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Thursday, October 19 • 11:30 - 11:55
Envolved Text Ads: Tricks for Writing New Ads for the Next Age of Search

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As quite literally millions of advertisers are writing billions of new ads in a new ad format over the past year, one thing is clear – the best ad practices of the past 16 years are now officially dead. In this new era of paid search ads, not only is there more space on the SERP to say more to attract prospective customers but there are also new tools for changing, optimizing, and catering your ads for specific audiences and demographics. With these changes to the rules of paid search in mind, I plan to focus on the big trends advertisers should plan for in 2017 and beyond.

  • Firstly, I’ll address the actual language we’re seeing perform best on the SERP. As searchers increasingly become more connected and comfortable with technology, their search patterns have changed. As search becomes more natural and conversation for users, as do their search queries. Consequently, advertisers need to revisit the language in their text ads. I’ve spent much of the last few months parsing ad copy data from Wordstream’s extensive client base to identify how the language advertisers has use devolved in their migration to expanded text ads. Obviously, people are using more words in the larger ads, but more interestingly, the diversity of words people are using in their ads is growing. One of the most interesting trends is that advertisers that are adopting more diverse and natural language are the ones with the largest CTR gains from the ETA migration. Some examples of this are around can be seen in how ads with that employ adverbs, adjectives, or pronouns have the highest gains in CTR compared with the STAs of yesteryear.

  • Secondly, as both Google and Bing have opened new tools for targeting RLSA, Customer Match audiences, demographics for search audiences, and are expected to introduce new ways for targeting similar audiences & in-market audiences on the SERP in the new year, there’s increased opportunity to cater our text ads for these different searchers. Seemingly small changes to ads (“Perfect Gift for Her” served to men vs “Perfect Gift for Him” served to women) can increase CTR significantly (+60% in this instance).

  • And finally, the most significant difference between Google and Bing’s standard text ads and their ETAs is the lack of a mobile preferred ETA. Mobile has grown to be so important to advertisers in 2016 that many have been either reluctant to migrate to ETAs or have seen disappointing mobile results from ETAs. I hope to highlight some tricks to cater your ad copy for mobile ETAs by using IF statements, mobile preferred ad extensions, and ad customizers to cater their ad copy for mobile searchers. 

    Attendees of this session will learn new strategies to rewrite and optimize their new ads for the new expanded text ad format across different audiences, demographics, and devices.

avatar for Mark Irvine

Mark Irvine

Senior Data Scientist & Analytical Lead, Wordstream
Trains and supports Wordstream's Team of 180+ employees, managing 18,000 unique clients. | | Researches trends in an every changing SEM market for our engineering, product development and marketing teams, as well as our CTO & Founder, Larry Kim. | | > Honors: | Recognized as the... Read More →

Thursday October 19, 2017 11:30 - 11:55
Normandie Suite 1 W Quay Rd, Southampton SO15 1RA