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Meet Erin• PPC Evangelist at WordStream• Has specialized in paid search

for 5 years• Named the 4th Most Influential

PPC Expert of 2016• Follow her on Twitter:

@erinsagin

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Remember This?

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Announced: Q2

Expected Release Q4

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While We Were Enjoying the Summer, Google Had Some

Secrets in the Works…

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July 26, 2016

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July 26, 2016

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What Does This Mean?

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Summer’s Over, Kids.

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What’s New?

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#1 Expanded Text Ads

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Ads As We Know Them

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Google’s NEW Expanded Text Ads

30-character limit (+5!)

NEW! 30-character headline

80-character description section (+10!)

NEW! 15- character URL paths

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Which Ad Would You Click On?

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The one that’s 47% BIGGER!?

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You Pumped?

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Say Your Goodbyes – Standard Ads Will Soon Be Extinct

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Ability to Create/Edit Standard Ad Will Last Through 10/26

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Standard Ads Will STOP ServingSometime In Q4 2016 / Q1 2017

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Do You Really Want to Spend the Holidays Writing Brand

New Ad Copy?

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Put Down the Piña Coladas

and Start Prepping Your

Ads

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Make the Most of ETA’s with Mark’s Best Practices

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#1 Write NEW Ads

Bad Google!

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We Learned Our Lesson the Hard Way

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Take Advantage of the NEW Space

400% Higher CTR!

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#2 Include Most Important Messaging In Your Headlines

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#3 Headline #1 Is More Important Than Headline #2

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#4 Don’t Pause Your Old Ads Right Away

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#5 Write Ads That Speak to Users on ALL Devices

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#6 Include Top Keywords in Path Fields

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#7 Update Your Extensions

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#2 Device-Based Bid Adjustments

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Many Advertisers Weren’t Thrilled With ThisComponent of Enhanced Campaigns

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NEW! Set Bid Adjustments by Device

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Beware! The Landscape Has Changed

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And So Have Search CPCs…

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#3 ResponsiveDisplay Ads

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Old GDN Text Ads

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New GDN Responsive Ads

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Slowly Rolling Out in AdWords

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Increased Control Over Messaging and Imagery

new! +90 characters

90 characters (+20!)

new! +25 characters (used instead of final URL)

25 characters

new! you can provide your own image!

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Preview Your New, Responsive Ad

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Bonus! Price Extensions

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What Are Price Extensions?

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Price Extensions Boast Highest CTR!

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I Need Them!

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Head to the Ad Extensions Tab in AdWordsBrandsEvents

LocationsNeighborhoods

Product CategoriesProduct Tiers

Service CategoriesService Tiers

Services

USD AUD CAD EUR GBP NZD

No QualifierFromUp To

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Price Extension Specs

Call out your products/services!

≤ 25 characters

Differentiate your offer with callouts like “Limited Time

Only” or product descriptions≤ 25 characters

Select a product or offer page to direct searchers

to when they click on your headerDuh!

You MUST

enter up to three headers

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The Fine Print

#1 – Price Extension#2 – No Chance!

#1 #2

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Special Offers

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Questions?

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THANK YOU