How to Improve Click-Through-Rates with Google Ad Extensions
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How to Improve Click-Through-Rates with Google Ad Extensions


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How to Improve Click-Through-Rates with Google Ad Extensions How to Improve Click-Through-Rates with Google Ad Extensions Presentation Transcript

  • Amazing PPC TacticsLisa Sanner – Senior Client Manager June 28th 2011
  • Presentation Agenda About Point It• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• $30 MM in managed media/yr• 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  • Logistics & Introductions Presentation Agenda• Being Recorded• Link to slides will be emailed later this week• Ask Questions throughout
  • Google Ad ExtensionsTypes, Tips, Tracking, Tradeoffs
  • Types of Ad Extensions• Sitelinks• Product Extensions • Call Extensions• Location Extensions• Seller Ratings• Alpha’s & Beta’s for a LOT, LOT More: – Jobs, Communications, Video, Offer/Coupons, Contact Forms, Store Locator
  • But How Do Extensions Work Together… or Not Work Together?
  • Hierarchy of Extension ServingAlphas & Betas (Video, Offer, Coupons, Communication, etc.)Sitelinks (two-line) Product Extensions Location Extensions Call Extensions* Sitelinks (one-line) Seller Ratings
  • Sitelinks
  • Sitelinks3-Line SitelinkEmbedded Sitelink
  • Two+ Line Sitelinks
  • Sitelink FormatsType Quality Format With Other Threshold ExtensionsTwo+ -line Sitelink Highest (Brand Extra 2+ lines Yes with Plusbox terms & 10s)One-line Sitelink Higher (7+s) Extra line NoEmbedded High (Top) In Desc text TBD Manage at Campaign Level Up to 10 sitelinks per Campaign Shorter text works better (CTR) In latest AdWords Editor 9.0.1 released in May 2011 (Yeah!!)
  • Tracking Sitelinks• Good: Create unique tracking tag for each link.• Better: Use new ValueTrack parameters to track sitelink to kw{keyword}&matchtype={matchtype}
  • Product Extensions (PEs)
  • Location Extensions
  • Call Extensions
  • AdWords UI Reporting –“Clicks”in Extensions tab are NOT clicks on theextension.
  • AdWords UI ReportingDimensions Tab – Free ClicksSegment by Click Type
  • Seller Ratings Account level Automatic, 30+ reviews, 4.0+ avg rating Stars & # reviews (top); stars only (right)
  • Summary of Google Ad Extensions Type of Extension Where on SERP Format Control Notes Search Campaign;Two-line Sitelinks Top only Extra lines highest QS kws Yes, with Plusbox Plusbox (Top & Right) Merchant Center, AllProduct Extensions Top & Right or Extra Lines (Top) Search Campaign Products or Filter Google Places or Search Campaign or Manual, DirectionsLocation Extensions Top & Right Plusbox or Extra Line Ad Level clicks In Headline (Top) Google Voice #, Extra line (Right & $1/call desktops,Call Extensions Top & Right Mobile) Search Campaign clicks on mobile Search Campaign;One-line Sitelinks Top only Extra line high QS kws Not w/ Plusbox Search Campaign; New, LaunchingEmbedded Sitelinks Top only Links in Desc Lines good QS With Plusbox???Seller Ratings Top & Right Extra line Account Automatic
  • Aligning Extensions with Business Goals
  • Ad Extensions Considerations & Implications• Look at the SERP – do queries!!!• Achieve DIFFERENTIATION and Performance• Be thoughtful about Campaign ArchitectureTest, track, learn. Optimize. Repeat.
  • Q&A
  • Thank YouLisa @LisaSannerPoint It Search Marketing Agencywww.pointit.comWe’re hiring!