BIG CHANGES to Google Ad Placement: How Will it Affect Your Campaigns? 5 Key Takeaways

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Internet Marketing Software - WordStream

Things are always changing in the world of search, but last month Google REALLY shook things up with a huge change to the way AdWords ads are displayed on the search results page (SERP). In the biggest SERP layout change we’ve seen in years, Google has completely eliminated standard text ads on the right side of the page, increasing top-of-page ads to four for many queries. Now, as the dust from this surprising change settles, we’re beginning to see exactly which accounts were affected and what advertisers should be looking out for. Join the webinar to learn: -Exactly how this change will impact you -Data on expected impacts to CTR, cost per click, and impression volume -How advertisers have been able to capitalize on the change

Marketing

@ErinSagin @MarkIrvine89
BIG CHANGES
to Google Ad Placement:
One Month Later –
5 Key Takeaways!

www.wordstream.com/learn
Want to get smart in paid search?
@ErinSagin @MarkIrvine89

Join the conversation on Twitter
@WordStream
@ErinSagin
@MarkIrvine89
@ErinSagin @MarkIrvine89

Meet Mark & Erin
@ErinSagin @MarkIrvine89
• PPC Evangelist &
Community Manager
• 4+ years at
WordStream
• Tweet me! @erinsagin
• Senior Data Scientist
• 3 years at WordStream
• Tweet me!
@markirvine89

@ErinSagin @MarkIrvine89
February 18th was shaping up to be a
perfectly normal day until…

@ErinSagin @MarkIrvine89
Google Killed Off Side Ads

@ErinSagin @MarkIrvine89
Why’d They Do It?
Good question!

@ErinSagin @MarkIrvine89
My Guess: UX Improvement!

@ErinSagin @MarkIrvine89
Our Guess: UX Improvement!

@ErinSagin @MarkIrvine89
Closer Alignment With Mobile
Experience

@ErinSagin @MarkIrvine89
Source: https://moz.com/blog/four-ads-on-top-the-wait-is-over

@ErinSagin @MarkIrvine89
Key Takeaway #1

@ErinSagin @MarkIrvine89
This is not a paradigm shift.

@ErinSagin @MarkIrvine89
If anything, ad performance is better

@ErinSagin @MarkIrvine89
Wait, nothing changed?

@ErinSagin @MarkIrvine89
Google is showing fewer ads.

@ErinSagin @MarkIrvine89
But these ads weren’t generating
many clicks anyways.

@ErinSagin @MarkIrvine89
Key Takeaway #2:
Rewrite your old ads for the new SERP

@ErinSagin @MarkIrvine89
Old Ads May Show Differently Now
The old side ads:
Are now served like all other ads:
Headline
Display URL
Description Line 1
Description Line 2
Headline – Description Line 1
Display URL
Description Line 2

@ErinSagin @MarkIrvine89
Key Takeaway #3:
Ad Extensions in all positions

@ErinSagin @MarkIrvine89
Ad Extensions in all positions

@ErinSagin @MarkIrvine89
Key Takeaway #4:
Optimize for Shopping!

@ErinSagin @MarkIrvine89
Optimize for Shopping!

@ErinSagin @MarkIrvine89
Key Takeaway #5:
Make the most of Mobile!

@ErinSagin @MarkIrvine89
Desktop is so 2013, anyways.

@ErinSagin @MarkIrvine89
Now More than Ever:
Keep A Close Eye On Your Performance

@ErinSagin @MarkIrvine89
Special Offers! Would You Like…
a) FREE Live demo of the WordStream
Advisor to learn how to manage your
PPC in 20 minutes a week
b) 1-1 AdWords Assessment with AdWords
Certified Consultant
c) I don’t need help with my PPC

@ErinSagin @MarkIrvine89
THANK YOU!
Benchmark your AdWords account today!
www.wordstream.com/google-adwords
Questions? 855.967.3787
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The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare? Whether you’ve already created a plan or are trying to scrape one together, check out these webinar slides to: • Identify the best marketing channels for your business • Come up with creative ideas to attract customers • Create an achievable budget and plan

Your Ultimate 2022 Marketing Guide: Planning for the Year Ahead from Start to...

Internet Marketing Software - WordStream

Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries. With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including: - Average cost per click - Average click-through rate - Average cost per lead - Average conversion rate

Search Advertising Industry Benchmarks: Where You Stand, Why It Matters, And ...

