MAKING THE MOST OF GOOGLE
AD EXTENSIONS
April 28-30, 2014
INTRODUCTION
SAM OWEN
SENIOR ACCOUNT MANAGER
@ HANAPIN MARKETING
WRITER @ PPC HERO
WWW.PPCHERO.COM
@SAMOWENPPC
OVERVIEW
SITELINKS
LOCATION EXTENSIONS
CALL EXTENSIONS
REVIEW EXTENSIONS
APP EXTENSIONS
AD EXTENSIONS
ADS ARE ABOUT MUCH
MORE THAN JUST
HEADLINES,
DESCRIPTION LINES AND
DISPLAY URLS
AD EXTENSIONS
THANKS TO AD
EXTENSIONS WE CAN
TURN OUR ADS FROM:
AD EXTENSIONS
TO:
AD EXTENSIONS
SELLER RATINGS
SITELINKS CALL EXT.
LOCATION EXT.
GOOGLE+
AD EXTENSIONS
LETS TAKE A LOOK AT
WHAT WE HAVE
AVAILABLE…
AD EXTENSIONS
SITELINKS
25 CHARACTERS (DOWN FROM 35)
UNIQUE URLS
AD GROUP OR CAMPAIGN LEVEL
SITELINKS
NOT USING
SITELINKS:
1.18% CTR
USING
SITELINKS:
1.93% CTR
SITELINKS
NOT USING
SITELINKS:
1.18% CTR
USING
SITELINKS:
1.93% CTR
64% INCREASE IN CTR
SITELINKS
YOU ABSOLUTELY NEED
TO USE SITELINKS.
HIGHER CTR MEANS
BETTER QUALITY SCORE
MEANS CHEAPER
CLICKS.
SITELINKS
SO NOW WE KNOW WE
NEED TO USE THEM,
WHAT MAKES A GREAT
SITELINK?
SITELINKS
FIRST, LETS LOOK AT
OUR DATA…
SITELINKS
SITELINKS
NOT YOUR REAL
SITELINK CTR
SITELINKS
USE THIS EXTENSION VS.
OTHER SEGMENT TO GET
REAL CTR
SITELINKS
SITELINKS
HERO CONF
ATTENDEES
CARE ABOUT
THE SCHEDULE
NOT THE
SPEAKERS
SITELINKS
SITELINKS
BUT WE CAN USE THIS
DATA TO HELP US CRAFT
BETTER ADS & SHOW
SITELINKS OUR USERS
WANT TO SEE
SITELINKS
SITELINKS
HOW WOULD WE DO THIS?
WE CAN TRY CREATING
EXTRA SITELINKS FOR
EACH DAY’S SCHEDULE &
TEST ADS THAT USE “SEE
THE S...
SITELINKS
IN ORDER TO FIND OUT
IF OUR SITELINKS ARE
ACTUALLY USEFUL WE
NEED TO BUILD SOME
PIVOT TABLES
PIVOT TABLIN’
SITELINKS
0.6% OF OUR TOTAL
CONVERSIONS FOR THIS
LEAD GEN ACCOUNT CAME
FROM DIRECT SITELINK
CLICKS
SITELINKS
14% OF OUR TOTAL
CONVERSIONS FOR THIS
ECOMMERCE ACCOUNT
CAME FROM DIRECT
SITELINK CLICKS
SITELINKS
NOTICE THE CPA AND
ROAS ARE BOTH BETTER
FOR DIRECT SITELINK
CLICKS.
SITELINKS
THIS IS BECAUSE WE
TESTED OUR SITELINKS…
A LOT.
SITELINKS
COMPANY: OUR LOCATIONS,
CUSTOMERS SERVICE, SIZE CHARTS
PRODUCT: REEBOK BOOTS, NIKE
BOOTS, SAFETY TOE BOOTS
SITELINKS
PRODUCT-FOCUSED ADS WERE
MUCH BETTER.
CONVERSION RATE 23% HIGHER
WHEN “PRODUCT” SITELINK
SHOWED EVEN IF NOT CLIC...
