By Mark Irvine
PPC advertisers said farewell to standard text ads last year and we began preparing for the new age of Expanded Text Ads (ETAs).
A lot has changed since Google first started selling text ads way back in the 20th century. Technology is better. The way people search has changed. And, perhaps most importantly, we’re now in a mobile-first world.
All of this meant it was time for some major changes to AdWords. So text ads that used to look like this:
Have evolved into today’s expanded text ads:
The great news – advertisers saw an average click-through rate (CTR) boost of 15 to 20 percent when transitioning to Google Expanded Text Ads. There was even better news about ETAs for Bing Ads advertisers – CTRs were nearly 20 percent higher than AdWords.
However, averages can be misleading at times. While most saw CTR gains from ETAs, one in three English-speaking AdWords advertisers saw CTR decrease after transitioning.
If you’re struggling to evolve with expanded text ads, here are seven insights on how to write more effective PPC ads right now.
1. Adapt to Voice Search Trends
People search for – and expect – more specific answers. That’s why we’ve seen query lengths consistently increasing year after year. Long-tail searches have increased from a share of just over 20 percent in 2008 to more than 60 percent today:
Another huge change is that people aren’t searching just on search engines anymore. Voice search now accounts for 20 percent of all Google mobile queries.
Looking ahead to 2020, comScore estimates that voice search will account for more than 50 percent of all searches, while Gartner predicts that 30 percent of all web browsing sessions will be done without screens.
But voice search is more than mobile – and Google. Apple’s Siri, Amazon’s Alexa, and Microsoft’s Cortana are all competing with Google Assistant to dominate voice search on the web, on mobile devices, and inside people’s homes.
What’s it all mean? You must optimize your site for voice search to compete.
2. Write Ads in Natural Language
People increasingly use longer and more natural language search. Searchers want answers to their questions, not keywords. So your ads should reflect this trend.
Google didn’t introduce Expanded Text Ads so you could repeat your keywords. It was so you could write ads that read naturally and attract more clicks. In fact, our research into the best ads in AdWords reveals that ads in the top 15% repeat just two words per ad.
Further, keyword relevance is the LEAST important Quality Score factor.
You know what’s 4x more important than keyword relevance? A high-quality ad and landing page experience! Google infers that your ad is really speaking to people when it gets a higher than expected CTR based on its position.
Remember, the most common words people use in natural language (e.g., the, be, to, of, and, a, in, that, have, and I) aren’t actually your Go to the full article.
Source:: Business 2 Community