how to use ad extensions and ad formats to be relevant
DESCRIPTION
Smx West 2014 Session #Smx #24B - Creating, Testing And Optimizing Paid Search Adspresentation How To Use Ad Extensions And Ad Formats To Be Relevant By Lisa Sanner @Lisasanner Of Point ItTRANSCRIPT
Ad Extensions & Ad
Formats –
Be Relevant
Lisa Sanner @LisaSannerVice President, Search MarketingPoint It Search Marketing AgencySeattle, WA
Anyone Else Feel like This?
Or This?
Ad Extensions – Why?
• Increase real
estate on SERP
• Introduce more
information or
options
• Allows for
meaningful
interaction
• And one more
thing….
And then there’s that.
Don’t Have a Bad Ad Day
The Importance of Relevancy
Shorten Conversion Path Provide More
Options/Navigation Provide More Information Provide More Ways to
Contact Promote Trust Indicators Help Users Self-Identify
Think Like Google = Think Like Users
Content Audit for Extensions
Business Differentiators
Site Features
Target Audience
Special Offers/ Promotions
Other Channels
Current Ad Extensions
Ad Sitelinks“Sitelinks not only increase the relevance of your ads, they increase the relevance of the user experience you deliver after the click.” – Inside AdWords Blog 1/24/14
Sitelinks with Additional Detail
Work smarter, not harder
Locations Extensions
Don’t Think about Mobile as a Device,Think About Users Being Mobile and Why
Call Extensions
Dave’s Scooter Repair Shop (650) 555-1212
www.example.com
Free estimates. Call Dave to schedule your repair!
Schedule Online Now Models Serviced
118 people +1'd or follow Dave’s Scooter repair
Dave’s Scooter Repair Shop
www.example.com
(650) 555-1212
Most makes and models.
Free estimates. Get a quote now!
Dave’s Scooter Repair Shop (650) 555-1212
www.example.com
Free estimates. Call Dave to schedule your repair!
Schedule Online Now Models Serviced
118 people +1'd or follow Dave’s Scooter repair
Dave’s Scooter Repair Shop
www.example.com
(650) 555-1212
Most makes and models.
Free estimates. Get a quote now!
• Increase the options customers have to connect with your business
• On average, advertisers who use call extensions on mobile see a 6-8% increase in CTR
• Reporting allows advertisers to review the number of calls received and CTRs for each creative, ad group or campaign
Making Mobile Work for Users
Review Extensions
Image Extensions (Beta)
Image
Rich Ads in Search (Bing/Yahoo)
Form Extensions
Form
Seller Ratings (Automatic)
Social Annotations (Automatic)
Previous Visit Annotations
(Automatic)
New in December 2013 – haven’t seen many of these in the wild
Being Relevant and Efficient
Tools to help Understand Relevancy
Content Audit
Search Query
Reports
SERPs
Competitor Websites
KW Tools
Extensions Rubric – Score Your AdvertiserAd Extension Perfectly Relevant (7-10) Somewhat Relevant (2-6) Not at all Relevant (0-1)
Sitelinks Options in Offers/Promos,
Navigation, Help User Self-
Identify, Diff LPs Driving to
Conversion, Top Positions
Limited LPs, Very Specific Target or
LP
Never in Top Positions
Location B&M Locations, Mobile queries,
location queries in SQR
Want to drive Online Sales, Only
few B&M
No B&M Locations, Not Want Users
to Know where HQ is.
Call Call/Sales/Technical Support
Available 24/7, Users Call for
Quick Info. -Directions, Hrs,
Reservations
Limited Call Ctr Hrs or Ability to
Handle Calls
No Call Center, Not Want Calls
Review Good reviews/ratings from
Credible/High Quality 3rd parties,
Reviews Impt to Users, Big Brand,
Top Positions
Need to have 3rd party and
"quality" site. Less than 12 months
old.
Not great reviews or type of
product/service where reviews are
important.
Image/RAIS Image seeking behaviors/queries,
New Product, Creative Assets/Dev
Easy, Big Brand, Top Positions
Generic product or not compelling
images. Visuals do not necessarily
communicate product benefit to
user.
Product or Service does not need
Visuals for Messaging
Form User needs to Input Info on LP,
Sign up Offers, Top Positions
Conversion straightforward, not
many options or identifiers
No user options/selections
Seller Ratings Trust indicators impt, 3.5+ ratings,
Many great ratings
Not many ratings but 3.5+ Not enough or lower than 3.5
ratings
Social G+, Social Users G+ but few followers No G+ or social media
Previous Visit Google Determines if relevant Will not show if determined to not
help CTR
Will not show
Tracking and Control
• Lack of A/B testing• Lack of Equal Rotation• Other Variables
Impacting Performance• Snapshot of Before and
After Implementation (directional evidence)
• AW Segment by Click Type
Efficiency of Implementation
• Spend the time where it
is worth the time
• Understand Differences
between Google Search
and Search Partners
• Understand Differences
between Google and
Bing
Ad Extension CTR Lift ConvRate Lift
Sitelinks (one line) 17% yes
Sitelinks (3 line & Enhanced) up to 40% yes
Sitelinks (mobile) 30% yes
Location 10-30% yes
Call 5-15% yes
CTC Mobile 30% yes
Review 10%+ ?
Image 20% ?
RAIS (Bing/Yahoo) 30-40% yes
Form 5-7% 13%
Seller Ratings 10-18% ?
Social Annotations 5-10% ?
Previous Visit Annotations ? ?