Everything I Need to Know about Expanded Text Ads I Learned From the Movies

1. Larger and Alternative Ad Formats
John Ellis
@JohnWEllis

2. How Old is John?
@JohnWEllis #Pubcon
Early 2000’s – First Paid Search Campaigns
(Paid) Search Wars
• 2000 - GoTo.com started using it’s
platform (Overture) to distribute paid
ads to other search engines
• AOL
• Yahoo
• Excite
• Lycos
• AltaVista
• 2002 - Google AdWords CPC model
launches, with automated approval. No
human editors.
• 2002 - Google steals the delivery of ads
to AOL from Overture
• 2003 - Yahoo Acquires Overture

3. Change Has Been Constant
@JohnWEllis #Pubcon

4. Original 2016
Headlines 1 (25 characters) 2 (30 Characters)
Description 2 (35 characters) 1 (80 characters)
Change Has Been Constant
(1H) (2H) (3H)
(1D)
@JohnWEllis #Pubcon
(2D)
Expanded
Text Ads
2018
3 (30 Characters)
2 (90 Characters)

5. Let’s Talk Movies …
• Old Movies, New Movies
• Classics, Science Fiction,
Documentaries
• I think in movie quotes
• Has nothing to do with
today’s topic …
@JohnWEllis #Pubcon

6. Effective Habits of Expanded Text Ads
…or …

7. Everything I Need to Know
About ETA’s I Learned
From the Movies.

8. “Just cause things
are happening right
now doesn’t mean
they’re always gonna
happen.”
@JohnWEllis #Pubcon
Don’t Get Comfortable With Your Ads

9. Don’t Get Comfortable With Your Ads
• Things that worked last year, or even last month, may not work now.
• Be awkward. Stand out.
• Is your ad special?
• Don’t be attached to old ads.
@JohnWEllis #Pubcon

10. “I like to look
for things no
one else
catches.”
- Amélie (2001)
The Details Matter
@JohnWEllis #Pubcon

11. The Details Matter
• Use the Expanded Text Ads space for uniqueness
• Don’t just steal from what’s in your Ad Extensions
• It’s difficult, but worth it.
@JohnWEllis #Pubcon

12. “Loud Noises!”
- Anchorman: The Legend
of Ron Burgundy (2004)
Eliminate The Noise
@JohnWEllis #Pubcon
• Have a single, clear call-to-action
• Noise causes decision paralysis
• Headline is still top priority
• Everything after Headline 1 should compliment

13. "You'll have bad times,
but it'll always wake
you up to the good
stuff you weren't
paying attention to.“
- Good Will Hunting (1997)
Know the Good Ads
@JohnWEllis #Pubcon

14. Know the Good Ads
• You can’t have good ads without bad ads
• Always test
• If A > B, then try A vs C, D, E, F, … etc.
@JohnWEllis #Pubcon

15. “Size matters not.
Look at me. Judge
me by my size, do
you? Hmm? ”
- Star Wars: Episode VI -
Return of the Jedi (1983)
Bigger May Not Mean Better
@JohnWEllis #Pubcon

16. Bigger May Not Mean Better
• Expanded Text Ads may not be your answer
• Mix in short and simple ads with these new ads
• Maximum is not the minimum
@JohnWEllis #Pubcon

17. Read the Data
@JohnWEllis #Pubcon
“Nature has cunning
ways of finding our
weakest spot.”
- Call Me by Your Name (2017)

18. @JohnWEllis #Pubcon
• Simple ads could be best performer
• Older, shorter, direct
• The data will tell you what works
• Conversions or Clicks
Read the Data

19. Remember the Small Screens
@JohnWEllis #Pubcon
“I am big. It's the
pictures that got small.”
- Sunset Boulevard (1950)

20. Remember the Small Screens
@JohnWEllis #Pubcon
• Seen on multiple devices and screen sizes
• The full ad may not appear
• Call-to-actions should apply to all devices

21. The Duality of the Two Ads
• Full Ad Space
• Over 240 Characters
• More Real Estate
• Mixed Messages
• Small Ads
• Clear Call To Action
• Direct to the Point
@JohnWEllis #Pubcon

22. “There is a
difference
between knowing
the path, and
walking the path.”
- The Matrix (1999)
Do The Work
@JohnWEllis #Pubcon

23. Recap
 I am old. I’m a paid media veteran
 Expanded Text Ads
 Constant Change
 Don’t Get Comfortable With Your Ads
 Bigger May Not Mean Better
 Eliminate The Noise
 Always Be Aware of the Mobile Searcher
@JohnWEllis #Pubcon

24. Thank You
John Ellis
@JohnWEllis