Sitelinks, Review and Image
Extensions
Sam Owen, Sr. Account Manager, March 12 2014
Agenda
• Sitelinks
• Review Extensions
• Image Ad Extensions
@SamOwenPPC
#SMX #22B
Sitelinks
• 25 characters (down from 35)
• Unique URLs
• Ad group or campaign level
@SamOwenPPC
#SMX #22B
Do People Click Sitelinks?
@SamOwenPPC
#SMX #22B
Do People Click Sitelinks?
@SamOwenPPC
#SMX #22B
Not your real
Sitelink CTRs
Do People Click Sitelinks?
@SamOwenPPC
#SMX #22B
Do People Click Sitelinks?
@SamOwenPPC
#SMX #22B
Do People Click Sitelinks?
• The importance of clicks actually on Sitelinks
varies greatly by industry
• Judge Sitelinks s...
Do Sitelinks Generate Conversions?
Lead Gen Account:
E-Commerce Account:
@SamOwenPPC
#SMX #22B
Do Sitelinks Generate Conversions?
Lead Gen Account:
E-Commerce Account:
@SamOwenPPC
#SMX #22B
0.6% of total
14% of total
Do Sitelinks Generate Conversions?
@SamOwenPPC
#SMX #22B
Sitelinks: Case Studies
@SamOwenPPC
#SMX #22B
Sitelinks vs. No Sitelinks
@SamOwenPPC
#SMX #22B
Not using Sitelinks: 1.18% CTR
Using Sitelinks: 1.93% CTR
Sitelinks vs. No Sitelinks
@SamOwenPPC
#SMX #22B
Not using Sitelinks: 1.18% CTR
Using Sitelinks: 1.93% CTR
64% Increase in...
Mobile Sitelinks
@SamOwenPPC
#SMX #22B
Mobile Sitelinks
@SamOwenPPC
#SMX #22B
This strategy
made things
29% worse!
Mobile Sitelinks
@SamOwenPPC
#SMX #22B
Mobile Sitelinks
WORST!
BEST!
@SamOwenPPC
#SMX #22B
Message Types
“Company” Sitelinks: Our Locations, Customer Service,
Size Charts etc.
“Product” Sitelinks: Reebok Boots, Ni...
Message Types
“Company” Sitelinks: Our Locations, Customer Service,
Size Charts etc.
“Product” Sitelinks: Reebok Boots, Ni...
Extended Sitelinks
• These show rarely and only where you are dominating first
position (i.e. your brand terms)
• Google c...
Sitelink Testing Ideas
• Brand Focused: Nike, Adidas, Reebok, Puma
• Specific Focus: Running, Basketball, Tennis, Volleyba...
Recommendations
• Keep to themes when you test
• Have 6+ sitelinks per campaign
• Split out mobile preferred sitelinks
• B...
Review Extensions
@SamOwenPPC
#SMX #22B
• Still rare to see
• Random 50 search sample saw 3
examples of them being used
Review Extensions
Review
Extensions!
@SamOwenPPC
#SMX #22B
Where To Get Reviews?
• Anywhere Google gets seller ratings from
– Shopper Approved
– Reseller Ratings
• Better Business B...
Frustrations?
@SamOwenPPC
#SMX #22B
Requirements
• Accurate, Current Reviews
• Credible, Third-Party Source
• Unique, Substantive Reviews
@SamOwenPPC
#SMX #22B
Requirements
• Accurate, Current Reviews
• Credible, Third-Party Source
• Unique, Substantive Reviews
@SamOwenPPC
#SMX #22...
Measuring Success
Compare vs. CTR / Conv. Rate with Sitelinks
Test Multiple Review Extensions
@SamOwenPPC
#SMX #22B
Impact?
• 3% boost in overall CTR across our tests
• Showing about 25% of the time for keywords
in top positions
• When sh...
Image Extensions
@SamOwenPPC
#SMX #22B
Image Extensions
• Still technically in Beta
• Can only be live in 2 campaigns, one ad group
• Has to be hyper-relevant to...
