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Logistics:

Senior Data Scientist at

Wordstream

4 Years in Paid Search

Voted the 14th Most Influential

PPC Expert of 2016

So what’s the Big Deal,

anyways?

The Ads You Wrote for the Past 16 Years:

Meet Expanded Text Ads!

30-character limit (+5!)

NEW! 30-character headline

NEW! 15- character URL paths

80-character description section (+10!)

NEW Expanded Text Ads are 47% BIGGER!!

Which Ad Would You Click On?

ETAs can improve your CTR drastically!

ETAs sound great!

What’s the catch?

Your Standard Ads will DISAPPEAR soon!

Slow paceLast day to edit standard text ads is January 31, 2017!

Expanded Text Ads only afterwards…

The Small, Routine Changes We Make Everyday

These Small Changes Will Become More Difficult

NOT ANYMORE!

These Small Changes Will Become More Difficult

Your ETA Migration

NOW!

PLAN

The Next Week

Create a Game Plan and Stick to it!

Today! Study best performing ads

Find Your Best Ads atwww.Wordstream.com/Google-AdWords

Create a Game Plan and Stick to it!

Today!

Create 5 ETAs

Study best performing ads

Review ETAs

Create 10 ETAs

A Few Changes Go A Long Way

Slow paceLast day to edit standard text ads is January 31, 2017!

Expanded Text Ads only afterwards…

Create 30 ETAs

Create More ETAs

Create More ETAs

Finish writing last ETAs

Review ETAs.Spot Check

Follow Your Progress

www.Wordstream.com/Google-AdWords

Don’t Pause Your Standard Ads Yet

Your Standard Text Ads

Let your old ads run alongside

your ETAs until you’re confident

they perform better.

Once you’re happy with how

your ETAs perform, then retire

your old text ads.

Avoid Making Newbie Mistakes

Write NEW Ads!Don’t Just Add a Second Headline

#1

Write NEW Ads!

Bad

Google!

Try NEW Ad Copy

400% Higher

CTR!

Use More Characters to Say More

Instead of Saying Try SayingImmediately pitching your product:“Used Text Books For Sale”

Vague FOMO:“Sale Ends Soon”

Meaningless Call to Actions:“Check Us Out” / “Free Trial” / “Learn More”

Start a conversation – Ask a Question:“Why Pay Full Price? Buy Used & Save”

Use A Countdown Ad:“Sale Ends in {=COUNTDOWN(“yyyy/MM/ddHH:mm:ss, “language, daysBefore}”“Sale Ends in X Days”

Highlight Unique Value Props Instead:“Easy, Paperless, Onboarding. Anywhere. Anytime.”

Include Top Keywords in

the NEW Path Fields

#2

Include Top Keywords in URL Path Fields

Use Ad Customizers To

Create Mobile Preferred

ETAs

#3

Mobile Preferred Ads for STAs were Easy!

But There’s No “Mobile Preferred” ETAs

WHAT ABOUT

MOBILE?

The Secret to Mobile ETAs

The Secret To Mobile ETAsFeed Name: MobileETAs

{=MobileETAs.Headline1)

Revisit Your Ad

Extensions

#4

Your Ad Extensions Were Created to Say More

But Now Your Ads May Include This

Google won’t serve redundant or repetitive ad extensions.

Review your extensions to make sure they’re still unique offers!

Don’t Forget About Bing!

#5

ETAs also now on Bing Ads too

Ready?

GET MAKING ETAs!

Mobile Preferred Ads for STAs were Easy!Fine, you can cheat…

This is how your standard text ads appear on the SERP

NOT RECOMMENDED:

If you’re 100% opposed to changing your ads,

You can just add your domain name as your headline1 of your ETAs.

Your ETAs will look and perform exactly like your old ads.

Just one more change –

Display ads are also

changing!

Flash is on the way out!

Flash is on the way out!

• Safari stopped supporting Flash by default in September 2016

• Firefox stopped supporting Flash by default in July 2015

• Chrome will stop supporting Flash by default in this month!

AdWords Ending Support For Flash Ads

Starting next month,

Google AdWords will stop running Flash ad formats for all advertisers on all devices!

If you still rely on Flash ads in your campaigns, you need to replace them this ASAP!

Introducing Responsive AdsField Display Expanded

Text AdsResponsive Ads

Headlines Two 30 Character Headlines

One short 25 characterheadline;One Long 90 character headline

Description 80 Character 90 Characters

Advertiser Name

None 25 Characters

Images Text ads occasionally automatically converted to richer text ads

1 Larger image;1 Logo image.

WordStream Special Offers

1. FREE Live demo of the WordStream Advisor to learn how to manage

your PPC in 20 minutes a week

2. 1-1 AdWords Assessment with a Certified Google AdWords Consultant

3. Neither, I’m all set

Thank you for joining us!