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Digital East: Google Ad Extensions

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Extending Your Google Ad Visibility with Google Ad Extensions …

Extending Your Google Ad Visibility with Google Ad Extensions

Presented by Janet Driscoll Miller of Search Mojo, at Digital East 2011

Published in: Technology, Business

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  • Taking Google AdWords for B2B to the Next Level: Using Ad Extensions
  • Touch on data feeds, Google Merchant Center, Google Shopping
  • Talk about filters in AdWords for better targeting with this slide (via product_type attribute in data feed)
  • Couldn’t find image of product ad with a missing book image… can talk to it.
  • talk about 1-line and 2-line formats (postioning, etc)
  • Talk about deleting ad sitelinks set instead of editing, that way you don’t lose all of your data by editing.From our experience, the avg is typically 25-30% increase in overall account CTR. may be higher for certain campaigns usually works best for brand or really generic campaigns
  • Clicks/Clickthrough’s here just show how many times the ad itself was clicked on when the ad sitelinks showed…Does NOT depict how many times the actual sitelinks were clicked on. Flaw in reporting.There are ways to get around it (parameters, etc. move on to next slide)
  • Talk about beta, free calls, temporarily closed off until fully released to all advertisersExplain Google Voice, assigns phone # to each campaign you have it enabled for
  • Customize Columns in Campaign ViewSelect all Call Data Columns
  • Dimensions tabView drop-down: Call Details
  • explain no day-parting only solution would be to have two ad groups that mirror each other, one with call metrics, one without. Set day-parting hours accordingly. Show #during work hours, not when no one can answer the phoneCould put phone number on LP to track them even if they call after they clickthrough… Con to this  phone number changes over time, without notice from Googlepull data on wps decline in conversions when call metrics launched in the account
  • Transcript

    • 1. Extending Your Google Ad Visibility with Google Ad Extensions
      JANET DRISCOLL MILLER
      PRESIDENT AND CEO
      SEARCH MOJO
    • 2. What we’ll cover today
      Types of ad extensions
      Overall benefits of ad extensions
      Pros/Cons of each type
      Case study: Health Insurance Company
    • 3. Google adwords ad extensions
      Google AdWords feature
      Show more information with existing ads
      Campaign-level settings
      Basic reporting abilities
    • 4. Ad extension benefits
      Take up more real estate
      Draw more attention to your ads
      Increase clickthrough-rates (CTR)
      Easy to set up
      Most extensions are FREE!
    • 5. Types of ad extensions
      Location Extensions
      Product Extensions
      Ad Sitelinks
      Call Extensions (Call Metrics)
      New Beta: Form Ad Extensions
    • 6. Location extensions
      Shows address of closest location to the searcher
      Often combined with other types of ad extensions
    • 7. Product extensions
      Link Google Merchant Center and Google AdWords
      Provide additional information with your ads regarding specific products
    • 8. Tips: best use of product extensions
      Ensure you have images for all products
      Once merchant center is connected to AdWords, you cannot control individual products showing/not showing
      Google will show most relevant products to search query
    • 9. Pros/cons of product extensions
      Pros:
      Images help improve ad visibility
      Use Data Feed for Google Shopping
      Improve lead quality
      Cons:
      Have to have images for
      every product
      Example: book seller client
      Google decides which products
      to show
    • 10. Ad sitelinks
      Provides way to extend ad
      Up to six additional links on the ad
      Shows for ads that appear above organic results
      Need a 7/10 quality score minimum to show
      Have to land on website pages*
    • 11. Pros/cons of sitelinks
      Pros:
      Extend visibility
      Extend links for broader keyword terms
      Great for seasonal offers or sales
      Increase CTR
      Cons:
      AdWords tracking is limited
      Can’t edit or pause ad sitelinks once added
      Need to land on website vs. separate landing page*
      “On average, advertisers who use Ad Sitelinks have seen their ad clickthrough rates improve by 30%.”
      —Google Ad Innovations Team
    • 12. Measuring sitelink performance
    • 13. Call Extensions | Call Metrics
      Adds phone number to ad
      Tracks call information in AdWords
      Great for organizations with inside sales
      or telesales
      Fee per call
    • 14. Call metrics Campaign Reporting
    • 15. call metrics Dimensions Reporting
    • 16. Pros/cons of Call metrics
      Pros:
      Great for measuring calls from AdWords
      Many people will prefer to simply call vs. fill out forms
      Further insight into the types of ad respondents that paid search generates
      Cons:
      Can bring in calls that are not sales calls
      Can cannibalize clicks and/or conversions
      Timing of when ads are live and inside sales’ hours
      Charged if someone calls, similar to if they had clicked
    • 17. Beta: form extensions
      Currently in limited beta
      Like call extensions, expect Google to charge by form filled out
    • 18. Case study:health insurance company
    • 19. Which sitelinks should I use?
    • 20. Contact
      Search Mojo
      Janet Driscoll Miller
      jmiller@search-mojo.com
      @janetdmiller
      @searchmojo
      blog.search-mojo.com
      www.search-mojo.com

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