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

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? ...

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

    • 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 information and features on topof existing ads”
    • 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 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
    • 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)
    • 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 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
    • 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
    • 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
    • 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 => indirectly QSSemetis Case – Seller Rating Improving average positions & CTR of +/- 35%Similar result for SEO Rich Snippet (same case)
    • 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 Advertisers in this case lose money (in themeantime)
    • 4. Recommendations
    • 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
    • 2. Test, Manage & MeasureSetting upmethodologies:ad-extension &rich snippetsMeasure effectsonCPC, CTR, Conv.Rate, Sales, ROIManage in linewith setmethodology
    • 3. Google & Agency SupportGoogleSupportYour AgencySupport