SlideShare a Scribd company logo
Larger and Alternative Ad Formats
John Ellis
@JohnWEllis
How Old is John?
@JohnWEllis #Pubcon
Early 2000’s – First Paid Search Campaigns
(Paid) Search Wars
• 2000 - GoTo.com started using it’s
platform (Overture) to distribute paid
ads to other search engines
• AOL
• Yahoo
• Excite
• Lycos
• AltaVista
• 2002 - Google AdWords CPC model
launches, with automated approval. No
human editors.
• 2002 - Google steals the delivery of ads
to AOL from Overture
• 2003 - Yahoo Acquires Overture
Change Has Been Constant
@JohnWEllis #Pubcon
Original 2016
Headlines 1 (25 characters) 2 (30 Characters)
Description 2 (35 characters) 1 (80 characters)
Change Has Been Constant
(1H) (2H) (3H)
(1D)
@JohnWEllis #Pubcon
(2D)
Expanded
Text Ads
2018
3 (30 Characters)
2 (90 Characters)
Let’s Talk Movies …
• Old Movies, New Movies
• Classics, Science Fiction,
Documentaries
• I think in movie quotes
• Has nothing to do with
today’s topic …
@JohnWEllis #Pubcon
Effective Habits of Expanded Text Ads
…or …
Everything I Need to Know
About ETA’s I Learned
From the Movies.
“Just cause things
are happening right
now doesn’t mean
they’re always gonna
happen.”
@JohnWEllis #Pubcon
Don’t Get Comfortable With Your Ads
Don’t Get Comfortable With Your Ads
• Things that worked last year, or even last month, may not work now.
• Be awkward. Stand out.
• Is your ad special?
• Don’t be attached to old ads.
@JohnWEllis #Pubcon
“I like to look
for things no
one else
catches.”
- Amélie (2001)
The Details Matter
@JohnWEllis #Pubcon
The Details Matter
• Use the Expanded Text Ads space for uniqueness
• Don’t just steal from what’s in your Ad Extensions
• It’s difficult, but worth it.
@JohnWEllis #Pubcon
“Loud Noises!”
- Anchorman: The Legend
of Ron Burgundy (2004)
Eliminate The Noise
@JohnWEllis #Pubcon
• Have a single, clear call-to-action
• Noise causes decision paralysis
• Headline is still top priority
• Everything after Headline 1 should compliment
"You'll have bad times,
but it'll always wake
you up to the good
stuff you weren't
paying attention to.“
- Good Will Hunting (1997)
Know the Good Ads
@JohnWEllis #Pubcon
Know the Good Ads
• You can’t have good ads without bad ads
• Always test
• If A > B, then try A vs C, D, E, F, … etc.
@JohnWEllis #Pubcon
“Size matters not.
Look at me. Judge
me by my size, do
you? Hmm? ”
- Star Wars: Episode VI -
Return of the Jedi (1983)
Bigger May Not Mean Better
@JohnWEllis #Pubcon
Bigger May Not Mean Better
• Expanded Text Ads may not be your answer
• Mix in short and simple ads with these new ads
• Maximum is not the minimum
@JohnWEllis #Pubcon
Read the Data
@JohnWEllis #Pubcon
“Nature has cunning
ways of finding our
weakest spot.”
- Call Me by Your Name (2017)
@JohnWEllis #Pubcon
• Simple ads could be best performer
• Older, shorter, direct
• The data will tell you what works
• Conversions or Clicks
Read the Data
Remember the Small Screens
@JohnWEllis #Pubcon
“I am big. It's the
pictures that got small.”
- Sunset Boulevard (1950)
Remember the Small Screens
@JohnWEllis #Pubcon
• Seen on multiple devices and screen sizes
• The full ad may not appear
• Call-to-actions should apply to all devices
The Duality of the Two Ads
• Full Ad Space
• Over 240 Characters
• More Real Estate
• Mixed Messages
• Small Ads
• Clear Call To Action
• Direct to the Point
@JohnWEllis #Pubcon
“There is a
difference
between knowing
the path, and
walking the path.”
- The Matrix (1999)
Do The Work
@JohnWEllis #Pubcon
Recap
 I am old. I’m a paid media veteran
 Expanded Text Ads
 Constant Change
 Don’t Get Comfortable With Your Ads
 Bigger May Not Mean Better
 Eliminate The Noise
 Always Be Aware of the Mobile Searcher
@JohnWEllis #Pubcon
Thank You
John Ellis
@JohnWEllis

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Larger and Alternative Ad Formats

