etas: evolved text ads by mark irvine

#SMX #12B @MarkIrvine89

Tricks for Writing New Ads for the Next Age of Search

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Tricks for Writing New Ads for the Next Age of Search

ETAs:Evolved Text Ads


• Sr Data Scientist at Wordstream in Boston, MA

• Researches industry trends in PPC

• 5 Years of PPC Experience

Meet Mark Irvine


RIP Standard Text Ads (2000-2016)


Expanded Text Ads


Advertisers see an average CTR boost of 15- 20% when transitioning to Google’s Expanded Text Ads.

Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017


Bing ETAs outperform Google’s


Advertisers see an average CTR boost of 15- 20% when transitioning to Google’s Expanded Text Ads.

However, 1 in 3 English Speaking advertisers will struggle and see decreased CTR after transitioning to Expanded Text Ads.

Data is based on a sample of 8,125 Wordstream clients, 2016 - 2017


What’s different between these 2 ads?

THERE IS NONE!


2000 – The Digital Stone Age


Our Search Has Evolved

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Share of Long Term Searches



We’ve learned to search better and expect more specific answers.

We search more frequentlycompleting the same task

We’re increasingly search moreconversationally


We search for answers to our questions,Not keywords


The Most Common Words in EnglishRank Word Part of speech

1 the Definite article

2 be Intransitive verb

3 to Preposition

4 of Preposition

5 and Conjunction

6 a Indefinite article

7 in Preposition

8 that Pronoun

9 have Transitive verb

10 I Pronoun

• The most common words your searchers use and your content features are not your keywords.

• In comparison, the most common words in paid search ads are search keywords, nearly all of which are nouns.


Focus on More Than Keywords!• Keyword relevance is the

LEAST important factor of quality score!

• A high quality ad & landing page experience is 4 x more important!


We Don’t Need Bigger Ads for More Keywords


(Adverb) (Verb) (Pronoun)



Graph of increased long tail kw

Write Ads for your Audience


3 Most Powerful Ad Pronouns

#3

#2

#1

“We”


“We” sells your expertise, not your KWs

CTR: 0.25%

CTR: 4.87%


#3

#2

#1

“We”

“You”



“You” speaks to your audience directly

CTR: 7.15%

CTR: 11.86%


Use What Your Know About Your Past Visitors with Remarketing


Source: 928 Wordstream Clients using remarketing audiences & proper conversion tracking, January 2015


#3

#2

#1

“We”

“You”

“Him/Her”



Demographic targeting is available on:

Demographic Targeting

• NEW on Google Search

• Google Display Network

• Bing Ads

• Nearly all social networks

NEW on Google Search!


Personalize Your Ads For Your Audience


Personalize Your Ads For Your Audience

Ad shown only to men: Ad shown only to women:

CTR: 7.31% CVR: 1.82%

CTR: 11.59% CVR: 4.35%

CTR: 9.25% CVR: 3.80%

Improved CTR 60%! Improved CVR 140%!!

Improved CTR 30%! Improved CVR 110%!!


Mobile Ad Extensions Cater Your Mobile CopyWrite Ads for All of their Devices


Mobile is increasingly Important

Source: 1,865Wordstream Clients advertising on Google Search on all devices from Jan 2013 to Dec 2016


But Are Struggling More with Mobile

ETAs released

July 28th

Source: 10,170 Wordstream Clients advertising on Google Search on Mobile in 2016


Mobile Preferred Ads for STAs were Easy!


But There’s No “Mobile Preferred” ETAs

WHAT ABOUT

MOBILE?


Mobile Ad Copy is Back with IF Functions• NEW on Google:

IF Statements for Device & Audience.

• Allows you to serve different ad copy to mobile searchers and remarketing audiences


Mobile Ad Extensions Cater Your Mobile Copy


Recap1. People increasingly use longer and more natural

language to search. Your ads should reflect this trend and read naturally. Avoid keyword stuffing!

2. Write ads for your audience. Write different ads for remarketing & demographic audiences.

3. Revisit your new ETAs and include IF Statements for mobile ad copy changes to attract an increasingly mobile world.

etas: evolved text ads by mark irvine

Marketing