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Meet Your Presenters

Erin Sagin• PPC Evangelist at WordStream• Named the 4th Most Influential PPC

Expert of 2016• Follow her on Twitter: @erinsagin

Mark Irvine• Data Scientist at WordStream• Named the 14th Most Influential PPC

Expert of 2016• Follow him on Twitter: @markirvine89

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Announced: Q2

Expected Release Q4

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July 26, 2016

“This is the biggest change in AdWords in

the past 16 years.”-Google Account Rep

What Does This Mean?

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Summer’s Over, Kids.

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What’s New?

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#1 Expanded Text Ads

Ads As We Know Them

Google’s NEW Expanded Text Ads

30-character limit (+5!)

NEW! 30-character headline

80-character description section (+10!)

NEW! 15- character URL paths

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They’re 47% BIGGER!!

We Created A Downloadable Cheat Sheet!

Which Ad Would You Click On?

Pumped?

Hold Up! There’s Just One More Thing…

Standard Ads Are On Their Way Out

Ability to Create/Edit Standard Ad End 10/26

Expanded Ads Will Be the

Norm in 2017

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How Should Advertisers Address These Changes?

Take a Slow, Measured Approach

Consider Your Messaging

• What headlines will resonate best with your audience?

• What CTA will you encourage people to enact?

• Are there unique value propositions that you want to promote?

• Can you create body-copy that is emotionally stimulating?

Don’t Wait Until the Very Last Minute

You Don’t Want to Spend Your

Holidays Creating ETAs!

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Make the Most of ETA’s with Our Top 7 Best

Practices

#1 Write NEW Ads

Bad Google!

We Learned Our Lesson the Hard Way

Take Advantage of the NEW Space

400% Higher CTR!

#2 Include Most Important Messaging In Your Headlines

#3 Headline #1 Is More Important Than Headline #2

#4 Don’t Pause Your Old Ads Right Away

#5 Write Ads That Speak to Users on ALL Devices

#6 Include Top Keywords in Path Fields

You Can Even Try DKI!

#7 Avoid Redundancy With Extensions

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#2 Device-Based Bid Adjustments

Many Advertisers Weren’t Thrilled With ThisComponent of Enhanced Campaigns

NEW! Set Bid Adjustments by Device

Beware! The Landscape Has Changed

And So Have Search CPCs…

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#3 ResponsiveDisplay Ads

Old GDN Text Ads

New GDN Responsive Ads

Slowly Rolling Out in AdWords

Increased Control Over Messaging and Imagery

new! +90 characters

90 characters (+20!)

new! +25 characters (used instead of final URL)

25 characters

new! you can provide your own image!

Preview Your New, Responsive Ad

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Bonus! Price Extensions

What Are Price Extensions?

Price Extensions Boast Highest CTR!

I Need Them!

Head to the Ad Extensions Tab in AdWordsBrandsEvents

LocationsNeighborhoods

Product CategoriesProduct Tiers

Service CategoriesService Tiers

Services

USD AUD CAD EUR GBP NZD

No QualifierFromUp To

Price Extension Specs

Call out your products/services!

≤ 25 characters

Differentiate your offer with callouts like “Limited Time

Only” or product descriptions≤ 25 characters

Select a product or offer page to direct searchers

to when they click on your headerDuh!

You MUST

enter up to three headers

The Fine Print

#1 – Price Extension#2 – No Chance!

#1 #2

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Special Offers!

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Questions?

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THANK YOU