Google just released a number of brand new AdWords features much earlier than some anticipated. For advertisers, adopting these features as early as possible will give you a unique leg-up in the marketplace, allowing you to beat your competitors to the punch. Register now if you’re ready to master these updates and put them into action.You have two live sessions to choose from: July 28 or August 3, both at 1 PM ET. You'll learn: -How to take advantage of new Expanded Text Ads (ETAs) -ETA best practices, based on early-access feature data -How to use Google’s new device-agnostic bid adjustments -How to implement responsive display ads and price extensions

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Meet Erin
• PPC Evangelist at WordStream
• Has specialized in paid search
for 5 years
• Named the 4th Most Influential
PPC Expert of 2016
• Follow her on Twitter:
@erinsagin

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Remember This?

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Announced: Q2
Expected Release Q4

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While We Were Enjoying
the Summer, Google
Had Some Secrets in the
Works…

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July 26, 2016

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July 26, 2016

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What Does This Mean?

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Summer’s Over,
Kids.

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What’s New?

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#1 Expanded Text Ads

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Ads As We Know Them

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Google’s NEW Expanded Text Ads
30-character limit (+5!)
NEW! 30-character headline
80-character description section (+10!)
NEW! 15- character URL paths

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Which Ad Would You Click On?

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The one
that’s 47%
BIGGER!?

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You Pumped?

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Say Your Goodbyes – Standard
Ads Will Soon Be Extinct

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Ability to Create/Edit Standard Ad Will Last Through 10/26

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Standard Ads Will STOP Serving
Sometime In Q4 2016 / Q1 2017

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Do You Really
Want to Spend
the Holidays
Writing Brand
New Ad Copy?

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Put Down the
Piña Coladas
and Start
Prepping Your
Ads

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Make the Most of ETA’s
with Mark’s Best Practices

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#1 Write NEW Ads
Bad
Google!

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We Learned Our Lesson the Hard Way

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Take Advantage of the NEW Space
400% Higher
CTR!

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#2 Include Most Important Messaging In Your Headlines

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#3 Headline #1 Is More Important Than Headline #2

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#4 Don’t Pause Your Old Ads Right Away

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#5 Write Ads That Speak to Users on ALL Devices

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#6 Include Top Keywords in Path Fields

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#7 Update Your Extensions

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#2 Device-Based Bid
Adjustments

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Many Advertisers Weren’t Thrilled With This
Component of Enhanced Campaigns

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NEW! Set Bid Adjustments by Device

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Beware! The Landscape Has Changed

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And So Have Search CPCs…

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#3 Responsive
Display Ads

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Old GDN Text Ads

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New GDN Responsive Ads

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Slowly Rolling Out in AdWords

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Increased Control Over Messaging and Imagery
new! +90 characters
90 characters (+20!)
new! +25 characters (used instead of final URL)
25 characters
new! you can provide your
own image!

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Preview Your New, Responsive Ad

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Bonus! Price
Extensions

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What Are Price Extensions?

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Price Extensions Boast Highest CTR!

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I
Need
Them!

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Head to the Ad Extensions Tab in AdWords
Brands
Events
Locations
Neighborhoods
Product Categories
Product Tiers
Service Categories
Service Tiers
Services
USD
AUD
CAD
EUR
GBP
NZD
No Qualifier
From
Up To

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Price Extension Specs
Call out your
products/services!
≤ 25 characters
Differentiate your offer with
callouts like “Limited Time
Only” or product descriptions
≤ 25 characters
Select a product or offer
page to direct searchers
to when they click on
your headerDuh!
You
MUST
enter up
to three
headers

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The Fine Print
#1 – Price Extension
#2 – No Chance!
#1
#2

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Special Offers

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Questions?

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THANK YOU