The PPC Show, Google Ads

How to Create Non-Boring Google Text Ads

Welcome to episode #93 of The PPC Show where we interview the best and brightest in paid marketing. This week we're joined by Joe Martinez, Director of Paid Media and Community for Granular, to discuss how to create non-boring text ads using ad customizers and business data feeds

Tune in to learn:

  • Joe's hot takes on Google's Marketing Summit
  • How to use ad customizers to personalize your ads
  • Using Business Data Feeds 

As always you can find us on: Apple PodcastsSpotifyStitcher, OvercastSoundcloud, & Tunein Radio.

Listen to the episode


Joe Martinez

Joe Martinez is the Director of Paid Media and Community for Granular in Milwaukee, Wisconsin. He is also the current and founding President of MKEsearch. His focus on marketing psychology and user experience helps his clients achieve record growths and lifetime customers. While he is hands-on in all aspects of PPC, his true passions lie in Display, Remarketing, and YouTube.

In addition to being the main blogger for Granular, he has written for PPC Hero, SEMrush, Leadpages, Optmyzr, and AdStage. He has hosted webinars for SEMrush, Unbounce, and Bing Ads. He has also spoken at SMX West, SMX East, HeroConf, Confluence Conference, Digital Olympus and more. In 2018, he was named a Top 25 Influential PPC Expert by PPC Hero.

Show notes and transcript

JD Prater:                     Joe, welcome to The PPC Show.

Joe Martinez:               JD, thank you for having me again.

JD Prater:                     Again. I know. This is the first time that you and I have spoken, but you're back on again.

Joe Martinez:               I am. I love to be on. I love to talk to you too. We're going to have a good time. Let's see how much we actually talk instead of fool around.

JD Prater:                     I guess I should also preface, I actually have talked to you before. This isn't my first time to talk to you.

Joe Martinez:               Yes, yes. Officially through The PPC Show we talked. I think it's a good clarification.

JD Prater:                     It is a good clarification. But we brought Joe on today. He's going to be talking to us about non-boring text ads and how you guys can take advantage of that. But before we hop right into it, Joe, give us a quick introduction. How you are, where you're working, and what you got going on.

Who is Joe Martinez

Joe Martinez:               Sure. You already got my name. Joe Martinez. I live and work in Milwaukee, Wisconsin. I work for Granular. We are in Milwaukee on Milwaukee Street. We're just a paid media only agency. Lets just say anything biddable. We can do it for clients and we do it all the time. Other than that, about me, I don't know. I've just been a PPC guy. Love to speak, I love to write, try to do it as much as possible. That's pretty much my life. That, want a little more about me, it's pretty much that. My family, Star Wars, and music. You can sum up my life in like four pockets on that board.

JD Prater:                     Nice. So a very typical PPC nerd. Joe also earned #8 on the Top 25 PPC Influencers put out by Hanapin this last year. So congratulations man on that top award. It really shows all that writing, all that speaking, all those webinars, podcasts, all those things that you do are having some good effect within the community, so congrats man.

Joe Martinez:               Thank you. I appreciate it. And you were on the list too, so we got to bring that up too. It is good to be on the list with you and a bunch of other smart people that, like before I even started doing any writing or speaking at all, I was looking up to a lot of the people who are on the list. So it's, now it's cool that you can call them my friends instead of just people I randomly stalk on Twitter.

JD Prater:                     That's right, man. That's one thing that's great about the PPC community is how quickly we can all become friends. Just like one conference and all of a sudden we're all best friends. So it's pretty good stuff.

Joe Martinez:               Instead of re-tweet now, we just text each other.

JD Prater:                     Or Instagram. Or Facebook. Or Linkedin, Joe.

Joe Martinez:               Yeah. Trust me, I do work in between all that.

