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Logistics:
Senior Data Scientist at
Wordstream
5 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
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
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
Our Search Has Evolved
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)
Write Ads
for your
Audience
3 Most Powerful Ad Pronouns
#1
#2
“We”#3
“We” sells your expertise, not your KWs
CTR: 0.25%
CTR: 4.87%
3 Most Powerful Ad Pronouns
#1
#2 “You”
#3 “We”
“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 January 2015
3 Most Powerful Ad Pronouns
#1 “Him/Her”
“You”
“We”
#2
#3
Demographic TargetingDemographic targeting is available on:
• 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
CTR: 7.31%
CVR: 1.82%
Ad shown only to men: Ad shown only to women:
CTR: 11.59%
CVR: 4.35%
CTR: 9.25%
CVR: 3.80%
Improved CTR 60%! Improved CVR 140%!!
Improved CTR 30%! Improved CVR 110%!!
Write 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
1. 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.
Recap
WordStream Special Offer
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THANKS
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