The Power of Enhanced Sitelinks: Bing & Yahoo
 

The Power of Enhanced Sitelinks: Bing & Yahoo

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Managing Bing and Yahoo paid advertising campaigns? Responsible for driving profitable leads through PPC? Discover the simplest ways to get incremental lifts from location, call, offer, sitelinks ...

Managing Bing and Yahoo paid advertising campaigns? Responsible for driving profitable leads through PPC? Discover the simplest ways to get incremental lifts from location, call, offer, sitelinks and more.

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    The Power of Enhanced Sitelinks: Bing & Yahoo The Power of Enhanced Sitelinks: Bing & Yahoo Presentation Transcript

    • The Power of Enhanced Sitelinks: Bing / Yahoo @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved. FathomDelivers.com
    • WHY BOTHER WITH EXTENSIONS… 2 @alexafeck Alexa Feckanin Senior Paid Search Strategist www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • AD EXTENSIONS Ad Example with All WHAT DO THEY LOOK LIKE? @alexafeck Alexa Feckanin Senior Paid Search Strategist 3 www.FathomDelivers.com ©2014 FATHOM® All rights reserved. SITELINKS LOCATION EXTENSIONS CALL EXTENSIONS
    •  Better customer engagement  Low costs and extending ability to turn searchers into customers  Increase overall ad click-through rate by implementing a combination of Ad Extensions WHY EXTENSIONS? 18.70% 14.10% 9.87% 6.83% 6.41% 5.59% CTR Sitelinks + LEX Sitelinks Sitelinks + Click-to-Call LEX Click-to-Call No Ad Extensions *Source: Yahoo 4 The faster searchers can find what they are looking for, the sooner they will convert. @alexafeck Alexa Feckanin Senior Paid Search Strategist www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • SITELINK EXTENSIONS Take Up More Real Estate WHAT ARE THEY? Sitelinks may help achieve a 15-25% higher click-through rate @alexafeck Alexa Feckanin Senior Paid Search Strategist 5 www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • Average lift in CTR for all Verticals (Yahoo) Average lift in CTR* Average CPCs* +5.51% +2.23% $2.17 @alexafeck Alexa Feckanin Senior Paid Search StrategistSITELINK EXTENSIONS Internal Findings 6 QUICK STATS *Fathom is currently seeing across four verticals: • EDU • Retail • HealthCare • Legal www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • @alexafeck Alexa Feckanin Senior Paid Search StrategistSITELINK EXTENSIONS Insights & Tips 7 ADVANTAGES STRUGGLES • Take up more real estate space • Drive consumers directly to a specific portion of your site • Detailed reporting • Easy to implement – you can create them in the Editor or UI • Will not show if you are not in the top positions • May not show all 6, sometimes just 2 display • Put them in order of importance – they are displayed this way • Some might not show, so you want the most important sitelinks at the top • Tailor them to campaigns – get as granular as possible since you have the option • Don’t use the same sitelinks for all campaigns TIPS www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • WHAT ARE THEY? Location Extensions may help achieve a 30-35% higher click-through rate @alexafeck Alexa Feckanin Senior Paid Search Strategist 8 LOCATION EXTENSIONS Let Customers Find You Faster www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • LOCATION EXTENSIONS Internal Findings @alexafeck Alexa Feckanin Senior Paid Search Strategist 9 Average lift in CTR for all Verticals (Yahoo) ~9.49% QUICK STATS *Source: Yahoo 0% 5% 10% 15% 20% 25% 30% Retail Tech & Telco Travel Autos Entertainment Financial Services Careers & Education B2B Services CTR YahooVertical ADVANTAGES www.FathomDelivers.com ©2014 FATHOM® All rights reserved. Fathom lift in CTR for the HealthCare Vertical ~4.5%