SITELINKS
SITELINKS SEEM TO BE
MORE IMPORTANT IN
ECOMMERCE ACCOUNTS
SITELINKS
THIS IS BECAUSE THERE
ARE MORE OPTIONS FOR
OUR CUSTOMERS TO
CHOOSE FROM.
SITELINKS
START BY TESTING
DIFFERENT THEMES TO
FIND YOUR BASE CAMP
SITELINKS
• BRAND FOCUS: NIKE, ADIDAS, REEBOK,
PUMA
• SPECIFIC FOCUS: RUNNING, BASKETBALL,
TENNIS, VOLLEYBALL
• CROSS-SELL...
SITELINKS
ONCE YOU’VE FOUND
THE RIGHT TYPE OF
SITELINK, DRILL DOWN
TO THE BEST 6 FROM
THAT CLASS
SITELINKS
THOSE OF YOU WHO ARE
REALLY GREAT AT THIS
STUFF WILL OPTIMIZE
DOWN TO THE AD GROUP
LEVEL FOR YOUR TOP
PRODUCTS
ENHANCED SITELINKS
ENHANCED SITELINKS
THESE SHOW RARELY AND ONLY
WHEN YOU ARE DOMINATING 1ST
POSITION (IE BRAND TERMS)
ENHANCED SITELINKS
GOOGLE CLAIM SIGNIFICANT CTR
BOOST WHEN SHOWN
ENHANCED SITELINKS
OUR DATA SHOWS 8-10% BOOST
IN BRANDED CTR AND MINIMAL
CHANGE TO NON-BRANDED
CAMPAIGNS
MOBILE SITELINKS
MOBILE -
PREFERRED
SITELINKS
IMPROVED
MOBILE CTR
BY 15%
MOBILE SITELINKS
IF YOU AREN’T USING
MOBILE PREFERRED
SITELINKS, USE YOUR
EXISTING DATA AS A
STARTING POINT
MOBILE SITELINKS
WORST!
BEST!
MOBILE SITELINKS
BY LETTING GOOGLE
OPTIMIZE FOR CLICKS,
WE’RE LEAVING
MOBILE CLICKS ON
THE TABLE
SITELINK TIPS ‘N’ TRICKS
• KEEP TO THEMES WHEN TESTING
• 6+ SITELINKS PER CAMPAIGN
• 17 CHARACTERS FOR MOBILE
SITELINKS, 2...
LOCATION EXT.
LOCATION EXTENSIONS
ALLOW YOU TO ATTACH
YOUR BUSINESS
ADDRESS TO YOUR ADS
LOCATION EXT.
USING THEM DELIVERS
ROUGHLY A 10% BUMP IN
CTR.
*(ALTHOUGH CAN HURT CTR IF YOU
WERE GETTING A LOT OF CLICKS
L...
LOCATION EXT
YOU HAVE THE OPTION
TO MANAGE THESE
MANUALLY OR WITH
GOOGLE PLACES
MANUALLY
GOOGLE PLACES
YOU CAN USE YOUR
LOCATION EXTENSIONS
TO SET YOUR CAMPAIGN
TARGETS.
LOCATION EXT.
LOCATION EXT.
CALL EXTENSIONS
CALL EXTENSIONS
USE SCHEDULING TO
ONLY SHOW DURING
OPEN HOURS
CALL EXTENSIONS
TEST THE VALUE OF
PHONE NUMBER ONLY.
CALL EXTENSIONS
ONE OF OUR CLIENTS
SAW OVERALL CALLS
RISE BY 68% BY
ENABLING BOTH CALLS
AND HEADLINE CLICKS.
CALL EXTENSIONS
YOU CAN ALSO USE
YOUR CALL DATA TO
MAKE BID AND BUDGET
OPTIMIZATIONS
CALL EXTENSIONS
CALL EXTENSIONS
CALL EXTENSIONS DO
NOT REPLACE A NEED
FOR CALL TRACKING.
THEY ONLY TRACK
CALLS DIRECTLY FROM
THE GOOGLE SE...
