manage search like a pro with ad extensions › pdf › ad_extensions_2014-which... ·...
TRANSCRIPT
Manage Search Like a Pro
with Ad Extensions
Chris Hoag – Senior Client Manager
Evelyn Baek – Senior Client Manager
Logistics
• Webinar is being recorded
• A link will be emailed within 24 hours
• Feel free to ask questions during the
webinar via the chat option
Any unanswered questions will be responded to
following the webinar
Who is Point It?
• Founded in 2002
• Seattle-based digital marketing agency
• $40 MM in managed media each year
• Servicing clients across all verticals and revenue models
Microsoft Store
Rhapsody
At&t
SCOTTEVEST
Docusign
sharebuilder
Agenda
• What are ad extensions?
• Why should we use them?
• Which ones should we use?
• Best practices
• Future of ad extensions
4
Ad Extensions – What?
• Ad extensions are a collection of ad
formats that provide additional
information about your business.
• They can include address/phone
numbers, 3rd party reviews, access to
apps, or even links to social profiles.
5
Why Use Them?
3/6/2014 6
Ad Extensions – Why?
• Allows for meaningful interaction
7
Ad Extensions – Why?
• Takes up additional space on SERP
8
Ad Extensions – Why?
• Allows you to communicate & interact
with users beyond what you can with
standard text ads
9
Ad Extensions – Why?
10
• Affects Ad Rank
October of 2013 Google announced that Ad
Rank will take into account ad extension use
and format in addition to max CPC bid & Quality
Score
Which Should You
Use?
3/6/2014 11
Sitelinks | Google
12
When to use it:
Brand campaigns
Campaigns that can provide additional
relevant options
× Control where users land
Use it like a pro:
• Take advantage of description text
• Consider using ad group-level sitelinks
• Use sitelink scheduling accurately
Sitelinks | Bing
13
When to use it:
Brand campaigns
Campaigns that can provide additional
relevant options
Use it like a pro:
• Use several messages for same landing
page
• Consider including link to social profiles
• Rich Ads in Search ad format
Needs to be in #1 position
Location Extensions | Google
14
When to use it:
Brick & mortar locations
Local businesses
× Office w/ no services on-site
Use it like a pro:
• Make sure to use the correct address &
campaign target if you have multiple
locations
• Use it with call extensions
CTR 1.33%Conv. 12.24%
Location Extension | Bing
15
When to use it:
Brick & mortar locations
Local businesses
× Office w/ no services on-site
Use it like a pro:
• Make sure to use the correct address &
campaign target if you have multiple
locations
• Use it with call extensions
CTR 1.13%Conv. 50%
Call Extensions | Google
16
Use it like a pro:
• Advertiser can choose to use a forwarding
number to receive detailed reporting
• Can set a threshold of call durations to
track “conversions” within AdWords
When to use it:
If there is a value associated with a user
call including lead generation or purchase
Schedule so these only show during call
center hours
CTR 8.58%
Call Extensions | Bing
17
Use it like a pro:
• Works across all devices including
smartphones and desktops/laptops via
Skype
• Call tracking is available
When to use it:
If there is a value associated with a user
call including lead generation or purchase
Schedule so these only show during call
center hours
App Extensions | Google
18
Use it like a pro:
• Link to your existing app in the iTunes or
Google Play store
• Direct consumers to your mobile or tablet
app directly from your text ad
When to use it:
Promote an app that provides an
opportunity to generate revenue
Increase app downloads, which can
improve app rankings
× App download does not provide a positive
ROI
Review Extensions | Google
19
When to use it:
If your product/service is frequently
compared to others
× Control where users land
× The article suggests other alternatives that
could take away customers
Use it like a pro:
• Find reputable 3rd party review online (with
link)
• Utilize scheduling if it makes sense
• Test several reviews
CTR 3.04%Conv. 1%
Social Extensions | Google
3/6/2014 20
Use it like a pro:
• Moving forward, Google will automatically
add this extension to all ads; advertisers
will only be able to “opt-out”
• Update Google+ content so it’s fresh
• Make sure business information is up-to-
date in Google+ profile
When to use it:
If you have a large group of followers on
Google+
If your Google+ profile has great content
you would like to share
× Google+ profile is not up-to-date
https://services.google.com/fb/forms/socialannotations/
Seller Rating | Google
21
Use it like a pro:
• Highlight your merchant rating to better
attract customers on the SERP
• Set yourself apart from the competition
• Make sure to check out your rating at
http://www.google.com/shopping/seller?q=
yourdomain.com
• To apply for inclusion visit
https://services.google.com/fb/forms/Seller
RatingExtensions/
When to use it:
If you have at least 30 reviews w/ an
aggregate score of 3.5 stars or above in
Google Product Search
× If you do not have enough reviews or the
score threshold, you are not eligible
Sources
Google Shopping Google Trusted Stores
Independent Review Sites
Ausgezeichnet.org Avis-Verifies Bazaarvoice Bizrate eKomi E-Komerco
ECナビ The Feedback Company
Feefo FIA-NET Hardware.info KiyOh
Klantenvertellen Poulpeo PriceGrabber ResellerRatings Reviews.co.uk Reevoo
Shopper Approved ShopVote.de Shopzilla (UK, DE, FR)
ShopAuskunft StellaService Trusted Shops
TrustPilot Yopi.de お財布.com クチコミの王様
Best Practices
3/6/2014 22
• Do
• Don’t
Use them!
3/6/2014 23
• Do
• Don’t
Ensure your extension copy is relevant
3/6/2014 24
• Don’t
One size doesn’t fit all
3/6/2014 25
• Do
• Don’t
You’re properly using extension options
3/6/2014 26
• Do
• Don’t
Accurately schedule your extensions
3/6/2014 27
Testing
3/6/2014 28
• Do
• Ensure your testing various copy within
campaigns and ad groups
• Use distinct CTAs when testing
• Don’t
• Test as often as you would ad copy
• Try to run pure A/B testing
Reporting
3/6/2014 29
• Do
• Use available segments such as ‘This
Extension vs. Other’ & ‘Top vs. Other’
• Identify the KPIs that matter
• Use custom referrers to track sitelinks in Google
Analytics
• Don’t
• Ignore the signal in the noise
Future of Extensions
3/6/2014 30
Image Extensions (beta)
3/6/2014 31
What is it?:
• 3 images appear above your ad
• Only shows up if ad is in #1 position
• Visually compelling and provides more context
• Indicates a more visual future in Google paid ads?
Google Ratings Extension (beta)
3/6/2014 32
What is it?:
• Google Ratings results for user experience
• Highlights multiple elements of experience instead of one lump rating (like
seller/advertiser ratings)
• Indicates Google is gathering more data to deliver more relevant ads
Form extensions
3/6/2014 33
What is it?:
• Allows users to fill in information
such as zip code on the SERP
• Aim is to increase user
engagement and click through rate
Drop-Down Extensions (beta)
3/6/2014 34
What is it?:
• Provides user with a drop-down menu to specific pages
of the advertiser’s site
• Purpose is ease site navigation and increase click
through rate
Summary
• Many benefits to using ad extensions
• Stay ahead of the competition
• Use it correctly
• Report it correctly
• Best practices for optimal results
35
Questions?
3/6/2014 36