Whether you're ready, or not, Google is doing away with standard text ads as ETAs are becoming the way of the future. The big change is right around the corner - so get prepared now! This live webinar will cover: - Strategies to handle the migration to ETAs (without losing your mind) - Best practices for creating ETAs - How to migrate to Bing ETAs

3. •Recorded version will be distributed later this
afternoon, be sure to keep an eye out for an email!
•Join the conversation on twitter:
•@MARKIRVINE89
•Time for Q&A – don’t be shy!
Logistics:

4. Senior Data Scientist at
Wordstream
4 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016

5. So what’s the Big Deal,
anyways?

6. The Ads You Wrote for the Past 16
Years:

7. Meet Expanded Text Ads!
30-character limit (+5!)
NEW! 30-character headline
NEW! 15- character URL paths
80-character description section (+10!)

8. NEW
Expanded Text Ads
are 47% BIGGER!!

9. Which Ad Would You Click On?

10. ETAs can improve your CTR drastically!

11. ETAs sound great!
What’s the catch?

12. Your
Standard Ads
will
DISAPPEAR
soon!

13. Slow pace
Last day
to edit
standard
text ads is
January
31, 2017!
Expanded Text Ads only afterwards…

14. The Small, Routine Changes We Make
Everyday

15. These Small Changes Will Become
More Difficult
NOT ANYMORE!

16. These Small Changes Will Become
More Difficult

17. Your ETA Migration
NOW!
PLAN

20. The Next Week

21. Create a Game Plan and Stick to it!
Today! Study best
performing ads

22. Find Your Best Ads at
www.Wordstream.com/Google-AdWords

23. Create a Game Plan and Stick to it!
Today!
Create
5 ETAs
Study best
performing ads
Review
ETAs
Create
10 ETAs

24. A Few Changes Go A Long Way

25. Slow pace
Last day
to edit
standard
text ads is
January
31, 2017!
Expanded Text Ads only afterwards…
Create
30 ETAs
Create
More
ETAs
Create
More
ETAs
Finish
writing
last ETAs
Review ETAs.
Spot Check

26. Follow Your Progress
www.Wordstream.com/Google-AdWords

27. Don’t Pause Your Standard Ads Yet
Your Standard Text Ads
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 retire
your old text ads.

28. Avoid Making Newbie Mistakes

29. Write NEW Ads!
Don’t Just Add a Second Headline
#1

30. Write NEW Ads!
Bad
Google!

31. Try NEW Ad Copy
400% Higher
CTR!

32. Use More Characters to Say More
Instead of Saying Try Saying
Immediately 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/dd
HH:mm:ss, “language, daysBefore}”
“Sale Ends in X Days”
Highlight Unique Value Props Instead:
“Easy, Paperless, Onboarding.
Anywhere. Anytime.”

33. Include Top Keywords in
the NEW Path Fields
#2

34. Include Top Keywords in URL Path Fields

35. Use Ad Customizers To
Create Mobile Preferred
ETAs
#3

36. Mobile Preferred Ads for STAs were Easy!

37. But There’s No “Mobile Preferred” ETAs
WHAT ABOUT
MOBILE?

38. The Secret to Mobile ETAs

39. The Secret To Mobile ETAs
Feed Name: MobileETAs
{=MobileETAs.Headline1)

40. Revisit Your Ad
Extensions
#4

41. Your Ad Extensions Were Created to Say
More

42. 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!

43. Don’t Forget About Bing!
#5

44. ETAs also now on Bing Ads too

45. Ready?
GET MAKING ETAs!

46. Mobile Preferred Ads for STAs were Easy!Fine, you can cheat…

47. This is how your standard text ads appear
on the SERP
NOT RECOMMENDED:
If you’re 100% opposed to changing your ads,
You can just add your domain name as your headline1 of your ETAs.
Your ETAs will look and perform exactly like your old ads.

48. Just one more change –
Display ads are also
changing!

49. Flash is on the way out!

50. Flash is on the way out!
• Safari stopped supporting Flash by default in September 2016
• Firefox stopped supporting Flash by default in July 2015
• Chrome will stop supporting Flash by default in this month!

51. AdWords Ending Support For Flash Ads
Starting next month,
Google AdWords will stop running Flash
ad formats for all advertisers on all
devices!
If you still rely on Flash ads in your campaigns, you need to replace them this ASAP!

52. Introducing Responsive Ads
Field Display Expanded
Text Ads
Responsive Ads
Headlines Two 30 Character
Headlines
One short 25 character
headline;
One Long 90 character
headline
Description 80 Character 90 Characters
Advertiser
Name
None 25 Characters
Images Text ads occasionally
automatically converted
to richer text ads
1 Larger image;
1 Logo image.

53. WordStream Special Offers
1. FREE Live demo of the WordStream Advisor to learn how to manage
your PPC in 20 minutes a week
2. 1-1 AdWords Assessment with a Certified Google AdWords Consultant
3. Neither, I’m all set

55. Thank you for
joining us!