Digital East: Google Ad Extensions


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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

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