REVIEW EXTENSIONS
REVIEW EXTENSIONS
YOU SHOULD USE
REVIEW EXTENSIONS
BECAUSE…
REVIEW EXTENSIONS
1. THEY IMPROVE
OVERALL AD CLICK
THROUGH RATE
*11% IMPROVEMENT ACROSS OUR
INTERNAL TESTS
REVIEW EXTENSIONS
2. CLICKS TO THE
REVIEW ARE FREE
REVIEW EXTENSIONS
3. IF PEOPLE READ THE
REVIEW, CONVERSION
RATE IS LIKELY TO
INCREASE
REVIEW EXTENSIONS
4. YOU GET EXTRA AD
REAL ESTATE
REVIEW EXTENSIONS
5. YOUR AD GAINS TRUST
AND PROOF OF CONCEPT
REVIEW EXTENSIONS
6. MOST PEOPLE DON’T
CLICK TO THE REVIEW
ANYWAY
REVIEW EXTENSIONS
REVIEW EXTENSIONS
ARE STILL RARE TO
SEE… 50 RANDOM
SEARCHES PRODUCED
JUST 3 INSTANCES
REVIEW EXTENSIONS
MUST BE A UNIQUE,
SUBSTANTIVE REVIEW
WITHIN THE PAST 12
MONTHS, FROM A
CREDIBLE 3RD PARTY
SOURCE
REVIEW EXTENSIONS
IT CAN, HOWEVER, BE
HARD TO MEET THESE
CRITERIA IF YOU HAVE A
SMALL BUSINESS. REVIEW
EXTENSIONS MUCH EAS...
REVIEW EXTENSIONS
SO WHERE SHOULD YOU
GET REVIEWS FROM?
REVIEW EXTENSIONS
ANYWHERE GOOGLE
GETS SELLER RATINGS
FROM SUCH AS…
• SHOPPER APPROVED
• RESELLER RATINGS
REVIEW EXTENSIONS
…ALSO TRY PLACES LIKE
BETTER BUSINESS
BUREAU OR GOOGLE
TRUSTED STORES
REVIEW EXTENSIONS
UNFORTUNATELY WE
CAN’T USE USER
REVIEWS FOR REVIEW
EXTENSIONS
REVIEW EXTENSIONS
APP EXTENSIONS
DIRECT VISITORS TO
YOUR APP FROM YOUR
PPC AD:
APP EXTENSIONS
APP PROMOTION ADS
IF YOU WANT TO PROMOTE YOUR
APPS, APP PROMOTION ADS GET
MORE VISIBILITY (APP
EXTENSIONS SHOW RARELY).
GOOGLE+
WE USED TO BE ABLE TO
CONTROL GOOGLE+ IN
SOCIAL EXTENSIONS. IT
IS NOW AUTOMATICALLY
DONE BY LINKING G+
WITH YOUR W...
SUMMARY
• SITELINKS ARE VERY IMPORTANT
• ALL AD EXTENSIONS THAT
IMPROVE CTRS WILL HELP BOOST
QUALITY SCORES
• THE ADDITION...
THANK YOU
@SamOwenPPC
sam.owen@hanapinmarketing.com
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Drive Winning Results With Great AdWords Ad Extensions

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How to drive success in your online advertising PPC campaigns with Google AdWords Ad Extensions. This presentation looks at Sitelink, Call, Location, Review and App extensions.

