ads = Higher CTR! Sample of 11,014 accounts with active search (non-DSA, shopping) campaigns in July 2017 • Just testing multiple ads is often enough to be successful. • Ad groups with more ETAs have a 21% higher CTR! • Aim to get at least 3 ETAs in each ad group!
  10. 10. 10 What’s the Difference Between these 2 ads? THERE IS NONE!
  11. 11. 11 2000 – The Digital Stone Age
  12. 12. 12 Our Search Has Evolved
  13. 13. 13 Our Search Has Evolved We now search for and expect more specific answers. discount car insurance rates family multi car insurance compare car insurance southampton
  14. 14. 14 Our Search Has Evolved We now search for and expect more specific answers. We now search more frequently to complete the same tasks.
  15. 15. 15 Our Search Has Evolved
  16. 16. 16 Our Search Has Evolved We now search for and expect more specific answers. We now search more conversationally. We now search more frequently to complete the same tasks.
  17. 17. 17 Today, 20% of searches occur via Voice Search, rather than a typed query!
  18. 18. 18 Comscore estimates that by 2020, more than 50% of all search will be driven by voice search
  19. 19. 19 Our Search Has Evolved Search Term: Users used to search for keywords Landing pages: Websites used to be keyword stuffed Search Ads: Ads copy is keyword stuffed Search Term: Users used to search for keywords Landing pages: Websites used to be keyword stuffed Now use user-friendly natural language Now search using natural language
  20. 20. 20 The Most Common Word in English • The most common words your searchers use and your content features are not your keywords. • In comparison, the most common words in PPC ads are search keywords, nearly all of which are nouns.
  21. 21. 21 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!
  22. 22. 22 Bigger Ads Aren’t Better if they just repeat your keywords
  23. 23. 23 Write Ads for your Audience
  24. 24. 24 3 Most Powerful Ad Pronouns #1 #2 #3 “We”
  25. 25. 25 “We” Sells your Solution, not your Keywords CTR: 0.25% CTR: 4.87%
  26. 26. 26 3 Most Powerful Ad Pronouns #1 #2 #3 “We” “You”
  27. 27. 27 “You” Speaks to your Audience Directly CTR: 7.15% CTR: 11.86%
  28. 28. 28 Use What You Know About Your Customers to Remarket to Them
  29. 29. 29 Target Past Visitors with Remarketing
  30. 30. 30 Target Past Visitors with Remarketing
  31. 31. 31 3 Most Powerful Ad Pronouns #3 “We” #2 “You” #1 “Him/ Her”
  32. 32. 32 Demographic Targeting NEW on Google Search! Demographic targeting is available on:
  33. 33. 33 Personalize your Ads for your Audience
  34. 34. 34 Personalize your Ads for your Audience Ad shown only to men: Ad shown only to women: CTR: 7.31% CVR: 1.82% CTR: 11.59% CVR: 4.35% CTR: 9.25% CVR: 3.80% Improved CTR 60%! Improved CVR 140%!! Improved CTR 30%! Improved CVR 110%!!
  35. 35. 35 Write Ads for All of their Devices
  36. 36. 36 Mobile is Increasingly Important
  37. 37. 37 But Mobile Ads can be Tough ETAs released July 28th
  38. 38. 38 Mobile Preferred Ads used to be Easy
  39. 39. 39 But There is No “Mobile Preferred ETA” WHAT ABOUT MOBILE?
  40. 40. 40 Mobile Ad Copy is Back with IF Functions NEW on Google: IF Statements for Device & Audience.
  41. 41. 41 Mobile Ad Copy is Back with IF Functions Ad shown on mobile: Ad shown on desktop: Increased Mobile CTR by 40%
  42. 42. 42 Mobile Ad Extensions • Compliment your mobile ads with mobile ad extensions!
  43. 43. 43 Recap
  44. 44. 44 People increasingly use longer and more natural language to search. Your ads should reflect this trend and read naturally. Avoid keyword stuffing!
  45. 45. 45 Write ads for your audience in mind. Consider different ads for remarketing lists & demographics.
  46. 46. 46 Revisit your new ETAs and include IF Statements for mobile ad copy changes to attract an increasingly mobile world.
  47. 47. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! Mark Irvine, Senior Data Scientist mirvine@wordstream.com @MarkIrvine89

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