Image Extensions
@SamOwenPPC
#SMX #22B
Image Extensions
@SamOwenPPC
#SMX #22B
Image Extensions
@SamOwenPPC
#SMX #22B
Click Type By Device
@SamOwenPPC
#SMX #22B
Impression Rate
@SamOwenPPC
#SMX #22B
Click-Through Rate
@SamOwenPPC
#SMX #22B
Click-Through Rate
@SamOwenPPC
#SMX #22B
Strong user engagement on
images – about 20% more
engaging than Sitelinks!
Future of Image Extensions
• Google tend to approve betas with >10% uplift
in CTRs
• As it stands Image Extensions seem to...
Overall Ad Extension Takeaways
• Sitelinks are very important
• Image ad extensions are beneficial, but limited
in scope
•...
Thank you!
@SamOwenPPC
#SMX #22B
Sam.owen@hanapinmarketing.com
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How To Improve Paid Search Performance with Sitelinks, Review and Image Extensions

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Smx West 2014 Session #Smx #22B - Improve Your Ppc Results With Call, Images & Other Ad Extensionspresentation How To Improve Paid Search Performance With Sitelinks, Review And Image Extensions By Sam Owen @Samowenppc Of Hanapin Marketing

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  • Can I drive sitelinks to different Domains? Like one to Best Buy, one to iTunes, one to Target. All would be product pages, but on different domains.
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How To Improve Paid Search Performance with Sitelinks, Review and Image Extensions

  1. 1. Sitelinks, Review and Image Extensions Sam Owen, Sr. Account Manager, March 12 2014
  2. 2. Agenda • Sitelinks • Review Extensions • Image Ad Extensions @SamOwenPPC #SMX #22B
  3. 3. Sitelinks • 25 characters (down from 35) • Unique URLs • Ad group or campaign level @SamOwenPPC #SMX #22B
  4. 4. Do People Click Sitelinks? @SamOwenPPC #SMX #22B
  5. 5. Do People Click Sitelinks? @SamOwenPPC #SMX #22B Not your real Sitelink CTRs
  6. 6. Do People Click Sitelinks? @SamOwenPPC #SMX #22B
  7. 7. Do People Click Sitelinks? @SamOwenPPC #SMX #22B
  8. 8. Do People Click Sitelinks? • The importance of clicks actually on Sitelinks varies greatly by industry • Judge Sitelinks success on overall CTR or Conv. Rate lift. Use actual Sitelink data as a guide About 3% of the total clicks when Sitelinks were present @SamOwenPPC #SMX #22B
  9. 9. Do Sitelinks Generate Conversions? Lead Gen Account: E-Commerce Account: @SamOwenPPC #SMX #22B
  10. 10. Do Sitelinks Generate Conversions? Lead Gen Account: E-Commerce Account: @SamOwenPPC #SMX #22B 0.6% of total 14% of total
  11. 11. Do Sitelinks Generate Conversions? @SamOwenPPC #SMX #22B
  12. 12. Sitelinks: Case Studies @SamOwenPPC #SMX #22B
  13. 13. Sitelinks vs. No Sitelinks @SamOwenPPC #SMX #22B Not using Sitelinks: 1.18% CTR Using Sitelinks: 1.93% CTR
  14. 14. Sitelinks vs. No Sitelinks @SamOwenPPC #SMX #22B Not using Sitelinks: 1.18% CTR Using Sitelinks: 1.93% CTR 64% Increase in CTR
  15. 15. Mobile Sitelinks @SamOwenPPC #SMX #22B
  16. 16. Mobile Sitelinks @SamOwenPPC #SMX #22B This strategy made things 29% worse!
