Digital East: Google Ad Extensions
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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

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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

Digital East: Google Ad Extensions Digital East: Google Ad Extensions Presentation Transcript

  • Extending Your Google Ad Visibility with Google Ad Extensions
    JANET DRISCOLL MILLER
    PRESIDENT AND CEO
    SEARCH MOJO
  • What we’ll cover today
    Types of ad extensions
    Overall benefits of ad extensions
    Pros/Cons of each type
    Case study: Health Insurance Company
  • Google adwords ad extensions
    Google AdWords feature
    Show more information with existing ads
    Campaign-level settings
    Basic reporting abilities
  • 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!
  • Types of ad extensions
    Location Extensions
    Product Extensions
    Ad Sitelinks
    Call Extensions (Call Metrics)
    New Beta: Form Ad Extensions
  • Location extensions
    Shows address of closest location to the searcher
    Often combined with other types of ad extensions
  • Product extensions
    Link Google Merchant Center and Google AdWords
    Provide additional information with your ads regarding specific products
  • 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
  • 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
  • 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*
  • 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
  • Measuring sitelink performance
  • 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
  • Call metrics Campaign Reporting
  • call metrics Dimensions Reporting
  • 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
  • Beta: form extensions
    Currently in limited beta
    Like call extensions, expect Google to charge by form filled out
  • Case study:health insurance company
  • Which sitelinks should I use?
  • Contact
    Search Mojo
    Janet Driscoll Miller
    jmiller@search-mojo.com
    @janetdmiller
    @searchmojo
    blog.search-mojo.com
    www.search-mojo.com