how to survive & thrive on the new serp

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#pubcon Brave New SERP How to Survive and Thrive Amidst the Change Presented by: Navah Hopkins @navahf [email protected] linkedin.com/in/ navahhopkins

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Page 1: How To Survive & Thrive on the New SERP

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Brave New SERPHow to Survive and Thrive

Amidst the ChangePresented by: Navah Hopkins

@[email protected]/in/navahhopkins

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A Little About Me

• Manage a portfolio of 140 clients across all industries and locations

• SEO’er who converted to SEM • I’m a cat-mom to two adorable Ocicats

@navahf

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How Cute Are They?

@navahf

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Now, To The SERP!

@navahf

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It’s Been a Big Year For Change• Initial Right-Hand Side Change - February to March

• Being #1 Matters? - April to May

• Yellow to Green Ad Marker - June

• Expanded Text Ads - July

@navahf

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The Initial Change – Right hand Side is Gone

@navahf

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The SERP Went From This

@navahf

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To This

@navahf

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25% Gone

@navahf

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Organic Sometimes Got the Shaft

50% Paid

@navahf

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Sometimes Organic Reigned Supreme

90% Organic

@navahf

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Pushing Paid To The Bottom

10% Paid

@navahf

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Other Times, Google Answers The Question

60% Google Box

@navahf

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Experts Started To Panic

@navahf

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Clients Freaked!

@navahf

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14.6% of Clicks Happened on Right-Hand Side Ads

@navahf

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That Means That Means 85.4% Were Top 85.4% Were Top of Pageof Page

@navahf

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Change Is Scary…But Not Always Bad

1000 Client Aggregate Data

@navahf

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Rules of Engagement Change

Moz.com

Top of SERP now includes position #4…ad rules and bid rules change

@navahf

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So How Do We So How Do We Win?Win?

@navahf

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Problem: Problem: Budget Budget Runs Out Runs Out & & CustomerCustomers Left Outs Left Out

@navahf

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Budget Allocation Issues: Some Ad Groups Get Fat While Others Starve

@navahf

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Google Naturally Favors Older Campaigns/Ad Groups/Keywords

@navahf

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High-Quality Prospects Miss Out On Ads.

@navahf

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Solution: Determine & Bid On Power Hours

@navahf

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Taking Two Hours Off Your Schedule Can Increase Clicks & CTR

Average taken from 100 client accounts

3.5%

@navahf

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What Are Power Hours?Only Allow Power Hours In Your Kingdom

@navahf

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Hunt High Click Through Rates

@navahf

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Bask In The Glory of ConversionsBask In The Glory of Conversions

@navahf

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Hide Your Budget In Low Average CPC’s

@navahf

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Problem: Paid Placements Bellow The Fold

Not an ad to be seen

@navahf

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Actually Not A problem – A Clue!

@navahf

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Google Wants To Make $$$ Just As Much As You Do

@navahf

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Queries With a Research Intent Will Favor Organic.

@navahf

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Research Oriented

SERP 90% Organic

@navahf

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Transactional Oriented

SERP 50% Paid

@navahf

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Specific Transactional Oriented

SERP 80% Paid

@navahf

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Solution: Audit Intent Of Keywords & Queries For PPC

What Wins For SEO Doesn’t Always Translate Well to PPC:

Question wordsDIY“Sample”/ “Example”

@navahf

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Problem: It’s Expensive to Run Search Ads For All My Products

No one wants to read your text ad when they’re shopping for a specific product

@navahf

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Solution: Shopping CPC’s Are Much Cheaper

Out of 3245 campaigns:

$0.91$0.91

@navahf

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Shopping Ads Flourish On the New SERP

@navahf

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Sometimes Shopping Has Only Top Paid Placement On SERP

@navahf

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Shopping Ads Continue To Flourish On the New SERP

Credit: Andy Taylor/SearchEngineLand.com

@navahf

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April Showers On Ad Extensions

@navahf

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For A While Google Gave Everyone Extensions

@navahf

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Sitelinks

Location & Call

@navahf

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Then Google Got Feisty

@navahf

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To This

Only Positon#1 Has All Extensions

@navahf

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Position #1 Actually Mattered

VS.

