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Drive Winning Results With Great AdWords Ad Extensions
 

Drive Winning Results With Great AdWords Ad Extensions

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How to drive success in your online advertising PPC campaigns with Google AdWords Ad Extensions. This presentation looks at Sitelink, Call, Location, Review and App extensions.

How to drive success in your online advertising PPC campaigns with Google AdWords Ad Extensions. This presentation looks at Sitelink, Call, Location, Review and App extensions.

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    Drive Winning Results With Great AdWords Ad Extensions Drive Winning Results With Great AdWords Ad Extensions Presentation Transcript

    • MAKING THE MOST OF GOOGLE AD EXTENSIONS April 28-30, 2014
    • INTRODUCTION SAM OWEN SENIOR ACCOUNT MANAGER @ HANAPIN MARKETING WRITER @ PPC HERO WWW.PPCHERO.COM @SAMOWENPPC
    • OVERVIEW SITELINKS LOCATION EXTENSIONS CALL EXTENSIONS REVIEW EXTENSIONS APP EXTENSIONS
    • AD EXTENSIONS ADS ARE ABOUT MUCH MORE THAN JUST HEADLINES, DESCRIPTION LINES AND DISPLAY URLS
    • AD EXTENSIONS THANKS TO AD EXTENSIONS WE CAN TURN OUR ADS FROM:
    • AD EXTENSIONS TO:
    • AD EXTENSIONS SELLER RATINGS SITELINKS CALL EXT. LOCATION EXT. GOOGLE+
    • AD EXTENSIONS LETS TAKE A LOOK AT WHAT WE HAVE AVAILABLE…
    • AD EXTENSIONS
    • SITELINKS 25 CHARACTERS (DOWN FROM 35) UNIQUE URLS AD GROUP OR CAMPAIGN LEVEL
    • SITELINKS NOT USING SITELINKS: 1.18% CTR USING SITELINKS: 1.93% CTR
    • SITELINKS NOT USING SITELINKS: 1.18% CTR USING SITELINKS: 1.93% CTR 64% INCREASE IN CTR
    • SITELINKS YOU ABSOLUTELY NEED TO USE SITELINKS. HIGHER CTR MEANS BETTER QUALITY SCORE MEANS CHEAPER CLICKS.
    • SITELINKS SO NOW WE KNOW WE NEED TO USE THEM, WHAT MAKES A GREAT SITELINK?
    • SITELINKS FIRST, LETS LOOK AT OUR DATA…
    • SITELINKS
    • SITELINKS NOT YOUR REAL SITELINK CTR
    • SITELINKS USE THIS EXTENSION VS. OTHER SEGMENT TO GET REAL CTR
    • SITELINKS
    • SITELINKS HERO CONF ATTENDEES CARE ABOUT THE SCHEDULE NOT THE SPEAKERS
    • SITELINKS
    • SITELINKS BUT WE CAN USE THIS DATA TO HELP US CRAFT BETTER ADS & SHOW SITELINKS OUR USERS WANT TO SEE
    • SITELINKS
    • SITELINKS HOW WOULD WE DO THIS? WE CAN TRY CREATING EXTRA SITELINKS FOR EACH DAY’S SCHEDULE & TEST ADS THAT USE “SEE THE SCHEDULE!” AS THE CALL TO ACTION.
    • SITELINKS IN ORDER TO FIND OUT IF OUR SITELINKS ARE ACTUALLY USEFUL WE NEED TO BUILD SOME PIVOT TABLES
    • PIVOT TABLIN’
    • SITELINKS 0.6% OF OUR TOTAL CONVERSIONS FOR THIS LEAD GEN ACCOUNT CAME FROM DIRECT SITELINK CLICKS
