7 New Tricks to Getting More Clicks: The Secrets Behind Better PPC Ads
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Transcript of 7 New Tricks to Getting More Clicks: The Secrets Behind Better PPC Ads
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• 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:
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• Senior Data Scientist at Wordstream
• 5 Years in Paid Search
• Voted the 5th Most Influential PPC Expert of 2017
Meet Mark Irvine…
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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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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
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• 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
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The Fastest Way to Better Ads is
Writing More Ads
#1
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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
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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 a21% higher CTR!
• Aim to get at least 3 ETAs in each ad group!
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• 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.
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IntroducingPromotion Extensions
#2
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Available only in the New AdWords UI
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• Use NEW Promotion Extensions to highlight sales and discounts!
Promotion Extensions
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Promotion Extensions
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IntroducingShopping Showcase Ads
#3
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• 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
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Stop Writing Ads for Keywords.
Start Writing Ads for Humans.
#4
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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 10011
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Our Search Has Evolved
We now search for
and expect more
specific answers.
We now search more
frequently to completing 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
frequently to completing the
same tasks.
We now search more
conversationally.
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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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We search for answers to our questions,
Not keywords
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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
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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.
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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!
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Keywords don’t sell your product
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Focus on the value you provide your Customers
CTR: 0.25%
CTR: 4.87%
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Optimize your Ads for Different Audiences
#5
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Use Past Visits to your Advantage
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Past Users Become More Engaged with Ads
Source: 928 Wordstream Clients using remarketing audiences & proper conversion tracking, January 2015
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Past Users Become More Engaged with Ads
Source: 928 Wordstream Clients using remarketing audiences & proper conversion tracking, January 2015
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Optimize your Ads for Different Demographics
#6
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Demographic TargetingDemographic targeting is available on:
NEW on Google Search!
• NEW on Google Search
• Google Display Network
• Bing Ads
• Nearly all social networks
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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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Optimize your Ads for Mobile
#7
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Mobile is BIG!
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Cater your Ads to Mobile with IF Functions
• NEW on Google: IF Statements for Device & Audience.
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Cater your Ads to Mobile with IF Functions
Ad shown on mobile: Ad shown on desktop:
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Recap
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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.
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4.Write ads for your audience in mind. Focus on your customers needs.
5 & 6.Consider different ads for remarketing lists & demographics.
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7. Revisit your new ETAs and include IF Statements for mobile ad copy changes to attract an increasingly mobile world.
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WordStream Special Offer
YESNO
THANKS
Would you like a free demo from one of our AdWords Certified Experts, like Mark?
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