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Amazing PPC Tactics: How to Improve Click-Through-Rates with Google Ad Extensions
- 1. Amazing PPC Tactics Lisa Sanner – Senior Client Manager June 28th 2011
- 2. Presentation Agenda About Point It • Launched in April 2002 • Seattle’s largest independent search marketing firm • PPC & SEO • $30 MM in managed media/yr • 40+ yrs of SEM experience • Servicing clients across all verticals and revenue models
- 3. Logistics & Introductions Presentation Agenda • Being Recorded • Link to slides will be emailed later this week • Ask Questions throughout
- 4. Google Ad Extensions Types, Tips, Tracking, Tradeoffs
- 5. Types of Ad Extensions • Sitelinks • Product Extensions • Call Extensions • Location Extensions • Seller Ratings • Alpha’s & Beta’s for a LOT, LOT More: – Jobs, Communications, Video, Offer/Coupons, Contact Forms, Store Locator
- 7. But How Do Extensions Work Together… or Not Work Together?
- 8. Hierarchy of Extension Serving Alphas & Betas (Video, Offer, Coupons, Communication, etc.) Sitelinks (two-line) Product Extensions Location Extensions Call Extensions* Sitelinks (one-line) Seller Ratings
- 9. Sitelinks
- 12. Sitelink Formats Type Quality Format With Other Threshold Extensions Two+ -line Sitelink Highest (Brand Extra 2+ lines Yes with Plusbox terms & 10s) One-line Sitelink Higher (7+s) Extra line No Embedded High (Top) In Desc text TBD Manage at Campaign Level Up to 10 sitelinks per Campaign Shorter text works better (CTR) In latest AdWords Editor 9.0.1 released in May 2011 (Yeah!!)
- 13. Tracking Sitelinks • Good: Create unique tracking tag for each link. • Better: Use new ValueTrack parameters to track sitelink to kw level www.example.com/home.html ?origin=sitelink&keyword={keyword}&matchtype={matchtype}
- 16. Call Extensions
- 17. AdWords UI Reporting – “Clicks”in Extensions tab are NOT clicks on the extension.
- 18. AdWords UI Reporting Dimensions Tab – Free Clicks Segment by Click Type
- 19. Seller Ratings Account level Automatic, 30+ reviews, 4.0+ avg rating Stars & # reviews (top); stars only (right)
- 20. Summary of Google Ad Extensions Type of Extension Where on SERP Format Control Notes Search Campaign; Two-line Sitelinks Top only Extra lines highest QS kws Yes, with Plusbox Plusbox (Top & Right) Merchant Center, All Product Extensions Top & Right or Extra Lines (Top) Search Campaign Products or Filter Google Places or Search Campaign or Manual, Directions Location Extensions Top & Right Plusbox or Extra Line Ad Level clicks In Headline (Top) Google Voice #, Extra line (Right & $1/call desktops, Call Extensions Top & Right Mobile) Search Campaign clicks on mobile Search Campaign; One-line Sitelinks Top only Extra line high QS kws Not w/ Plusbox Search Campaign; New, Launching Embedded Sitelinks Top only Links in Desc Lines good QS With Plusbox??? Seller Ratings Top & Right Extra line Account Automatic
- 21. Aligning Extensions with Business Goals
- 22. Ad Extensions Considerations & Implications • Look at the SERP – do queries!!! • Achieve DIFFERENTIATION and Performance • Be thoughtful about Campaign Architecture Test, track, learn. Optimize. Repeat.
- 23. Q&A
- 24. Thank You Lisa Sanner lisas@pointit.com @LisaSanner Point It Search Marketing Agency www.pointit.com We’re hiring!