Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel

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From SMX East 2013 - Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel

#SMX #24D

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Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel

  1. 1. SMX PRESENTATION Improve Your PPC Results With Images, Offers & Other Ad Extensions
  2. 2. PROPRIETARY & CONFIDENTIAL WHAT WE KNOW… • Ad extensions are a fantastic way to customize and update our current ad copy to be more relevant by device, location, or search intent. • Google and Bing are working to bring us even more ad extensions based on search query and current organic listings. • The more granular the sitelink the better.
  3. 3. PROPRIETARY & CONFIDENTIAL GRANULAR VS. VAGUE TEST We changed sitelinks from general terms like ‘schedule appointments’, ‘ find tires’ and ‘ find services’ to more specific ‘synthetic oil change’, ‘ basic oil change’, and ‘oil change savings’ Results: • CTR increased by 0.8% • Conversion rate increased by 0.9%
  4. 4. PROPRIETARY & CONFIDENTIAL COMMUNICATION EXTENSIONS Added communication extensions as a beta per client request. Results: • >100 total email submissions in 9 months. • Savvy customers are not likely to give an email for nothing • From a high level- this was not the best use of the adspend
  5. 5. PROPRIETARY & CONFIDENTIAL COMMUNICATION EXTENSIONS: GOOGLE COMMUNICATION Opted in customers are added to a shared Google Document sent via email to client/agency
  6. 6. PROPRIETARY & CONFIDENTIAL IMAGE EXTENSIONS
  7. 7. PROPRIETARY & CONFIDENTIAL • Image Extensions – Tested in 5th largest holiday so we could have educated, scalable results for largest holiday. – Image extensions appeared with only 0.2% of ads • Meaning 8100 impressions total on image extensions campaign Results: • CTR jumped from 2.8% to 5.3% • no significant raise in conversion rate • We will leave running for Q4 to test holiday CTR and Conversion rate IMAGE EXTENSIONS
  8. 8. PROPRIETARY & CONFIDENTIAL EXAMPLE: REVIEW EXTENSIONS From Google: It's important, both for you and for users, that the reviews provided be high-quality: • Content displayed in review extensions must come from a reputable 3rd party source, and must comply with standard AdWords policies. • It’s your responsibility to ensure that you’re allowed to use a specific review in your ads. • To protect users and other businesses from deceptive claims, we use automated and human-based systems to confirm the validity and policy compliance of all review extensions.
  9. 9. PROPRIETARY & CONFIDENTIAL BING- MOBILE CALL EXTENSIONS Bing call extensions
  10. 10. PROPRIETARY & CONFIDENTIAL BING- DESKTOP LOCATION EXTENSIONS Bing location extensions Click to Bing maps directions extension
  11. 11. WHAT'S NEXT Improve Your PPC Results With Images, Offers & Other Ad Extensions
  12. 12. PROPRIETARY & CONFIDENTIAL LAYER APPROPRIATE EXTENSIONS Image Social Communication Sitelink
  13. 13. PROPRIETARY & CONFIDENTIAL MOBILE: PLA
  14. 14. PROPRIETARY & CONFIDENTIAL MOBILE: LAYERED SITE EXTENSIONS Click to call Click to Google Maps
  15. 15. PROPRIETARY & CONFIDENTIAL FACEBOOK IMAGE TEST • Based on success of specific images as image extensions we were able to make the following assumptions about our paid facebook posts. – Images that drew clicks from image extensions should work as photo page posts.

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