#1

#3

#4

@navahf

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Problem: Position #1 Can Be Expensive

@navahf

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Positions #2-#4 Can Provide Bargain Profit

@navahf

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Going For #1 on Mobile Has Benefits

Behold the Mighty Price Extension!

@navahf

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Price Extension’s – The Hybrid Extension With Over 10% CTR

The aggregated data in this post is based on a sample of four WordStream client accounts with early beta access to Price Extensions who were advertising on the Google Search Network in May 2016.

@navahf

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Problem: Which Extensions Will Show?

Notice anything missing?

@navahf

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Location Extensions!

Location extensions always get added right?

@navahf

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Locations Can Get In The Way Of A Sale…

@navahf

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I Need A Plumber Now!

@navahf

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Structured snippets can get the customers who may think they’re out of your service area, or keep the customers away who think you’re a good fit!

@navahf

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Structured Snippets Save

The Day!

@navahf

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Not A lot Of Businesses Doing This:

Opportunity!@navahf

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Solution: Audit Your Extensions!Too many cats, like extensions, can lead to broken dreams.

@navahf

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Make sure you have exactly the right amount for: Sitelinks (4) Callouts (4) Structured Snippets (2) Call (1)Location (1)

@navahf

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If the Extensions Isn’t Helping the Prospect Convert, Get Rid Of It!

@navahf

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Don’t Be Lazy - Make Ad Group Specific Extensions!

@navahf

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Summer Loving: Subtle But Important Changes in Color, Size, and Targeting

@navahf

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Can You Spot The Ads?

@navahf

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How About Now?

@navahf

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Shopping and Content Boxes Make It Even Harder

@navahf

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Average CTR Increases 15%!

*Based on 2,708 WordStream client accounts in all verticals who were advertising on both the Google Search Network and Search Partner networks between March 7 and June 9, 2016.

@navahf

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Problem: Getting More Leads…Who Am I Kidding? This is Great!

@navahf

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July/August: Expanded Text Ads

@navahf

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So The Rules Changed Again…

@navahf

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Relax Guys, This One is Pretty Magical

@navahf

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The SERP Last Year

@navahf

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Boom Goes the Expanded Text Ads!

@navahf

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Problem: Ad Format We’ve Been Using For Years is Dead in 2017

@navahf

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RIP 90 Characters of Hell

Headline One: Shop {KeyWord: Décor} For LessHeadline Two: Exclusive Deals, Up To 70% offNo Path: DKI makes path’s dangerousDescription: Daily Deals On {KeyWord: Décor} & More On Zulily. Styles Added Daily, Shop Now!

@navahf

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Display URLs Evolving to Mimic Organic URLS

Paths make keyword stuffing super simple (example.com/awesomeness/winning)

Use lowercase keywords in the display url

@navahf

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No Surprise: Old Ads Perform Worse

Data is based on a sample size of 11 accounts (WordStream clients) using Expanded Text Ads on the Google Search Network in June 2016.

@navahf

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DKI Relevance Hurt Because Rest Of The Ad Fails

Ad Copy Halloween RelatedSite Links Halloween related

DKI Ad extensions have limited Halloween relevance

@navahf

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Expanded Text Ads Won’t Save Bad Ad Copy

@navahf

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Call To Action Takes Priority – Verbs Before Keywords!

@navahf

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Callouts Might Make Sense As Copy. Revisit Concepts You Used To Save For Extensions!

@navahf

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Test! Test! Test! Make Sure You Switch To Rotate Evenly While Testing.

@navahf

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Let’s Recap: Navah’s Path To Profit!

@navahf

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Step #1: Schedule Your Ads – Focus the Budget!

@navahf

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Step #2: Audit Your Extensions – Prioritize Conversion Enhancers!

@navahf

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Step #3: On Mobile, Go For #1

@navahf

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Step #4: Prioritize Transactional SERPs

@navahf

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Step #5: Write New Ads! You Have Till 2017 to A/B Test!

@navahf

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When SEM & SEO Unite, Anything is Possible!

#SEOPuppySEMKitty

@navahf

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Questions?

@[email protected]/in/navahhopkins