    • LOCATION EXTENSIONS Insights & Tips @alexafeck Alexa Feckanin Senior Paid Search Strategist 10 ADVANTAGES STRUGGLES • Increases overall ad CTR • Detailed reporting • Drives foot traffic and clicks • Must have a brick-and-mortar location to use these extensions www.FathomDelivers.com ©2014 FATHOM® All rights reserved. STRUGGLES
    • WHAT ARE THEY? Call Extensions may help achieve a 30-35% higher click-through rate @alexafeck Alexa Feckanin Senior Paid Search Strategist 11 CALL EXTENSIONS Let Customers Contact You Easily www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • @alexafeck Alexa Feckanin Senior Paid Search Strategist 12 CALL EXTENSIONS Settings Explanation www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • CALL EXTENSIONS Internal Findings Average CTR for all Verticals (Yahoo) 6.41% QUICK STATS 13 www.FathomDelivers.com @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved. 61% of consumers click to call a business Average CTR for 3 Verticals at Fathom 3.00% Fathom Verticals: HealthCare, Retail, Legal
    • CALL EXTENSIONS Insights & Tips @alexafeck Alexa Feckanin Senior Paid Search Strategist 14 ADVANTAGES STRUGGLES www.FathomDelivers.com ©2014 FATHOM® All rights reserved. STRUGGLES • Detailed reporting – Impressions, call & spend at campaign, ad group and extension level • Easy to implement – you can create them in the UI or Editor • Low cost – extremely low CPCs • Must have a call center to direct phone calls to • Some clients see better conversion rate through Email and Lead nurturing than their call center
    • RICH ADS IN SEARCH (RAIS) BUT WAIT… THERE’S MORE?! 15 www.FathomDelivers.com @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved.
    • WHAT ARE THEY? RAIS may help achieve a 45-55% higher click-through rate @alexafeck Alexa Feckanin Senior Paid Search Strategist 16 RICH ADS IN SEARCH (RAIS) Go Beyond Traditional Search Advertising www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • TEMPLATE OPTIONS RAIS may help achieve a 45-55% higher click-through rate @alexafeck Alexa Feckanin Senior Paid Search Strategist 17 RICH ADS IN SEARCH (RAIS) Go Beyond Traditional Search Advertising www.FathomDelivers.com ©2014 FATHOM® All rights reserved. Type Example Links and Image Form and Image Links and Video Form and Video
    • TEMPLATE SPECIFICATIONS RAIS may help achieve a 45-55% higher click-through rate @alexafeck Alexa Feckanin Senior Paid Search Strategist 18 RICH ADS IN SEARCH (RAIS) Go Beyond Traditional Search Advertising www.FathomDelivers.com ©2014 FATHOM® All rights reserved. Type Specifications Images Dimensions: 80x60 Max Size: 4KB Videos Length: from 11 seconds to 4 minutes Max Size: 75 MB Keywords Brand keywords only Exact and Phrase match Limit of 500 keywords per advertiser
    • RICH ADS IN SEARCH (RAIS) Average Lift by Vertical 40.00% 40.00% 60.00% 40.00% 316.67% -14.39% -1.86% 270.37% -50% 0% 50% 100% 150% 200% 250% 300% 350% Retail Education Healthcare Legal Fathom CTR Yahoo Avg CTR 19 www.FathomDelivers.com @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved.
    • RICH ADS IN SEARCH (RAIS) RAIS vs. Brand CTR 6.50% 14.38% 24.52% 6.16% 25.20% 12.31% 24.07% 22.81% 0% 5% 10% 15% 20% 25% 30% Retail Education Healthcare Legal RAIS Brand 20 www.FathomDelivers.com @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved.
    • RICH ADS IN SEARCH (RAIS) RAIS vs. Brand CPA $25.89 $17.68 $56.00 $57.00 $5.09 $27.00 $278.00 $105.24 $- $50 $100 $150 $200 $250 $300 Retail Education Healthcare Legal RAIS Brand 21 www.FathomDelivers.com @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved.
