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@WordStream@ErinSagin

@MarkIrvine89

Meet Mark & Erin

• Senior Data Scientist• 3 years at WordStream• Tweet me @markIrvine89

• PPC Evangelist & Community Manager

• 4+ years at WordStream• Tweet me @ErinSagin

February 18th was shaping up to be a perfectly normal day until…On May 24, Google Announced

some of the largest changes to AdWords EVER.

These Changes Affect Everyone

Nearly everything we about AdWords will or already has changed from:

• How our ads look• Where we show our ads• Who sees our ads• And most importantly, how we manage our campaigns.

And Bing has a few surprises coming too…

Luckily, We Know Some Secrets

WordStream customers have had the privilege to try out many of these new features before they were announced, so we have exclusive data and insights into new best practices!

Expanded Text Ads

#1

“This is the biggest change to Paid Search in the 16 year history of AdWords.” - Representative from Google

Text Ads As We Know Them

Current FormulaHeadline: Max 25 CharactersDisplay URL: Max 35 CharactersDescription Lines (1 & 2): Max 35 Characters eachTotal: 95 Characters Max (Excluding Display URL)

This Has Given Advertisers Headaches for Years

Introducing…Expanded Text Ads

New FormulaHeadline 1: Max 30 CharactersHeadline 2: Max 30 CharactersDisplay URL: Domain from Final URL (automatic)

Path Fields (Up to 2, Optional): Max 15 CharactersDescription Line: Max 80 CharactersTotal: 140 Characters Max (Excluding Display URL)

Introducing…Expanded Text Ads

Expanded Text Ads are 50% larger!!

Good question!

Creating Expanded Text Ads

Expanded Text Ads Have No Device Preference

Good question!

• All ads will automatically serve on all devices. • There are no “mobile-preferred” expanded text ads.

Meanwhile on Bing…

“We're working closely with our Bing Partners […] to ensure that advertisers and their tools can be ready with full support of Expanded Text Ads before the end of summer 2016.” – Bing Ads

Good question!

*Subject to change

Time Update

May 2016 Google announces Expanded Text Ads.Testing begins in beta

Summer 2016 Bing expects to support Expanded Text Ads

Late August 2016 Google expects Expanded Text Ads to be available to everyone.

Q4 2016 Google sunsets the ability to create and edit traditional text ads.

Roadmap

Good question!

5/25/2016

5/26/2016

5/27/2016

5/28/2016

5/29/2016

5/30/2016

5/31/2016

6/1/2016

6/2/2016

6/3/2016

6/4/2016

6/5/2016

6/6/2016

6/7/2016

6/8/2016

6/9/2016

6/10/2016

6/11/2016

6/12/2016

6/13/2016

6/14/2016

6/15/2016

6/16/2016

6/17/2016

6/18/2016

6/19/2016

6/20/2016

6/21/2016

6/22/2016

6/23/2016

6/24/2016

6/25/2016

6/26/2016

0%

10%

20%

30%

40%

50%

60%

70%

80%

Share of Ad Group Impressions from ETAs

Google Rolling Out Expanded Text Ads

Good question!

-40%

-20%

0%

20%

40%

60%

80%

100%

120%

140%

160%

Advertisers Typically See CTR Gains from ETA

Impr

ovem

ent i

n C

TR in

ETA

co

mpa

red

to s

tand

ard

ads

Median CTR gain: +28%

Max CTR gain: +132%

Most Advertisers See Significant CTR Boast from ETAs

Good question!

Despite an additional 50% text, these are effectively the same ad!

Expanded Text Ad Fails

Use Expanded Text Ads to Say More

Traditional Text Ads Expanded Text Ads

CTR: 0.67%

CTR: 6.01%

What You Can Do To Prepare

Headline 1: Max 30 CharactersHeadline 2: Max 30 CharactersPath Fields (Up to 2, Optional): Max 15 CharactersDescription Line: Max 80 Characters

Prep your expanded text ads in advance in excel:

Improvements to the AdWords Interface

#2

Good question!

The AdWords Interface Today

Preview of the New AdWords Interface

New UI Will Likely Feel Like the AdWords App

Bing Is Redoing Their Interface, Too!

• New in-line segmentation• Coming soon: Labels, Period Comparison Reporting

Device Bid Adjustments

#3

Desktop Tablet MobileTargeted on search? Always targeted Always targeted Optional targeting

Bids Same bid Same bid Adjusted bid

Since 2013, We’ve Had Little Device Control on Search

Desktop Tablet MobileTargeted on search? Optional targeting Optional targeting Optional targeting

Bids Adjusted bid Adjusted bid Adjusted bid

Coming Soon, Full Device Targeting Control

Throwback to 2013!

AdWords is Bringing Back Device Bidding for Tablet & Desktop!

However, this targeting ONLY exists for mobile. Using this targeting effectively opts you out of desktop.

This Targeting Already Exists in GDN Campaigns

Tablet bid adjustment: -20% to +300%

Bing Also Lets You Adjust Bids for Tablets

More LocalAd Formats

#4

• Users searching “Near Me” has doubled in the past 12 months.

Local Searches are on the Rise

• Local advertisers will have more reach with their Google My Business locations on Google Maps

&

Local Searches are on the Rise

Ads Show Local Business on Google Maps

Coming Soon: Promoted Pins

Announced Last Week @ SMX

Demographic Targetingfor Search

#5

• Ages & genders can be added as exclusions or as bid adjustments

Demographic Targeting for Search

Industry: Plastic SurgeryStrategy: Exclude men from seeing their adsResult: Spend down by 70%, CPA down by 65%

Industry: FloristStrategy: Bid more aggressively for men around the holidaysResult: Grew conversions by 50% at a 20% lower CPA

Industry: Retirement PlanningStrategy: Exclude users under age 45Result: Cut spend in half, now receive much higher quality leads

Case Studies

• Bing Ads already allows demographic targeting at the ad group level

Demographic Targeting Already On Bing

Demographic Targeting Already on GDN

Use Google Analytics to See How Different Demos Perform

Keep A Close Eye On Your Performance

a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week

b) 1-1 AdWords Assessment with AdWords Certified Consultant

c) I don’t need help with my PPC

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Q&A

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