Tis' the season to take a look back at your annual AdWords' performance and figure out where you can build profit for 2018. Our resident paid search data scientist will be highlighting Google's 7 biggest updates from the year past, and provide insight into how you can use these updates moving forward. You'll walk away knowing everything there is to know about: - New ad formats and ad extensions - New targeting features that go beyond keyword research - Strategies to make managing your holiday campaigns quick & easy

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

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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
• 5 Years in Paid Search
Experience
•
Voted the 5th Most
Influential PPC Expert of
2017

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#1
Ad Variations

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

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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!

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• 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

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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!

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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

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#2
Promotion Extensions

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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!

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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!

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#3
Shopping Showcase Ads

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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.

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• 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

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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!

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#4
Gmail Dynamic Remarketing

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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.

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

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#5
Customer Match Targeting
by Phone Number & Address

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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

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

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Customer Match by Phone Number & Address
✓
✓
✓
✓
✓
X
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X
X
✓
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• 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

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#6
Custom Intent Audiences

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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.

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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

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#7
Life Event Targeting

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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

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Life Event Targeting

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• 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!

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