what google's expanded text ads really mean for you by rob lenderman
TRANSCRIPT
#SMX #21B @boostctr
And How to Gain ROI from the Biggest Format Change Ever
WHAT GOOGLE’S EXPANDED TEXT
ADS REALLY MEAN FOR YOU
#SMX #21B @boostctr
1. Getreadyforthebiggestchangeever
2. Timetorethinkyourentirecreative
3. Howdoyoudothis?
4. Realexamplesofsuccess
5. 5tipstoremember
What Google’s Expanded Text Ads (ETAs) Mean For You
#SMX #21B @boostctr
Google made the biggest change to AdWords since the Quality Score
What are you doing about it?
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Marketers Are Facing a Colossal Problem
9billionadsneedtoberewritten.
Google&Bingareintroducinglongeradformatlaterthisyear.
Yourapproachwilldetermineyoursuccess.
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The Cost of Writing
10centsperwordx28wordsperad
=$2.80forwriting1ad+~75centsextratimeforQAtoensurenewadislogical
=$3.55TOTALP.AD
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It Adds Up
20,000adsx$3.55=$71,000
15,000adsx$3.55=$53,250
12,000adsx$3.55=$42,600
8,000adsx$3.55=$35,500
Inanaccountthatcontains100,000ads,therearebetween8,000-20,000uniqueads
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Rethink your entire creative
Take advantage of more creative real estate
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“Use this update as a chance to re-evaluate your entire
creative. This is a chance to craft something new and more compelling than ever before.”
- Matt Lawson, Director of Performance Ads Marketing, Google
#SMX #21B @boostctr
Text Expansion Format Challenges
LED Warm White Bulbs www.amazon.com/tools Top Brands at Everyday Low Prices Free Shipping on Qualified Orders.
Current Format Headline: 25 characters Display URL: 35 characters Description line 1: 35 characters Description line 2: 35 characters
Headline 1 is too short, 21/30 char.
– …
Missing second headline
Description is too short, 68/80 char. Missing second possible subdomain
/subdomain2
New Format Headline 1: 30 characters Headline 2: 30 characters 2 Subdomains:15 characters each Description: 80 characters
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1. Writeyourself
2. Relysolelyontechnologyortemplatedapproaches
3. Donothing
So What Are My Options?
…rewritingthousandsofadswilltakelotsoftime,resourcesanddollars
…resultsinmismatchedmessagingthatismessyandillogical
…andmissoutonthe“FirstMoverAdvantage”andincreasedROI
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So what is the answer?
Identify, test and deploy
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Identify, Test, Deploy
1.Determinewherecustomcopyortemplatesshouldbe
deployed
2.Writemultiplevariationsofcopy
3.Testandmeasure4.Determinelearnings
5.Createmoremessagestotest
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Identify: How to break up your account
0
2
4
6
8
10
12
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Typical Account Structure
Head Trunk Tail
% o
f Spe
nd
% of Ad Groups
Highvolume,brand,uniqueproducts:Custom
Someproductvariations:Custom+Template
Lowvolume,genericadgroups:Template
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Test: Rely on apples-to-apples comparisons
ImpressionSkew
Device
QualityScoreRamp
Network
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Deploy: Walk, crawl, run
Goslowandmonitorclosely.Deploylearningsquickly.
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TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE
(SWAP IN YOUR OWN AS NEEDED) Real examples of success
What we’ve learned from ETA testing so far
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What We Tested
Phase1:StandardTextAdvs.TemplatedETAPhase2:StandardTextAdvs.CustomETA
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Phase 1: Standard Text Ad vs. Templated ETA
5/23/2016 5/25/2016 5/27/2016 5/29/2016 5/31/2016 6/2/2016 6/4/2016 6/6/2016 6/8/2016
DailyCTR
StandardTextAd ETATemplate
Template ETA:
-14% CTR
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Phase 2: Standard Text Ad vs. Custom ETA
6/10/2016 6/12/2016 6/14/2016 6/16/2016 6/18/2016 6/20/2016
DailyCTR
StandardTextAd ETATemplate ETACustom
Standard Text Ad:
-10% CTR
Template ETA:
-16% CTR
Custom ETA:
+11% CTR
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CTRDeltabyDeviceType Desktop Mobile Tablet
StandardTextAdvsTemplateETA -20% -1% -25%
StandardTextAdvsCustomETA +11% +15% +4%
KeyTakeaway:performancetrendbetweentemplatedETAversusacustomizedETAholdsacrossdevicetypes.ETAsperformstrongestonmobiledevices
Phase 2: Segmented by Device
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5 Tips for Success
Key ETA learnings you should know
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5 ETA Learnings You Should Know
1. ActnowandgainfromtheFirstMoverAdvantage
2. Groupingmatters.Breakupyouraccountstrategically
3. Rethinkyourentirecreative.Applycustomcopywhereverpossible
4. Testaccuratelyanduselearningswisely.Don’tsprayandpray
5. Goslow.Walkbeforeyourunwithlearnings
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