Paid Search Has Changed: 3 Ways to Keep Up in 2017

Paid search advertising has entered a new era... are your ads keeping up? Or are outdated practices costing you valuable clicks? Join our expert, Mark Irvine as he covers everything you need to know to get ahead in 2017. You'll learn: - What language is... and isn't working in text ads - A simple way to increase your CTR by up to 60% - How to boost your business by making your ads mobile-friendly

Marketing

•Recorded version will be distributed later this
afternoon, be sure to keep an eye out for an email!
•Join the conversation on twitter:
•@MARKIRVINE89
•Time for Q&A – don’t be shy!
Logistics:

Senior Data Scientist at
Wordstream
5 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016

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

Advertisers see 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 8,125 Wordstream clients, 2016 - 2017

What’s different between these 2 ads?
THERE IS
NONE!

Our Search Has Evolved
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Share of Long Term Searches

Our Search 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

We search for answers to our questions,
Not keywords

The Most 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.

Focus on 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!

We Don’t Need Bigger Ads for More Keywords

3 Most Powerful Ad Pronouns
#1
#2
“We”#3

“We” sells your expertise, not your KWs
CTR: 0.25%
CTR: 4.87%

3 Most Powerful Ad Pronouns
#1
#2 “You”
#3 “We”

“You” speaks to your audience directly
CTR: 7.15%
CTR: 11.86%

Use What Your Know About Your Past Visitors
with Remarketing

Source: 928 Wordstream Clients using remarketing audiences
January 2015

3 Most Powerful Ad Pronouns
#1 “Him/Her”
“You”
“We”
#2
#3

Demographic Targeting
Demographic targeting is
available on:
• NEW on Google
Search
• Google Display
Network
• Bing Ads
• Nearly all
social
networks
NEW on
Google Search!

Personalize Your Ads For Your Audience
CTR: 7.31%
CVR: 1.82%
Ad shown only to men: Ad shown only to women:
CTR: 11.59%
CVR: 4.35%
CTR: 9.25%
CVR: 3.80%
Improved CTR 60%!
Improved CVR 140%!!
Improved CTR 30%!
Improved CVR 110%!!

Mobile is increasingly Important
Source: 1,865Wordstream Clients advertising on Google Search on all devices from Jan 2013 to Dec 2016

But Are Struggling More with Mobile
ETAs released
July 28th
Source: 10,170 Wordstream Clients advertising on Google Search on Mobile in 2016

Mobile Preferred Ads for STAs were Easy!

But There’s No “Mobile Preferred” ETAs
WHAT ABOUT
MOBILE?

Mobile Ad 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

Mobile Ad Extensions Cater Your Mobile Copy

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.
Recap

WordStream Special Offer
Would you like a free demo from one of our
AdWords Certified Experts, like Mark?
YES
NO
THANKS

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You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today? We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn: • What IS a good marketing ROI? • The 4 key marketing metrics to focus on this year. • Your best marketing strategies for 2022 and the metrics that matter for each.

Acing Google Ads in 2022 (With Insider Tips Straight from Google)

We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more. So what’s changing and how do you need to adapt? We've got the inside scoop (literally!). Check out these webinar slides to learn: • Google Ads evolution and trends for 2022. • Data and insights on impression share & click inflation. • New ideas to try, keyword strategies, and more!

Toss or Keep: How to Pick YOUR Best Marketing Channels for 2022

Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...

The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare? Whether you’ve already created a plan or are trying to scrape one together, check out these webinar slides to: • Identify the best marketing channels for your business • Come up with creative ideas to attract customers • Create an achievable budget and plan

Search Advertising Industry Benchmarks: Where You Stand, Why It Matters, And ...

Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries. With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including: - Average cost per click - Average click-through rate - Average cost per lead - Average conversion rate

13 Scary Good Ways to Lower Your Cost Per Click In Google & Facebook AdsCpc w...

What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive! Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn: - Average CPCs in 2021 for the top five PPC platforms. - 13 platform-specific tips to lower your CPC. - The one mistake you should avoid with CPCs.

Big Changes to Google Ads: What You Need to Know

Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months. This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do! Don’t sweat it, we got your back. Check out these webinar slides to learn: • Big changes happening to Expanded Text Ads. • What’s the deal with Google’s new “monthly spend limit” • Insights into new ad policies, and much more!

The 5 Most Powerful Marketing Strategies to Improve Your Online Presence (Now!)

With consumers spending over 8 hours a day online, a strong online presence is crucial for any business that wants to survive today. But the definition of “strong” may not be what you think! In these webinar slides, we’ll unpack what a strong online presence really means and show you how to get there. You’ll walk away knowing how to: - Increase your visibility in search engines, directories, and social media sites. - Achieve a credible online appearance and reputation. - Build, engage, and convert your audience into happy customers.

Why (and How) to Combine SEO and PPC for Stronger Results

It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both. Check out these webinar slides to learn: • Why you need to integrate your SEO and PPC strategies. • How to combine them to rank higher in search results. • How to allocate budget between SEO and paid media campaigns.

Accelerating Your Agency: How to Do More with Less and Scale at Speed

To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast. Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors? Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to: • Fill gaps that are hurting your revenue. • Gain and retain quality clients. • Use a secret swiss army knife of targeting tools not seen anywhere else.

The Ultimate Google Display Ads Workshop: How to Reach Millions at Minimal Cost

Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN). Check out these webinar slides to learn: • A clear picture of Google Display ads and their benefits. • How to setup a Google Display campaign. • Ad types, image sizes, costs, and targeting parameters. • How to target even more audiences outside of the GDN.

5 Major Facebook Changes & What They Mean for Your Ad Account

With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about. Check out these webinar slides to learn what these changes are and how to make sense of everything. You’ll learn: • The 5 major changes, including those related to the Apple iOS 14 update. • The effects these changes could be having (positive and negative) on your accounts. • How to adapt your marketing strategy to continue seeing success on Facebook.

3 Surprising Ways to Beat Facebook Ad Fatigue

Telling Unskippable Stories with YouTube Ads

Every day, people watch 5 BILLION videos on YouTube. With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”? Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn: - How to build a strong affinity for your brand. - How to create content that spreads brand awareness. - How to generate more top-of-funnel leads.

21 genius facebook advertising tips to try in '21