JD Prater:                     I doubt it, I doubt it. All right man, so talk to us. Non-boring text adds. So we know that text ads are changing. We're actually recording this on the same day that Google just had their big Google Marketing, kind of, what is it? Their summit. And they just announced kind of the response of text ads where you can create 15 headlines and all these different types of descriptions, which is pretty exciting when you kind of think about it. I know it's been in beta for a while but whenever we think about the rest of 2018, like what are some things that are out there now that we have at our disposal that we can help create those non-boring text ads.

Google Marketing Summit Hot Takes

Joe Martinez:               Yeah. Just the word even on Twitter and just internally we're talking here at Granular too, just to see the direction of where things are going. Where it's less control for the actual experience marketer and Google kind of taking over that. We'll still be in charge of the creative and all that stuff that we can add, but that's the fear that's coming out of everything going to be automated. We're going to lose control over everything. And the whole smart, whatever how many variations of smart type of campaigns that they're going to release. It's climbing and a lot of it's already out there. But even if you're a control freak ... I'll admit, I'm still a control freak myself. I love to do everything myself. We still have a lot of cool features out there now that people don't use a lot to really make some of those dynamic and different ads that users can see something different every time depending on who that user is. So we can have some of that control right now. Kind of backtrack a little bit too, I started collecting pictures for blogs and hopefully future presentation. I want to talk about this topic a lot, is I love doing screen grabs of when I'm doing competitive research, just looking for the hell of it.

Finding all four text ads at the top of a page to have the exact same keyword or keyword phrase as their first headline, I love seeing that.

                                    Finding all four text ads at the top of a page to have the exact same keyword or keyword phrase as their first headline, I love seeing that. It's funny. I definitely do it. Sometimes it just flat out works. But then you look at, "I wonder why this ad doesn't work." Oh yeah, because every single other ad in this web results has the exact same headline and it's just bad looking marketing when you see a really good brand and then they're selling the headline of "golf clubs for sale", well no crap. That's why the user looked at it. So we can do it a lot better with those text ads and I love to use a combination of between either Business Data Feeds or IF Statements and those if customizers to really make an impact on what we can do. We can probably break that down and JD you can pitch them too which many go after first. Because a lot of it is going to be a way for us to customize our ads. We can still have control over that message on who's seeing all these ads. But it's only for us to serve up an ad that no competitor will ever be able to replicate unless they have your business data and your same audiences, which pretty much they won't do that. So which one do you think we should kick off with first?

Why do we see the same headline in text ads

JD Prater:                     Well, let's address one thing too. Is why do we all put the same headline, right? And I think part of it is because whenever we have built out these really granular ad groups, we're really focusing on that keyword. It's have a group of keywords within this ad group and we know that in order to get a really great quality score, we have to have maybe that keyword mentioned in the headline and it also has to be on the landing page. And so part of that has been this indoctrination that has come up from AdWords in order to get us those quality scores that we're all kind of chasing because I was on a webinar with Closed Loop for SEMrush and he was showing us the data of how much quality score impacts your cost per click and man, it was just shocking how much we're paying when you have these low quality scores. So it's like well fine, I have a low quality score, I'm going to put the keyword in the headline. And what you end up doing is the same thing as your competitors because they're all doing the exact same thing. So I'm with you on that one. But I think you brought up an amazing point. You can now create an ad that no one can replicate with using these IF Statements, using the Business Data Feeds.

Joe Martinez:               Yeah. And you can still be relevant to what the user is searching for. But make something new. Make something different. Test out at least one variation. If you need to have that Evergreen keyword headline one and it performs well, go for it. More power to you. I understand if it's working. But let's, you got to try something different here. Looking back I know that's the biggest that we've seen is that people fear of, oh I need to have it, it's my relevance score. We've definitely seen that. But it's funny you, we also used to look too because you're keywords used to show up in the ad and it makes a difference. Note that I said used to. It doesn't do that anymore. So you're keywords aren't going to really popup in your ads anymore in the main headlines like they used to. So going from one too as we see the focus on audiences and users, that's where the IF Statements can have a huge impact. So I can within the same ad say users who visited my website before are in one audience, they can see this. And then everyone else who's not in that audience can see a different headline. So I can switch up that ad message a little bit and just look at all the different audiences we can create. Even within the default AdWords interface. Everything from people who have interacted with your YouTube videos.

