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Important Developments In Paid Search

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Presentation to SEMNE, May 18, 2010 - How to leverage Google's recent ad innovations: location extensions, sitelink extensions, product extensions, mobile advertising. Expand advertising reach, engage users, increase conversion rates with Ad Extensions.

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Important Developments In Paid Search

  1. 1. Important Developments in Paid Search<br />Matt Van Wagner, Find Me Faster<br />Barb Young, ppc-Strategies<br />
  2. 2. Ad Innovations<br />Google Places<br />New developments for search & mobile<br />Google Sitelinks<br />Target 5 audiences in a single ad<br />Google Product Extensions<br />Display product image ads for paid & organic listings<br />Google Mobile Advertising<br />The new frontier is here!<br />
  3. 3. AdWords Extensions<br />What they are<br />How they work<br />How to enable<br />Performance results<br />Coming soon<br />
  4. 4. Enabling Ad Extensions<br />Campaign level/Settings tab<br />Same PPC pricing as click on traditional text ad<br />
  5. 5. Enabling Location Extensions<br />Synched to Google Places (formerly Business Local)<br /><ul><li>Just Announced: Replacing Google Local Business Ads!
  6. 6. More flexible & scalable for multiple locations
  7. 7. Ads eligible to display:</li></ul>Google Search Network, Google Maps & Google Maps for Mobile<br />Phones with full internet browsers (iPhone, Android, etc.)<br /><ul><li>How-to video w/step by step instructions: http://www.google.com/intl/en/adwords/lbamigration/</li></li></ul><li>Location Extensions in Text Ads<br />Multiple locations permitted<br />Location/phone closest to user will be displayed<br />
  8. 8. When Google Places Synched w/PPC<br /><ul><li>Google Search Network
  9. 9. Google Maps & Google Maps for Mobile
  10. 10. Phones with full internet browsers (iPhone, Android, etc.)</li></li></ul><li>Google Places Now Supports “Service Area”<br />Specific location address no longer required <br />
  11. 11. Enabling SitelinksDisplay up to 4 additional links in one ad<br />Aligned to website navigation<br />Unique tag will pass to URL report<br />
  12. 12. Sitelinks Performance<br />Branded Campaigns/Ecommerce<br /><ul><li>Links receive 2-4% higher CTR than Headline
  13. 13. 1.5 fewer page views
  14. 14. 1:30 Less time on site
  15. 15. 6% Increase in conversion rate!</li></ul>Reporting<br /><ul><li>URL report
  16. 16. Should have “auto-tagging” enabled in both AdWords & GA
  17. 17. Add a unique tag that passes to the URL report, i.e., SL=name of anchor text</li></li></ul><li>Enabling Product Ad Extensions<br />Display up to 6 images within one ad<br /><ul><li>One data feed supplies both PPC ads and Google Product Search (organic)
  18. 18. Be sure to “verify and claim URL” by May 18th
  19. 19. Verify at Google Webmaster Tools
  20. 20. Claim at Google Merchant Center</li></li></ul><li>Google Merchant Center<br />Important:<br /><ul><li>Synch with AdWords to enable Product Extensions!</li></li></ul><li>Ad Extensions w/Plusbox<br />
  21. 21. Be Sure to Include Images in Data Feed!<br />
  22. 22.
  23. 23. Qualified Buyer Primed for Purchase<br />Model-specific query serves one extension result<br />Be sure to optimize your data feed titles, descriptions & images!<br />
  24. 24. Recent Observation: New Hybrid?<br />
  25. 25. Clean Up Your Act!<br />
  26. 26. Product Extension Reporting<br />AdWords “Ad Report” – data selection items<br />
  27. 27. Product Extensions Rock!<br />Performance Results<br /><ul><li>Plusbox Show Rate: 10% to 80%
