Presentation to SEMNE, May 18, 2010 - How to leverage Google's recent ad innovations: location extensions, sitelink extensions, product extensions, mobile advertising. Expand advertising reach, engage users, increase conversion rates with Ad Extensions.
2. Ad Innovations Google Places New developments for search & mobile Google Sitelinks Target 5 audiences in a single ad Google Product Extensions Display product image ads for paid & organic listings Google Mobile Advertising The new frontier is here!
23. Qualified Buyer Primed for Purchase Model-specific query serves one extension result Be sure to optimize your data feed titles, descriptions & images!
Make all edits in AdWords interface – not Editor!Location extensions serve the most appropriate phone number based upon user’s location
If PPC is synched with Google places -feeds map into ppc ad-google announced the hiring of 300 temp workers to fix maps bugs
How does it work if you don’t have a specific location?“Service area” now permitted
Expand your messageQualify your trafficDrive traffic deeper into your siteIdeal for service orgs. & when product feed is not an optionUseful for Brand campaignsServed when Goo thinks they provide the “best answer” for the userLikely to show for top ranked ads w/high QSOur experience: before ad extensions, sitelinks were frequently served – now just Brand campaign – all others serving ad extensionsBE SURE TO DISABLE CONNECTION TO GOOGLE MERCHANT CENTER IF YOU HAVE A PRODUCT FEED!
RESULTS: “FASTER CONVERSIONS”Tagging can be tricky – should have ‘auto-tagging’ enabled for full Analytics capability We modify one of the non-UTM tags that passes to the URL report.
Set up Google Merchant CenterUpload data feed (relatively easy – just follow template)Enable within Campaign settings tab
Remember to synch merchant center with AdWords accountBE PATIENT - Once everything is synched & extensions created, it can take 1+ days for extensions to serve!The longer they are enabled, the more Impression Share they receiveNOTE: It’s relatively easy to modify your google data file for Amazon PPC!
Google now monitizing results that were formerly “free” in product searchPlusbox (note: SEARS ad)Can rank from 1-11 positionsNo cost to expand plusboxData feed supplies PPC and organic product searchNote: This position is “sweet spot” for client for onsite metrics & Conv/rate
Here is the plusbox expandedMake sure feed includes all imagesHowever, occasionally google is inconsistent pushing out all images
Note the 4 vs. 6 images (Google chooses most relevant)Helps support organic listings – improving brand awarenessImage for First listing in Product Search is displayed
Example of a specific model search – only one listing meets this queryDrives traffic to specific product page – improves customer experience increases conversionNote that SM is not included in first 3 organic product listings – very competitive modelTop competitor has 0 organic rank and is not using data feed
My first observation of both sitelinks & product extensions in one text adThis is an ad from a “misc” campaignGoogle showing 2 of 4 possible extensions
Tight adgroups and negative keywords prevent poor quality impressions!Compare visual impact with competitors’ messagesWe’ve been serving extensions since December and have yet to see a comparable competitor ad!!
IS and show rates are climbing as ads gather CTR history
15% increase in impression shareGet a better position with a lower CPC!
Universal search pushing organic rankings further down the pageData feed provides multiple opportunities for page 1 above the fold rank
Observation since last Dec. – no plusbox requiredGoogle’s beta for Affiliate NetworkCPA modelMust be a merchant in the affiliate network to participateNote how the client’s #1 organic listing is out-ranked by the product search results!Happy to report that our high QS now results in a #3 ad rank
Extend your advertising reachUsers not only see your ad, they can dial simply by clicking on your phone numberApproach depends upon deviceFull browsers will see PC adsWAP phones will see abbreviated mobile ads (wireless application protocol)
Why bother with mobile???They’re finding you on mobile devices, you might as well make it easy for them to contact you!72 million mobile web users (Nielson, 2/10)Verizon shipping 65,000 units dailyClient launched website redesign on april 1st with mobile version capabilityMost visitors had full web capability, but WAP now enabled
We are choosing “all devices” as Google will serve “best match”“All devices” supposed to be default setting – but it’s best to confirm
Make this a priority to improve smartphone/mid CTR and customer experience
Create an ad – select “mobile ad”Need to know your website’s mobile compatible markup languageLimited to 12-18 characters for title & description depending upon markup languageLimited to 20 characters for display url & business nameBanner images have ad size and file size limits
Google recommends mobile specific Campaigns/adgroups:-shorter message-easier reporting/measurementWAP good for local businesses (i.e., restaurants, retail)Verizon/Google developing a tabletDell developing a tablet aka “Streak”HP supposedly working on a competitive device
CTR evaluation tricky due to highly branded nature of PC adAlso, this client in a very competitive apparel space – so PC ads CTR not as high as other merchantsCPC definitely measurable!GOOGLE SAYS: if you run a click to call/text ad AND WAP ad on same keyword, CPCs will likely varyExperience w/mobile – most traffic on full text ad w/click to callMy clients advertise nationally, not locally, so WAP not as useful
Cost for video/ppcCharged click cost after 11 seconds of video viewing OR click through
Also:Google Account as a portal to all your google appsDozens of Google videos on their blogs and YouTube (look for those produced by Google!!)