Drive Winning Results With Great AdWords Ad Extensions

  1. 1. MAKING THE MOST OF GOOGLE AD EXTENSIONS April 28-30, 2014
  2. 2. INTRODUCTION SAM OWEN SENIOR ACCOUNT MANAGER @ HANAPIN MARKETING WRITER @ PPC HERO WWW.PPCHERO.COM @SAMOWENPPC
  3. 3. OVERVIEW SITELINKS LOCATION EXTENSIONS CALL EXTENSIONS REVIEW EXTENSIONS APP EXTENSIONS
  4. 4. AD EXTENSIONS ADS ARE ABOUT MUCH MORE THAN JUST HEADLINES, DESCRIPTION LINES AND DISPLAY URLS
  5. 5. AD EXTENSIONS THANKS TO AD EXTENSIONS WE CAN TURN OUR ADS FROM:
  6. 6. AD EXTENSIONS TO:
  7. 7. AD EXTENSIONS SELLER RATINGS SITELINKS CALL EXT. LOCATION EXT. GOOGLE+
  8. 8. AD EXTENSIONS LETS TAKE A LOOK AT WHAT WE HAVE AVAILABLE…
  9. 9. AD EXTENSIONS
  10. 10. SITELINKS 25 CHARACTERS (DOWN FROM 35) UNIQUE URLS AD GROUP OR CAMPAIGN LEVEL
  11. 11. SITELINKS NOT USING SITELINKS: 1.18% CTR USING SITELINKS: 1.93% CTR
  12. 12. SITELINKS NOT USING SITELINKS: 1.18% CTR USING SITELINKS: 1.93% CTR 64% INCREASE IN CTR
  13. 13. SITELINKS YOU ABSOLUTELY NEED TO USE SITELINKS. HIGHER CTR MEANS BETTER QUALITY SCORE MEANS CHEAPER CLICKS.
  14. 14. SITELINKS SO NOW WE KNOW WE NEED TO USE THEM, WHAT MAKES A GREAT SITELINK?
  15. 15. SITELINKS FIRST, LETS LOOK AT OUR DATA…
  16. 16. SITELINKS
  17. 17. SITELINKS NOT YOUR REAL SITELINK CTR
  18. 18. SITELINKS USE THIS EXTENSION VS. OTHER SEGMENT TO GET REAL CTR
  19. 19. SITELINKS
  20. 20. SITELINKS HERO CONF ATTENDEES CARE ABOUT THE SCHEDULE NOT THE SPEAKERS
  21. 21. SITELINKS
  22. 22. SITELINKS BUT WE CAN USE THIS DATA TO HELP US CRAFT BETTER ADS & SHOW SITELINKS OUR USERS WANT TO SEE
  23. 23. SITELINKS
  24. 24. SITELINKS HOW WOULD WE DO THIS? WE CAN TRY CREATING EXTRA SITELINKS FOR EACH DAY’S SCHEDULE & TEST ADS THAT USE “SEE THE SCHEDULE!” AS THE CALL TO ACTION.
  25. 25. SITELINKS IN ORDER TO FIND OUT IF OUR SITELINKS ARE ACTUALLY USEFUL WE NEED TO BUILD SOME PIVOT TABLES
  26. 26. PIVOT TABLIN’
  27. 27. SITELINKS 0.6% OF OUR TOTAL CONVERSIONS FOR THIS LEAD GEN ACCOUNT CAME FROM DIRECT SITELINK CLICKS
  28. 28. SITELINKS 14% OF OUR TOTAL CONVERSIONS FOR THIS ECOMMERCE ACCOUNT CAME FROM DIRECT SITELINK CLICKS
  29. 29. SITELINKS NOTICE THE CPA AND ROAS ARE BOTH BETTER FOR DIRECT SITELINK CLICKS.
  30. 30. SITELINKS THIS IS BECAUSE WE TESTED OUR SITELINKS… A LOT.
  31. 31. SITELINKS COMPANY: OUR LOCATIONS, CUSTOMERS SERVICE, SIZE CHARTS PRODUCT: REEBOK BOOTS, NIKE BOOTS, SAFETY TOE BOOTS
  32. 32. SITELINKS PRODUCT-FOCUSED ADS WERE MUCH BETTER. CONVERSION RATE 23% HIGHER WHEN “PRODUCT” SITELINK SHOWED EVEN IF NOT CLICKED.
  33. 33. SITELINKS SITELINKS SEEM TO BE MORE IMPORTANT IN ECOMMERCE ACCOUNTS
  34. 34. SITELINKS THIS IS BECAUSE THERE ARE MORE OPTIONS FOR OUR CUSTOMERS TO CHOOSE FROM.
