Downloaded 85 times
Uploaded bySearch Marketing Expo - SMX
ETAs: Evolved Text Ads By Mark Irvine
Mark Irvine discusses the evolution of search ads, highlighting the effectiveness of expanded text ads (ETAs), which have shown a 15-20% CTR boost for advertisers. He emphasizes the importance of reflecting natural language in ads, targeting audiences effectively, and personalizing content to enhance performance. The document also outlines the significance of demographic targeting and mobile optimization in modern advertising strategies.
More Related Content
Similar to ETAs: Evolved Text Ads By Mark Irvine
ETAs: Evolved Text Ads By Mark Irvine
- 1. #SMX #12B @MarkIrvine89 Tricksfor Writing New Ads for the Next Age of Search TITLE SLIDE – WRITE A COMPELLING HEADLINE FOR SOCIAL SHARING Tricks for Writing New Ads for the Next Age of Search ETAs: Evolved Text Ads
- 2. #SMX #12B @MarkIrvine89 Tricksfor Writing New Ads for the Next Age of Search TITLE SLIDE – WRITE A COMPELLING HEADLINE FOR SOCIAL SHARING Tricks for Writing New Ads for the Next Age of Search ETAs: Evolved Text Ads
- 3. #SMX #12B @MarkIrvine89 •Sr Data Scientist at Wordstream in Boston, MA • Researches industry trends in PPC • 5 Years of PPC Experience Meet Mark Irvine
- 4. #SMX #12B @MarkIrvine89 RIPStandard Text Ads (2000-2016)
- 5. #SMX #12B @MarkIrvine89 ExpandedText Ads
- 6. #SMX #12B @MarkIrvine89 Advertiserssee an average CTR boost of 15- 20% when transitioning to Google’s Expanded Text Ads. Data is based on a sample of 8,125Wordstream clients, 2016 - 2017
- 7. #SMX #12B @MarkIrvine89 BingETAs outperform Google’s
- 8. #SMX #12B @MarkIrvine89 Advertiserssee 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 8,125Wordstream clients, 2016 - 2017
- 9. #SMX #12B @MarkIrvine89 What’sdifferent between these 2 ads? THERE IS NONE!
- 10. #SMX #12B @MarkIrvine89 2000– The Digital Stone Age
- 11. #SMX #12B @MarkIrvine89 OurSearch Has Evolved 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Share of LongTerm Searches
- 12. #SMX #12B @MarkIrvine89 OurSearch 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
- 13. #SMX #12B @MarkIrvine89 Wesearch for answers to our questions, Not keywords
- 14. #SMX #12B @MarkIrvine89 TheMost 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.
- 15. #SMX #12B @MarkIrvine89 Focuson 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!
- 16. #SMX #12B @MarkIrvine89 WeDon’t Need Bigger Ads for More Keywords
- 17. #SMX #12B @MarkIrvine89 (Adverb)(Verb) (Pronoun)
- 18. #SMX #12B @MarkIrvine89 OurSearch Has Evolved Graph of increased long tail kw Write Ads for your Audience
- 19. #SMX #12B @MarkIrvine89 3Most Powerful Ad Pronouns #3 #2 #1 “We”
- 20. #SMX #12B @MarkIrvine89 “We”sells your expertise, not your KWs CTR: 0.25% CTR: 4.87%
- 21. #SMX #12B @MarkIrvine89 #3 #2 #1 “We” “You” 3Most Powerful Ad Pronouns
- 22. #SMX #12B @MarkIrvine89 “You”speaks to your audience directly CTR: 7.15% CTR: 11.86%
- 23. #SMX #12B @MarkIrvine89 UseWhat Your Know About Your Past Visitors with Remarketing
- 24. #SMX #12B @MarkIrvine89 Source:928 Wordstream Clients using remarketing audiences & proper conversion tracking, January 2015
- 25. #SMX #12B @MarkIrvine89 #3 #2 #1 “We” “You” “Him/Her” 3Most Powerful Ad Pronouns
- 26. #SMX #12B @MarkIrvine89 Demographictargeting is available on: Demographic Targeting • NEW on Google Search • Google Display Network • Bing Ads • Nearly all social networks NEW on Google Search!
- 27. #SMX #12B @MarkIrvine89 PersonalizeYour Ads For Your Audience
- 28. #SMX #12B @MarkIrvine89 PersonalizeYour 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%!!
- 29. #SMX #12B @MarkIrvine89 MobileAd Extensions Cater Your Mobile CopyWrite Ads for All of their Devices
- 30. #SMX #12B @MarkIrvine89 Mobileis increasingly Important Source: 1,865Wordstream Clients advertising on Google Search on all devices from Jan 2013 to Dec 2016
- 31. #SMX #12B @MarkIrvine89 ButAre Struggling More with Mobile ETAs released July 28th Source: 10,170 Wordstream Clients advertising on Google Search on Mobile in 2016
- 32. #SMX #12B @MarkIrvine89 MobilePreferred Ads for STAs were Easy!
- 33. #SMX #12B @MarkIrvine89 ButThere’s No “Mobile Preferred” ETAs WHAT ABOUT MOBILE?
- 34. #SMX #12B @MarkIrvine89 MobileAd 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
- 35. #SMX #12B @MarkIrvine89 MobileAd Extensions Cater Your Mobile Copy
- 36. #SMX #12B @MarkIrvine89 Recap 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.