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Everything You Need To Know About AdWords Ad Extensions - Updated

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Everything You Need To Know About AdWords Ad Extensions - Updated

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My complete guide to Google AdWords Ad Extensions from the 2014 PPC Masters conference in Hamburg, Germany. This deck looks at Sitelinks, Call, Location, App, Google+, Seller Ratings, Consumer Ratings, Beta extensions, Dynamic Search Ads and more.

My complete guide to Google AdWords Ad Extensions from the 2014 PPC Masters conference in Hamburg, Germany. This deck looks at Sitelinks, Call, Location, App, Google+, Seller Ratings, Consumer Ratings, Beta extensions, Dynamic Search Ads and more.

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Everything You Need To Know About AdWords Ad Extensions - Updated

  1. 1. Advanced Tactics For AdWords Ad Extensions SAM OWEN, MAY 22 2014
  2. 2. Introduction Sam Owen Associate Director of Paid Search @ Hanapin Marketing Writer @ PPC Hero www.ppchero.com @SamOwenPPC PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  3. 3. Overview Sitelinks Location Call Review App Google+ Seller Ratings Consumer Ratings Dynamic Search Ads Betas & Other New Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  4. 4. 6917 km For Ad Extensions?
  5. 5. Are You Mad?
  6. 6. We’re Ignoring Them This is a problem…
  7. 7. AKA Skipping PPC Leg Day
  8. 8. Why Is It Important? Bing Research: On mobile multiple extensions increase CTR by 15- 30% over just Sitelinks.
  9. 9. New QS Algorithm In October Google announced extensions will play a part in Quality Score calculations. This is so the algorithm can decide your optimum combination of extensions. http://adwords.blogspot.co.uk/2013/10/improving-ad-rank.html
  10. 10. New QS Algorithm Your QS is still mostly based on CTR vs. Expected CTR. As extensions generally improve CTR, they help QS.
  11. 11. Ad Extensions Thanks to Ad Extensions we can turn our ads from this: PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  12. 12. Ad Extensions To this: PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  13. 13. Ad Extensions Seller Ratings Sitelinks Call Ext. Location Ext. Google+ PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords Consumer Ratings
  14. 14. Ad Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords These are our “active” ad extensions – i.e. ones we can control.
  15. 15. Ad Extensions Seller Ratings Google+ Consumer Ratings These are “passive” – Google decides when, where and what to show.
  16. 16. Sitelinks – Quick Recap 25 characters (down from 35) Unique URLs Can be Ad Group or Campaign Level PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  17. 17. Sitelinks Not using Sitelinks: 1.18% CTR Using Sitelinks: 1.93% CTR PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  18. 18. Sitelinks Not using Sitelinks: 1.18% CTR Using Sitelinks: 1.93% CTR 64% increase in CTR PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  19. 19. Sitelinks You absolutely need to use Sitelinks. Higher CTR means better Quality Score means cheaper Clicks. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  20. 20. Sitelinks So how do I make great Sitelinks? PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  21. 21. Sitelinks First, look at your data… PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  22. 22. Sitelinks
  23. 23. Sitelinks Not your real Sitelink CTR
  24. 24. Sitelinks Use This Extension vs. Other segment to get real CTR.
  25. 25. Sitelinks PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  26. 26. Sitelinks Conference attendees care about the schedule not the speakers! PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  27. 27. Sitelinks PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  28. 28. Sitelinks But we can use this data to help us create better ads & show Sitelinks that our users want to see. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  29. 29. Sitelinks PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  30. 30. Sitelinks How? • Creating extra Sitelinks for each day’s schedule • Test “See the schedule!” as our ad’s Call-To- Action. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  31. 31. Sitelinks In order to find out if our Sitelinks are actually useful we need to build some Pivot Tables. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  32. 32. Pivot Tablin’ PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  33. 33. Sitelinks The importance of Sitelinks varies greatly by industry. Judge based on overall lift and use direct clicks as your guide. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  34. 34. Sitelinks 0.6% of total conversions for our lead gen accounts came from direct Sitelink clicks. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  35. 35. Sitelinks 14% of total conversions for eCommerce accounts came from direct Sitelink clicks. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  36. 36. Sitelinks Notice the CPA and ROAS are better from direct Sitelink clicks. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  37. 37. Sitelinks This is because we tested our Sitelinks… a lot. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  38. 38. Sitelink Test Example COMPANY SITELINKS: • OUR LOCATIONS • CUSTOMERS SERVICE • SIZE CHARTS vs. PRODUCT SITELINKS: • REEBOK BOOTS • NIKE BOOTS • SAFETY TOE BOOTS PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  39. 39. Sitelink Test Example Conversion rate was 23% higher when Product Sitelinks showed, even if not clicked.
  40. 40. FACT: Sitelinks are more important in eCommerce accounts. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  41. 41. Sitelinks This is because there are more options for our customers to choose from. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  42. 42. Sitelinks Ways to think of Sitelinks: eCommerce = Gets clicks Lead Gen = Helps the ad PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  43. 43. Sitelinks For eCommerce, Sitelinks are often just a way for users to self-select the products they care about. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  44. 44. eCommerce Sitelink Tests Start by testing different themes to find your base camp. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  45. 45. Themes To Test • BRAND: – NIKE, ADIDAS, REEBOK, PUMA • CATEGORY: – 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: – MOBILE SITE, CALL NOW, STORE LOCATIONS
