7 new tricks to getting more clicks: the secrets behind better ppc ads

• Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email!

• Join the conversation on twitter:• @MARKIRVINE89

• Time for Q&A – don’t be shy!

Logistics:

• Senior Data Scientist at Wordstream

• 5 Years in Paid Search

• Voted the 5th Most Influential PPC Expert of 2017

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

Most Advertisers have switched to ETAs

95% of SMB advertisers have active ETAs in their account!

Sample of 11,014 accounts with active search (non-DSA, shopping) campaigns in July 2017

• Recorded version will be distributed later this afternoon, be sure to keep an eye out for an email!

• Join the conversation on twitter:• @MARKIRVINE89

• Time for Q&A – don’t be shy!

Logistics:

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 a decreased CTR after transitioning to Expanded Text Ads.

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

The Fastest Way to Better Ads is

Writing More Ads

#1

Although most of advertisers are testing at least at least 1 ETA, most ad groups are currently

ONLY testing exactly 1 ETA!

Fewer Advertisers are testing multiple ETAs

Sample of 11,014 accounts with active search (non-DSA, shopping) campaigns in July 2017

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 a21% higher CTR!

• Aim to get at least 3 ETAs in each ad group!

• Campaigns making the switch saw an average of 8% increase in CTRand 11% increase in CVR.

Let Google Optimize Your Ad Rotation

Sample of 419 accounts changing from rotate evenly/indefinitely to an optimization setting in Q2.

IntroducingPromotion Extensions

#2

Available only in the New AdWords UI

• Use NEW Promotion Extensions to highlight sales and discounts!

Promotion Extensions

Promotion Extensions

IntroducingShopping Showcase Ads

#3

• Highlight a catalogue of your products to people searching for broad, non branded keywords.

• A user clicks to expands your catalogue and is 100% free.

• You’re only charged if someone clicks on a product after viewing your catalogue.

Shopping Showcase Ads

Stop Writing Ads for Keywords.

Start Writing Ads for Humans.

#4

2000 – The Digital Stone Age

Our Search Has Evolved

Our Search Has Evolved

We now search for

and expect more

specific answers.

discount car insurance rates

family multi car insurance

compare car insurance 10011

Our Search Has Evolved

We now search for

and expect more

specific answers.

We now search more

frequently to completing the

same tasks.

Our Search Has Evolved

Our Search Has Evolved

We now search for

and expect more

specific answers.

We now search more

frequently to completing the

same tasks.

We now search more

conversationally.

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

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

voice search

We search for answers to our questions,

Not keywords

Our Search Has Evolved

Search Term:

Users used to search for keywords

Search Ads:

Ads copy is keyword stuffed

Landing pages:

Websites used to be keyword stuffed

Search Term:

Users used to search for keywords

Now search using natural language

Landing pages:

Websites used to be keyword stuffed

Now use user-friendly natural language

The Most Common Words in English

• 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 your Keywords

• Keyword relevance is the LEAST important factor of quality score!

• A high quality ad & landing page experience is

4 x more important!

Keywords don’t sell your product

Focus on the value you provide your Customers

CTR: 0.25%

CTR: 4.87%

Optimize your Ads for Different Audiences

#5

Use Past Visits to your Advantage

Past Users Become More Engaged with Ads

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

Past Users Become More Engaged with Ads

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

Optimize your Ads for Different Demographics

#6

Demographic TargetingDemographic targeting is available on:

NEW on Google Search!

• NEW on Google Search

• Google Display Network

• Bing Ads

• Nearly all social networks

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%!!

Optimize your Ads for Mobile

#7

Mobile is BIG!

Cater your Ads to Mobile with IF Functions

• NEW on Google: IF Statements for Device & Audience.

Cater your Ads to Mobile with IF Functions

Ad shown on mobile: Ad shown on desktop:

Recap

1. Write Multiple ETAs and optimize your ad rotation.

2. Supplement your ads with new promotion extensions.

3. Get more with new shopping showcase ads.

4.Write ads for your audience in mind. Focus on your customers needs.

5 & 6.Consider different ads for remarketing lists & demographics.

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

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