Hello! My name is Gabriel
SEA – Ad ExtensionsSEO – Rich Snippets “Small summary of the data that a user canexpect to see on a page”“Additional ad in...
4. Recommendations2. Ad Extensions & Rich Snippets3. Effects on SEM1. Search Page Evolution
1. Search Page Evolution
Before AdWords (90s)
AdWords Integration (00s)
More Integration (07-10)Universal Search
Search Today=> Size of SEO listings shrinking !
Source: Google/Ipsos/Sterling, 2012Multiple Screens
Google Enhanced Campaigns
Google Ad Revenue keeps increasing
2. Ad Extensions & Rich Snippets
SEAWhat’s available?• All: sitelinks + geo + social• eCommerce/retail• Customer relation• Lead generation• Branding
SEA – Sitelinks & Location Extension14Available in
SEA – Social ExtensionAvailable in
SEA – Offer ExtensionAvailable in
SEA – Product ExtensionsSellerRatingGoogleShopping
SEA – Call MetricsBelgian Example:Available in
SEA – Live Chat
SEA – Google Aggregator
SEA – Other Ad Extensions
SEA – Image Extension
SEAHow to implement?
Integrate Ad Extension (AdWords)+Google NDA forsome « new »products
A. Google Shopping (+ next slide)B. Locations ExtensionC. Social Extension• Merchant account required• Not available in BE...
Google Shopping seller ratings = aggregate ratings of customer reviews from third-partysites and Google Wallet.*Step 1 – C...
SEOWhat’s available?All Available in• All: sitelinks• Retail• eCommerce• Publishing• Music• Events• Content
SEO – Reviews/Products Snippets
SEO – Author Snippet…Written by <ahref="https://plus.google.com/112515216476934309227"rel="author">Nicolas Debray</a>
SEO – Events/Music Snippet
SEO – Recipes Snippet
SEOHow to implement?
Control your own snippets trough Google Webmaster Tool: Data HighlighterIntegrate Rich Snippet (SEO)AUTOMATICALLY
Step 1 – Pick up Format3 Types:• Microdata (Most widely used & recommended by Google)• Microformats• RDFaStep 2 – Fill in ...
Step 2 – How it fits in the codeMore info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170&topic=219...
Step 3 – Check your snippets with structured data-testing toolMost Common: Google Webmaster Tool  https://www.google.com/...
3. Effects on SEM
1. Dominates SERP – More visibilityOpportunity to stand out vs. competition
390.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%00.511.522.533.5Average Position & CTRSeller Rating Stars2. Higher CTR => i...
3. Improves Conv. Rate/User QualitySource: web-media.co.uk
4. Negative Effects (Enhanced)?• ACTION: Develop online strategy per device Medium-term solution only AdWords Advertiser...
4. Recommendations
1. Launch ad extensions/rich snippets• List all available opportunities• Plan Ad Extension implementations (marketing)• Pl...
2. Test, Manage & MeasureSetting upmethodologies:ad-extension &rich snippetsMeasure effectsonCPC, CTR, Conv.Rate, Sales, R...
3. Google & Agency SupportGoogleSupportYour AgencySupport
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Search University 2013 - Semetis Presentation: How to capitalize on Google's newest ad extensions and rich snippets?

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Adtexts are becoming bigger & bigger. What are the effects on the SEA click share & impact on the SEO?
We'll talk about sitelinks, Geo-links on Search, Remarketing, Social links, Mobile extensions, Rich snippets (ie. shopping, stars,..) and New enhanced campaigns + effects.

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Search University 2013 - Semetis Presentation: How to capitalize on Google's newest ad extensions and rich snippets?