  46. 46. Sitelinks Once you’ve found the right type of Sitelink, drill down to the Top 6 of that type by testing 10+ variations. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  47. 47. Sitelinks For Lead Gen things are a little more tricky. You often don’t have 6 worthwhile landing pages… SO BUILD THEM! PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  48. 48. If You’re Stuck… Take your product’s benefits and use a tool like Unbounce to create landing pages for your Sitelinks. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  49. 49. Sitelinks “Every headline should appeal to the reader’s self- interest… it should promise a benefit” - David Ogilvy
  50. 50. Save 30 Mins/Day Wow Your Boss Become An Expert Reduce Mistakes If You’re Stuck…
  51. 51. Save 30 Mins/Day Wow Your Boss Become An Expert Reduce Mistakes If You’re Stuck… “We recommend that 80% of the content on a page be unique for that page to count as a different page.” -GOOGLE SITELINK POLICY
  52. 52. Does This Really Work? 245% more leads from Sitelinks PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  53. 53. Enhanced Sitelinks
  54. 54. Enhanced Sitelinks These show rarely and only when you are dominating 1st position (i.e. Brand Terms) PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  55. 55. Enhanced Sitelinks Google says there’s a Significant CTR Boost when shown. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  56. 56. Enhanced Sitelinks Our data shows 8-10% boost in brand CTR and minimal change to non-branded campaigns. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  57. 57. Enhanced Sitelinks Note: You don’t have to set up both extended and non-extended. Google will choose to extend or not. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  58. 58. Mobile Sitelinks Mobile- Preferred Sitelinks improved our mobile CTR by 15% PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  59. 59. Mobile Sitelinks If you aren’t using Mobile-Preferred Sitelinks, use your existing data as a starting point. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  60. 60. Mobile Sitelinks WORST! BEST! PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  61. 61. Mobile Sitelinks By letting Google Optimize for Clicks, We’re leaving mobile clicks on the table. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  62. 62. 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 PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  63. 63. Location Extensions Location Extensions allow you attach your business address to your ads
  64. 64. Location Extensions Using them delivered a roughly 10% bump in CTR for Hanapin clients. *(Although can hurt CTR if you were getting a lot of clicks to your store locations sitelinks) PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  65. 65. Location Extensions You have the option to manage these manually or with Google Places. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  66. 66. Manually PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  67. 67. Google Places PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  68. 68. You can use your location extension targets to set your campaign targets. Location Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  69. 69. Location Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  70. 70. Location Ext. Metrics? Location metrics are not simple. How do we assign value to “Get Directions” & “Get Location Details”? PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords Source: SearchEngineLand
  71. 71. Location Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords Dimensions > Free Clicks shows you how many people started navigation after using your location extension.
  72. 72. Location Extensions Google is working on a long term solutions to our metrics problems with Estimated Total Conversions.
  73. 73. Call Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords Make sure you enable Google call forwarding to get meaningful data from AdWords.
  74. 74. Call Extensions Use scheduling to only show during open hours! PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  75. 75. Call Extensions This is because answer machine messages convert at only 20% the rate of answered calls. (Also fewer people leave messages) PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  76. 76. Call Extensions Test the value of showing your mobile visitors only a phone number.
  77. 77. Call Extensions Here it is done badly: I only wanted a price list and it’s not even open to take calls! PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  78. 78. Call Extensions One of our clients saw conversions rise by 68% when re-enabling calls and headline clicks. Another got 34% more leads by turning off headline clicks. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  79. 79. Call Extensions You can use your call extension data to make bid and budget optimizations. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  80. 80. Dimensions Tab PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  81. 81. Click Type Segments
  82. 82. Call Extensions Coming Soon: The ability to set multiple conversion values for calls based upon duration. http://adwords.blogspot.co.uk/2014/05/dial-up-your-business-with-higher-value.html PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  83. 83. Call Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  84. 84. Warning! Call Extensions do not replace a need for call tracking. They only track calls directly from the Google SERP. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  85. 85. Review Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  86. 86. Review Extensions You should use Review Extensions because… PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  87. 87. Review Extensions 1. They improve overall Click-Through Rate *11% CTR boost on average, 26% in our best instance. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  88. 88. Review Extensions 2. Clicks to the review are Free!