  • 1. Larger and Alternative Ad Formats John Ellis @JohnWEllis
  • 2. How Old is John? @JohnWEllis #Pubcon Early 2000’s – First Paid Search Campaigns (Paid) Search Wars • 2000 - GoTo.com started using it’s platform (Overture) to distribute paid ads to other search engines • AOL • Yahoo • Excite • Lycos • AltaVista • 2002 - Google AdWords CPC model launches, with automated approval. No human editors. • 2002 - Google steals the delivery of ads to AOL from Overture • 2003 - Yahoo Acquires Overture
  • 3. Change Has Been Constant @JohnWEllis #Pubcon
  • 4. Original 2016 Headlines 1 (25 characters) 2 (30 Characters) Description 2 (35 characters) 1 (80 characters) Change Has Been Constant (1H) (2H) (3H) (1D) @JohnWEllis #Pubcon (2D) Expanded Text Ads 2018 3 (30 Characters) 2 (90 Characters)
  • 5. Let’s Talk Movies … • Old Movies, New Movies • Classics, Science Fiction, Documentaries • I think in movie quotes • Has nothing to do with today’s topic … @JohnWEllis #Pubcon
  • 6. Effective Habits of Expanded Text Ads …or …
  • 7. Everything I Need to Know About ETA’s I Learned From the Movies.
  • 8. “Just cause things are happening right now doesn’t mean they’re always gonna happen.” @JohnWEllis #Pubcon Don’t Get Comfortable With Your Ads
  • 9. Don’t Get Comfortable With Your Ads • Things that worked last year, or even last month, may not work now. • Be awkward. Stand out. • Is your ad special? • Don’t be attached to old ads. @JohnWEllis #Pubcon
  • 10. “I like to look for things no one else catches.” - Amélie (2001) The Details Matter @JohnWEllis #Pubcon
  • 11. The Details Matter • Use the Expanded Text Ads space for uniqueness • Don’t just steal from what’s in your Ad Extensions • It’s difficult, but worth it. @JohnWEllis #Pubcon
  • 12. “Loud Noises!” - Anchorman: The Legend of Ron Burgundy (2004) Eliminate The Noise @JohnWEllis #Pubcon • Have a single, clear call-to-action • Noise causes decision paralysis • Headline is still top priority • Everything after Headline 1 should compliment
  • 13. "You'll have bad times, but it'll always wake you up to the good stuff you weren't paying attention to.“ - Good Will Hunting (1997) Know the Good Ads @JohnWEllis #Pubcon
  • 14. Know the Good Ads • You can’t have good ads without bad ads • Always test • If A > B, then try A vs C, D, E, F, … etc. @JohnWEllis #Pubcon
  • 15. “Size matters not. Look at me. Judge me by my size, do you? Hmm? ” - Star Wars: Episode VI - Return of the Jedi (1983) Bigger May Not Mean Better @JohnWEllis #Pubcon
  • 16. Bigger May Not Mean Better • Expanded Text Ads may not be your answer • Mix in short and simple ads with these new ads • Maximum is not the minimum @JohnWEllis #Pubcon
  • 17. Read the Data @JohnWEllis #Pubcon “Nature has cunning ways of finding our weakest spot.” - Call Me by Your Name (2017)
  • 18. @JohnWEllis #Pubcon • Simple ads could be best performer • Older, shorter, direct • The data will tell you what works • Conversions or Clicks Read the Data
  • 19. Remember the Small Screens @JohnWEllis #Pubcon “I am big. It's the pictures that got small.” - Sunset Boulevard (1950)
  • 20. Remember the Small Screens @JohnWEllis #Pubcon • Seen on multiple devices and screen sizes • The full ad may not appear • Call-to-actions should apply to all devices
  • 21. The Duality of the Two Ads • Full Ad Space • Over 240 Characters • More Real Estate • Mixed Messages • Small Ads • Clear Call To Action • Direct to the Point @JohnWEllis #Pubcon
  • 22. “There is a difference between knowing the path, and walking the path.” - The Matrix (1999) Do The Work @JohnWEllis #Pubcon
  • 23. Recap  I am old. I’m a paid media veteran  Expanded Text Ads  Constant Change  Don’t Get Comfortable With Your Ads  Bigger May Not Mean Better  Eliminate The Noise  Always Be Aware of the Mobile Searcher @JohnWEllis #Pubcon

Editor's Notes

  1. Some movies you may know, some you may not.
  2. A movie about the most awkward years of our life
  3. A movie about the most awkward years of our life How Can you stand out?
  4. Check Cases, period and commas, more screenshots