The document discusses how to optimize paid search ads. It recommends using extended headlines and ad extensions to stand out in the increasingly crowded paid search landscape. Ad extensions like callouts, sitelinks, and structured snippets should complement the main ad messaging. Dynamic search ads are also discussed as allowing for broader keyword coverage through automated generation of headlines based on business data like inventory and prices. The main takeaways are that standard text ads have less importance due to increased real estate, extended headlines should prominently include the main offer, and ad extensions and dynamic ads help ads improve visibility and coverage.

1. Make Your Ad The Superhero
Matthew Umbro | @Matt_Umbro
Senior AM, Community | Hanapin Marketing

2. ABOUT ME
@Matt_Umbro
Who Am I?
• PPC Hero blogger
• PPCChat founder
• Speaker

3. AGENDA
@Matt_Umbro
1. The paid search real estate landscape
2. Ad aesthetics
1. Using ad extensions strategically
2. Dynamic ads

4. @Matt_Umbro
PAID SEARCH
LANDSCAPE

5. PAST LANDSCAPE
@Matt_Umbro
Paid search results circa 2007

6. CURRENT LANDSCAPE
@Matt_Umbro
Paid search results 2016

7. @Matt_Umbro
AD AESTHETICS

8. EXTENDED HEADLINE
@Matt_Umbro

9. EXTENDED HEADLINE
@Matt_Umbro

10. EXTENDED HEADLINE
@Matt_Umbro

11. EXTENDED HEADLINE
@Matt_Umbro

12. MOBILE ADS
@Matt_Umbro

13. DISPLAY URL
@Matt_Umbro

14. DISPLAY URL
@Matt_Umbro

15. SUMMARY
@Matt_Umbro
• Most important piece of text ad is the headline
• Include your offer and/or numbers in the extended
headline – great use case for ad customizers
• Use title case with Display URLs
• Write a more concise mobile message with no more
than 60 characters between D1 and D2

16. @Matt_Umbro
AD EXTENSIONS

17. @Matt_Umbro
AD EXTENSIONS

18. @Matt_Umbro
EXTENSIONS IN HARMONY
Search for “full frame sunglasses”

19. @Matt_Umbro
EXTENSIONS IN HARMONY
Search for “cherry tomato seeds”

20. @Matt_Umbro
TABLE EXTENSIONS

21. @Matt_Umbro
TABLE EXTENSIONS

22. @Matt_Umbro
ACTIONLINK EXTENSIONS

23. SUMMARY
@Matt_Umbro
• Ad extensions allow YOU to stand out more in an
ever-competitive landscape
• Use ad extensions strategically at the account,
campaign, and ad group levels
• Callouts, sitelinks, and structured snippets are
similar, but should be different messaging
• Test out beta extensions in Google and Bing

24. @Matt_Umbro
DYNAMIC ADS

25. @Matt_Umbro
DYNAMIC ADS
Types of dynamic ads:
• Dynamic Search Ads
• Ad Customizers
• Dynamic Remarketing
• Shopping

26. @Matt_Umbro
DYNAMIC ADS
What DSAs Look Like
33 characters!

27. @Matt_Umbro
DYNAMIC ADS
How can you use DSAs?
• Remarketing for Dynamic Search Ads (RDSA)
• Dynamic Search Ads for Customer Match
• Dynamic Search Ads for Shopping

28. @Matt_Umbro
DYNAMIC ADS

29. @Matt_Umbro
DYNAMIC ADS
Business Data

30. @Matt_Umbro
DYNAMIC ADS

31. SUMMARY
@Matt_Umbro
• DSAs allow for broader keyword coverage
• DSA campaigns can utilize audiences and your
shopping feed
• Ad customizers are easy to setup and help your ads
stand out
• Business data can include inventory, prices,
countdowns and more

32. @Matt_Umbro
MAIN
TAKEAWAYS

33. MAIN TAKEAWAYS
@Matt_Umbro
• The standard text ad headline and description lines
matter less due to the influx of real estate ads occupy
• Extended headlines should be used liberally and
include the main message
• Ad extensions compliment ads and help improve
CTR
• Dynamic ads ensure greater site coverage and stand
out

34. @Matt_Umbro
THANK YOU!
matt.umbro@hanapinmarketing.com