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…

Today

The Majority of Advertisers are already using ETAs!

70% of accounts

already use

ETAs!

A Few Changes Go A Long Way

Follow Your Progress

www.Wordstream.com/Google-AdWords

What if I don’t Migrate to

ETAs?

The Small, Routine Changes We Make Everyday

These Small Changes Will Become More Difficult

NOT ANYMORE!

These Small Changes Will Become More Difficult

Avoid Making Newbie Mistakes

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

#1

Write NEW Ads!

Bad

Google!

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

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

NEW 1/24: Scheduled Imports in Bing Ads

Migrate Quickly and

Easily

#6

Follow Your Progress

www.Wordstream.com/Google-AdWords

Migrating painlessly with ETA Transition Helper

Google has created a custom

script to help large advertisers

and agencies quickly migrate

their standard text ads to

Expanded Text Ads.

The ETA Transition Helper lives

here:

https://developers.google.com/ad

words/scripts/docs/solutions/mcc

app-eta-transition-helper

Migrating painlessly with ETA Transition Helper

Google has created a custom

script to help large advertisers

and agencies quickly migrate

their standard text ads to

Expanded Text Ads.

The ETA Transition Helper lives

here:

https://developers.google.com/ad

words/scripts/docs/solutions/mcc

app-eta-transition-helper

Now you only need to write in a

2nd headline!

This is how your standard text ads appear on the SERP

When to say good bye to

your STAs

#7

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

Expanded Text Ads only afterwards…

Today

Don’t Pause Your Standard Ads Yet

Your Standard Text Ads

Your standard text ads will

continue to run after Feb 1st!

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 pause

your old text ads.

Thank you for joining us!