    • SITELINKS 14% OF OUR TOTAL CONVERSIONS FOR THIS ECOMMERCE ACCOUNT CAME FROM DIRECT SITELINK CLICKS
    • SITELINKS NOTICE THE CPA AND ROAS ARE BOTH BETTER FOR DIRECT SITELINK CLICKS.
    • SITELINKS THIS IS BECAUSE WE TESTED OUR SITELINKS… A LOT.
    • SITELINKS COMPANY: OUR LOCATIONS, CUSTOMERS SERVICE, SIZE CHARTS PRODUCT: REEBOK BOOTS, NIKE BOOTS, SAFETY TOE BOOTS
    • SITELINKS PRODUCT-FOCUSED ADS WERE MUCH BETTER. CONVERSION RATE 23% HIGHER WHEN “PRODUCT” SITELINK SHOWED EVEN IF NOT CLICKED.
    • SITELINKS SITELINKS SEEM TO BE MORE IMPORTANT IN ECOMMERCE ACCOUNTS
    • SITELINKS THIS IS BECAUSE THERE ARE MORE OPTIONS FOR OUR CUSTOMERS TO CHOOSE FROM.
    • SITELINKS START BY TESTING DIFFERENT THEMES TO FIND YOUR BASE CAMP
    • SITELINKS • BRAND FOCUS: NIKE, ADIDAS, REEBOK, PUMA • SPECIFIC FOCUS: RUNNING, BASKETBALL, TENNIS, VOLLEYBALL • CROSS-SELL: CLOTHES, SPORTS EQUIPMENT, FITNESS DVDS, GYM GEAR • COMPANY INFO: ABOUT US, STORE LOCATIONS, CUSTOMER SERVICE, CATALOGUE • OFFER DRIVEN: FREE SHIPPING, 365 DAY RETURNS, 25% SUMMER SALE • MOBILE TEST: MOBILE SITE, CALL NOW, STORE LOCATIONS
    • SITELINKS ONCE YOU’VE FOUND THE RIGHT TYPE OF SITELINK, DRILL DOWN TO THE BEST 6 FROM THAT CLASS
    • SITELINKS THOSE OF YOU WHO ARE REALLY GREAT AT THIS STUFF WILL OPTIMIZE DOWN TO THE AD GROUP LEVEL FOR YOUR TOP PRODUCTS
    • ENHANCED SITELINKS
    • ENHANCED SITELINKS THESE SHOW RARELY AND ONLY WHEN YOU ARE DOMINATING 1ST POSITION (IE BRAND TERMS)
    • ENHANCED SITELINKS GOOGLE CLAIM SIGNIFICANT CTR BOOST WHEN SHOWN
    • ENHANCED SITELINKS OUR DATA SHOWS 8-10% BOOST IN BRANDED CTR AND MINIMAL CHANGE TO NON-BRANDED CAMPAIGNS
    • MOBILE SITELINKS MOBILE - PREFERRED SITELINKS IMPROVED MOBILE CTR BY 15%
    • MOBILE SITELINKS IF YOU AREN’T USING MOBILE PREFERRED SITELINKS, USE YOUR EXISTING DATA AS A STARTING POINT
    • MOBILE SITELINKS WORST! BEST!
    • MOBILE SITELINKS BY LETTING GOOGLE OPTIMIZE FOR CLICKS, WE’RE LEAVING MOBILE CLICKS ON THE TABLE
    • SITELINK TIPS ‘N’ TRICKS • KEEP TO THEMES WHEN TESTING • 6+ SITELINKS PER CAMPAIGN • 17 CHARACTERS FOR MOBILE SITELINKS, 22 FOR COMPUTERS • SPLIT OUT MOBILE PREFERRED • BAD SITELINKS > NO SITELINKS • USE EXTENDED TEXT FOR BRAND CAMPAIGNS
    • LOCATION EXT. LOCATION EXTENSIONS ALLOW YOU TO ATTACH YOUR BUSINESS ADDRESS TO YOUR ADS
    • LOCATION EXT. USING THEM DELIVERS ROUGHLY A 10% BUMP IN CTR. *(ALTHOUGH CAN HURT CTR IF YOU WERE GETTING A LOT OF CLICKS LOOKING FOR YOUR LOCATION)
    • LOCATION EXT YOU HAVE THE OPTION TO MANAGE THESE MANUALLY OR WITH GOOGLE PLACES
    • MANUALLY
    • GOOGLE PLACES
