#SMX #21B @boostctr

And How to Gain ROI from the Biggest Format Change Ever

WHAT GOOGLE’S EXPANDED TEXT

ADS REALLY MEAN FOR YOU

#SMX #21B @boostctr

1.  Getreadyforthebiggestchangeever

2.  Timetorethinkyourentirecreative

3.  Howdoyoudothis?

4.  Realexamplesofsuccess

5.  5tipstoremember

What Google’s Expanded Text Ads (ETAs) Mean For You

#SMX #21B @boostctr

Google made the biggest change to AdWords since the Quality Score

What are you doing about it?

#SMX #21B @boostctr

Marketers Are Facing a Colossal Problem

9billionadsneedtoberewritten.

Google&Bingareintroducinglongeradformatlaterthisyear.

Yourapproachwilldetermineyoursuccess.

#SMX #21B @boostctr

The Cost of Writing

10centsperwordx28wordsperad

=$2.80forwriting1ad+~75centsextratimeforQAtoensurenewadislogical

=$3.55TOTALP.AD

#SMX #21B @boostctr

It Adds Up

20,000adsx$3.55=$71,000

15,000adsx$3.55=$53,250

12,000adsx$3.55=$42,600

8,000adsx$3.55=$35,500

Inanaccountthatcontains100,000ads,therearebetween8,000-20,000uniqueads

#SMX #21B @boostctr

Rethink your entire creative

Take advantage of more creative real estate

#SMX #21B @boostctr

“Use this update as a chance to re-evaluate your entire

creative. This is a chance to craft something new and more compelling than ever before.”

- Matt Lawson, Director of Performance Ads Marketing, Google

#SMX #21B @boostctr

Text Expansion Format Challenges

LED Warm White Bulbs www.amazon.com/tools Top Brands at Everyday Low Prices Free Shipping on Qualified Orders.

Current Format Headline: 25 characters Display URL: 35 characters Description line 1: 35 characters Description line 2: 35 characters

Headline 1 is too short, 21/30 char.

– …

Missing second headline

Description is too short, 68/80 char. Missing second possible subdomain

/subdomain2

New Format Headline 1: 30 characters Headline 2: 30 characters 2 Subdomains:15 characters each Description: 80 characters

#SMX #21B @boostctr

1.  Writeyourself

2.  Relysolelyontechnologyortemplatedapproaches

3.  Donothing

So What Are My Options?

…rewritingthousandsofadswilltakelotsoftime,resourcesanddollars

…resultsinmismatchedmessagingthatismessyandillogical

…andmissoutonthe“FirstMoverAdvantage”andincreasedROI

#SMX #21B @boostctr

So what is the answer?

Identify, test and deploy

#SMX #21B @boostctr

Identify, Test, Deploy

1.Determinewherecustomcopyortemplatesshouldbe

deployed

2.Writemultiplevariationsofcopy

3.Testandmeasure4.Determinelearnings

5.Createmoremessagestotest

#SMX #21B @boostctr

Identify: How to break up your account

0

2

4

6

8

10

12

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Typical Account Structure

Head Trunk Tail

% o

f Spe

nd

% of Ad Groups

Highvolume,brand,uniqueproducts:Custom

Someproductvariations:Custom+Template

Lowvolume,genericadgroups:Template

#SMX #21B @boostctr

Test: Rely on apples-to-apples comparisons

ImpressionSkew

Device

QualityScoreRamp

Network

#SMX #21B @boostctr

Deploy: Walk, crawl, run

Goslowandmonitorclosely.Deploylearningsquickly.

#SMX #21B @boostctr

TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE

(SWAP IN YOUR OWN AS NEEDED) Real examples of success

What we’ve learned from ETA testing so far

#SMX #21B @boostctr

What We Tested

Phase1:StandardTextAdvs.TemplatedETAPhase2:StandardTextAdvs.CustomETA

#SMX #21B @boostctr

Phase 1: Standard Text Ad vs. Templated ETA

5/23/2016 5/25/2016 5/27/2016 5/29/2016 5/31/2016 6/2/2016 6/4/2016 6/6/2016 6/8/2016

DailyCTR

StandardTextAd ETATemplate

Template ETA:

-14% CTR

#SMX #21B @boostctr

Phase 2: Standard Text Ad vs. Custom ETA

6/10/2016 6/12/2016 6/14/2016 6/16/2016 6/18/2016 6/20/2016

DailyCTR

StandardTextAd ETATemplate ETACustom

Standard Text Ad:

-10% CTR

Template ETA:

-16% CTR

Custom ETA:

+11% CTR

#SMX #21B @boostctr

CTRDeltabyDeviceType Desktop Mobile Tablet

StandardTextAdvsTemplateETA -20% -1% -25%

StandardTextAdvsCustomETA +11% +15% +4%

KeyTakeaway:performancetrendbetweentemplatedETAversusacustomizedETAholdsacrossdevicetypes.ETAsperformstrongestonmobiledevices

Phase 2: Segmented by Device

#SMX #21B @boostctr

5 Tips for Success

Key ETA learnings you should know

#SMX #21B @boostctr

5 ETA Learnings You Should Know

1.  ActnowandgainfromtheFirstMoverAdvantage

2.  Groupingmatters.Breakupyouraccountstrategically

3.  Rethinkyourentirecreative.Applycustomcopywhereverpossible

4.  Testaccuratelyanduselearningswisely.Don’tsprayandpray

5.  Goslow.Walkbeforeyourunwithlearnings

#SMX #21B @boostctr

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THANK YOU! SEE YOU AT THE NEXT #SMX