Important Developments In Paid Search

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

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Important Developments In Paid Search

by Barbara Young on May 19, 2010

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Important Developments In Paid Search — Presentation Transcript