Use Call and Location Extensions to Maximize Conversions - SMX West 2014 - John A. Lee
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Use Call and Location Extensions to Maximize Conversions - SMX West 2014 - John A. Lee

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Learn how to leverage call extensions and location extensions in Google AdWords and Bing Ads to maximize conversion opportunities. Includes case studies!

Learn how to leverage call extensions and location extensions in Google AdWords and Bing Ads to maximize conversion opportunities. Includes case studies!

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Use Call and Location Extensions to Maximize Conversions - SMX West 2014 - John A. Lee Presentation Transcript

  • 1. @john_a_lee #smx #22b Maximize Conversion Potential with Ad Extensions! P R E S E N T E D B Y J O H N A . L E E MA N A G I N G PA RT N E R – C L I X MA R K E T I N G S MX W E S T – MA R C H 1 2 , 2 0 1 4
  • 2. @john_a_lee #smx #22b Dominate the SERPs MAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!
  • 3. @john_a_lee #smx #22b Super Size Your Ads Say goodbye to wimpy, 4 line text ads and hello to super-sized ads! ◦ Ad Extensions expand your text ad and command more real estate in the SERPs. ◦ Provide calls-to-action, location, reviews, images and more. Available in Google AdWords and Bing Ads. Call Extensions Sitelinks Review Extensions Location Extensions Image Extensions Offer Extensions Communication Extensions ◦ Google is ending beta. …and More!
  • 4. @john_a_lee #smx #22b
  • 5. @john_a_lee #smx #22b Call Extensions MAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!
  • 6. @john_a_lee #smx #22b What is a Call Extension? Phone number published with your text ad. Applicable to Google, Bing or Yahoo! search results. Click-to-call for mobile devices. Forwarding number available to track manually dialed calls. Unlike other ad extensions, phone number displays even when ranked below position 3.
  • 7. @john_a_lee #smx #22b Setting Up Call Extensions GOOGLE ADWORDS BING ADS
  • 8. @john_a_lee #smx #22b Call Extensions in the Wild Google AdWords: Desktop
  • 9. @john_a_lee #smx #22b Call Extensions in the Wild Google AdWords: Mobile
  • 10. @john_a_lee #smx #22b Call Extensions in the Wild Bing Ads: Desktop (with some Skype action!)
  • 11. @john_a_lee #smx #22b Call Extensions in the Wild Bing Ads: Mobile
  • 12. @john_a_lee #smx #22b Mind the Settings, Please Forwarding Number or Your Own Number? ◦ Forwarding number allows you to track calls from desktops and tablets. ◦ Google AdWords ◦ At ad group level: minimum of 20 clicks over 4 week period for forwarding number to display. ◦ Otherwise, your “root” destination phone number will show and NOT be tracked. Show Links? ◦ Only want phone calls? Choose “just the phone number.” Report Phone Call Conversions? ◦ Choose to count calls as conversions in reports based on call length. ◦ This is the default setting! You’ve been warned…
  • 13. @john_a_lee #smx #22b Reporting on Call Extensions GOOGLE ADWORDS Dimensions Tab > Call Details Segment > Click Type (mobile click- to-call): ◦ Campaign, Ad Group, Ad and Keyword (click-to-call only) Levels Add Columns: ◦ Phone Impressions, Phone Calls Phone Conversions BING ADS Dimensions Tab > Call Details Reports > Call Details Add Columns: ◦ Phone Impressions, Manual Calls, Click Calls ◦ Campaign, Ad Group Levels Only
  • 14. @john_a_lee #smx #22b Location Extensions MAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!
  • 15. @john_a_lee #smx #22b What is a Location Extension? Location Extensions attach your business address and phone number to your text ad. When Call Extensions and Location Extensions exist in the same campaign: ◦ Click-to-call and/or call forwarding number settings will affect the phone number associated with your Location Extension.
  • 16. @john_a_lee #smx #22b Setting up Location Extensions GOOGLE ADWORDS BING ADS
  • 17. @john_a_lee #smx #22b Location Extensions in the Wild GOOGLE ADWORDS BING ADS
  • 18. @john_a_lee #smx #22b Want 100% Coverage for PPC Call Tracking? Install a 3rd party call tracking service! ◦ See data for *ALL* Call Extension and Location Extension calls regardless of ad group click levels. ◦ More importantly: See phone calls from your website & landing pages.
  • 19. @john_a_lee #smx #22b
  • 20. @john_a_lee #smx #22b Case Study 1 Call Extension tracking numbers don’t provide 100% coverage. Use of 3rd party call tracking provides data for *all* calls resulting from Call Extension. An average of 22% more calls occurred than were recorded by the Call Extension. 0 10 20 30 40 50 60 70 80 90 100 JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Call Extension Tracking Number Coverage Call Extensions Recorded Actual Calls (Mongoose Metrics)
  • 21. @john_a_lee #smx #22b Case Study 2 Call Extensions can negatively impact online conversion rates and cost-per-acquisition. It is important to look at the net effect of online conversion combined with increased phone call volume. This client saw form lead conversion rate drop 7%. When the Call Extension calls are included, TOTAL conversion rate increased 5%. 8.20% 8.40% 8.60% 8.80% 9.00% 9.20% 9.40% 9.60% 9.80% 10.00% 10.20% FORM LEAD CONVERSION RATE TOTAL CONVERSION RATE Before & After Implementing Call Extensions 12/27/13 - 01/23/14 01/24/14-02/21/14
  • 22. @john_a_lee #smx #22b Case Study 3 This client’s primary conversion action is a phone call. • Only 19% of total conversions occur online. Entered beta test of Bing Ads Call Extensions in October 2013. Overall calls saw a 6.7% lift per month with the addition of Bing Ads Call Extensions. 0 1 2 3 4 5 6 7 8 9 10 JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Impact of Adding Bing Ads Call Extensions Bing Call Extensions % Lift in Calls
  • 23. @john_a_lee #smx #22b Case Study 4 This client operates women’s health centers. Appointments come from walk-ins, phone calls and online appointment requests. Before January 2012, they did not utilize Call Extensions or Location Extensions. The combination of these extensions increased total conversions 345% and reduced cost-per-acquisition by 75% (against only 10% lift in ad spend). 0 200 400 600 800 1000 1200 1400 1600 1800 OCT-DEC 2011 JAN-MARCH 2012 Impact of Location Extensions & Call Extensions Mobile Click-to-Call Manually Dialed Calls Location Extension 'Get Direction' Online Conversions Total Conversions (Call+Online) Time Period Total Conversions (Call+Online) Total CPA Ad Spend Oct-Dec 2011 400 $ 34.18 $ 13,671.00 Jan-March 2012 1779 $ 8.45 $ 15,026.00
  • 24. @john_a_lee #smx #22b Thank You! Have Questions? @john_a_lee john@clixmarketing.com www.clixmarketing.com