Google announced their latest round of AdWords products, features and research last month and we now know what, if any, impact they will have on you! Over the last few weeks we've gain new insight and have new learnings from this announcement backed by data. Join the webinar to learn: -How these changes will impact your account -What these changes really mean for you -The best way to take full advantage of the changes

3. Join the Conversation on Twitter
@WordStream
@ErinSagin
@MarkIrvine89

4. Meet Mark & Erin
• Senior Data Scientist
• 3 years at WordStream
• Tweet me @markIrvine89
• PPC Evangelist &
Community Manager
• 4+ years at WordStream
• Tweet me @ErinSagin

5. February 18th was shaping up to be a
perfectly normal day until…On May 24, Google Announced
some of the largest changes to
AdWords EVER.

6. These Changes Affect Everyone
Nearly everything we about AdWords will or already has
changed from:
• How our ads look
• Where we show our ads
• Who sees our ads
• And most importantly, how we manage our
campaigns.
And Bing has a few surprises coming too…

7. Luckily, We Know Some Secrets
WordStream customers have had the privilege
to try out many of these new features before
they were announced, so we have exclusive
data and insights into new best practices!

8. Expanded Text Ads
#1
“This is the biggest change to Paid Search in the 16 year history of AdWords.”
- Representative from Google

9. Text Ads As We Know Them
Current Formula
Headline: Max 25 Characters
Display URL: Max 35 Characters
Description Lines (1 & 2): Max 35 Characters each
Total: 95 Characters Max (Excluding Display URL)

10. This Has Given Advertisers
Headaches for Years

11. Introducing…Expanded Text Ads
New Formula
Headline 1: Max 30 Characters
Headline 2: Max 30 Characters
Display URL: Domain from Final URL (automatic)
Path Fields (Up to 2, Optional): Max 15 Characters
Description Line: Max 80 Characters
Total: 140 Characters Max (Excluding Display URL)

12. Introducing…Expanded Text Ads
Expanded Text Ads
are 50% larger!!

13. Good question!
Creating Expanded Text Ads

14. Expanded Text Ads Have No Device Preference
Good question!
• All ads will automatically serve on all devices.
• There are no “mobile-preferred” expanded text ads.

15. Meanwhile on Bing…
“We're working closely with our Bing Partners […] to ensure that advertisers and their tools can
be ready with full support of Expanded Text Ads before the end of summer 2016.” – Bing Ads

16. Good question!
*Subject to change
Time Update
May 2016 Google announces Expanded Text Ads.
Testing begins in beta
Summer 2016 Bing expects to support Expanded Text Ads
Late August 2016 Google expects Expanded Text Ads to be
available to everyone.
Q4 2016 Google sunsets the ability to create and edit
traditional text ads.
Roadmap

17. Good question!
0%
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80%
5/25/2016
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Share of Ad Group Impressions from ETAs
Google Rolling Out Expanded Text Ads

18. Good question!
-40%
-20%
0%
20%
40%
60%
80%
100%
120%
140%
ImprovementinCTRinETA
comparedtostandardads
Advertisers Typically See CTR Gains from ETA
Median CTR gain: +28%
Max CTR gain: +132%
Most Advertisers See Significant CTR Boast from ETAs

19. Good question!
Despite an additional 50% text,
these are effectively the same ad!
Expanded Text Ad Fails

20. Use Expanded Text Ads to Say More
Traditional Text Ads Expanded Text Ads
CTR: 0.67%
CTR: 6.01%

21. What You Can Do To Prepare
Headline 1: Max 30 Characters
Headline 2: Max 30 Characters
Path Fields (Up to 2, Optional): Max 15 Characters
Description Line: Max 80 Characters
Prep your expanded text ads in advance in excel:

22. Improvements to the
AdWords Interface
#2

23. Good question!
The AdWords Interface Today

24. Preview of the New AdWords Interface

25. New UI Will Likely Feel Like
the AdWords App

26. Bing Is Redoing Their Interface, Too!
• New in-line segmentation
• Coming soon: Labels, Period Comparison Reporting

27. Device Bid Adjustments
#3

28. Desktop Tablet Mobile
Targeted on search? Always targeted Always targeted Optional targeting
Bids Same bid Same bid Adjusted bid
Since 2013, We’ve Had Little Device
Control on Search

29. Desktop Tablet Mobile
Targeted on search? Optional targeting Optional targeting Optional targeting
Bids Adjusted bid Adjusted bid Adjusted bid
Coming Soon, Full Device Targeting Control

30. Throwback
to 2013!
AdWords is Bringing Back Device Bidding
for Tablet & Desktop!

31. However, this targeting
ONLY exists for mobile.
Using this targeting
effectively opts you out
of desktop.
This Targeting Already Exists in
GDN Campaigns

32. Tablet bid adjustment: -20% to +300%
Bing Also Lets You Adjust Bids for Tablets

33. More Local
Ad Formats
#4

34. • Users searching “Near Me” has
doubled in the past 12 months.
Local Searches are on the Rise

35. • Local advertisers will have more reach with
their Google My Business locations on
Google Maps
&
Local Searches are on the Rise

36. Ads Show Local Business on Google Maps

37. Coming Soon: Promoted Pins

38. Announced Last Week @ SMX

39. Demographic Targeting
for Search
#5

40. • Ages & genders can be added as exclusions or as bid
adjustments
Demographic Targeting for Search

41. Industry: Plastic Surgery
Strategy: Exclude men from seeing their ads
Result: Spend down by 70%, CPA down by 65%
Industry: Florist
Strategy: Bid more aggressively for men around
the holidays
Result: Grew conversions by 50% at a 20% lower
CPA
Industry: Retirement Planning
Strategy: Exclude users under age 45
Result: Cut spend in half, now receive much
higher quality leads
Case Studies

42. • Bing Ads already allows demographic targeting at the ad
group level
Demographic Targeting Already On Bing

43. Demographic Targeting Already on GDN

44. Use Google Analytics to See How
Different Demos Perform

45. Keep A Close Eye On Your Performance

46. a) FREE Live demo of the WordStream Advisor
to learn how to manage your PPC in 20
minutes a week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC
Special Offers! Would You Like…

48. THANK YOU!
Benchmark your AdWords account today!
www.WordStream.com/Google-AdWords