  89. 89. Review Extensions 3. Good Reviews = Good Conversion Rates PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  90. 90. Review Extensions 4. You get extra ad real estate. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  91. 91. Review Extensions 5. Most people don’t click to the review anyway. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  92. 92. Review Extensions Interestingly, Review Extensions are still rare… 50 random searches produced just 3 instances. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  93. 93. Review Extensions Must be: • Unique • Substantive • Past 12 months • Credible 3rd party PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  94. 94. Review Extensions It can be hard to meet these criteria if you have a small business. Review extensions are much easier for major brands who get more legitimate reviews. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  95. 95. Review Extensions So where can you get Reviews from? PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  96. 96. Review Extensions Anywhere Google gets Seller Ratings from, such as… • Ausgezeichnet.org • ShopAuskunft.de PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  97. 97. Review Extensions …Also try places like Local News, Expert Review Sites OR Google Trusted Stores. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  98. 98. Review Extensions Unfortunately we can’t use user reviews for review extensions.
  99. 99. Review Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords “Gone are the days of biting off slice-sized chunks of banana and spitting them onto a serving tray…” -Amazon Review
  100. 100. App Extensions Direct visitors to your app from your PPC ad:
  101. 101. App Extensions
  102. 102. App Promotion Ads If you want to promote your apps, App Promotion Ads get more visibility (app extensions show rarely).
  103. 103. Google+ We used to be able to control Google+ in Social Extensions. It is now automatically done by linking G+ with your website. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  104. 104. Google+ PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  105. 105. Google+ Across all our accounts G+ had better CTRs 87% of the time. 35%(!) better for our big brands with lots of followers. +5% for smaller clients. No +1s Using G+
  106. 106. Seller Ratings ~15% CTR Boost for Hanapin clients. Higher rating = Higher CTR PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  107. 107. Seller Ratings If you want to find if you qualify go to: google.com/shopping/s eller?q=yoururl.com Need 30 reviews in past 12 months and 3.5/5 star to be shown.
  108. 108. Seller Ratings Try asking customers for reviews – either after checkout, in their confirmation email, or after successful customer service actions. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  109. 109. Consumer Ratings
  110. 110. Consumer Ratings • Leider nur auf Englisch im Moment. • Collected by Google through Google Consumer Surveys – only major brands right now (needs 100 responses) • Adjusted by industry averages. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  111. 111. Consumer Ratings Google will only show if your ratings are good and only if your CTR is better showing ratings than not. This is done by them. You do, however, have the option to contact them to opt out. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  112. 112. Dynamic Search Ads Confession: I used to hate Dynamic Search Ads. But then I saw a great presentation by Matt Umbro at SMX West and started to test them out again. Turns out they got a lot better. *LINK TO MATT’S DSA PRESO
  113. 113. Dynamic Search Ads DSAs are ads written by Google, based on language found on landing pages specified by you.
  114. 114. Dynamic Search Ads Think of DSA like broad match for landing pages VS. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  115. 115. Dynamic Search Ads Useful if you have a large inventory of products that are constantly being added and removed. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  116. 116. Dynamic Search Ads (Ok, so these might not technically be an extension anymore) PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  117. 117. Dynamic Search Ads Start with an “All Webpages” ad group and then build out targets based on URL Text, Page Title or Page Content. *NOTE: Pages must be indexed by Google PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  118. 118. Dynamic Search Ads
  119. 119. Dynamic Search Ads You’ll want to exclude pages that you aren’t interested in advertising. e.g. URL contains “blog” PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  120. 120. Dynamic Search Ads DSAs have some nice benefits like… PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  121. 121. Dynamic Search Ads 35 Characters!
  122. 122. Dynamic Search Ads Use them to mine for good long-tail keywords. Run Search Term reports and add any converting terms to your regular campaigns.
  123. 123. Dynamic Search Ads Set bids low so as not to outbid your regular traffic. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  124. 124. Dynamic Search Ads Try combining them with RLSA for increased relevancy. *NOTE: This takes some AdWords Editor trickery. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  125. 125. Dynamic Search Ads Don’t forget to add all your account’s other keywords in as negatives. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  126. 126. Dynamic Search Ads DSAs can add great value PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  127. 127. Betas & New Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords Unfortunately Google makes us sign NDAs (Non-Disclosure Agreements), but…
  128. 128. Betas & New Extensions Landscape of available extensions is constantly changing. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  129. 129. Image Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  130. 130. Form Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  131. 131. Live Chat Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  132. 132. Drop-Down Extensions PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  133. 133. Smart Annotations PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  134. 134. Betas & New Extensions Google runs lots of tests (don’t freak out). Unless test extension adds +10% CTR, it’s very unlikely to make it out of Beta. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  135. 135. Betas & New Extensions Best advice is to contact your rep if you see a beta you want to be part of. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  136. 136. For Reference:
  137. 137. Summary Test, Test, Test Extensions Implement every extension that makes sense for your business. Experiment with dynamic ads. PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
  138. 138. Many Slides Later… Live Q&A @SamOwenPPC sam.owen@hanapinmarketing.com PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords

