This document summarizes key announcements from a PPC conference, including expanded text ads that allow more characters for headlines and descriptions, device-based bid adjustments in enhanced campaigns, new responsive display ads for the Google Display Network with increased character limits and imagery control, and new price extensions that can include product details and prices. It provides best practices for advertisers to take advantage of these changes, such as writing new ads to use the additional character space, including important messaging in headlines, and gradually transitioning to the new ad formats.

2. #PPCNews
Meet Your Presenters
Erin Sagin
• PPC Evangelist at WordStream
• Named the 4th Most Influential PPC
Expert of 2016
• Follow her on Twitter: @erinsagin
Mark Irvine
• Data Scientist at WordStream
• Named the 14th Most Influential PPC
Expert of 2016
• Follow him on Twitter: @markirvine89

3. Remember This?

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Announced: Q2
Expected Release Q4

8. #PPCNews
July 26,
2016

9. “This is the biggest
change in AdWords in
the past 16 years.”
-Google Account Rep

10. What Does This Mean?

11. #PPCNews
Summer’s Over,
Kids.

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What’s New?

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#1 Expanded Text Ads

14. Ads As We Know Them

16. Google’s NEW Expanded Text Ads
30-character limit (+5!)
NEW! 30-character headline
80-character description section (+10!)
NEW! 15- character URL paths

17. #PPCNews
They’re 47%
BIGGER!!

19. We Created A Downloadable Cheat Sheet!

20. Which Ad Would You Click On?

21. Pumped?

22. Hold Up! There’s
Just One More
Thing…

23. Standard
Ads Are
On Their
Way Out

24. Ability to Create/Edit Standard Ad End 10/26

25. Expanded Ads
Will Be the
Norm in 2017

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How Should Advertisers
Address These Changes?

27. Take a Slow,
Measured
Approach

28. Consider Your Messaging
• What headlines will resonate best with
your audience?
• What CTA will you encourage people to
enact?
• Are there unique value propositions that
you want to promote?
• Can you create body-copy that is
emotionally stimulating?

29. Don’t Wait Until the Very Last Minute

30. You Don’t Want to
Spend Your
Holidays Creating
ETAs!

31. #PPCNews
Make the Most of ETA’s
with Our Top 7 Best
Practices

33. #1 Write NEW Ads
Bad
Google!

34. We Learned Our Lesson the Hard Way

35. Take Advantage of the NEW Space
400% Higher
CTR!

36. #2 Include Most Important Messaging In Your Headlines

37. #3 Headline #1 Is More Important Than Headline #2

38. #4 Don’t Pause Your Old Ads Right Away

39. #5 Write Ads That Speak to Users on ALL Devices

40. #6 Include Top Keywords in Path Fields

41. You Can Even Try DKI!

42. #7 Avoid Redundancy With Extensions

43. #PPCNews
#2 Device-Based Bid
Adjustments

44. Many Advertisers Weren’t Thrilled With This
Component of Enhanced Campaigns

46. NEW! Set Bid Adjustments by Device

47. Beware! The Landscape Has Changed

48. And So Have Search CPCs…

49. #PPCNews
#3 Responsive
Display Ads

51. Old GDN Text Ads

52. New GDN Responsive Ads

53. Slowly Rolling Out in AdWords

54. Increased Control Over Messaging and Imagery
new! +90 characters
90 characters (+20!)
new! +25 characters (used instead of final URL)
25 characters
new! you can provide your
own image!

55. Preview Your New, Responsive Ad

56. #PPCNews
Bonus! Price
Extensions

57. What Are Price Extensions?

58. Price Extensions Boast Highest CTR!

59. I Need Them!

60. Head to the Ad Extensions Tab in AdWords
Brands
Events
Locations
Neighborhoods
Product Categories
Product Tiers
Service Categories
Service Tiers
Services
USD
AUD
CAD
EUR
GBP
NZD
No Qualifier
From
Up To

61. Price Extension Specs
Call out your
products/services!
≤ 25 characters
Differentiate your offer with
callouts like “Limited Time
Only” or product descriptions
≤ 25 characters
Select a product or offer
page to direct searchers
to when they click on
your headerDuh!
You
MUST
enter up
to three
headers

62. The Fine Print
#1 – Price Extension
#2 – No Chance!
#1
#2

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Special Offers!

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Questions?

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THANK YOU