How To Maximize Conversion Potential with Ad Extensions


Published on

Smx West 2014 Session #Smx #22B - Improve Your Ppc Results With Call, Images & Other Ad Extensionspresentation How To Maximize Conversion Potential With Ad Extensions By John Lee @John_A_Lee Of Clix Marketing

Published in: Marketing
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

How To Maximize Conversion Potential with Ad Extensions

  1. 1. @john_a_lee #smx #22b How To Maximize Conversion Potential with Ad Extensions P R ES E N T E D BY J O H N A . L E E M A N AG I N G PA RT N E R – C L I X M A R K E T I N G S M X W EST – M A RC H 1 2 , 2 0 1 4
  2. 2. @john_a_lee #smx #22b Dominate the SERPs MAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!
  3. 3. @john_a_lee #smx #22b Super Size Your Ads Say goodbye to wimpy, 4 line text ads and hello to super-sized ads! ◦ Ad Extensions expand your text ad and command more real estate in the SERPs. ◦ Provide calls-to-action, location, reviews, images and more. Available in Google AdWords and Bing Ads. Call Extensions Sitelinks Review Extensions Location Extensions Image Extensions Offer Extensions Communication Extensions ◦ Google is ending beta. …and More!
  4. 4. @john_a_lee #smx #22b
  5. 5. @john_a_lee #smx #22b Call Extensions MAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!
  6. 6. @john_a_lee #smx #22b What is a Call Extension? Phone number published with your text ad. Applicable to Google, Bing or Yahoo! search results. Click-to-call for mobile devices. Forwarding number available to track manually dialed calls. Unlike other ad extensions, phone number displays even when ranked below position 3.
  7. 7. @john_a_lee #smx #22b Setting Up Call Extensions GOOGLE ADWORDS BING ADS
  8. 8. @john_a_lee #smx #22b Call Extensions in the Wild GOOGLE ADWORDS BING ADS
  9. 9. @john_a_lee #smx #22b Mind the Settings, Please
  10. 10. @john_a_lee #smx #22b Reporting on Call Extensions GOOGLE ADWORDS Dimensions Tab > Call Details Segment > Click Type (mobile click- to-call): ◦ Campaign, Ad Group, Ad and Keyword (click-to-call only) Levels Add Columns: ◦ Phone Impressions, Phone Calls Phone Conversions BING ADS Dimensions Tab > Call Details Reports > Call Details Add Columns: ◦ Phone Impressions, Manual Calls, Click Calls ◦ Campaign, Ad Group Levels Only
  11. 11. @john_a_lee #smx #22b
  12. 12. @john_a_lee #smx #22b Location Extensions MAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!
  13. 13. @john_a_lee #smx #22b What is a Location Extension?
  14. 14. @john_a_lee #smx #22b Setting up Location Extensions GOOGLE ADWORDS BING ADS
  15. 15. @john_a_lee #smx #22b Location Extensions in the Wild GOOGLE ADWORDS BING ADS
  16. 16. @john_a_lee #smx #22b
  17. 17. @john_a_lee #smx #22b Case Study 1 Call Extension tracking numbers don’t provide 100% coverage. Use of 3rd party call tracking provides data for *all* calls resulting from Call Extension. An average of 22% more calls occurred than were recorded by the Call Extension. 0 10 20 30 40 50 60 70 80 90 100 JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Call Extension Tracking Number Coverage Call Extensions Recorded Actual Calls (Mongoose Metrics)
  18. 18. @john_a_lee #smx #22b Case Study 2 Call Extensions can negatively impact online conversion rates and cost-per-acquisition. It is important to look at the net effect of online conversion combined with increased phone call volume. This client saw form lead conversion rate drop 7%. When the Call Extension calls are included, TOTAL conversion rate increased 5%. 8.20% 8.40% 8.60% 8.80% 9.00% 9.20% 9.40% 9.60% 9.80% 10.00% 10.20% FORM LEAD CONVERSION RATE TOTAL CONVERSION RATE Before & After Implementing Call Extensions 12/27/13 - 01/23/14 01/24/14-02/21/14
  19. 19. @john_a_lee #smx #22b Case Study 3 This client’s primary conversion action is a phone call. • Only 19% of total conversions occur online. Entered beta test of Bing Ads Call Extensions in October 2013. Overall calls saw a 6.7% lift per month with the addition of Bing Ads Call Extensions. 0 1 2 3 4 5 6 7 8 9 10 JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER Impact of Adding Bing Ads Call Extensions Bing Call Extensions % Lift in Calls
  20. 20. @john_a_lee #smx #22b Case Study 4 This client operates women’s health centers. Appointments come from walk-ins, phone calls and online appointment requests. Before January 2012, they did not utilize Call Extensions or Location Extensions. The combination of these extensions increased total conversions 345% and reduced cost-per-acquisition by 75% (against only 10% lift in ad spend). 0 200 400 600 800 1000 1200 1400 1600 1800 OCT-DEC 2011 JAN-MARCH 2012 Impact of Location Extensions & Call Extensions Mobile Click-to-Call Manually Dialed Calls Location Extension 'Get Direction' Online Conversions Total Conversions (Call+Online) Time Period Total Conversions (Call+Online) Total CPA Ad Spend Oct-Dec 2011 400 $ 34.18 $ 13,671.00 Jan-March 2012 1779 $ 8.45 $ 15,026.00
  21. 21. @john_a_lee #smx #22b Thank You! Have Questions? @john_a_lee