How PPC Ad Extensions Can Make Your User's Experience More Personal

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This document summarizes a webinar about how PPC ad extensions can personalize a user's experience. It introduces the presenters and covers various types of manual and automated extensions, including sitelink, callout, location, call, review, and app extensions as well as consumer ratings, previous visits, seller ratings, social, and dynamic structured snippet extensions. The webinar agenda provides an overview of each extension type and concludes with a live Q&A session.

Marketing

#thinkppc
How PPC Ad Extensions
Can Make Your User’s
Experience More Personal
HOSTED BY:

#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your PPC account(s)?
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a) I’m part of an in-house PPC team
b) I do all the marketing including PPC
c) I work with an agency
d) I’m a consultant

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Agenda
• Manual Extensions
• Sitelinks
• Callout
• Location
• Call
• Review
• App
• Automated Extensions
• Consumer Ratings
• Previous Visits
• Seller Ratings
• Social
• Dynamic Structured Snippets

#thinkppc
Sitelink Extensions
• What are they?
• Additional, relevant links that accompany text ads
• Can contain up to 25 characters (including spaces)
• Why use them?
• Increase your search real estate to improve CTR
• Stand out against competitors
Sitelinks Extended Sitelinks

#thinkppc
Callout Extensions
• What are they?
• Additional text below your ad
• Can contain up to 25 characters (including spaces)
• Why use them?
• Take up more search real estate
• Call out benefits or features of your business / products

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Location Extensions
• What are they?
• Include physical store location information in your standard
text ads
• Why use them?
• Target ads to people located around your business locations
• Set different bids for this group of potential customers

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Call Extensions
• What are they?
• Include a phone number in your standard text ad or a click-
to-call button in your mobile ads
• Why use them?
• Make it easy for customers to call from their mobile device
• Provide useful information for searchers
Mobile Desktop

#thinkppc
Review Extensions
• What are they?
• Positive write-up, award or third-party ranking
• Why use them?
• Let customers know that a respected third-party source
thinks your business is great
• Add an additional line of text beneath your ad

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App Extensions
• What are they?
• Link to your mobile or tablet app from your text ads
• Why use them?
• Display click-to-download buttons for your apps right below
the ad copy on smartphones

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Consumer Ratings Extensions
• What are they?
• List consumer ratings of the business
• Why use them?
• Emphasize your strengths
• Showcase real customer feedback

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Previous Visits Extensions
• What are they?
• Show users if they have been to your site before
• Why use them?
• Help searchers find their way back to your site
• Can potentially save money by not having users click again

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Seller Ratings Extensions
• What are they?
• Show users how your business is rated for quality service
• Why use them?
• Help users make more informed purchasing decisions
• Provide credibility for your business

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Dynamic Structured Snippets Extensions
• What are they?
• Dynamically show additional details about your site
• Why use them?
• Dynamically add site snippets based upon searches

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Have more questions?
Thank you for attending our webinar! #thinkppc
Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com

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How PPC Ad Extensions Can Make Your User's Experience More Personal

1. #thinkppc How PPC Ad Extensions Can Make Your User’s Experience More Personal HOSTED BY:

2. #thinkppc Presenters • Matt Umbro – Senior Account Manager at Hanapin Marketing – Blogger on PPC Hero – @Matt_Umbro • Samantha Kerr – CRO Manager at Hanapin Marketing – @samantha__kerr

3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.

4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years

5. #thinkppc Live Poll Question #2 How do you manage your PPC account(s)? #thinkppc a) I’m part of an in-house PPC team b) I do all the marketing including PPC c) I work with an agency d) I’m a consultant

6. #thinkppc Agenda • Manual Extensions • Sitelinks • Callout • Location • Call • Review • App • Automated Extensions • Consumer Ratings • Previous Visits • Seller Ratings • Social • Dynamic Structured Snippets

7. #thinkppc MANUAL EXTENSIONS

8. #thinkppc Sitelink Extensions • What are they? • Additional, relevant links that accompany text ads • Can contain up to 25 characters (including spaces) • Why use them? • Increase your search real estate to improve CTR • Stand out against competitors Sitelinks Extended Sitelinks

9. #thinkppc Callout Extensions • What are they? • Additional text below your ad • Can contain up to 25 characters (including spaces) • Why use them? • Take up more search real estate • Call out benefits or features of your business / products

10. #thinkppc Location Extensions • What are they? • Include physical store location information in your standard text ads • Why use them? • Target ads to people located around your business locations • Set different bids for this group of potential customers

11. #thinkppc Call Extensions • What are they? • Include a phone number in your standard text ad or a click- to-call button in your mobile ads • Why use them? • Make it easy for customers to call from their mobile device • Provide useful information for searchers Mobile Desktop

12. #thinkppc Review Extensions • What are they? • Positive write-up, award or third-party ranking • Why use them? • Let customers know that a respected third-party source thinks your business is great • Add an additional line of text beneath your ad

13. #thinkppc App Extensions • What are they? • Link to your mobile or tablet app from your text ads • Why use them? • Display click-to-download buttons for your apps right below the ad copy on smartphones

14. #thinkppc AUTOMATED EXTENSIONS

15. #thinkppc Consumer Ratings Extensions • What are they? • List consumer ratings of the business • Why use them? • Emphasize your strengths • Showcase real customer feedback

16. #thinkppc Previous Visits Extensions • What are they? • Show users if they have been to your site before • Why use them? • Help searchers find their way back to your site • Can potentially save money by not having users click again

17. #thinkppc Seller Ratings Extensions • What are they? • Show users how your business is rated for quality service • Why use them? • Help users make more informed purchasing decisions • Provide credibility for your business

18. #thinkppc Social Extensions • What are they? • Show how many Google+ followers you have • Why use them? • Showcase your brand recognition and popularity

19. #thinkppc Dynamic Structured Snippets Extensions • What are they? • Dynamically show additional details about your site • Why use them? • Dynamically add site snippets based upon searches

20. #thinkppc Live Q&A Time!

21. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com

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