It's been a big year for Google, are your ad strategies keeping up?
Are your ads on Google as competitive as they could be? Are you sure?
Make sure your advertising efforts aren't getting left behind in all of Google's updates.
Join our live webinar for expert insight on all the important changes Google introduced this year, and how to use them to grow your business.
You'll learn:
Exactly what changed in the transition to Google Ads, and how it could affect your profits
Which ads have seen the most success on Google this year, and what we've learned from them
A sneak peek on what changes you can expect to see in 2019
3. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A
4. Logistics
• Webinar will be recorded – check
your inbox for materials
• Submit your questions for Q&A
5. 5
Mark Irvine
Senior Data Scientist
• Senior Data Scientist at
WordStream
• 6 Years in Paid Search
Experience
•
Voted One of the 15 Most
Influential PPC Experts
for the past 3 Years!
8. 8
Google AdWords Becomes Google Ads
#1
If you’re an agency
and you sell AdWords
services, you’ve got
work ahead of you to
update your
keywords, ads, and
content to reflect the
new name!
9. 9
Google AdWords Becomes Google Ads
#2
This change
formalizes Google’s
pivot away from just
thinking about
keywords – and
embraces the idea of
targeting differently.
11. 11
Keywords Provide Less Control Now
• In 2015, Google
began automatically
matching queries to
close variants.
• In 2017, Google
began serving ads
when Keywords were
reordered or had
functional words
added, removed or
changed.
12. 12
Keywords Provide Less Control Now
• In October, Google
& Bing began
matching keywords
to “close variants
that share the same
meaning of your
keywords,” including
synonyms,
paraphrases, and
results with the
same implied intent
14. 14
Keywords Provide Less Control Now
• As a result of these changes, exact match keywords show for more
queries, meaning less control and more costs.
37%
Increase in
Close Variant
impressions
24%
Increase in
Close Variant
clicks
11%
Increase in
Close Variant
costs
19. 19
Some Advertisers Face New Restrictions
• Certain industries require new authorization to
run ads, such as:
• Political Ads
• Rehab & Addiction Services
• Technical Support
• Crytocurrency & Financial Services
• Customer Match is disabled to new
advertisers
• Call-Only Ads requires advertisers need to
answer calls from these ads differently and
transparently. Google may monitor these calls.
21. 21
Google Grants Got New Rules
Previously: Starting in 2018:
• Non-profit 501(C)(3) organizations were granted up
to $40,000 in complimentary Google Search
Advertising.
• Advertisers could not bid more than $2.00 CPC.
• Non-profit 501(C)(3) organizations are granted up to
$10,000 in complimentary Google Search Advertising.
• Advertisers could not bid more than $2.00 CPC, but
can use a Maximize Conversions bidding strategy.
• Advertisers have to complete annual survey.
• Advertisers using smart bidding must accurate
conversion tracking
• Campaigns must be geo-targeted to a specific region.
• Single keyword keywords are restricted.
• “Overly generic” keywords are prohibited.
• No Keywords with a 1 or 2 quality score.
• Campaigns must have active sitelinks, 2 ad groups
and 2 ads per ad group.
• Accounts must maintain a 5% CTR
22. 22
Google Grants Got New Rules
Previously, grant accounts
averaged a 4.41% CTR,
well below the 5% CTR minimum.
27. 27
Write Your Ads with Your Audience in Mind
Refrigerator Repair
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer
28. 28
Write Your Ads with Your Audience in Mind
Homeowner Renter Landlord Kitchen Manager
Student Do-It-Yourselfer Busy Parent Past Customer
29. 29
Write Your Ads with Your Audience in Mind
Don’t think of trying to write a “best ad.”
Think of best messages for different customers.
Persona Needs Message
Mass Market Sensitive to Price “Same Day Service & Free Quotes”
Busy Working Parent Flexible Schedule “Anywhere, Anytime. 24/7 Staff.”
Business Customer A fast fix “Fast Response, Fast Repair.”
Proud DIY Not to be “sold” “Get Help & Get Going.”
Past Customer To trust they’re being taken care of “Repaired Correctly – Guaranteed.”
30. 30
Test Multiple Ads!
Although most of
advertisers are
testing at least at
least 1 ETA, most ad
groups are currently
ONLY testing
exactly 1 ETA!
31. 31
Test Multiple Ads!
• Just testing multiple
ads is often enough
to be successful.
• Ad groups with
more ads have a
21% higher CTR!
34. 34
Responsive Search Ads
Just by writing 15 different headlines and 4 different
descriptions, Google will automatically test and optimize
43,680 different variations of your messaging!
35. 35
Responsive Search Ads
Use RSAs to highlight
different messages,
values, solutions,
offers, and call to
actions for your
searchers!
Google will serve the
best performing
message for different
searchers.
37. 3737
Existing Targeting On Search: NEW Targeting Options Introduced in 2018
Age
Income
Gender
Remarketing
In-Market
Audiences
Demographic Targeting
38. 38
In-Market Audiences for Search
Car Dealership
In Market for a new car
Car Dealership
New 2019 Car Models
Car Loan Financing
Compact Car Costs
Mitsubishi Eclipse Review
Mitsubishi Eclipse vs Outlander
Past Search & Browsing
History
39. 39
These In Market
Audiences target only
the top 5% of your
searchers!
Ads reaching these
searchers have more
than double the CTR &
CVR of other ads!
• In-Market Audiences for Search
40. 4040
Existing Targeting On Search: NEW Targeting Options Introduced in 2018
Age
Income
Gender
Remarketing
Parental Stage
In-Market
Audiences
Education
Relationship
Status
Demographic Targeting
Home
Ownership
41. 41
NEW Detailed Demographics
Education Marital Status Homeowner Status Parental Stages
• Current college
student
• Highest Level of
Education
Attainment
• High School
Graduate
• Bachelor’s
Degree
• Advanced Degree
• Single
• In a relationship
• Married
• Homeowners
• Renters
• Parents of:
• Infants (0-1 years)
• Toddlers (1-3 years)
• Preschoolers (4-5
years)
• Grade schoolers (6-12
years)
• Teens (13-17 years)
43. 43
Pinterest Grew A Monopoly on Visual Search
• Microsoft bought LinkedIn in
2016.
• LinkedIn is one of the 5 largest
social networks in the US and
allows advertising targeting by
demographics as well as user’s
professional details such as job
title, company size, education,
and skills.
44. 44
LinkedIn Profile Targeting within Bing Ads
• Bing’s newest innovation enables
its advertisers to target searchers
based on information in their
LinkedIn profile, such as their:
• Company
• Industry
• Job Function
45. 45
Search vs. Social – Review
Search Social
High Intent
Searchers on
Bing
Sophisticated
Audience
Targeting
Search and
Social
together