  1. 1. Hello! My name is Gabriel
  2. 2. SEA – Ad ExtensionsSEO – Rich Snippets “Small summary of the data that a user canexpect to see on a page”“Additional ad information and features on topof existing ads”
  3. 3. 4. Recommendations2. Ad Extensions & Rich Snippets3. Effects on SEM1. Search Page Evolution
  4. 4. 1. Search Page Evolution
  5. 5. Before AdWords (90s)
  6. 6. AdWords Integration (00s)
  7. 7. More Integration (07-10)Universal Search
  8. 8. Search Today=> Size of SEO listings shrinking !
  9. 9. Source: Google/Ipsos/Sterling, 2012Multiple Screens
  10. 10. Google Enhanced Campaigns
  11. 11. Google Ad Revenue keeps increasing
  12. 12. 2. Ad Extensions & Rich Snippets
  13. 13. SEAWhat’s available?• All: sitelinks + geo + social• eCommerce/retail• Customer relation• Lead generation• Branding
  14. 14. SEA – Sitelinks & Location Extension14Available in
  15. 15. SEA – Social ExtensionAvailable in
  16. 16. SEA – Offer ExtensionAvailable in
  17. 17. SEA – Product ExtensionsSellerRatingGoogleShopping
  18. 18. SEA – Call MetricsBelgian Example:Available in
  19. 19. SEA – Live Chat
  20. 20. SEA – Google Aggregator
  21. 21. SEA – Other Ad Extensions
  22. 22. SEA – Image Extension
  23. 23. SEAHow to implement?
  24. 24. Integrate Ad Extension (AdWords)+Google NDA forsome « new »products
  25. 25. A. Google Shopping (+ next slide)B. Locations ExtensionC. Social Extension• Merchant account required• Not available in BE but FR, UK, NL, DE,..• « Technical » skills and patience required• Places account required• Transition to Google Local but still no bulk changes• New features coming• Google + Official business page• Linking between G+ & Site• Automatically with Enhanced Campaigns… AND many moreIntegrate Ad Extension
  26. 26. Google Shopping seller ratings = aggregate ratings of customer reviews from third-partysites and Google Wallet.*Step 1 – Choose customer review third party sitePotential Platforms:• TrustPilot: Free Trial and already used by some of Semetis clients• TrustedShops: Possible to get reviews linked to Google with their *free* account.• Ekomi: Most expensive solution, but very professionalStep 2 – Once a platform is chosen and forms filled, coordinate withGoogle team to ensure ratings appear on AdWordsStep 3 – Need to have at least 30 unique reviews, each from thepast 12 months and a rating of 3.5 or higher to start seeing yourreviews appearing in AdWords.* Not available in Belgium for the momentMore info: https://support.google.com/adwords/answer/2375474?hl=enIntegrate Ad Extension (seller rating)
  27. 27. SEOWhat’s available?All Available in• All: sitelinks• Retail• eCommerce• Publishing• Music• Events• Content
  28. 28. SEO – Reviews/Products Snippets
  29. 29. SEO – Author Snippet…Written by <ahref="https://plus.google.com/112515216476934309227"rel="author">Nicolas Debray</a>
  30. 30. SEO – Events/Music Snippet
  31. 31. SEO – Recipes Snippet
  32. 32. SEOHow to implement?
  33. 33. Control your own snippets trough Google Webmaster Tool: Data HighlighterIntegrate Rich Snippet (SEO)AUTOMATICALLY
  34. 34. Step 1 – Pick up Format3 Types:• Microdata (Most widely used & recommended by Google)• Microformats• RDFaStep 2 – Fill in the right Content tag on HTML codeExample - Reviews<div class="hreview"><span class="reviewer">Name of reviewer</span><span class="dtreviewed" title="YYYY-MM-DD">Date of review</span><span class="summary">Review summary</span><span class="description">Review body</span><span class="rating">Numerical rating (from 1-5)</span></div>More info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170&topic=21997&ctx=topicIntegrate Rich Snippet (SEO)MANUALLY
  35. 35. Step 2 – How it fits in the codeMore info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170&topic=21997&ctx=topicSchema.org*: common language formicrodata vocabulary  Used by google,Yandex, Bing/Yahoo (cf: sitemaps.org)Integrate Rich Snippet (SEO)MANUALLY
  36. 36. Step 3 – Check your snippets with structured data-testing toolMost Common: Google Webmaster Tool  https://www.google.com/webmasters/tools/richsnippetsIntegrate Rich Snippet (SEO)MANUALLY
  37. 37. 3. Effects on SEM
  38. 38. 1. Dominates SERP – More visibilityOpportunity to stand out vs. competition
  39. 39. 390.00%1.00%2.00%3.00%4.00%5.00%6.00%7.00%8.00%00.511.522.533.5Average Position & CTRSeller Rating Stars2. Higher CTR => indirectly QSSemetis Case – Seller Rating Improving average positions & CTR of +/- 35%Similar result for SEO Rich Snippet (same case)
  40. 40. 3. Improves Conv. Rate/User QualitySource: web-media.co.uk
  41. 41. 4. Negative Effects (Enhanced)?• ACTION: Develop online strategy per device Medium-term solution only AdWords Advertisers in this case lose money (in themeantime)
  42. 42. 4. Recommendations
  43. 43. 1. Launch ad extensions/rich snippets• List all available opportunities• Plan Ad Extension implementations (marketing)• Plan Rich Snippets implementations (technical)• Be the first to launch – opportunity gain Gains in CTR/Conv. Rate will be higher Stand-out vs. competition• Participate in Google BETA’s/signing NDA’s• Find out about new launches• Collaborate with professionals
  44. 44. 2. Test, Manage & MeasureSetting upmethodologies:ad-extension &rich snippetsMeasure effectsonCPC, CTR, Conv.Rate, Sales, ROIManage in linewith setmethodology
  45. 45. 3. Google & Agency SupportGoogleSupportYour AgencySupport

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