LIVE WEBINAR

© Copyright 2017 WordStream, Inc. All rights reserved.

The AdWords Evolution of 2017:Top 7 Updates You NEED to Know About

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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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#1Ad Variations

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Ad Variations

Keyword:“Red Sox Tickets”

Red Sox Tickets

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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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#2Promotion Extensions

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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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#3Shopping Showcase Ads

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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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#4Gmail Dynamic Remarketing

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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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#5Customer Match Targeting

by Phone Number & Address

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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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Customer Match by Phone Number & Address

✓✓

✓

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✓

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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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#6Custom Intent Audiences

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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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#7Life Event Targeting

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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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Life Event Targeting

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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!

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