Google is improving Search Ads! Are you ready to maximize your success? Expanded Text Ads are expanding... AGAIN. Over the last 2 years so much has changed within online advertising. Our devices has become larger, we search more often, and more specifically. Google's response to these changes? Bigger. Better. Search Ads. Our expert will walk you through everything you need to know about it's newest ad format, including: - Exactly what the new search ads will look like and how they work - What will happen to your existing ads - How to use the improved ETAs to boost your campaign performance

1. LIVE WEBINAR
© Copyright 2018 WordStream, Inc. All rights reserved.
Making the Most of
Google’s Improvements
to Search Ads

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3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A

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Mark Irvine
Senior Data Scientist
• Senior Data Scientist at
WordStream
• 6 Years in Paid Search
Experience
•
Voted One of the 15 Most
Influential PPC Experts
for the past 3 Years!

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Ads are Changing!
2000 – 2016
90 Characters Max
2016 - 2018
170 Characters Max

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A slide from 2 years ago
• In 2016, Google announced
the Expanded Text Ad
format.
• It was brand new, and at
160 characters, it was 50%
larger than any other ad on
the SERP.

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Advertisers saw an average CTR boost of 15 - 20%
when transitioning to Google’s Expanded Text Ads in 2016 and
2017.
Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017

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Ads are Changing!
2000 – 2016
90 Characters Max
2016 - 2018
170 Characters Max
Starting September 2018
300 Characters Max

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New, Larger Search Ads
Previous Search Ads NEW Larger Search Ads
2 Headlines
(30 Characters Each)
Up to 3 Headlines
(30 Characters Each)
2 URL Path Fields -
Optional
(15 Characters Each)
2 URL Path Fields -
Optional
(15 Characters Each)
1 Description
(80 Characters)
Up to 2 Descriptions
(90 Characters Each)
160 Max Characters 300 Max Characters

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Responsive Search Ads
The Largest Ever Search
Ads
300 Characters Max.
Almost Twice As Large as Old

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Google anticipates these new, larger text ads to get about
15% more clicks than older ad formats.

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Best Practices for
Testing Your New Text
Ads

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#1 – Avoid Repetition or Keyword Stuffing
Airport Taxi
Adding the keyword “Airport Taxi” to this ad
a few more times won’t make it any
better.

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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!

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#2 – Write Your Ads with Your Audience in Mind
Refrigerator Repair
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer

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#2 – Write Your Ads with Your Audience in Mind
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer

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#2 – Write Your Ads with Your Audience in Mind
Don’t think of trying to write a “best ad.”
Think of best messages for different customers.
Persona Needs Message
Mass Market Sensitive to Price “Same Day Service & Free Quotes”
Busy Working Parent Flexible Schedule “Anywhere, Anytime. 24/7 Staff.”
Business Customer A fast fix “Fast Response, Fast Repair.”
Proud DIY Not to be “sold” “Get Help & Get Going.”
Past Customer To trust they’re being taken care of “Repaired Correctly – Guaranteed.”

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#3 – Test Multiple Ads!
Although most of
advertisers are
testing at least at
least 1 ETA, most ad
groups are currently
ONLY testing
exactly 1 ETA!

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#3 – Test Multiple Ads!
• Just testing multiple
ads is often enough
to be successful.
• Ad groups with
more ads have a
21% higher CTR!

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#4 – Prioritize 1st & 2nd Headline and 1st
DescriptionYour 3rd Headline and 2nd Description line may not always show!
The ad you write: May still show like this!
Make sure your ads make sense and aren’t missing anything without the 3rd
headline or 2nd Description line.
Use these fields to add additional value props, but don’t have them include your
main call to action!

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#4 – Prioritize 1st & 2nd Headline and 1st
DescriptionWhen writing your new ads:
Do: Don’t:
• End headlines with
connecting words like
“And, Or, But, Of, Off,
Except…” etc.
• Save your best offer for
last!
• Include vital information in
headline 3 or description 2
• Have each headline &
description make sense on
its own.
• Include punctuation at the
end of each headline &
description.
• Have multiple offers and
calls to action in each ad.

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#5 – Revisit Your Ad Extensions
Callout Extensions:Old Ad:
• Over 3,000 Apartments
• Laundry in unit
• September Leases
• No fee
• Easy Subway Access
• Schedule a Tour

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#5 – Revisit Your Ad Extensions
Callout Extensions:New Larger Ad:
• Over 3,000 Apartments
• Laundry in unit
• September Leases
• No fee
• Easy Subway Access
• Schedule a Tour

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#5 – Revisit Your Ad Extensions
Callout Extensions:New Larger Ad:
• Over 3,000 Apartments
• Laundry in unit
• September Leases
• No fee
• Easy Subway Access
• Schedule a Tour
Google avoids serving redundant ad extensions, so review your ad
extensions to make sure they aren’t just repeating your new ads!

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Advertisers saw an average CTR boost of 15 - 20%
when transitioning to Google’s Expanded Text Ads in 2016 and
2017.
Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017

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Advertisers saw an average CTR boost of 15 - 20% after
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.

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#6 – Don’t Pause Your Old Ads Right Away!
Standard Text Ads
(STAs)
Old Expanded Text Ads
(ETAs)
NEW Expanded Text Ads
(ETA++)
Your old ads will continue to run for the foreseeable future!

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#6 – Don’t Pause Your Old Ads Right Away!
VS.
Test your new larger ads against your old ads first.
If your old ads still perform better, keep them live and try making a
brand new larger ad again.
If your new ads perform better then you can pause your smaller ads
– AND KEEP TESTING!

29. © Copyright 2018 WordStream, Inc. All rights reserved.
Thank you!