the changing landscape of paid search
TRANSCRIPT
#SMX #21BJames Svoboda
@Realicity
James Svoboda, CEO @WebRanking, Co-Founder @MnSearch
THE CHANGING LANDSCAPE
OF PAID SEARCH
#SMX #21BJames Svoboda
@Realicity
Right Side Changes– February 19th, 2016– Only Desktop Searches• 50% of Searches are Mobile• ~25% of Searches Affected
– +1 Top Ad – Now up to 4– 3 Bottom Ads– More “Organic” Looking– Frees Up Space for
Shopping Ads & Knowledge Graph
BYE BYE RIGHT SIDE ADS
#SMX #21BJames Svoboda
@Realicity
3 Mobile Ads on Top (above fold) and 3 on Bottom
#SMX #21BJames Svoboda
@Realicity
Device Analysis – Pre & Post Side Ad Removal
#SMX #21BJames Svoboda
@Realicity
COHESIVE TEXT AD & SHOPPING AD EXPERIENCE
#SMX #21BJames Svoboda
@Realicity
Extended Headlines – Winners in 9/10 Ad Groups Starting to look more and more like Organic Listings...
#SMX #21BJames Svoboda
@Realicity
Other (bottom) Better Than Side
Bottom Ads Now Come With…– Extended Headlines– Seller Ratings– Ad Extensions– Better CTR
#SMX #21BJames Svoboda
@Realicity
Ad Analysis : Top vs. Other
#SMX #21BJames Svoboda
@Realicity
Ad Extensions Analysis – Pre & Post Side Ad Removal
#SMX #21BJames Svoboda
@Realicity
Top Vs. Side/Other – Cause & Effect
#SMX #21BJames Svoboda
@Realicity
PROMOTED PINS for ADVERTISERS on the GO!
#SMX #21BJames Svoboda
@Realicity
PROMOTED PINS – Not Your Typical Ad Format
#SMX #21BJames Svoboda
@Realicity
Native “Landing Page”?
#SMX #21BJames Svoboda
@Realicity
WIDER SEARCH PAGE
LAYOUT
#SMX #21BJames Svoboda
@Realicity
SERP Space Now 17% Wider
Source: MOZ - https://moz.com/blog/title-tag-length-guidelines-2016-edition
#SMX #21BJames Svoboda
@Realicity
Wider Shopping Ad Space: 5 -> 6 Ads
#SMX #21BJames Svoboda
@Realicity
Wider Ad Space
Courtesy: The SEM Post
#SMX #21BJames Svoboda
@Realicity
Extended Text Ad Space: Headline, Description + Domain
#SMX #21BJames Svoboda
@Realicity
Structured Snippets Length: 84 -> 98, + Multiple Showing
- 14 additional characters on desktop.- Multiple Structured Snippets Headers “types” per Query.- 2 (more?) Structured Snippets Ads Showing at Same Time.- How many possible for a DKI Headline ad? Up to 39…
2 “Types” Showing at Same Time.
#SMX #21BJames Svoboda
@Realicity
Ad Extension Space is Larger, But Varys
• More Space Allows More Extensions to Show… • Minimum of 2, Sometimes 3, Still a max of 4
• Character Width + Total Shown Varies due to Font• Can we call this Responsive?
• Roughly 9 Characters of Space for Separators• Up to 90 Actual Characters of Ad Extension
Text…???
#SMX #21BJames Svoboda
@Realicity
Responsive-ish Mobile Ads - Ad Extension Characters Vary by Device Width - Roughly 67 for Landscape, 44 for Portrait – 23 Difference
#SMX #21BJames Svoboda
@Realicity
GREEN “AD” LABELS – Same Color as URLs
#SMX #21BJames Svoboda
@Realicity
TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED)
AdWords Starting To Strut Their Stuff
EXPANDED TEXT ADS (ETAs)
#SMX #21BJames Svoboda
@Realicity
Recently Ads Have Seemed A Little More Like…
#SMX #21BJames Svoboda
@Realicity
What Are Expanded Text Ads?
• Currently in Beta• Beta is Throttling Impressions• Estimated +20% Lift in CTR• Work on Desktop & Mobile
• 95 -> 140 Characters (+50%)• Headlines: More Characters• Descriptions: More Characters• Display URLs: More Characters?
#SMX #21BJames Svoboda
@Realicity
Larger, Multiple Headlines: Keywords/DKI, Offers & CTAs
#SMX #21BJames Svoboda
@Realicity
1, Longer Description. Think of the DKI FAIL Possibilities…
#SMX #21BJames Svoboda
@Realicity
Updated Display URLs with up to 2 New “Paths”
#SMX #21BJames Svoboda
@Realicity
Bing Ads Already Working On Adding & Supporting ETAs
#SMX #21BJames Svoboda
@Realicity
WRITING & TESTING ETAs What’s
Important?– Headlines – Headlines!– Keywords +
CTA/Offer– Legible &
Persuasive Description Copy
– Headlines!
#SMX #21BJames Svoboda
@Realicity
ETAs Rolling out in July? Old ads Retired after September?
Source: Larry Kim - https://medium.com/atm-all-things-marketing/google-expanded-text-ads-10-things-you-need-to-know-7da7209b650f
#SMX #21BJames Svoboda
@Realicity
How is this going to affect Dynamic Search Ads?
#SMX #21BJames Svoboda
@Realicity
WHAT’S YOUR DSA STRATEGY?Dynamic Search AD Standard Text AD
#SMX #21BJames Svoboda
@Realicity
TAKEAWAYS
- There is a New Normal- ETAs & Headlines FTW!- Ad Extensions More Important- Ads are going Responsive- Create a DSA Strategy
#SMX #21BJames Svoboda
@Realicity
THANK YOU!
download: www.webranking.com/presentation
James SvobodaCEO WebRanking, Co-Founder MnSearch
t: @realicity e: [email protected] b: www.webranking.com/blog