etas: evolved text ads - tricks for writing new ads for the next age of search
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#SMX #12B @MarkIrvine89Tricks 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
#SMX #12B @MarkIrvine89
• Sr Data Scientist at Wordstream in Boston, MA
• Researches industry trends in PPC
• 5 Years of PPC Experience
Meet Mark Irvine
#SMX #12B @MarkIrvine89
RIP Standard Text Ads (2000-2016)
#SMX #12B @MarkIrvine89
Expanded Text Ads
#SMX #12B @MarkIrvine89
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
#SMX #12B @MarkIrvine89
Bing ETAs outperform Google’s
#SMX #12B @MarkIrvine89
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
#SMX #12B @MarkIrvine89
What’s different between these 2 ads?
THERE IS NONE!
#SMX #12B @MarkIrvine89
2000 – The Digital Stone Age
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Our Search Has Evolved
2008 2009 2010 2011 2012 2013 2014 2015 2016 201720%25%30%35%40%45%50%55%60%65%
Share of Long Term Searches
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Our Search Has Evolved
We’ve learned to search better and expect more specific answers.
We search more frequently completing the same task
We’re increasingly search more conversationally
#SMX #12B @MarkIrvine89
We search for answers to our questions,
Not keywords
#SMX #12B @MarkIrvine89
The Most Common Words in EnglishRank
Word Part of speech
1 the Definite article2 be Intransitive verb3 to Preposition4 of Preposition5 and Conjunction6 a Indefinite article7 in Preposition8 that Pronoun9 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.
#SMX #12B @MarkIrvine89
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!
#SMX #12B @MarkIrvine89
We Don’t Need Bigger Ads for More Keywords
#SMX #12B @MarkIrvine89
(Adverb)
(Verb) (Pronoun)
#SMX #12B @MarkIrvine89
Our Search Has Evolved
Graph of increased long tail kw
Write Ads for your Audience
#SMX #12B @MarkIrvine89
3 Most Powerful Ad Pronouns
#3
#2
#1
“We”
#SMX #12B @MarkIrvine89
“We” sells your expertise, not your KWs
CTR: 0.25%
CTR: 4.87%
#SMX #12B @MarkIrvine89
#3
#2
#1
“We”
“You”
3 Most Powerful Ad Pronouns
#SMX #12B @MarkIrvine89
“You” speaks to your audience directly
CTR: 7.15%
CTR: 11.86%
#SMX #12B @MarkIrvine89
Use What Your Know About Your Past Visitors with Remarketing
#SMX #12B @MarkIrvine89
Source: 928 Wordstream Clients using remarketing audiences & proper conversion tracking, January 2015
#SMX #12B @MarkIrvine89
#3
#2
#1
“We”
“You”
“Him/Her”
3 Most Powerful Ad Pronouns
#SMX #12B @MarkIrvine89
Demographic targeting is available on:
Demographic Targeting
• NEW on Google Search
• Google Display Network
• Bing Ads
• Nearly all social networks
NEW on Google Search!
#SMX #12B @MarkIrvine89
Personalize Your Ads For Your Audience
#SMX #12B @MarkIrvine89
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%!!
#SMX #12B @MarkIrvine89
Mobile Ad Extensions Cater Your Mobile Copy
Write Ads for All of their Devices
#SMX #12B @MarkIrvine89
Mobile is increasingly Important
Source: 1,865Wordstream Clients advertising on Google Search on all devices from Jan 2013 to Dec 2016
#SMX #12B @MarkIrvine89
But Are Struggling More with Mobile
ETAs released July 28th
Source: 10,170 Wordstream Clients advertising on Google Search on Mobile in 2016
#SMX #12B @MarkIrvine89
Mobile Preferred Ads for STAs were Easy!
#SMX #12B @MarkIrvine89
But There’s No “Mobile Preferred” ETAs
WHAT ABOUT MOBILE
?
#SMX #12B @MarkIrvine89
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
#SMX #12B @MarkIrvine89
Mobile Ad Extensions Cater Your Mobile Copy
#SMX #12B @MarkIrvine89
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.