    • YOU CAN USE YOUR LOCATION EXTENSIONS TO SET YOUR CAMPAIGN TARGETS. LOCATION EXT.
    • LOCATION EXT.
    • CALL EXTENSIONS
    • CALL EXTENSIONS USE SCHEDULING TO ONLY SHOW DURING OPEN HOURS
    • CALL EXTENSIONS TEST THE VALUE OF PHONE NUMBER ONLY.
    • CALL EXTENSIONS ONE OF OUR CLIENTS SAW OVERALL CALLS RISE BY 68% BY ENABLING BOTH CALLS AND HEADLINE CLICKS.
    • CALL EXTENSIONS YOU CAN ALSO USE YOUR CALL DATA TO MAKE BID AND BUDGET OPTIMIZATIONS
    • CALL EXTENSIONS
    • CALL EXTENSIONS CALL EXTENSIONS DO NOT REPLACE A NEED FOR CALL TRACKING. THEY ONLY TRACK CALLS DIRECTLY FROM THE GOOGLE SERP.
    • REVIEW EXTENSIONS
    • REVIEW EXTENSIONS YOU SHOULD USE REVIEW EXTENSIONS BECAUSE…
    • REVIEW EXTENSIONS 1. THEY IMPROVE OVERALL AD CLICK THROUGH RATE *11% IMPROVEMENT ACROSS OUR INTERNAL TESTS
    • REVIEW EXTENSIONS 2. CLICKS TO THE REVIEW ARE FREE
    • REVIEW EXTENSIONS 3. IF PEOPLE READ THE REVIEW, CONVERSION RATE IS LIKELY TO INCREASE
    • REVIEW EXTENSIONS 4. YOU GET EXTRA AD REAL ESTATE
    • REVIEW EXTENSIONS 5. YOUR AD GAINS TRUST AND PROOF OF CONCEPT
    • REVIEW EXTENSIONS 6. MOST PEOPLE DON’T CLICK TO THE REVIEW ANYWAY
    • REVIEW EXTENSIONS REVIEW EXTENSIONS ARE STILL RARE TO SEE… 50 RANDOM SEARCHES PRODUCED JUST 3 INSTANCES
    • REVIEW EXTENSIONS MUST BE A UNIQUE, SUBSTANTIVE REVIEW WITHIN THE PAST 12 MONTHS, FROM A CREDIBLE 3RD PARTY SOURCE
    • REVIEW EXTENSIONS IT CAN, HOWEVER, BE HARD TO MEET THESE CRITERIA IF YOU HAVE A SMALL BUSINESS. REVIEW EXTENSIONS MUCH EASIER FOR MAJOR BRANDS WHO GET MORE LEGITIMATE REVIEWS.
    • REVIEW EXTENSIONS SO WHERE SHOULD YOU GET REVIEWS FROM?
    • REVIEW EXTENSIONS ANYWHERE GOOGLE GETS SELLER RATINGS FROM SUCH AS… • SHOPPER APPROVED • RESELLER RATINGS
    • REVIEW EXTENSIONS …ALSO TRY PLACES LIKE BETTER BUSINESS BUREAU OR GOOGLE TRUSTED STORES
    • REVIEW EXTENSIONS UNFORTUNATELY WE CAN’T USE USER REVIEWS FOR REVIEW EXTENSIONS
    • REVIEW EXTENSIONS
    • APP EXTENSIONS DIRECT VISITORS TO YOUR APP FROM YOUR PPC AD:
    • APP EXTENSIONS
    • APP PROMOTION ADS IF YOU WANT TO PROMOTE YOUR APPS, APP PROMOTION ADS GET MORE VISIBILITY (APP EXTENSIONS SHOW RARELY).
    • GOOGLE+ WE USED TO BE ABLE TO CONTROL GOOGLE+ IN SOCIAL EXTENSIONS. IT IS NOW AUTOMATICALLY DONE BY LINKING G+ WITH YOUR WEBSITE.
    • SUMMARY • SITELINKS ARE VERY IMPORTANT • ALL AD EXTENSIONS THAT IMPROVE CTRS WILL HELP BOOST QUALITY SCORES • THE ADDITIONAL REAL ESTATE, TRUST AND INFORMATION THAT AD EXTENSIONS BRING LEAD TO LARGE PERFORMANCE IMPROVEMENTS, WHETHER THAT SPECIFIC EXTENSION WORKS DIRECTLY OR NOT
    • THANK YOU @SamOwenPPC sam.owen@hanapinmarketing.com