                                    Everything like that. Look in all the different audiences you can create within Google Analytics. Every single thing that you can view within analytics can pretty much be created into an audience. So we can speak to those users. We can switch up by their mobile devices. We can look at event actions. I've spoken about this a lot of times with everything you can record in Tape Manager and create those events, we can market to users and speak to them based on the last actions that they've taken. So then I can change up my ad message to those users, kind of get a semi-understanding of where they are in the funnel, and try to get them to the next step of what we want them to do without being over aggressive. So we're not marketing to someone who is interacting with your brand the first time versus someone who has already been on your website ten, fifteen times. Or maybe even might be a previous customer who is already familiar with your brand. So within the same ad we can switch up that message and still be relevant to what the users doing, but just speaking to them differently and trying to see what type of click to rate differences we can get.

Every single thing that you can view within analytics can pretty much be created into an audience. So we can speak to those users. We can switch up by their mobile devices. We can look at event actions. 

IF Statements in Google Text Ads

JD Prater:                     Yeah. Let's break it down. So let's start with the IF Statements. You kind of gave a lot of great examples there around not only just the what we can do but also the audiences that we can build. We know that that ones a huge part with a lot of our ads, but kind of break it down. If people are not used to IF Statements, what they are and how to use them. Give us that kind of high level view of like how they even get started with those.

Joe Martinez:               Yeah. When you're creating your standard text ads within the AdWords interface, you can just trigger it by doing the open faced curly bracket. So now if you're looking on, it's one of the alternative buttons on the square bracket. So you click that off and you use IF Statements and the button actually pops up. You can just Google and Google AdSense. I'm still going to say AdWords so forgive me for that one. No, Google Ads will show you the IF Statements that you can create and there is pretty much a step by step option of what we can show. So pretty much I can look at my options that I have created, if user is in this audience, or if they're on this device, most are going to show up right away on Google. I can select one of those. So if the audience is, and I always go back to YouTube because that's one of the ones I like to test to a lot, is a user who has watched a video at all. Whether it was embedded on my site, whether it was part of a YouTube ad, I have audiences created for those for all my clients YouTube videos. So I can say if the user has watched any video whatsoever, since I have that audience created within Google Analytics, I can say show them a headline of you've seen the video, now try it yourself.

                                    Because I know they've been interested in my brand. If they haven't seen any of my videos, I'm putting up a message that's saying do you want to give it a try, almost planting a seed because I know they haven't seen the video but I still don't know necessarily what other actions they've taken, so all within the same ad I'm speaking to different levels of users who have watched the video and I'm calling out that they've seen the video, so it's kind of making that psychological connection to that user who might be like oh yeah, I did see that video and that brand. That was a cool product. So I can maybe switch up also my ad extensions too to kind of speak to that user. And then in itself, everyone else is just going to be more introductory until I really know where that user is in the funnel and then I can kind of segment those audiences out a little bit more. That's how we can do that and little long winded there, I apologize. But Google Ads does a really good job of kind of doing that step by step of hey, you selected this, now here are your options. And it's really easy.

JD Prater:                     Already using the Google Ads term. This guy is fully on the rebrand. So I'm still stuck on AdWords. But one thing I had a question for you is just kind of like a follow-up. Whenever you're creating all these audiences and you're trying to target them within all of your ads, are you creating different ad groups for every single audience in order to make sure that the right one is served to the right person?

Showing the right ads to the right audience

Joe Martinez:               That's one of those, here we go. Here's a PPC buzz term. I'm going to say it's a pass. A lot of the stuff I'm kind of testing out in my ad groups that are already structured, I don't have a lot of ROS 8 campaigns broken up anymore. I'm kind of using those audiences within the certain ad groups themselves. Unless I really have a segmented message where I want to breakout that into its own landing page. So I kind of look at what audiences are there and specifically if we're talking about IF Statements, we are talking about ROS 8. We are using those audiences in search and you have to have at least 1,000 users in that audience group to even have that audience even be visible or even applicable to use within our search ads. That volume of what that audience is, that's really determining if I'm going to break that out in its own. So there could be a lot of good times where I want to target this audience different but I just can't because I don't have time.

