Post on 21-Jan-2018
LIVE WEBINAR
© Copyright 2017 WordStream, Inc. All rights reserved.
The AdWords Evolution of 2017:Top 7 Updates You NEED to Know About
Logistics• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A
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Mark IrvineSenior Data Scientist
• Senior Data Scientist at
WordStream
• 5 Years in Paid Search
Experience
•
Voted the 5th Most
Influential PPC Expert of
2017
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Testing More Ads Improves CTR
• 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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• Despite most knowing better,
almost half of all advertisers
only have 1 ad per ad group.
• More than ¾ of all advertisers
aren’t testing enough ads to be
successful.
Ad Testing is Hard Work & Many Don’t Have Time
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Ad Variations
Use Ad Variations to Quickly:
• Update messaging in your ads.
• Find & Replace certain messages with new messages.
• Swap Headlines 1 & 2
In all the ads in your account or in select campaigns at once!
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Ad Variations
Ad Variations also allows us more control and testing:
• Choose how often you want your ad variants to appear (10%? 25%? 50%?)
• Set an end date or run indefinitely.
• Easy reporting on your A/B tests
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New! Promotion Extensions
• Use Promotion Extensions to
highlight sales and discounts.
• Promotion extensions can be
scheduled and will only run
during valid promotion dates.
• Highlight sales for Holidays using
the “Christmas” ,“Boxing Day” , or
“New Years” occasion tag!
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Promotion Extensions
• Ads with promotion extensions have the highest CTR, averaging 3x the CTR of ads without!
• Use to create a sense of urgency and differentiate you from your competition.
• Ads with more ad extensions also benefit from increased Quality Score!
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Shopping Ads
• Highlights specific to people
searching for your terms highly
related to your specific product.
• You’re charged for every click,
regardless of their engagement.
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• Highlights 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 after 10
seconds or if someone clicks on a
product after viewing your
catalogue.
New! Shopping Showcase Ads
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Product Ads vs Shopping Showcase Ads
Lower CTRsShopping showcase ads target
searchers just beginning to shop for your product
But Also Lower CPCs!Shopping showcase ads only charge you when someone is
highly engaged
Use both formats strategically to target different types of searchers!
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Gmail Ads
• Gmail ads are a very easy to reach
people when they’re not actively
searching for you.
• Gmail is the largest email provider
in the United States.
• Target your ads according to
keywords or different audiences.
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• New ad format allows you to
highlight and display the
specific products people looked
at on your site!
Gmail Dynamic Remarketing
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Customer Match by Phone Number & Address
• Customer Match allows you to target your ads to your customers if you have their email addresses.
• Reengage your best customers across Search, Shopping, Gmail, and YouTube ads!
Email List:
Loyal Customers
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Customer Match by Phone Number & Address
✓✓
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X
X
XX
X
✓
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• Customer Match now allows you to target users by phone number and address!
• This allows you to match more audiences and leverage more data to improve your targeting!
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Intent Audiences on GDN• Since 2013, advertisers could target
their ads to users who were “In-
Market” for a select 493 products
or services on the Display Network.
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Custom Intent Audiences
Intent Audiences on GDN
• Targeted to people searching for and looking to buy your product.
• Either created by Google or created by you!
Create Custom Audiences
Provide Google with a list of Keywords or URLs relevant to your customers and Google will create an audience
relevant to those targets
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Life Event Targeting
• Target people based on upcoming
or major life events such as –
college graduation, marriage, and
moving.
• Available in Gmail and YouTube
campaigns
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• Getting married in September
taught me 2 things:
1. I’m so happy I found my
wonderful husband.
2. Getting married is
expensive and you end up
buying so much stuff you’d
never otherwise end up
looking for.
Just Got Married!