Editor's Notes

  • With the growth of mobile to 50% market share in the US in the next 3 years, this latest eye tracking study from Bing shows the importance of having your extensions right.
  • Google is trying to ensure they show the extension with the best CTR to make them more money. It does mean you should get as many different extensions working as possible as Google won’t show a bad combination for you for long.
  • THE HIGHLIGHTED SITELINK HERE GOT MORE DIRECT CLICKS THAN ANY OTHER SITELINK ON ANY OTHER DEVICE
  • Google Places take call extension numbers – which was the single biggest reason I didn’t use them previously. Nice thing here is that you can manage your store hours easily.
  • This becomes really cool if your business does in-store and online. Have a campaign using this targeting which focuses on in-store.
  • This becomes really cool if your business does in-store and online. Have a campaign using this targeting which focuses on in-store.
  • Right now this just means cross device, but from the way Google is talking, the plan is to have some way to link store visits to PPC ad impressions/clicks.
  • You can now assign values to your calls, which will let you use ROAS bidding that includes call data. Requires a bit more internal communication with your call center to find average call time to make a sale etc.
  • This is how I book meals in Indy
  • I wouldn’t be surprised to see App extensions be removed (like Social, Offer and Product extensions) after Google’s latest round of app promotional news. There will be a host of new features we haven’t seen yet like app deep linking and improved metrics for app engagement.
  • German reviewers are mean (Amazon US has 4.7)
  • Clicks on “ratings” are free.
  • Note: They just added bid simulator to DSAs yesterday!

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