Mark Irvine's slides from dmsso17

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ETAs:
Evolved Text Ads
Tricks for Writing New Ads for the Next Age of Search

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• Researches industry trends in PPC
• Voted the 5th Most Influential PPC
Expert of 2017
• 5+ Years of PPC Experience
Meet Mark Irvine
Mark Irvine
Senior Data Scientist,
WordStream
@MarkIrvine89

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RIP Standard Text Ads (2000 – 2016)

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Expanded Text Ads

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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

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Advertisers see an average CTR boost of 15 - 20% when transitioning to
Google’s Expanded Text Ads.
However, 1 in 3 English speaking advertisers struggled and saw
decreased CTR after transitioning to Expanded Text Ads.

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Fewer Advertisers are Testing Multiple ETAs
Although most of
advertisers are testing
at least at least 1 ETA,
most ad groups are
currently ONLY
testing exactly 1
ETA!
Sample of 11,014 accounts with active search (non-DSA, shopping) campaigns in July 2017

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More Ads = Higher CTR!
Sample of 11,014 accounts with active search (non-DSA, shopping) campaigns in July 2017
• Just testing multiple ads
is often enough to be
successful.
• Ad groups with more
ETAs have a 21% higher
CTR!
• Aim to get at least 3
ETAs in each ad group!

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What’s the Difference Between these 2 ads?
THERE IS
NONE!

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2000 – The Digital Stone
Age

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Our Search Has Evolved

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Our Search Has Evolved
We now search for and expect
more specific answers.
discount car insurance rates
family multi car insurance
compare car insurance southampton

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Our Search Has Evolved
We now search for and expect
more specific answers.
We now search more
frequently to complete the
same tasks.

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Our Search Has Evolved

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Our Search Has Evolved
We now search for and expect
more specific answers.
We now search more
conversationally.
We now search more
frequently to complete the
same tasks.

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Today, 20% of searches occur via
Voice Search, rather than a typed
query!

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Comscore estimates that by 2020,
more than 50% of all search will be
driven by voice search

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Our Search Has Evolved
Search Term:
Users used to search for
keywords
Landing pages:
Websites used to be
keyword stuffed
Search Ads:
Ads copy is keyword stuffed
Search Term:
Users used to search for
keywords
Landing pages:
Websites used to be
keyword stuffed
Now use user-friendly natural
language
Now search using natural language

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The Most Common Word in English
• The most common words your
searchers use and your content
features are not your keywords.
• In comparison, the most
common words in PPC ads are
search keywords, nearly all of
which are nouns.

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Focus on More than Just your Keywords
• Keyword relevance is the
LEAST important factor of
quality score!
• A high quality ad & landing
page experience is 4 x
more important!

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Bigger Ads Aren’t Better
if they just repeat your keywords

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Write Ads for
your
Audience

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3 Most Powerful Ad Pronouns
#1
#2
#3 “We”

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“We” Sells your Solution,
not your Keywords
CTR: 0.25%
CTR: 4.87%

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3 Most Powerful Ad Pronouns
#1
#2
#3 “We”
“You”

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“You” Speaks to your Audience Directly
CTR: 7.15%
CTR: 11.86%

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Use What You Know About Your
Customers to Remarket to Them

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Target Past Visitors with Remarketing

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Target Past Visitors with Remarketing

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3 Most Powerful Ad Pronouns
#3 “We”
#2 “You”
#1 “Him/ Her”

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Demographic Targeting
NEW on Google
Search!
Demographic targeting is available on:

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Personalize your Ads for your Audience

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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%!!

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Write Ads for All of
their Devices

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Mobile is Increasingly Important

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But Mobile Ads can be Tough
ETAs released
July 28th

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Mobile Preferred Ads used to be Easy

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But There is No “Mobile Preferred ETA”
WHAT ABOUT
MOBILE?

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Mobile Ad Copy is Back with IF Functions
NEW on Google: IF Statements for Device & Audience.

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Mobile Ad Copy is Back with IF Functions
Ad shown on mobile: Ad shown on desktop:
Increased Mobile
CTR by 40%

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Mobile Ad Extensions
• Compliment your mobile ads with mobile ad extensions!

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Recap

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People increasingly use longer and more natural language to
search. Your ads should reflect this trend and read naturally.
Avoid keyword stuffing!

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Write ads for your audience in mind.
Consider different ads for remarketing lists &
demographics.

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

47. © Copyright 2017 WordStream, Inc. All rights reserved.
Thank you! Mark Irvine, Senior Data Scientist
mirvine@wordstream.com
@MarkIrvine89