                                    Honestly, I look at what I already have first and then if I'm seeing a lot of good activity and I'm seeing these new ads are really working well, then that will give me the idea okay, now I'm going to test break this out into this own ad group or maybe its own campaign from a budget control perspective. First thing I'm always going to look at is going to be the volume of that audience first.

JD Prater:                     Gotcha. Cool, cool. So for those listening, one of the ways that you could do this, you can break out an ROS 8 campaign and you could have different ad groups for audiences if you really wanted to match it up and be really granularly specific. What Joe's talking about is he's actually just adding those audiences to his current ad groups and then using the IF Statements to then call out that audience. So it's a slightly different way to do it. You can still get the same information, you'll still get the same granularity. But again, it kind of just depends on how big that audience is and how much control you're wanting over it.

Joe Martinez:               Yeah. I typically leave my audiences in the observation, which used to be known as the bid only. One, it's just great. One will get that impression shared data once you can segment by your audience types. So we can see how the audience is performing for each one. And then if I get different data in terms of, depending on what your goals are, if it is more trafficking reach versus conversion focus, then we can kind of see what's important and should we be breaking it out. And again, it's one of those, it depends. It all depends on what kind of traffic you get and your campaign goals and how you want to market it to those users.

JD Prater:                     Cool, cool. Well let's talk about some Business Data Feeds. What do you got for us there?

Using Business Data Feeds

Joe Martinez:               Where do I begin JD? So much to talk about. I wrote a blog for Search Engine Land a couple months ago that talked about this specific product where you can go and get the Business Data Feeds. So it's a feature within AdWords itself. It's going to be within the shared library where you can kind of upload this template yourself and it's very customizable so when you get the initial business data feed it's not like Merchant Center feed where headlines have to be exactly this, this format has to be exactly this way. We have a lot of control of what we want in this business data feed. So, you can upload a variety of different things. This is going to be probably a lot more beneficial for eCommerce clients. You can upload anything from if you want to call out your list prices versus your sale prices. If it's part of a weekend sale. You can upload anything specific of how many you've sold, how many you have in your inventory. A lot of different other options and it could be pretty much any information about your product that you could use. So when you upload it into AdWords, we have the option of again through some of these statements and how we can do these ad customizers and you open up curly brackets within your text ads just like you do with your IF Statements.

                                    We can call out a lot of cool different features based on your own product inventory that you don't have to manually type out every time. And as you update the information in your business data feed, the ad will automatically update as well because you're updating your feed so you want to do this through an API or you just want to manually create it within Google Sheets and update that information, you can actually update the information straight up within the Google Ads interface now. And it's been like that for a while. If you haven't noticed already, your ad extensions are already living in feeds. So you can update your ad extensions within the ads interface in those feeds as well. It's kind of that same feature. So how we try to use it a lot is a lot of that marketing psychology is really really good for us. So we can use, as your products and your prices might change frequently, maybe not the list price but the sales price might change, we can use something where we toss up and ad saying looking for this specific tee shirt? It's normally 15 bucks, get it on sale for $8.00. And that $8.00 price might change frequently but since we have it automatically updating within our business data feed, we can constantly run that framing type ad where we're showing the expensive price but say you can get it on sale.

                                    And then that price will automatically change and I don't have to worry about creating just text ads or pausing a certain week and uploading a new one for the next sale and all that stuff. It just saves a lot of time if we can do that initial work upfront.

JD Prater:                     Yeah. Gotcha, gotcha. Cool. So when we talk about like Business Deeds, you called out kind of like eCommerce, retail. Can you think of any examples about how like maybe B2B people out there might be able to take advantage of this.

