There have been many changes to paid search advertising in the past year. This presentation takes a look at the more notable ones and how they've affected pay per click campaigns, targeting and PPC ad creative. It was originally presented at SMX Advanced in Seattle in June of 2017.

1. #SMX #22B James Svoboda @Realicity
James Svoboda, CEO @WebRanking, Co-Founder @MnSearch
Welcome to the
New Normal of
Paid Search
Ads

2. #SMX #22B James Svoboda @Realicity
download: www.webranking.com/presentation
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog

3. #SMX #22B James Svoboda @Realicity
• 95 -> 140 Characters (+50%)
• Headlines: 25->60 = +35 Characters
• Descriptions: 70->80 = +10 Characters
• Display URLs: More Characters
• Work on Desktop & Mobile
• Estimated +20% Lift in CTR (lie!)
• January 31st 2017 STAs are NA
STANDARD TEXT ADS (STAs) & EXPANDED TEXT ADS
(ETAs)

4. #SMX #22B James Svoboda @Realicity
STAs VS. ETAs CTR ANALYSIS – February 1st to End of May

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STAs VS. ETAs CTR ANALYSIS – SAME QUERIES BOTH
ADS
SAMPLE QUERIES
(10+ Impressions and 1+clicks)

6. #SMX #22B James Svoboda @Realicity
WHY STA & ETA CTR DIFFERENCES? AD QUERY
HISTORY?

7. #SMX #22B James Svoboda @Realicity
2011’s Winning the Zero Moment of Truth (ZMOT)
“Online Decision-Making Moment”

8. #SMX #22B James Svoboda @Realicity
2015’s Micro Moments
1st Touch, Last Click, Assisted Conversions, Cross-Device, …
DOWNLOADABLE PDF: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micromoments-guide-pdf-download/

9. #SMX #22B James Svoboda @Realicity
THE RIGHT AD… WHO EVER, WHERE EVER, WHAT EVER

10. #SMX #22B James Svoboda @Realicity
Language Targeting
Device Interface Language, Keywords, Location, …
About language targeting: https://support.google.com/adwords/answer/1722078?hl=en

11. #SMX #22B James Svoboda @Realicity
English Keywords as the Example:
• Add Languages – English
Keywords
• New Campaigns for Additional
Languages – Same English
Keywords
• New Ad Groups, Ads &
Keywords for Additional
Languages.
• *Google Translate / IF Lang…
• *RLSA Combinations
• *Callouts: Se Habla Español
• *Monitor Queries Closely
Bilingual and Language Targeting
- 26 Languages Spoken in the US by 100K or More people in 2015 Survey. (US Census)

12. #SMX #22B James Svoboda @Realicity
ENGLISH DEVICE + SPANICH KEYWORDS = OPPORTUNITY

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KNOW YOUR AUDIENCE TO TAILOR YOUR ADS

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LOCATION TARGETING & AD STRATEGY

15. #SMX #22B James Svoboda @Realicity
Location Ad Customizers

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DEMOGRAPHIC TARGETING for SEARCH: AGE & GENDER
New UI Only - Ad Group Level - Household Income and Parental Status for Video & Display

17. #SMX #22B James Svoboda @Realicity
GENDER ANALYSIS and BID ADJUSTMENTS

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GENDER TARGETING – Oh Boy!

19. #SMX #22B James Svoboda @Realicity
AGE ANALYSIS and BID ADJUSTMENTS (new UI only)

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AGE TARGETING – Get Off My SERP!

21. #SMX #22B James Svoboda @Realicity
CUSTOMIZING ADS for MOBILE with IF Functions
{=IF(device=mobile, text to insert):default text}
About IF functions: https://support.google.com/adwords/answer/7207341?hl=en

22. #SMX #22B James Svoboda @Realicity
CUSTOMIZING ADS for REMARKETING AUDIENCES (with IF
functions)
{=IF(audience IN(<userlist1>,<userlist2>),text to insert):default text}
About IF functions: https://support.google.com/adwords/answer/7207341?hl=en

23. #SMX #22B James Svoboda @Realicity
“INFINITY” SEARCH ADS for 2017 and BEYOND…

24. #SMX #22B James Svoboda @Realicity
ELEMENTS of PAID SEARCH ADS & ORGANIC LISTINGS
If the Ads we’re not labeled, would searchers tell them apart?

25. #SMX #22B James Svoboda @Realicity
ACCOUNT LEVEL AD CUSTOMIZERS
• Countdown Customizers for Sales &
Events
• Sales & Loan Interest Rates
• Specific Locations
• Call-To-Actions
• Benefit & Feature Statements
• Entire Headlines & Descriptions!
Countdown Customizer
Location Customizer
 Text Insertion
Customizers 

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DESIGNING & TESTING ADS
Headlines
• Keyword Anchors
• Benefits & Features – For Importance
• Urgency & Call-To-Actions
• Numbers & Symbols
• Ad Customizers
Descriptions
• Longer Copy Customizers
• Urgency & Closing Call-To-Actions
• Additional Benefits & Features
• Entire Headlines & Descriptions!
Display URLs
• Keyword Themes
• Specific Keyword Anchors -OR- DKI
• Urgency, Sales, Time-Sensitive & CTAs

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PROMOTING PRODUCTS/SERVICES, CONTENT, or
OTHER…?

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IMAGE ASSOCIATED DISPLAY ADS (remarketing) – No
Description!

29. #SMX #22B James Svoboda @Realicity
TAKEAWAYS
- It’s Messaging, Not Format.
- Right Ad, Right Person, Right
Time.
- Demographic Segmentation +
Targeted Ad Creative.
- Infinity “Evergreen” Ad Strategy.
- Ad Customizers.

30. #SMX #22B James Svoboda @Realicity
Also, What’s Old is New Again…

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THANK YOU!
download: www.webranking.com/presentation
James Svoboda
CEO WebRanking, Co-Founder MnSearch
t: @realicity
e: james.s@webranking.com
b: www.webranking.com/blog