    • KEY TAKEAWAYS 22 www.FathomDelivers.com 01 02 03 04 Increase Customer Engagement… Customers Who Call… Brand Awareness with RAIS… Make the most impact… Increase Customer Engagement through Sitelinks, Call Extensions and Location Extensions • Remove barriers to the conversion – drive searchers directly where they want to be Customers who call are 10x more likely to make a purchase • Deliver customers on mobile devices two ways for the price of a click: • To both a website and call by appending a clickable phone number to a search ad • Call only by replacing the ad’s title with a clickable number RAIS enhance texts ads and user engagement with deep links, text entry forms, images & videos • Available on exact and phrase match only • Although CTRs are higher in some cases, CPA is a lot higher as well • Brand awareness through use of logo rather than just name If you only have time to implement one or two of these, start with those that will make the biggest impact on your business • Sitelinks • RAIS • Location Extensions / Call Extensions @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved.
    • THANK YOU! Q & A @alexafeck Alexa Feckanin Senior Paid Search Strategist ©2014 FATHOM® All rights reserved. FathomDelivers.com
    • APPENDIX ©2014 FATHOM® All rights reserved. FathomDelivers.com
    • TABLE OF CONTENTS 1. Sitelink Implementation 2. Call Extension Implementation 3. Location Extension Implementation 4. Rich Ads in Search (RAIS) Implementation 25 CONTENTS www.FathomDelivers.com ©2014 FATHOM® All rights reserved.
    • Sitelink Step by Step 1. Click on Ad Extensions Tab 1. Click on Create 3. Select the Campaign from the dropdown menu 3. Click Create New www.FathomDelivers.com26 ©2014 FATHOM® All rights reserved.
    • Sitelink Creation • Enter your title and destination URL of your Sitelink Extension • Create additional sitelinks by clicking Add Another www.FathomDelivers.com27 ©2014 FATHOM® All rights reserved.
    • Location Extension Step by Step • Go to the Ad Extensions tab, select Location Extensions and click Create • Select the Campaign you wish to associate the new business location with from the drop down • Create New or select an existing location 28 ©2014 FATHOM® All rights reserved.
    • Creating Extensions in Bulk With Bing Ads Editor • Click on the Ad Extensions Tab in the Bing Ads Editor • Select the relevant option from the multiple changes dropdown (In this case you would choose Create) • Create changes in excel and copy and paste them into the wizard www.FathomDelivers.com29 ©2014 FATHOM® All rights reserved.
    • Call Extension Implementation • Select a campaign to implement with • Provide your phone number where you want to receive phone calls • Select an option for where you want call extensions to be shown: • All Devices (Desktop, Tablets and Smart Phones) • Only Smart Phone • Then select if you want to show only phone link or both phone and website link with ads www.FathomDelivers.com30 ©2014 FATHOM® All rights reserved.
    • Rich Ads in Search (RAIS) Implementation • Contact your Yahoo! Rep to get your Brand terms whitelisted before starting • They will most likely send you an Excel spreadsheet where you will breakout your Campaign, Ad Groups, Text Ads and Deep Links • *Note: You cannot add Broad match keywords – Phrase and Exact match only • Send an 80x60 pixel image to your rep • If you choose to just add your Ad Groups and Ads on your own, the step by step is on the next page • I suggest doing it the Rep way, but if you want access to just add them on your own – this is also an option www.FathomDelivers.com31 ©2014 FATHOM® All rights reserved.
    • Rich Ads in Search (RAIS) Implementation • If implementing on your own: • Click into new RAIS campaign • Click create a new Ad Group • Select “Rich Ad” Type • Add Keywords and Bids (*Note: Keywords go through review since this is Brand only – anything not Branded will be disapproved) www.FathomDelivers.com32 ©2014 FATHOM® All rights reserved.
    • Rich Ads in Search (RAIS) Implementation • Easily create and edit your Rich Ads in Search from the UI www.FathomDelivers.com33 ©2014 FATHOM® All rights reserved.