  35. 35. SITELINKS START BY TESTING DIFFERENT THEMES TO FIND YOUR BASE CAMP
  36. 36. SITELINKS • BRAND FOCUS: NIKE, ADIDAS, REEBOK, PUMA • SPECIFIC FOCUS: RUNNING, BASKETBALL, TENNIS, VOLLEYBALL • CROSS-SELL: CLOTHES, SPORTS EQUIPMENT, FITNESS DVDS, GYM GEAR • COMPANY INFO: ABOUT US, STORE LOCATIONS, CUSTOMER SERVICE, CATALOGUE • OFFER DRIVEN: FREE SHIPPING, 365 DAY RETURNS, 25% SUMMER SALE • MOBILE TEST: MOBILE SITE, CALL NOW, STORE LOCATIONS
  37. 37. SITELINKS ONCE YOU’VE FOUND THE RIGHT TYPE OF SITELINK, DRILL DOWN TO THE BEST 6 FROM THAT CLASS
  38. 38. SITELINKS THOSE OF YOU WHO ARE REALLY GREAT AT THIS STUFF WILL OPTIMIZE DOWN TO THE AD GROUP LEVEL FOR YOUR TOP PRODUCTS
  39. 39. ENHANCED SITELINKS
  40. 40. ENHANCED SITELINKS THESE SHOW RARELY AND ONLY WHEN YOU ARE DOMINATING 1ST POSITION (IE BRAND TERMS)
  41. 41. ENHANCED SITELINKS GOOGLE CLAIM SIGNIFICANT CTR BOOST WHEN SHOWN
  42. 42. ENHANCED SITELINKS OUR DATA SHOWS 8-10% BOOST IN BRANDED CTR AND MINIMAL CHANGE TO NON-BRANDED CAMPAIGNS
  43. 43. MOBILE SITELINKS MOBILE - PREFERRED SITELINKS IMPROVED MOBILE CTR BY 15%
  44. 44. MOBILE SITELINKS IF YOU AREN’T USING MOBILE PREFERRED SITELINKS, USE YOUR EXISTING DATA AS A STARTING POINT
  45. 45. MOBILE SITELINKS WORST! BEST!
  46. 46. MOBILE SITELINKS BY LETTING GOOGLE OPTIMIZE FOR CLICKS, WE’RE LEAVING MOBILE CLICKS ON THE TABLE
  47. 47. SITELINK TIPS ‘N’ TRICKS • KEEP TO THEMES WHEN TESTING • 6+ SITELINKS PER CAMPAIGN • 17 CHARACTERS FOR MOBILE SITELINKS, 22 FOR COMPUTERS • SPLIT OUT MOBILE PREFERRED • BAD SITELINKS > NO SITELINKS • USE EXTENDED TEXT FOR BRAND CAMPAIGNS
  48. 48. LOCATION EXT. LOCATION EXTENSIONS ALLOW YOU TO ATTACH YOUR BUSINESS ADDRESS TO YOUR ADS
  49. 49. LOCATION EXT. USING THEM DELIVERS ROUGHLY A 10% BUMP IN CTR. *(ALTHOUGH CAN HURT CTR IF YOU WERE GETTING A LOT OF CLICKS LOOKING FOR YOUR LOCATION)
  50. 50. LOCATION EXT YOU HAVE THE OPTION TO MANAGE THESE MANUALLY OR WITH GOOGLE PLACES
  51. 51. MANUALLY
  52. 52. GOOGLE PLACES
  53. 53. YOU CAN USE YOUR LOCATION EXTENSIONS TO SET YOUR CAMPAIGN TARGETS. LOCATION EXT.
  54. 54. LOCATION EXT.
  55. 55. CALL EXTENSIONS
  56. 56. CALL EXTENSIONS USE SCHEDULING TO ONLY SHOW DURING OPEN HOURS
  57. 57. CALL EXTENSIONS TEST THE VALUE OF PHONE NUMBER ONLY.
  58. 58. CALL EXTENSIONS ONE OF OUR CLIENTS SAW OVERALL CALLS RISE BY 68% BY ENABLING BOTH CALLS AND HEADLINE CLICKS.
