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Logistics:
Senior Data Scientist at
Wordstream
4 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
So what’s the Big Deal,
anyways?
The Ads You Wrote for the Past 16 Years:
Meet Expanded Text Ads!
30-character limit (+5!)
NEW! 30-character headline
NEW! 15- character URL paths
80-character description section (+10!)
NEW Expanded Text Ads are 47% BIGGER!!
Which Ad Would You Click On?
ETAs can improve your CTR drastically!
ETAs sound great!
What’s the catch?
Your Standard Ads will DISAPPEAR soon!
Slow paceLast day to edit standard text ads is January 31, 2017!
Expanded Text Ads only afterwards…
The Small, Routine Changes We Make Everyday
These Small Changes Will Become More Difficult
NOT ANYMORE!
These Small Changes Will Become More Difficult
Your ETA Migration
NOW!
PLAN
The Next Week
Create a Game Plan and Stick to it!
Today! Study best performing ads
Find Your Best Ads atwww.Wordstream.com/Google-AdWords
Create a Game Plan and Stick to it!
Today!
Create 5 ETAs
Study best performing ads
Review ETAs
Create 10 ETAs
A Few Changes Go A Long Way
Slow paceLast day to edit standard text ads is January 31, 2017!
Expanded Text Ads only afterwards…
Create 30 ETAs
Create More ETAs
Create More ETAs
Finish writing last ETAs
Review ETAs.Spot Check
Follow Your Progress
www.Wordstream.com/Google-AdWords
Don’t Pause Your Standard Ads Yet
Your Standard Text Ads
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 retire
your old text ads.
Avoid Making Newbie Mistakes
Write NEW Ads!Don’t Just Add a Second Headline
#1
Write NEW Ads!
Bad
Google!
Try NEW Ad Copy
400% Higher
CTR!
Use More Characters to Say More
Instead of Saying Try SayingImmediately 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/ddHH:mm:ss, “language, daysBefore}”“Sale Ends in X Days”
Highlight Unique Value Props Instead:“Easy, Paperless, Onboarding. Anywhere. Anytime.”
Include Top Keywords in
the NEW Path Fields
#2
Include Top Keywords in URL Path Fields
Use Ad Customizers To
Create Mobile Preferred
ETAs
#3
Mobile Preferred Ads for STAs were Easy!
But There’s No “Mobile Preferred” ETAs
WHAT ABOUT
MOBILE?
The Secret to Mobile ETAs
The Secret To Mobile ETAsFeed Name: MobileETAs
{=MobileETAs.Headline1)
Revisit Your Ad
Extensions
#4
Your Ad Extensions Were Created to Say More
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!
Don’t Forget About Bing!
#5
ETAs also now on Bing Ads too
Ready?
GET MAKING ETAs!
Mobile Preferred Ads for STAs were Easy!Fine, you can cheat…
This is how your standard text ads appear on the SERP
NOT RECOMMENDED:
If you’re 100% opposed to changing your ads,
You can just add your domain name as your headline1 of your ETAs.
Your ETAs will look and perform exactly like your old ads.
Just one more change –
Display ads are also
changing!
Flash is on the way out!
Flash is on the way out!
• Safari stopped supporting Flash by default in September 2016
• Firefox stopped supporting Flash by default in July 2015
• Chrome will stop supporting Flash by default in this month!
AdWords Ending Support For Flash Ads
Starting next month,
Google AdWords will stop running Flash ad formats for all advertisers on all devices!
If you still rely on Flash ads in your campaigns, you need to replace them this ASAP!
Introducing Responsive AdsField Display Expanded
Text AdsResponsive Ads
Headlines Two 30 Character Headlines
One short 25 characterheadline;One Long 90 character headline
Description 80 Character 90 Characters
Advertiser Name
None 25 Characters
Images Text ads occasionally automatically converted to richer text ads
1 Larger image;1 Logo image.
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
Thank you for joining us!