- The document discusses expanded text ads (ETAs), Google's new ad format that allows for longer character limits in headlines, descriptions, and URLs. - ETAs are now 47% bigger than standard text ads and can improve click-through rates drastically. However, standard text ads will disappear on January 31, 2017, so advertisers need to migrate to ETAs. - The document provides tips for writing new ETA copy, including including keywords in URLs, creating mobile-preferred ads, and revisiting ad extensions. It also describes tools that can help with the migration process to ETAs.

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Logistics:

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

5. So what’s the Big Deal,
anyways?

6. The Ads You Wrote for the Past 16
Years:

7. Meet Expanded Text Ads!
30-character limit (+5!)
NEW! 30-character headline
NEW! 15- character URL paths
80-character description section (+10!)

8. NEW
Expanded Text Ads
are 47% BIGGER!!

9. Which Ad Would You Click On?

10. ETAs can improve your CTR drastically!

11. ETAs sound great!
What’s the catch?

12. Your
Standard Ads
will
DISAPPEAR
soon!

13. Slow pace
Last day
to edit
standard
text ads is
January
31, 2017!
Expanded Text Ads only afterwards…
Today

14. The Majority of Advertisers are already using ETAs!
70% of accounts
already use
ETAs!

15. A Few Changes Go A Long Way

16. Follow Your Progress
www.Wordstream.com/Google-AdWords

17. What if I don’t Migrate to
ETAs?

18. The Small, Routine Changes We Make
Everyday

19. These Small Changes Will Become
More Difficult
NOT ANYMORE!

20. These Small Changes Will Become
More Difficult

21. Avoid Making Newbie Mistakes

22. Write NEW Ads!
Don’t Just Add a Second Headline
#1

23. Write NEW Ads!
Bad
Google!

24. Find Your Best Ads at
www.Wordstream.com/Google-AdWords

25. Try NEW Ad Copy
400% Higher
CTR!

26. Use More Characters to Say More
Instead of Saying Try Saying
Immediately pitching your product:
“Used Text Books For Sale”
Vague FOMO:
“Sale Ends Soon”
Meaningless Call to Actions:
“Check Us Out” / “Free Trial” / “Learn
More”
Start a conversation – Ask a Question:
“Why Pay Full Price? Buy Used & Save”
Use A Countdown Ad:
“Sale Ends in {=COUNTDOWN(“yyyy/MM/dd
HH:mm:ss, “language, daysBefore}”
“Sale Ends in X Days”
Highlight Unique Value Props Instead:
“Easy, Paperless, Onboarding.
Anywhere. Anytime.”

27. Include Top Keywords in
the NEW Path Fields
#2

28. Include Top Keywords in URL Path Fields

29. Use Ad Customizers To
Create Mobile Preferred
ETAs
#3

30. Mobile Preferred Ads for STAs were Easy!

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

32. The Secret to Mobile ETAs

33. The Secret To Mobile ETAs
Feed Name: MobileETAs
{=MobileETAs.Headline1)

34. Revisit Your Ad
Extensions
#4

35. Your Ad Extensions Were Created to Say
More

36. But Now Your Ads May Include This
Google won’t serve redundant or repetitive ad extensions.
Review your extensions to make sure they’re still unique offers!

37. Don’t Forget About Bing!
#5

38. ETAs also now on Bing Ads too

39. NEW 1/24: Scheduled Imports in Bing
Ads

40. Migrate Quickly and
Easily
#6

41. Follow Your Progress
www.Wordstream.com/Google-AdWords

42. Migrating painlessly with ETA Transition
Helper
Google has created a custom
script to help large advertisers
and agencies quickly migrate
their standard text ads to
Expanded Text Ads.
The ETA Transition Helper lives
here:
https://developers.google.com/ad
words/scripts/docs/solutions/mcc
app-eta-transition-helper

43. Migrating painlessly with ETA Transition
Helper
Google has created a custom
script to help large advertisers
and agencies quickly migrate
their standard text ads to
Expanded Text Ads.
The ETA Transition Helper lives
here:
https://developers.google.com/ad
words/scripts/docs/solutions/mcc
app-eta-transition-helper
Now you only need to write in a
2nd headline!

44. This is how your standard text ads appear
on the SERP

45. When to say good bye to
your STAs
#7

46. Slow pace
Last day
to edit
standard
text ads is
January
31, 2017!
Expanded Text Ads only afterwards…
Today

47. Don’t Pause Your Standard Ads Yet
Your Standard Text Ads
Your standard text ads will
continue to run after Feb 1st!
Let your old ads run alongside
your ETAs until you’re confident
they perform better.
Once you’re happy with how
your ETAs perform, then pause
your old text ads.

48. WordStream Special Offers
1. FREE Live demo of the WordStream Advisor to learn how to manage
your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with a Certified Google AdWords Consultant
3. Neither, I’m all set

50. Thank you for
joining us!