Google Ad Extensions<br />Types, Tips, Tracking, Tradeoffs<br />Lisa Sanner<br />Senior Client Manager<br />Point It Searc...
Sitelinks<br />Product Extensions<br />Call Extensions<br />Location Extensions<br />Seller Ratings<br />Alpha’s & Beta’s ...
But How Do Extensions Work Together…or Not Work Together?<br />
<ul><li>Alphas & Betas (Video, Offer, Coupons, Communication, etc.)
Sitelinks (two-line)
Product Extensions
Location Extensions
Call Extensions*
Sitelinks (one-line)
Seller Ratings</li></ul>Hierarchy of Extension Serving<br />
Sitelinks<br />
Two Line Sitelinks<br />
Sitelink Formats<br /><ul><li>Manage at Campaign Level
Up to 10 sitelinks per Campaign
Shorter text works better (CTR)
In latest AdWords Editor 9.0.1 released in May 2011 (Yeah!!)</li></li></ul><li>Good: Create unique tracking tag for each l...
Product Extensions (PEs)<br />
Location Extensions<br />
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SMX Advanced 2011 Amazing PPC Tactics, Ad Extensions

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Google Ad Extensions, Types, Tips, Tracking, & Tradeoffs. Lisa Sanner June 8, 2011

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SMX Advanced 2011 Amazing PPC Tactics, Ad Extensions

  1. 1. Google Ad Extensions<br />Types, Tips, Tracking, Tradeoffs<br />Lisa Sanner<br />Senior Client Manager<br />Point It Search Marketing Agency<br />www.pointit.com<br />
  2. 2. Sitelinks<br />Product Extensions<br />Call Extensions<br />Location Extensions<br />Seller Ratings<br />Alpha’s & Beta’s for a LOT, LOT More: <br />Jobs, Communications, Video, Offer/Coupons, Contact Forms, Store Locator<br />Types of Ad Extensions <br />
  3. 3.
  4. 4. But How Do Extensions Work Together…or Not Work Together?<br />
  5. 5. <ul><li>Alphas & Betas (Video, Offer, Coupons, Communication, etc.)
  6. 6. Sitelinks (two-line)
  7. 7. Product Extensions
  8. 8. Location Extensions
  9. 9. Call Extensions*
  10. 10. Sitelinks (one-line)
  11. 11. Seller Ratings</li></ul>Hierarchy of Extension Serving<br />
  12. 12. Sitelinks<br />
  13. 13. Two Line Sitelinks<br />
  14. 14. Sitelink Formats<br /><ul><li>Manage at Campaign Level
  15. 15. Up to 10 sitelinks per Campaign
  16. 16. Shorter text works better (CTR)
  17. 17. In latest AdWords Editor 9.0.1 released in May 2011 (Yeah!!)</li></li></ul><li>Good: Create unique tracking tag for each link.<br />Better: Use new ValueTrack parameters to track sitelink to kw level<br />www.example.com/home.html<br />?origin=sitelink&keyword={keyword}&matchtype={matchtype}<br />Tracking Sitelinks<br />
  18. 18. Product Extensions (PEs)<br />
  19. 19. Location Extensions<br />
  20. 20. Call Extensions<br />
  21. 21. “Clicks” in Extensions tab are NOT clicks on the extension.<br />AdWords UI Reporting – Beware<br />
  22. 22. DimensionsTab – Free Clicks<br />Segment by Click Type<br />AdWords UI Reporting<br />
  23. 23. Seller Ratings<br /><ul><li>Account level
  24. 24. Automatic, 30+ reviews, 4.0+ avg rating
  25. 25. Stars & # reviews (top); stars only (right)</li></li></ul><li>Summary of Google Ad Extensions <br />
  26. 26. Aligning Extensions withBusiness Goals<br />
  27. 27. Look at the SERP – do queries!!! <br />Achieve DIFFERENTIATION and Performance<br />Be thoughtful about Campaign Architecture<br />Test, track, learn. Optimize. Repeat.<br />Ad Extensions Considerations & Implications<br />
  28. 28. Lisa Sanner<br />lisas@pointit.com<br /> @LisaSanner<br />Point It Search Marketing Agency<br />www.pointit.com<br />We’re hiring!<br />Thank You<br />

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