© 2013 Autodesk

SEM Media 101Jonathan Crompton, Online Media Manager

Agenda

• Purchase then & now• What's possible with SEM– Callout Extensions– Sitelinks– Keywords matching types– Mobile Usage Trends – Remarketing with Google

• Q&A

Path to purchase: then

Path to purchase: now

Callout extensions

Callout extension's

What are callout extensions and how do they work?

• New Adwords extensions August 2014• Extra line of Ad text for more selling points and benefits.

• 25 characters long that provide complementing details for each product campaigns' and up to four can show with your ad.

• Callout extensions, like all ad extensions, will appear depending on a keyword and ad combination's Quality Score.

• Its like a site links but with out the links. “much more free”

© 2014 Autodesk

Sitelinks with Google

Sitelinks Extensions Call Extensions Seller rating Extensions Social Media Extensions Review Extensions App Extension Location Extension

© 2014 Autodesk

Sitelinks Extensions

• Google has shown that adding sitelinks to your ads increases your click-through rate, even if people aren’t clicking the sitelink links!

• Google allows you to submit up to 10 sitelinks, but will only actually show up to 4 sitelinks below any one ad. Ads displayed on desktop computers and tablets can show two, three, four (in addition to the Display URL). Mobile phones with full internet browsers can show up to two sitelinks per ad.

Call Extensions

What are they?

• Making it easier for customers to contact you directly. Depending on the device, the extensions will be displayed differently.

• Desktops and tablets, your phone number is applied alongside your text, whereas on mobile devices, your ad will include a “call” button.

Who should use them? • If you want to encourage customers to call your business,

make it easy for them to do so by utilizing Call Extensions.

• Google no longer permits you to include phone numbers within ad copy, since 2013.

Sellers rating

What are they? Seller Rating Extensions display a star rating along with the number of reviews your website has received. Clicking on the seller reviews link will lead to a page where customers can see how well you score in shipping, customer service, price, and other nitty gritty factors that may convince them to shop with you over a competitor.

Who should use them? Advertisers who are aiming to bring more foot traffic into their local businesses. They are especially beneficial for places that provide products that don’t work well online. Ideally, once a user has visited the physical store, they will be more likely to return again in the future.

Why use site links

• Show shortcuts • Update easily • Flexibility• Detailed reporting• Customized sitelinks for mobile • Scheduling with start and end dates

Keywords matching types..

Keyword matching options

[Exact Match] Broad Match “Phrase Match” Broad match modifier+ Negative match

Broad: e.g. “autocad” Also matches: design software, desktop CAD, computer graphic design , Computer aided design software, free autocad software

Broad match modifier: e.g. +autocad +mac Also matches: autocad download, mac student download , autocad mac, new autocad for mac

Phrase: e.g. “autocad 2015” Also matches: student autocad 2015, autocad 2015 download, best autocad 2015.

Exact: [autocad]Matches: autocad

Match types and reach

Negative match

Negative match ensures that your ad doesn't show for any search that includes that term.

Example:

• FREE• Software• "liquid smoke“• Smoker• nintendo 3ds

Mobile Trends with Google

Source: Google

Source: Google

Q&AThank You!

© 2013 Autodesk, Inc. All rights reserved.

Autodesk is a registered trademark of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document.