Ad Extensions & Ad
Formats –
Be Relevant
Lisa Sanner @LisaSanner
Vice President, Search Marketing
Point It Search Marketin...
Anyone Else Feel like This?
Or This?
Ad Extensions – Why?
• Increase real
estate on SERP
• Introduce more
information or
options
• Allows for
meaningful
intera...
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
 Provi...
Content Audit for Extensions
Business
Differentiators
Site Features
Target
Audience
Special Offers/
Promotions
Other
Chann...
Current Ad Extensions
Ad Sitelinks
“Sitelinks not only increase the relevance of your ads, they increase the relevance
of the user experience yo...
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 RepairShop (650) 555-1212
www.example.com
Free estimates. Call Dave to schedule your repair...
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 Advertiser
Ad Extension Perfectly Relevant (7-10) Somewhat Relevant (2-6) Not at all Releva...
Tracking and Control
• Lack of A/B testing
• Lack of Equal Rotation
• Other Variables
Impacting Performance
• Snapshot of ...
Efficiency of Implementation
• Spend the time where it
is worth the time
• Understand Differences
between Google Search
an...
Lisa Sanner
@LisaSanner, @point_it
lisas@pointit.com
Thank You!
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How To Use Ad Extensions and Ad Formats To Be Relevant

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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 It

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How To Use Ad Extensions and Ad Formats To Be Relevant

  1. 1. Ad Extensions & Ad Formats – Be Relevant Lisa Sanner @LisaSanner Vice President, Search Marketing Point It Search Marketing Agency Seattle, WA
  2. 2. Anyone Else Feel like This?
  3. 3. Or This?
  4. 4. Ad Extensions – Why? • Increase real estate on SERP • Introduce more information or options • Allows for meaningful interaction • And one more thing….
  5. 5. And then there’s that.
  6. 6. Don’t Have a Bad Ad Day
  7. 7. 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
  8. 8. Content Audit for Extensions Business Differentiators Site Features Target Audience Special Offers/ Promotions Other Channels
  9. 9. Current Ad Extensions
  10. 10. 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
  11. 11. Sitelinks with Additional Detail
  12. 12. Work smarter, not harder
  13. 13. Locations Extensions
  14. 14. Don’t Think about Mobile as a Device, Think About Users Being Mobile and Why
  15. 15. Call Extensions Dave’s Scooter RepairShop (650) 555-1212 www.example.com Free estimates. Call Dave to schedule your repair! Schedule Online Now ModelsServiced 118 people +1'd or followDave’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 RepairShop (650) 555-1212 www.example.com Free estimates. Call Dave to schedule your repair! Schedule Online Now ModelsServiced 118 people +1'd or followDave’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
  16. 16. Making Mobile Work for Users
  17. 17. Review Extensions
  18. 18. Image Extensions (Beta)
  19. 19. Image
  20. 20. Rich Ads in Search (Bing/Yahoo)
  21. 21. Form Extensions
  22. 22. Form
  23. 23. Seller Ratings (Automatic)
  24. 24. Social Annotations (Automatic)
  25. 25. Previous Visit Annotations (Automatic) New in December 2013 – haven’t seen many of these in the wild
  26. 26. Being Relevant and Efficient
  27. 27. Tools to help Understand Relevancy Content Audit Search Query Reports SERPs Competitor Websites KW Tools
  28. 28. Extensions Rubric – Score Your Advertiser Ad 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&MLocations, Mobile queries, location queries in SQR Want to drive Online Sales, Only few B&M No B&MLocations, 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
  29. 29. 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
  30. 30. 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 ? ?
  31. 31. Lisa Sanner @LisaSanner, @point_it lisas@pointit.com Thank You!
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