How B2B companies can use Business Data Feeds

Joe Martinez:               Yeah. We've done some stuff for more, again to that marketing psychology in the social group. So we have a few SaaS related clients where we can test this out on using ... From a subscription standpoint and still speaking to that overall, that user base who might not be leery, is a more expensive product, it's a longer sale cycle. Using that sales proof of over 500,000 customers are already using us and we can constantly update that number and so again, we don't have to continually change our text ads. We're using that number as well. More of even just how many people we've helped this week. We can use that part of social group of hey, all these people are using us this week, especially for maybe lawn care services or that whole type of smaller B2B type of businesses, we can use that data to kind of show them how many people that we're currently helping within your area. There are some of those ad location type messaging that we can do depending if you don't really segment your data because you can in the business data feed call out which specific campaign and ad groups you might want to apply these ad customizers to. You don't have to, those are optional columns, but I can call out if you are segmenting your campaigns or ad group by location.

                                    You can use some of that localized messaging and again, you can import whatever information you want into your business data feed but you can call out some of that localized only services so when you have that messaging in certain campaigns and everything, you can just show specific type messages and control that all through a feed instead of having to change your ads every single time.

JD Prater:                     Gotcha. Pretty cool. That sounds awesome. So outside of, you talk about services you talked about locations and pricing. Is there anything else that you can do with these Business Data Feeds?

Joe Martinez:               It's pretty much up to your imagination of what product information or even your service information you think your users would like. And this is, it's going to be different depending on all your industry. I think, again, eCommerce is the easiest way to use this. B2B, it's kind of, maybe look at your pain points of what your users like and what are the specific features. You might already be calling that out a little bit within your ad extensions. So maybe just look at your ad extension performance and come up with a way that you can customize that message within the main headlines and how would that message change depending on if your products change or potentially who that audience is, you might want to show what the combination of the IF Statements, what message would you want to show them from those users and how that product information might change and what might be important value to your user. If it is actual customer service aspect, you might have a different message there. If it's the actual product features that the users care about, then I'd focus on bringing some custom messages and dynamic messages based off of those.

JD Prater:                     Gotcha. Cool, cool. Well we talked about some IF Statements, we talked about some Business Data Feeds as far as some ad customizers so we don't have boring text ads. What else do you got for us? Any other tips and tricks for us that we should be using?

Other tips and tricks for us that we should be using in our ads

Joe Martinez:               I know I kind of briefly mentioned a lot of the stuff within Google Analytics. So I think Google Analytics is going to have a lot of cool data of how you should be reaching your users or what your current audience likes to do. So I know we've been talking about text ads a lot, but you can switch up your non-boring ads as well if we switch it to display a little bit. We get cool audience insights within the initial audience tab. You can look at your in market audiences and you can look at your infinity audiences kind of see everyone's already coming to your website or your landing pages, what kind of buckets do they fit into? And we can look at what their other interests are. So we can maybe create some cool, fun ads that not only speak about here are our products, buy now buy now, or even from a boring re-marketing ad up, we really try to just cram that sale down the users throat. Maybe we can instead of just forcing that all the time, we can look at what the user, what other buckets those users fall into. Maybe we can give us better options to target, where we should be targeting those users, and then what type of maybe fun messaging we can put in front of them.

                                    So if you're not a client that's did a lot in the past with overall vehicles, and they're motorcycles and cars, it wasn't a dealership but it was more of just an automotive type company and we found out that people in the automotive industry that we were pretty much just blanketing out the same boring type motorcycle and car ads to, they also were huge into movies. And we kind of looked at what typically was popular at the time for movies so we can create a fun ad that kind of spoke to popular movies, whether it was a Fast and the Furious thing came out that triggered those types of users, and allowed us to design a more fun ad than just a hey, here's an example of a few of our products that you can buy. It's boring. So we can look at who our current audience is and what their interests are and create more fun display ads that speak to those users.

