The document discusses strategies for improving Google and Facebook ads based on lessons learned from 2020. It provides insights on bidding strategies, account structure, and the importance of creative ad copy, as well as the increasing relevance of Bing advertising. Key takeaways emphasize adapting to new trends, experimenting with different approaches, and focusing on measurable campaign goals.

1. Get An A+ In PPC: Using Lessons Learned In
2020 To Ace Google & Facebook Ads In 2021
September 2020

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WordStream has partnered with
LOCALiQ to deliver results-
focused, technology-backed
marketing services to help local
businesses unlock measurable
business growth.

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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I’m Kaitlyn!
● Senior Onboarding Specialist at
WordStream
● Navigates new clients through their first
month at Wordstream so they can
instantly find success!
● Guinea pig enthusiast
Kaitlyn Boehm

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I’m Susie!
● Digital Marketing Consultant at
WordStream
● Consult lead generation and ecommerce
clients in Search, Social and Shopping
● Lover of all things pumpkin spice
Susie Marino

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Google Ads (Susie) Facebook Ads (Kaitlyn)
Using Lessons Learned In 2020 To Ace Google & Facebook Ads
1. Automatic Vs. Manual Bidding
Strategies
2. Out With The Old, In With The
New (Account Structure)
3. Where did Average Position go?
4. Ad Types: Expanded Text Ads Vs.
Responsive Search Ads
1. The Deal with Special Ads
Categories
2. Branch Out and Try New
Strategies
3. Give Your Ad Copy Some Love
4. Video Ads are King!

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The Elephant in the
Room

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Facebook Advertising in the Age of Covid-19

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Search Engine Advertising in the Age of Covid-19

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Google Ads Lesson #1:
How To Know Which Type Of
Bidding Strategy Is Right For You

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Manual Vs. Automatic Bidding
Manual Automatic
● Allows for more control
● You manually set each
individual keyword’s bid
● Time Consuming
● Can change anytime
you want
● Budget friendly
●Set Up in Google
or
in WordStream
●Only set at
Campaign level
●Can vary campaign
to campaign
●Can go above your
Daily Budget
●Bid adjustments
are applicable
● Many different options (ie.
Maximize Clicks, Maximize
Conversions, Target CPA etc.)
● Saves time
● Leverages Google’s machine
learning
● Can spend at a higher rate
● Bid caps for Max Clicks
● Algorithmic Learning Period

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How To Know Which Strategy Is Right For You
• Tight budget or want more control? Go for Manual!
• Tight on time or unsure where to even start when it comes to your
Max CPC bid? Try out Automatic!
• There is no one right answer or “secret sauce”

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Bid Adjustments
• A “baby step” approach to making the switch from Manual to
Automatic Strategy
• Still allow for a decent amount of control
• The most helpful with manual bidding
• Want to completely cut out a specific device for your reach? Bid
adjustments are here for you- regardless of your bid strategy!

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Bid Adjustments (Cont.)

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Bid Adjustments (Cont.)

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Now is the time to be picky about
what is most important to you as an
advertiser. There are many different
strategies and adjustments to try
out, but make sure you choose
what fits your goals at the current
state of your account.

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Facebook Ads Lesson #1:
Special. Ad. Categories.

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What are they?

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Introducing Special Ads Audiences

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The point is….
Special Ads Category advertising is
tougher more than ever- but we need to
work with what we still have and utilize
Special Ads Audiences and getting picky
with our ad copy

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Google Ads Lesson #2:
Friends Don’t Let Friends Use Old
Account Structure Strategies

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2 Account Structure Strategies We Need
To Retire In 2021:
1.Single Keyword Ad Groups (SKAG)
2.Bid Stacking

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SKAG
What is it?
An ad group with only one keyword in it.
This was used to improve account
performance/score.
Why don’t we like it?
● Ad Relevance is only a small part
of Quality Score, so it’s not really
necessary
● Can cause an unnecessary
amount of ad groups
What to do instead?
● 10-20 Keywords/Ad Group
● No more than 10 Ad
Groups/Campaign
● Single THEMED Ad Groups
(STAG)

