In this webinar, we review the top 7 updates of AdWords in 2017. Learn more about Ad Variations, AdWords Promotion Extensions, Shopping Showcase Ads, Gmail Dynamic Remarketing, Custom Match Targeting by Phone Number & Address, Custom Intent Audiences, and Life Event Targeting within AdWords!

1. LIVE WEBINAR
© Copyright 2017 WordStream, Inc. All rights reserved.
The AdWords
Evolution of 2017:
Top 7 Updates you NEED to
Know About

2. 2

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

4. 4
Mark Irvine
Senior Data Scientist
• Senior Data Scientist at
WordStream
• 5 Years in Paid Search
Experience
•
Voted the 5th Most Influential
PPC Expert of 2017

5. 5
#1
Ad Variations

6. 6
Ad Variations
Keyword:
“Red Sox Tickets”
Red Sox Tickets

7. 7
Testing More Ads
Improves CTR
• Just testing multiple ads is
often enough to be successful.
• Ad groups with more ETAs have
a 21% higher CTR!
• Aim to get at least 3 ETAs in
each ad group!

8. 8
• Despite most knowing better,
almost half of all advertisers only
have 1 ad per ad group.
• More than ¾ of all advertisers
aren’t testing enough ads to be
successful.
Ad Testing is Hard Work
& Many Don’t Have
Time

9. 9
Ad Variations
Use Ad Variations to Quickly:
• Update messaging in your ads.
• Find & Replace certain messages
with new messages.
• Swap Headlines 1 & 2
In all the ads in your account or in
select campaigns at once!

10. 10
Ad Variations
Ad Variations also allows us more
control and testing:
• Choose how often you want your
ad variants to appear (10%? 25%?
50%?)
• Set an end date or run indefinitely.
• Easy reporting on your A/B tests

11. 11
#2
Promotion Extensions

12. 12
New! Promotion
Extensions
• Use Promotion Extensions to
highlight sales and discounts.
• Promotion extensions can be
scheduled and will only run during
valid promotion dates.
• Highlight sales for Holidays using the
“Christmas” ,“Boxing Day” , or “New
Years” occasion tag!

13. 13
Promotion Extensions
• Ads with promotion
extensions have the highest
CTR, averaging 3x the CTR of
ads without!
• Use to create a sense of
urgency and differentiate you
from your competition.
• Ads with more ad extensions
also benefit from increased
Quality Score!

14. 14
#3
Shopping Showcase Ads

15. 15
Shopping Ads
• Highlights specific to people
searching for your terms highly
related to your specific product.
• You’re charged for every click,
regardless of their engagement.

16. 16
• Highlights a catalogue of your
products to people searching for
broad, non branded keywords.
• A user clicks to expands your
catalogue and is 100% free.
• You’re only charged after 10
seconds or if someone clicks on a
product after viewing your
catalogue.
New! Shopping
Showcase Ads

17. 17
Product Ads vs Shopping Showcase Ads
Lower CTRs
Shopping showcase ads target
searchers just beginning to shop
for your product
But Also Lower CPCs!
Shopping showcase ads only
charge you when someone is
highly engaged
Use both formats strategically to target different types of searchers!

18. 18
#4
Gmail Dynamic Remarketing

19. 19
Gmail Ads
• Gmail ads are a very easy to reach
people when they’re not actively
searching for you.
• Gmail is the largest email provider
in the United States.
• Target your ads according to
keywords or different audiences.

20. 20
• New ad format allows you to
highlight and display the specific
products people looked at on
your site!
Gmail Dynamic
Remarketing

21. 21
#5
Customer Match Targeting
by Phone Number & Address

22. 22
Customer Match by Phone Number & Address
• Customer Match allows you to
target your ads to your
customers if you have their
email addresses.
• Reengage your best
customers across Search,
Shopping, Gmail, and YouTube
ads!
Email List:
Loyal Customers

23. 23
Customer Match by Phone Number & Address
✓
✓
✓
✓
✓
X
X
X
X
X

24. 24
Customer Match by Phone Number & Address
✓
✓
✓
✓
✓
X
X
X
X
X
✓
✓
✓
• Customer Match now allows
you to target users by phone
number and address!
• This allows you to match
more audiences and leverage
more data to improve your
targeting!
✓
✓
✓
X
X

25. 25
#6
Custom Intent Audiences

26. 26
Intent Audiences
on GDN
• Since 2013, advertisers could target
their ads to users who were “In-
Market” for a select 493 products
or services on the Display Network.

27. 27
Custom Intent Audiences
Intent Audiences on GDN
• Targeted to people searching for and
looking to buy your product.
• Either created by Google or created
by you!
Create Custom Audiences
Provide Google with a list of Keywords or
URLs relevant to your customers and
Google will create an audience relevant to
those targets

28. 28
#7
Life Event Targeting

29. 29
Life Event Targeting
• Target people based on upcoming
or major life events such as –
college graduation, marriage, and
moving.
• Available in Gmail and YouTube
campaigns

30. 30
• Getting married in September
taught me 2 things:
1. I’m so happy I found my
wonderful husband.
2. Getting married is expensive
and you end up buying so
much stuff you’d never
otherwise end up looking
for.
Just Got Married!

31. 31
WordStream Special Offer

32. © Copyright 2017 WordStream, Inc. All rights reserved.
Thank you!