JD Prater:                     Nice. That's pretty cool man, that's a really good example. And I think something that we'll have to touch on for sure is really like the strategy that you guys are employing by looking at the data. So it's really cool to see these kind of like, data informed decisions as far as when you guys think about how you guys are running creative and how you guys are running your search ads so pretty cool stuff. As you kind of move into 2018, we're halfway through the year, right? What are some hot takes for us, man? Like what do you got? What do you think is going to happen in the next six months? We just had the Google announcements earlier this morning. But, what do you think we should all be on the lookout for?

2018 trends look out for

Joe Martinez:               I think it's clear that Google is looking to take more control. And this isn't anything new but I think they made a firm statement with majority of the stuff that they talked about today during the keynote. I think it's going to be important for any marketer, whether you're in house or an agency to kind of prove our worth. We actually have to be better marketers. We just can't be implementers. And whether it's ... I'm not saying that the robots are coming to take our jobs and we're not going to have jobs in a matter of six months or anything. It's not like that at all. But, we need to actually de-market this. We need to actually look at the entire strategy and how is the paid aspect going to help them implement that strategy? And I think that stuff is going to be more important than ever and you just got to mention too how we're using the data within the analytics look creative. That's the part where we still have control of. All these smart campaigns coming out, whether it's looking at the smart search or the response to search ads or any smart display ads, we have control over the headlines and the images that we're using and we still have control over some of the messaging that we're putting in front of these users.

                                    And that's where I think where our worth is going to have to be and we're going to have to become better at it. We're going to have to really help guide the statements because we won't have to really implement a lot of stuff anymore. So we're going to have to be almost the consultants, the high level strategy people who can guide these and still be very familiar with the tools to know how to optimize them and know what's working or not. And part of that responsibility does come on Google if they want to give us that information to know what's working or not. That is the question mark where I don't have the answer to. We'll just have to see what comes.

JD Prater:                     Yeah, definitely man. I mean, I totally agree with you there. I mean, strategists aren't going anywhere. The people that I'm most worried about are really these implementers, are really the people that are stuck inside spreadsheets as well that are trying to analyze this data. Look at what machines, look at what robots are really good at. They're really good at aggregating data. They're good at putting together this information and building models off of it. But they're not so great at like writing text ads, right? I mean, we saw this with Google's examples. If you haven't turned those off in your own account, please go do so. And then you think about how you're even implementing Business Data Feeds and IF Statements. Again, it can't do that. And how you're using analytics to inform ad creative. Again, they're just not there yet. And that's where I think we as the strategists, also just the amount of information that we have and how we're able to put it all together, it's not that Google doesn't have that information or can't put it together, it's just they don't.

Joe Martinez:               Yeah, yeah. It's one of the things too ... I run some smart campaigns. I'm always testing this stuff out. There's a lot of issues with it. It's not perfect, it's far from in my opinion, but to have that mentality of it's going to be far from perfect. For many years down to come I think it's, I hate to be blunt, I think it's pretty stupid. The technology will get there. I don't think it will ever be perfect but it will get pretty damn good down the road. They're going to get that data, they're going to find out that user paid here, and it's our job if you really want to be ahead, is to really kind of figure out your role and kind of look ahead of where this industry is going and I'm not going to get numb to it. I complained about it. It can hurt some campaigns now, but I think it will get there. And get there, again it might not be perfect, but it will get to a point where it's going to be efficient and it will work. And I've always been more of a creative person anyways.

                                    I came from a broadcasting background. I took script writing classes, so writing ads and coming up with the ad creative and stuff, that's always been what I like so, and again, I'm a big YouTube guy and I love working with that creative. So me, I don't know, I'm happy about it. If all these changes take away all the boring manual sell junk that I personally do not like to do at all, cool. Then I can focus on the fun strategy stuff. Create some fun ads and maybe I can actually shoot a video on my phone for one of my small clients, and actually get paid to do that instead of adjusting bids and all that boring stuff. I mean, don't get me wrong, I'm not knocking on you if you like to do that, not knocking you at all. It's just I'd rather work on the fun stuff.