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Bid Stacking
What is it?
Assigning the same keyword in the same
ad group multiple times with only
difference being different match types.
One major point of this that people often
forget is the point of Bid Stacking is to
eventually wean yourself off of it.
Why don’t we like it?
● People think Bid Stacking allows
you to reach a more meaningful
pool of search queries, but this
has been proven to be untrue.
● Can cause an unnecessary
amount of keywords within an ad
group allowing for wasted spend
● Close Variants!
What to do instead?
● 10-20 DIFFERENT
Keywords/Ad Group
● Test out different match types
first if you’re unsure which to
use, then stick to one or two.

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Facebook Ads Lesson #2:
Branch out!!

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There are so many different ways to
target via Facebook - so don’t get stuck
with the same ol’ routine!

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The World of Facebook Advertising

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For example….

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Awareness
Consideration
Conversion

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Google Ads Lesson #3:
A Year Without Average Position!

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Average Position

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Absolute Top Impression Rate

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Top Impression Rate

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Top Impression Rate (Cont.)
Top
Not
Top
Absolute
Top

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Getting to know these
new metrics can give us
a competitive edge
while we audit our
campaign performance

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Facebook Ads Lesson #3:
Your consumers should
appreciate your ads

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Whether you believe it or not, ads
resonate with your audience. If you
really focus on making unique and
appealing ad copy, you have the chance
to stand out from others in the market
and establish brand loyalty

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The Proof is in the Pudding!

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Switch Up Your Messaging
● Message things differently for
different audiences
● Curate ads that align with the
customer journey
● Tell a story through your audience
funnel

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Google Ads Lesson #4:
Showdown: ETAs Vs. RSAs

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ETA (Expanded Text Ad) RSA (Responsive Search Ad)
● 1 Final URL
● 3 Headlines
● 1 Display Path
● 2 Descriptions
● 1 Final URL
● 3-15 Headlines
● 1 Display Path
● 2-4 Descriptions

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Why not have both?

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ETA & RSA: DON’Ts
What To Avoid
❖ Keyword Stuffing ❖ Mismatching Headlines & Descriptions

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ETA & RSA: DO’s
Best Practices
• 3-5 Ads/Ad Group with at least one RSA
• Fill out every single portion of your ad copy
• Continue to include top performing keywords
• Keep each section cohesive within your ads
• Freshen ad copy regularly

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Facebook Ads Lesson #4:
Video Ads Are King!

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Action!
• According to Adobe,
shoppers that view
videos are 1.81 times
more likely to
purchase than non-
video viewers…..

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• Have engaging imagery or video
• Don’t push lower funnel actions
to upper funnel audiences
• Take risks! Remember that
people will “unknowingly”
appreciate your ad - but only if
its good!

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WordStream’s Solution

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BUT WAIT

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Bing Moment!!

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It's Time to Appreciate Bing
● The US had a Bing Market
Share of 34% from a research
done in 2017 - increasing
every year
● Bing has features Google
doesn’t!
● You can get started in as little
as 10 minutes!

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Bing also helps Google & Facebook!
• Over 75% of people will abandon
your website…
• Remarketing can be crucial to a
cross platform approach. A strong
brand campaign in Google/Bing
can help bring people back to
your website from Facebook!
• Bing has different demographics
that Google

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Final Takeaways

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Google Ads Facebook Ads
We Made It!
1. Special Ads Categories - work with
them- not against them
2. Branch out and test new strategies
3. Be creative! Clever ad copy can make
or break your advertising
1. Never lose sight of your
overarching PPC goals
2. Allow your account structure to
ebb & flow along with PPC trends
3. Always be learning about new
metrics because you can leverage
them later Bing Ads
1. Give it a shot!

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