Internet Marketing Software - WordStream

What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive! Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn: - Average CPCs in 2021 for the top five PPC platforms. - 13 platform-specific tips to lower your CPC. - The one mistake you should avoid with CPCs.

13 Scary Good Ways to Lower Your Cost Per Click In Google & Facebook AdsCpc w...

Internet Marketing Software - WordStream

Google's at it once again, unleashing a slew of big changes to its advertising platform in recent months. This means you'll have some exiting new features to enhance your digital marketing strategy, but you’ve got some learnin’ to do! Don’t sweat it, we got your back. Check out these webinar slides to learn: • Big changes happening to Expanded Text Ads. • What’s the deal with Google’s new “monthly spend limit” • Insights into new ad policies, and much more!

Big Changes to Google Ads: What You Need to Know

Internet Marketing Software - WordStream

With consumers spending over 8 hours a day online, a strong online presence is crucial for any business that wants to survive today. But the definition of “strong” may not be what you think! In these webinar slides, we’ll unpack what a strong online presence really means and show you how to get there. You’ll walk away knowing how to: - Increase your visibility in search engines, directories, and social media sites. - Achieve a credible online appearance and reputation. - Build, engage, and convert your audience into happy customers.

The 5 Most Powerful Marketing Strategies to Improve Your Online Presence (Now!)

Internet Marketing Software - WordStream

It’s no use trying to outrank big companies with massive budgets, right? WRONG! With the right SEO and PPC tactics, you absolutely can. But it’s not just a matter of choosing one or the other. To get more traffic to your site that you can convert into customers, you need both. Check out these webinar slides to learn: • Why you need to integrate your SEO and PPC strategies. • How to combine them to rank higher in search results. • How to allocate budget between SEO and paid media campaigns.

Why (and How) to Combine SEO and PPC for Stronger Results

Internet Marketing Software - WordStream

To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast. Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors? Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to: • Fill gaps that are hurting your revenue. • Gain and retain quality clients. • Use a secret swiss army knife of targeting tools not seen anywhere else.

Accelerating Your Agency: How to Do More with Less and Scale at Speed

Internet Marketing Software - WordStream

Google search ads allow you to reach people who are actively looking for your product or service. But what about all the people who aren’t searching? The best way to get in front of this audience at minimal cost is through the Google Display Network (GDN). Check out these webinar slides to learn: • A clear picture of Google Display ads and their benefits. • How to setup a Google Display campaign. • Ad types, image sizes, costs, and targeting parameters. • How to target even more audiences outside of the GDN.

The Ultimate Google Display Ads Workshop: How to Reach Millions at Minimal Cost

Internet Marketing Software - WordStream

With its level of sophistication and complexity, Facebook advertising is already overwhelming. Sprinkle in constant changes and policy updates, and how do you keep up? Over the past few months, there have been several major changes to the Facebook platform that you should know about. Check out these webinar slides to learn what these changes are and how to make sense of everything. You’ll learn: • The 5 major changes, including those related to the Apple iOS 14 update. • The effects these changes could be having (positive and negative) on your accounts. • How to adapt your marketing strategy to continue seeing success on Facebook.

5 Major Facebook Changes & What They Mean for Your Ad Account

Internet Marketing Software - WordStream

3 Surprising Ways to Beat Facebook Ad Fatigue

Internet Marketing Software - WordStream

Every day, people watch 5 BILLION videos on YouTube. With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”? Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn: - How to build a strong affinity for your brand. - How to create content that spreads brand awareness. - How to generate more top-of-funnel leads.

Telling Unskippable Stories with YouTube Ads

Internet Marketing Software - WordStream

Facebook advertising is overwhelming. That’s why we’ve simplified it into the most informative, easy-to-understand Facebook ad training session on the face of the earth! Learn everything you need to know for successful Facebook advertising in 2021, including: - The different Facebook ad types and when to use them. - How to leverage data to outperform your competitors. - How to use your ads to expand your reach and increase engagement. Whether you’re starting your first campaign or looking to improve an existing one, you’ll walk away from this webinar with 21 easy-to-implement tips to lock in Facebook ad success.

21 genius facebook advertising tips to try in '21

Internet Marketing Software - WordStream

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