The FINAL Countdown to ETAs
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Transcript of The FINAL Countdown to ETAs
• 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:
Senior Data Scientist at
Wordstream
4 Years in Paid Search
Voted the 14th Most Influential
PPC Expert of 2016
Meet Expanded Text Ads!
30-character limit (+5!)
NEW! 30-character headline
NEW! 15- character URL paths
80-character description section (+10!)
Slow paceLast day to edit standard text ads is January 31, 2017!
Expanded Text Ads only afterwards…
Today
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.”
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!
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!
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.
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