Important Developments In Paid Search
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Important Developments In Paid Search

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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, ...

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.

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  • 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!!)

Important Developments In Paid Search Important Developments In Paid Search Presentation Transcript

  • Important Developments in Paid Search
    Matt Van Wagner, Find Me Faster
    Barb Young, ppc-Strategies
  • 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!
  • AdWords Extensions
    What they are
    How they work
    How to enable
    Performance results
    Coming soon
  • Enabling Ad Extensions
    Campaign level/Settings tab
    Same PPC pricing as click on traditional text ad
  • Enabling Location Extensions
    Synched to Google Places (formerly Business Local)
    • Just Announced: Replacing Google Local Business Ads!
    • More flexible & scalable for multiple locations
    • Ads eligible to display:
    Google Search Network, Google Maps & Google Maps for Mobile
    Phones with full internet browsers (iPhone, Android, etc.)
    • How-to video w/step by step instructions: http://www.google.com/intl/en/adwords/lbamigration/
  • Location Extensions in Text Ads
    Multiple locations permitted
    Location/phone closest to user will be displayed
  • When Google Places Synched w/PPC
    • Google Search Network
    • Google Maps & Google Maps for Mobile
    • Phones with full internet browsers (iPhone, Android, etc.)
  • Google Places Now Supports “Service Area”
    Specific location address no longer required
  • Enabling SitelinksDisplay up to 4 additional links in one ad
    Aligned to website navigation
    Unique tag will pass to URL report
  • Sitelinks Performance
    Branded Campaigns/Ecommerce
    • Links receive 2-4% higher CTR than Headline
    • 1.5 fewer page views
    • 1:30 Less time on site
    • 6% Increase in conversion rate!
    Reporting
    • URL report
    • Should have “auto-tagging” enabled in both AdWords & GA
    • Add a unique tag that passes to the URL report, i.e., SL=name of anchor text
  • Enabling Product Ad Extensions
    Display up to 6 images within one ad
    • One data feed supplies both PPC ads and Google Product Search (organic)
    • Be sure to “verify and claim URL” by May 18th
    • Verify at Google Webmaster Tools
    • Claim at Google Merchant Center
  • Google Merchant Center
    Important:
    • Synch with AdWords to enable Product Extensions!
  • Ad Extensions w/Plusbox
  • Be Sure to Include Images in Data Feed!
  • Qualified Buyer Primed for Purchase
    Model-specific query serves one extension result
    Be sure to optimize your data feed titles, descriptions & images!
  • Recent Observation: New Hybrid?
  • Clean Up Your Act!
  • Product Extension Reporting
    AdWords “Ad Report” – data selection items
  • Product Extensions Rock!
    Performance Results
    • Plusbox Show Rate: 10% to 80%
    • 50%+ on our most heavily trafficked campaigns
    • Headline CTR when ad showed a plusbox: 5.3%
    • vs. 5% regular CTR
    • Avg. Plusbox Expansion Rate: 6.5%
    • CTR when plusbox was expanded: 30%
    • Overall increase in conversion rate: 13%
    Specific products showed increase of 22%
  • Impression Share Up!
  • Google Ad Extensions
    • Why enable Extensions?
    • Improved CTR (30-80% vs. 2-12%)
    • Speak to multiple buyers ( 5 links in 1)
    • Drive traffic to categories & specific products
    • Increase Conversion Rate
    • Stay above the fold!
    • PPC rewards:
    • Improved position
    • Reduced cost per click
    One client saw position increase and cpc decrease by 10% with Ad Extensions
  • What the Heck is This?
    Product Listing Ad from Google’s Affiliate Network
    • Smartphones with full HTML browser capability
    • Android
    • iPhone/iPod Touch/iPad
    • Blackberry
    • WAP Cell phones
    • Everything else
    • Do you have a mobile version of your website?
    • Pricing
    • CPC
    • CPM in the works
    Google Ad Extensions: Phone
  • Why bother with mobile??
    • 1.5 billion devices shipped thru ‘09
    • 2.25 billion estimated thru ’14
    • Smartphone sales growing at a faster rate than WAP*
    http://www.abiresearch.com/press/1570-Mobile+Device+Shipments+Will+Nearly+Double+Before+2015
  • Enabling AdWords Phone Extensions
    Step 1: Select Your Device & Carriers
  • Enabling AdWords Phone Extensions
    Step 2: Enable Click-to-Call feature
    Nothing else required for full browser capable devices!
  • Creating Mobile Ads for WAP Phones
  • Different Devices = Different Ads
    • Full HTML browser capability (Droid, et al.)
    • Full text ads on Search network with “Click-to-Call”
    • Image ads on Content network
    • All types on Downloadable apps on Content network (adsenseformobileapps.com)
    • WAP Cell phones
    • Create mobile specific ads
    • Opt in to content network for image ads
    • Best practice: create mobile specific campaigns!
    • What’s best?
    • Targeting “Smartphones” & MIDs is easiest & growing fastest!
    • Do you have a mobile version of your website?
    • Are you likely to engage with local users?
  • Mobile Ad Performance
    105% higher CTR (3.5% mobile v. 1.7% pc)
    19% CTR for Brand campaign (pc)
    47% lower CPC
    Mobile text ad reports:
    • Ad Reports & Placement Reports (content network)
    • Note Avg CPM – CPM pricing coming soon!
    • Mobile image ad data currently not available in reports
  • Coming Soon!
    Customer reviews in Product Search Results
    • Specify canonical URLs
    • Bazaarvoice- currently enabled
    • More review platform providers - coming soon
    • Submit reviews directly – coming soon
    Video Extensions!
    • Now in Beta mode
  • How to Stay Current
    Google AdWords Blog
    • http://adwords.blogspot.com/
    Google Merchant Blog
    • http://googlemerchantblog.blogspot.com/
    Google Mobile Blog
    • http://googlemobile.blogspot.com/
    Google Business Solutions
    • http://www.google.com/services/
    Search Engine Land/SearchCap
    • http://searchengineland.com/library/searchcap