the changing landscape of paid search

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#SMX #21B James Svoboda @Realicity James Svoboda, CEO @WebRanking, Co-Founder @MnSearch THE CHANGING LANDSCAPE OF PAID SEARCH

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Page 1: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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

THE CHANGING LANDSCAPE

OF PAID SEARCH

Page 2: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Right Side Changes– February 19th, 2016– Only Desktop Searches• 50% of Searches are Mobile• ~25% of Searches Affected

– +1 Top Ad – Now up to 4– 3 Bottom Ads– More “Organic” Looking– Frees Up Space for

Shopping Ads & Knowledge Graph

BYE BYE RIGHT SIDE ADS

Page 3: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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

Page 4: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Device Analysis – Pre & Post Side Ad Removal

Page 5: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

COHESIVE TEXT AD & SHOPPING AD EXPERIENCE

Page 6: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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

Page 7: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Other (bottom) Better Than Side

Bottom Ads Now Come With…– Extended Headlines– Seller Ratings– Ad Extensions– Better CTR

Page 8: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Ad Analysis : Top vs. Other

Page 9: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Ad Extensions Analysis – Pre & Post Side Ad Removal

Page 10: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Top Vs. Side/Other – Cause & Effect

Page 11: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

PROMOTED PINS for ADVERTISERS on the GO!

Page 12: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

PROMOTED PINS – Not Your Typical Ad Format

Page 13: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Native “Landing Page”?

Page 14: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

WIDER SEARCH PAGE

LAYOUT

Page 15: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

SERP Space Now 17% Wider

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

Page 16: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Wider Shopping Ad Space: 5 -> 6 Ads

Page 17: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Wider Ad Space

Courtesy: The SEM Post

Page 18: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Extended Text Ad Space: Headline, Description + Domain

Page 19: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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…

2 “Types” Showing at Same Time.

Page 20: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Ad Extension Space is Larger, But Varys

• 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…???

Page 21: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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

Page 22: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

GREEN “AD” LABELS – Same Color as URLs

Page 23: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

TITLE SLIDE ALTERNATIVE LAYOUT w/ *EXAMPLE* IMAGE

(SWAP IN YOUR OWN AS NEEDED)

AdWords Starting To Strut Their Stuff

EXPANDED TEXT ADS (ETAs)

Page 24: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Recently Ads Have Seemed A Little More Like…

Page 25: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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?

Page 26: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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

Page 27: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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

Page 28: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Updated Display URLs with up to 2 New “Paths”

Page 29: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

Bing Ads Already Working On Adding & Supporting ETAs

Page 30: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

WRITING & TESTING ETAs What’s

Important?– Headlines – Headlines!– Keywords +

CTA/Offer– Legible &

Persuasive Description Copy

– Headlines!

Page 31: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

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

Page 32: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

How is this going to affect Dynamic Search Ads?

Page 33: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

WHAT’S YOUR DSA STRATEGY?Dynamic Search AD Standard Text AD

Page 34: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

TAKEAWAYS

- There is a New Normal- ETAs & Headlines FTW!- Ad Extensions More Important- Ads are going Responsive- Create a DSA Strategy

Page 35: The Changing Landscape of Paid Search

#SMX #21BJames Svoboda

@Realicity

THANK YOU!

download: www.webranking.com/presentation

James SvobodaCEO WebRanking, Co-Founder MnSearch

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