  28. 28. 50%+ on our most heavily trafficked campaigns
  29. 29. Headline CTR when ad showed a plusbox: 5.3%
  30. 30. vs. 5% regular CTR
  31. 31. Avg. Plusbox Expansion Rate: 6.5%
  32. 32. CTR when plusbox was expanded: 30%
  33. 33. Overall increase in conversion rate: 13%</li></ul>Specific products showed increase of 22%<br />
  34. 34. Impression Share Up!<br />
  35. 35. Google Ad Extensions<br /><ul><li>Why enable Extensions?
  36. 36. Improved CTR (30-80% vs. 2-12%)
  37. 37. Speak to multiple buyers ( 5 links in 1)
  38. 38. Drive traffic to categories & specific products
  39. 39. Increase Conversion Rate
  40. 40. Stay above the fold!
  41. 41. PPC rewards:
  42. 42. Improved position
  43. 43. Reduced cost per click </li></ul>One client saw position increase and cpc decrease by 10% with Ad Extensions<br />
  44. 44. What the Heck is This?<br />Product Listing Ad from Google’s Affiliate Network<br />
  45. 45. <ul><li>Smartphones with full HTML browser capability
  46. 46. Android
  47. 47. iPhone/iPod Touch/iPad
  48. 48. Blackberry
  49. 49. WAP Cell phones
  50. 50. Everything else
  51. 51. Do you have a mobile version of your website?
  52. 52. Pricing
  53. 53. CPC
  54. 54. CPM in the works</li></ul>Google Ad Extensions: Phone<br />
  55. 55. Why bother with mobile??<br /><ul><li>1.5 billion devices shipped thru ‘09
  56. 56. 2.25 billion estimated thru ’14
  57. 57. Smartphone sales growing at a faster rate than WAP*</li></ul>http://www.abiresearch.com/press/1570-Mobile+Device+Shipments+Will+Nearly+Double+Before+2015<br />
  58. 58. Enabling AdWords Phone Extensions<br />Step 1: Select Your Device & Carriers<br />
  59. 59. Enabling AdWords Phone Extensions<br />Step 2: Enable Click-to-Call feature<br />Nothing else required for full browser capable devices!<br />
  60. 60. Creating Mobile Ads for WAP Phones<br />
  61. 61. Different Devices = Different Ads<br /><ul><li>Full HTML browser capability (Droid, et al.)
  62. 62. Full text ads on Search network with “Click-to-Call”
  63. 63. Image ads on Content network
  64. 64. All types on Downloadable apps on Content network (adsenseformobileapps.com)
  65. 65. WAP Cell phones
  66. 66. Create mobile specific ads
  67. 67. Opt in to content network for image ads
  68. 68. Best practice: create mobile specific campaigns!
  69. 69. What’s best?
  70. 70. Targeting “Smartphones” & MIDs is easiest & growing fastest!
  71. 71. Do you have a mobile version of your website?
  72. 72. Are you likely to engage with local users?</li></li></ul><li>Mobile Ad Performance<br />105% higher CTR (3.5% mobile v. 1.7% pc)<br />19% CTR for Brand campaign (pc)<br />47% lower CPC<br />Mobile text ad reports:<br /><ul><li>Ad Reports & Placement Reports (content network)
  73. 73. Note Avg CPM – CPM pricing coming soon!
  74. 74. Mobile image ad data currently not available in reports</li></li></ul><li>Coming Soon!<br />Customer reviews in Product Search Results <br /><ul><li>Specify canonical URLs
  75. 75. Bazaarvoice- currently enabled
  76. 76. More review platform providers - coming soon
  77. 77. Submit reviews directly – coming soon</li></ul>Video Extensions!<br /><ul><li>Now in Beta mode</li></li></ul><li>How to Stay Current<br />Google AdWords Blog<br /><ul><li>http://adwords.blogspot.com/</li></ul>Google Merchant Blog<br /><ul><li>http://googlemerchantblog.blogspot.com/</li></ul>Google Mobile Blog<br /><ul><li>http://googlemobile.blogspot.com/</li></ul>Google Business Solutions<br /><ul><li>http://www.google.com/services/</li></ul>Search Engine Land/SearchCap<br /><ul><li>http://searchengineland.com/library/searchcap</li>

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