  59. 59. CALL EXTENSIONS YOU CAN ALSO USE YOUR CALL DATA TO MAKE BID AND BUDGET OPTIMIZATIONS
  60. 60. CALL EXTENSIONS
  61. 61. CALL EXTENSIONS CALL EXTENSIONS DO NOT REPLACE A NEED FOR CALL TRACKING. THEY ONLY TRACK CALLS DIRECTLY FROM THE GOOGLE SERP.
  62. 62. REVIEW EXTENSIONS
  63. 63. REVIEW EXTENSIONS YOU SHOULD USE REVIEW EXTENSIONS BECAUSE…
  64. 64. REVIEW EXTENSIONS 1. THEY IMPROVE OVERALL AD CLICK THROUGH RATE *11% IMPROVEMENT ACROSS OUR INTERNAL TESTS
  65. 65. REVIEW EXTENSIONS 2. CLICKS TO THE REVIEW ARE FREE
  66. 66. REVIEW EXTENSIONS 3. IF PEOPLE READ THE REVIEW, CONVERSION RATE IS LIKELY TO INCREASE
  67. 67. REVIEW EXTENSIONS 4. YOU GET EXTRA AD REAL ESTATE
  68. 68. REVIEW EXTENSIONS 5. YOUR AD GAINS TRUST AND PROOF OF CONCEPT
  69. 69. REVIEW EXTENSIONS 6. MOST PEOPLE DON’T CLICK TO THE REVIEW ANYWAY
  70. 70. REVIEW EXTENSIONS REVIEW EXTENSIONS ARE STILL RARE TO SEE… 50 RANDOM SEARCHES PRODUCED JUST 3 INSTANCES
  71. 71. REVIEW EXTENSIONS MUST BE A UNIQUE, SUBSTANTIVE REVIEW WITHIN THE PAST 12 MONTHS, FROM A CREDIBLE 3RD PARTY SOURCE
  72. 72. REVIEW EXTENSIONS IT CAN, HOWEVER, BE HARD TO MEET THESE CRITERIA IF YOU HAVE A SMALL BUSINESS. REVIEW EXTENSIONS MUCH EASIER FOR MAJOR BRANDS WHO GET MORE LEGITIMATE REVIEWS.
  73. 73. REVIEW EXTENSIONS SO WHERE SHOULD YOU GET REVIEWS FROM?
  74. 74. REVIEW EXTENSIONS ANYWHERE GOOGLE GETS SELLER RATINGS FROM SUCH AS… • SHOPPER APPROVED • RESELLER RATINGS
  75. 75. REVIEW EXTENSIONS …ALSO TRY PLACES LIKE BETTER BUSINESS BUREAU OR GOOGLE TRUSTED STORES
  76. 76. REVIEW EXTENSIONS UNFORTUNATELY WE CAN’T USE USER REVIEWS FOR REVIEW EXTENSIONS
  77. 77. REVIEW EXTENSIONS
  78. 78. APP EXTENSIONS DIRECT VISITORS TO YOUR APP FROM YOUR PPC AD:
  79. 79. APP EXTENSIONS
  80. 80. APP PROMOTION ADS IF YOU WANT TO PROMOTE YOUR APPS, APP PROMOTION ADS GET MORE VISIBILITY (APP EXTENSIONS SHOW RARELY).
  81. 81. GOOGLE+ WE USED TO BE ABLE TO CONTROL GOOGLE+ IN SOCIAL EXTENSIONS. IT IS NOW AUTOMATICALLY DONE BY LINKING G+ WITH YOUR WEBSITE.
  82. 82. SUMMARY • SITELINKS ARE VERY IMPORTANT • ALL AD EXTENSIONS THAT IMPROVE CTRS WILL HELP BOOST QUALITY SCORES • THE ADDITIONAL REAL ESTATE, TRUST AND INFORMATION THAT AD EXTENSIONS BRING LEAD TO LARGE PERFORMANCE IMPROVEMENTS, WHETHER THAT SPECIFIC EXTENSION WORKS DIRECTLY OR NOT
  83. 83. THANK YOU @SamOwenPPC sam.owen@hanapinmarketing.com

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