The Changing Landscape of Paid Search By James Svoboda

#SMX #21B @Realicity

James Svoboda, CEO @WebRanking, Co-Founder @MnSearch

THE CHANGING LANDSCAPE

OF PAID SEARCH


§ RightSideChanges–  February19th,2016

– OnlyDesktopSearches•  50%ofSearchesareMobile

•  ~25%ofSearchesAffected

–  +1TopAd–Nowupto4

–  3BottomAds– More“Organic”Looking

–  FreesUpSpaceforShoppingAds&KnowledgeGraph

BYE BYE RIGHT SIDE ADS


3 Mobile Ads on Top (above fold) and 3 on Bottom


Device Analysis – Pre & Post Side Ad Removal


COHESIVE TEXT AD & SHOPPING AD EXPERIENCE


Extended Headlines – Winners in 9/10 Ad Groups Starting to look more and more like Organic Listings...


Other (bottom) Better Than Side

§ BottomAdsNowComeWith…–  ExtendedHeadlines

–  SellerRatings–  AdExtensions

–  BetterCTR


Ad Analysis : Top vs. Other


Ad Extensions Analysis – Pre & Post Side Ad Removal


Top Vs. Side/Other – Cause & Effect



PROMOTED PINS – Not Your Typical Ad Format


Native “Landing Page”?


WIDER SEARCH PAGE

LAYOUT


SERP Space Now 17% Wider

Source: MOZ - https://moz.com/blog/title-tag-length-guidelines-2016-edition


Wider Shopping Ad Space: 5 -> 6 Ads


Wider Ad Space

Courtesy: The SEM Post


Extended Text Ad Space: Headline, Description + Domain


Structured Snippets Length: 84 -> 98, + Multiple Showing

- 14 additional characters on desktop.

- Multiple Structured Snippets Headers “types” per Query.

- 2 (more?) Structured Snippets Ads Showing at Same Time.

- How many possible for a DKI Headline ad? Up to 39…

ß 2 “Types” Showing at Same Time.


Ad Extension Space is Larger, But Varies

•  More Space Allows More Extensions to Show… •  Minimum of 2, Sometimes 3, Still a max of 4

•  Character Width + Total Shown Varies due to Font •  Can we call this Responsive?

•  Roughly 9 Characters of Space for Separators

•  Up to 90 Actual Characters of Ad Extension Text…???


Responsive-ish Mobile Ads - Ad Extension Characters Vary by Device Width - Roughly 67 for Landscape, 44 for Portrait – 23 Difference


GREEN “AD” LABELS – Same Color as URLs


TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE

(SWAP IN YOUR OWN AS NEEDED)

AdWords Starting To Strut Their Stuff


Recently Ads Have Seemed A Little More Like…


What Are Expanded Text Ads?

•  Currently in Beta •  Beta is Throttling Impressions •  Estimated +20% Lift in CTR •  Work on Desktop & Mobile

•  95 -> 140 Characters (+50%) •  Headlines: More Characters •  Descriptions: More Characters •  Display URLs: More Characters?


Larger, Multiple Headlines: Keywords/DKI, Offers & CTAs


1, Longer Description. Think of the DKI FAIL Possibilities…


Updated Display URLs with up to 2 New “Paths” Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.


Bing Ads Already Working On Adding & Supporting ETAs


WRITING & TESTING ETAs

§ What’sImportant?–  Headlines

–  Headlines!

–  Keywords+CTA/Offer

–  Legible&PersuasiveDescriptionCopy

–  Headlines!


ETAs Rolling out in July? Old Ads Retired after September?

Source: Larry Kim - https://medium.com/atm-all-things-marketing/google-expanded-text-ads-10-things-you-need-to-know-7da7209b650f


How is this going to affect Dynamic Search Ads?

Headline


WHAT’S YOUR DSA STRATEGY?

Dynamic Search AD Standard Text AD


TAKEAWAYS

- There is a New Normal

- ETAs & Headlines FTW!

- Ad Extensions More Important

- Ads are going Responsive

- Create a DSA Strategy


THANK YOU! Text Slide with Solid Blue Banner:

ThisblanklayoutoffersyouflexibilitytoinsertyourownstandardslidesabovetheSMXfooterYOUMUSTUSETHISFOOTERATMINIMUMONALMOSTALLOFYOURSLIDES.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately.Ifexplicitfontsareimportant,youmayprovideapdftotheeventorganizerstomaintainlook&feelduringlivepresentationandintheversionsmxwilluploadtoslideshare.DELETETHISSLIDEIFYOUDONOTUSE.

download: www.webranking.com/presentation

James Svoboda CEO WebRanking, Co-Founder MnSearch

t: @realicity e: [email protected] b: www.webranking.com/blog

Marketing

The Changing Landscape of Paid Search By James Svoboda