  17. 17. Mobile Sitelinks @SamOwenPPC #SMX #22B
  18. 18. Mobile Sitelinks WORST! BEST! @SamOwenPPC #SMX #22B
  19. 19. Message Types “Company” Sitelinks: Our Locations, Customer Service, Size Charts etc. “Product” Sitelinks: Reebok Boots, Nike Boots, Safety Toe Boots etc. @SamOwenPPC #SMX #22B
  20. 20. Message Types “Company” Sitelinks: Our Locations, Customer Service, Size Charts etc. “Product” Sitelinks: Reebok Boots, Nike Boots, Safety Toe Boots etc. @SamOwenPPC #SMX #22B 1. Product-focused perform much better across e-Commerce accounts 2. Conversion Rate was 23% higher when “products” sitelinks showed, even if not clicked
  21. 21. Extended Sitelinks • These show rarely and only where you are dominating first position (i.e. your brand terms) • Google claim: Boost in CTR is significant when shown • Our data: 8-10% boost in branded CTRs – minimal in non- branded campaigns @SamOwenPPC #SMX #22B
  22. 22. Sitelink Testing Ideas • Brand Focused: Nike, Adidas, Reebok, Puma • Specific Focus: Running, Basketball, Tennis, Volleyball • Cross-Sell: Clothes, Sports Equipment, Gym Gear, Fitness DVDs • Company Info: About Us, Store Locations, Customer Service, Request Catalogue • Benefit Driven: Free Shipping Over $75, 365 Day Returns, Save 10% • Mobile Test: Mobile Site, Call Now, Store Locations @SamOwenPPC #SMX #22B
  23. 23. Recommendations • Keep to themes when you test • Have 6+ sitelinks per campaign • Split out mobile preferred sitelinks • Bad sitelinks are better than no sitelinks • Use extended sitelinks for brand campaigns @SamOwenPPC #SMX #22B
  24. 24. Review Extensions @SamOwenPPC #SMX #22B • Still rare to see • Random 50 search sample saw 3 examples of them being used
  25. 25. Review Extensions Review Extensions! @SamOwenPPC #SMX #22B
  26. 26. Where To Get Reviews? • Anywhere Google gets seller ratings from – Shopper Approved – Reseller Ratings • Better Business Bureau • Google Trusted Stores @SamOwenPPC #SMX #22B
  27. 27. Frustrations? @SamOwenPPC #SMX #22B
  28. 28. Requirements • Accurate, Current Reviews • Credible, Third-Party Source • Unique, Substantive Reviews @SamOwenPPC #SMX #22B
  29. 29. Requirements • Accurate, Current Reviews • Credible, Third-Party Source • Unique, Substantive Reviews @SamOwenPPC #SMX #22B Hard to meet these criteria for smaller clients. Review Extensions are much easier to find for major products / brands with “legitimate” reviews.
  30. 30. Measuring Success Compare vs. CTR / Conv. Rate with Sitelinks Test Multiple Review Extensions @SamOwenPPC #SMX #22B
  31. 31. Impact? • 3% boost in overall CTR across our tests • Showing about 25% of the time for keywords in top positions • When showing, approximately 11% better CTRs than when not @SamOwenPPC #SMX #22B
  32. 32. Image Extensions @SamOwenPPC #SMX #22B
  33. 33. Image Extensions • Still technically in Beta • Can only be live in 2 campaigns, one ad group • Has to be hyper-relevant to your ad group • Contact your rep for more details @SamOwenPPC #SMX #22B
  34. 34. Image Extensions @SamOwenPPC #SMX #22B
  35. 35. Image Extensions @SamOwenPPC #SMX #22B
  36. 36. Image Extensions @SamOwenPPC #SMX #22B
  37. 37. Click Type By Device @SamOwenPPC #SMX #22B
  38. 38. Impression Rate @SamOwenPPC #SMX #22B
  39. 39. Click-Through Rate @SamOwenPPC #SMX #22B
  40. 40. Click-Through Rate @SamOwenPPC #SMX #22B Strong user engagement on images – about 20% more engaging than Sitelinks!
  41. 41. Future of Image Extensions • Google tend to approve betas with >10% uplift in CTRs • As it stands Image Extensions seem to fit that mold • Approval / management issues still holding things back – complicated to ensure images are relevant, sized correctly etc. @SamOwenPPC #SMX #22B
  42. 42. Overall Ad Extension Takeaways • Sitelinks are very important • Image ad extensions are beneficial, but limited in scope • All Ad Extensions that improve CTRs will help boost your Quality Scores • The additional real estate that ad extensions bring lead to large improvements in your ad performance, whether a specific extension works or not @SamOwenPPC #SMX #22B
  43. 43. Thank you! @SamOwenPPC #SMX #22B Sam.owen@hanapinmarketing.com

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