JD Prater:                     Yeah. I mean, that is it. I'd rather work on the fun stuff. I'd rather get back to marketing rather than doing this other stuff, right? So yeah man, I 100% agree with you there, I think the people that are going to succeed are the people that know how to leverage the robots and the machines to their advantage. So I think that's what's going to be the key as we kind of move forward within 2018 and looking at some of those other hot takes. So just looking at what Facebook is able to do, right? They basically have everything automated and you know that Google's jealous of that because Facebook has us all. Think about automated budgets, automated bidding, automated ad creative, right? Automated audiences with look alike audiences. I mean, It's really easy. It's easy. And I get results. And I think that's the key as long as they're able to get results, they're going to get there so I only foresee AdWords getting more automated and helping us out there. But, cool man. Ann other hot takes you want to wrap up with?

Joe Martinez:               Yeah. I mean, kind of just reiterating what I said before. I know we're probably control freaks and again I'm an admitted control freak as well. I like to have ... to do as much and have that weight on and all the efforts I'm making, but we have the options to just create better ads, be a better marketer, and it's more than just looking at what your competitors are doing and try to, not even copy them but even try to one up them is, look at the data that you already have. And we have that data. I don't work with any clients that have major budgets that can do this massive, extensive personality study, the persona studies and all that stuff. None of my clients have that budget to do that. So we're relying on the data that we already have and we actually do have a lot of data than analytics and we can even use the data from your Facebook analytics. Just to kind of see who your current audience is and then come up with that ad creative that speaks to those users and you don't have to create a ton of different campaigns to do this.

                                    We can do this within the current campaigns that we already have or we can change our message out for each of these users. It's not going to be perfectly one to one, but we can at least segment those users so even if we're not being as relevant, if we're getting more clicks and we're getting more conversions because we are speaking to those users, that affect is going to pretty much offset that higher cost per click that you might see. And again, just use the data and test it out. You can't knock it if you're not even trying it. And it works, it works. I'm sorry, we see the click through rates when we're doing some of these and we're like oh wow, we're actually speaking to the user where they are in that moment instead of shoving the same blanket ad message to every single person who's searching for that keyword. It's amazing what you do.

JD Prater:                     Yeah. It's true man. Well cool. well it sounds like that's some really good takeaways there as we kind of move into 2018 and to hopefully not create boring text ads. I would even echo what Mark Irvine said who had him on WordShare about six months ago and he was just calling out that we don't even have enough ETA's running in our ad groups, so go out there, add more ETA's because the more that you're adding, he recommended three to four, but if you're adding four it just gives Google more chances to optimize and to even further increase your results and your performance. So create some ads, that's one. Two, make sure you're writing great ads and using those user behaviors that you know and with all the data that you have in place because it's absolutely fantastic. And use those IF Statements. Check out Business Data Feeds and we'll make sure to link to all of Joe's blog posts so he can go in and check those out and get some really good how-to's on anything else. So Joe, thanks again man for coming on, talking to us about text ads, audiences, and giving us a few hot takes.

Joe Martinez:               Thank you for having me. It was great to be back on the PPC show.

JD Prater:                     Always man. So for everyone out there, we're going to wrap up with Joe telling us how you can contact him and connect with you.

Joe Martinez:               Yeah. The best way to reach me is on Twitter. I'm on Twitter religiously. So it's @MilwaukeePPC. That's also my Instagram one but it's more personal. If you just want PPC news, you don't have to go to Instagram, but that is also MilwaukeePPC. And then my LinkedIn handle is going to be Joe Martinez. So I wasn't smart enough when I signed up for LinkedIn. I didn't do the Milwaukee on that one. LinkedIn is another good way. I'm on fairly frequently, but you want pretty much almost a direct response, Twitter is the way to go.

JD Prater:                     All right. And we'll make sure the link to all of those. So for all those listening, thanks again for tuning in. We will see you guys next week and if you are looking for some more information, head on over to and sign up for our newsletter where you can get this podcast and more. Thank you guys.

AdStage Team