The Power of Enhanced Sitelinks: Bing & Yahoo

The Power of Enhanced Sitelinks:
Bing / Yahoo
@alexafeck
Alexa Feckanin
Senior Paid Search Strategist
©2014 FATHOM® All rights reserved. FathomDelivers.com

WHY BOTHER
WITH EXTENSIONS…
2
@alexafeck
Alexa Feckanin
www.FathomDelivers.com
©2014 FATHOM® All rights reserved.

AD EXTENSIONS
Ad Example with All
WHAT DO THEY LOOK LIKE?
@alexafeck
Alexa Feckanin
3 www.FathomDelivers.com
SITELINKS
LOCATION
EXTENSIONS
CALL EXTENSIONS

 Better customer engagement
 Low costs and extending ability to turn
searchers into customers
 Increase overall ad click-through rate by
implementing a combination of Ad
Extensions
WHY
EXTENSIONS?
18.70%
14.10%
9.87%
6.83% 6.41%
5.59%
CTR
Sitelinks + LEX Sitelinks Sitelinks + Click-to-Call LEX Click-to-Call No Ad Extensions
*Source: Yahoo
4
The faster searchers can find what they are
looking for, the sooner they will convert.
@alexafeck
Alexa Feckanin

SITELINK EXTENSIONS
Take Up More Real Estate
WHAT ARE THEY?
Sitelinks may help achieve a 15-25% higher click-through rate
@alexafeck
Alexa Feckanin

Average lift in CTR for all Verticals
(Yahoo)
Average lift in CTR* Average CPCs*
+5.51% +2.23% $2.17
@alexafeck
Alexa Feckanin
Senior Paid Search StrategistSITELINK EXTENSIONS
Internal Findings
6
QUICK STATS
*Fathom is currently seeing across four verticals:
• EDU
• Retail
• HealthCare
• Legal

@alexafeck
Alexa Feckanin
Senior Paid Search StrategistSITELINK EXTENSIONS
Insights & Tips
7
ADVANTAGES STRUGGLES
• Take up more real estate space
• Drive consumers directly to a specific portion of your site
• Detailed reporting
• Easy to implement – you can create them in the Editor or UI
• Will not show if you are not in the top positions
• May not show all 6, sometimes just 2 display
• Put them in order of importance – they are displayed this way
• Some might not show, so you want the most important sitelinks at the top
• Tailor them to campaigns – get as granular as possible since you have the option
• Don’t use the same sitelinks for all campaigns
TIPS

WHAT ARE THEY?
Location Extensions may help achieve a 30-35% higher click-through rate
@alexafeck
Alexa Feckanin
8
LOCATION EXTENSIONS
Let Customers Find You Faster

LOCATION EXTENSIONS
Internal Findings @alexafeck
Alexa Feckanin
9
Average lift in CTR for all Verticals
(Yahoo)
~9.49%
QUICK STATS
*Source: Yahoo
0% 5% 10% 15% 20% 25% 30%
Retail
Tech & Telco
Travel
Autos
Entertainment
Financial Services
Careers & Education
B2B Services
CTR
YahooVertical
ADVANTAGES
Fathom lift in CTR for the
HealthCare Vertical
~4.5%

LOCATION EXTENSIONS
Insights & Tips @alexafeck
Alexa Feckanin
10
• Increases overall ad CTR
• Detailed reporting
• Drives foot traffic and clicks
• Must have a brick-and-mortar location to use these
extensions
STRUGGLES

WHAT ARE THEY?
Call Extensions may help achieve a 30-35% higher click-through rate
@alexafeck
Alexa Feckanin
11
CALL EXTENSIONS
Let Customers Contact You Easily

@alexafeck
Alexa Feckanin
12
CALL EXTENSIONS
Settings Explanation

CALL EXTENSIONS
Internal Findings
Average CTR for all Verticals (Yahoo)
6.41%
QUICK STATS
@alexafeck
Alexa Feckanin
61% of consumers
click to call a
business
Average CTR for 3 Verticals at Fathom
3.00%
Fathom Verticals: HealthCare, Retail, Legal

CALL EXTENSIONS
Insights & Tips @alexafeck
Alexa Feckanin
14
STRUGGLES
• Detailed reporting – Impressions, call & spend at
campaign, ad group and extension level
• Easy to implement – you can create them in the UI or
Editor
• Low cost – extremely low CPCs
• Must have a call center to direct phone calls to
• Some clients see better conversion rate through
Email and Lead nurturing than their call center

RICH ADS IN SEARCH
(RAIS)
BUT WAIT…
THERE’S MORE?!
@alexafeck
Alexa Feckanin

WHAT ARE THEY?
RAIS may help achieve a 45-55% higher click-through rate
@alexafeck
Alexa Feckanin
16
RICH ADS IN SEARCH (RAIS)
Go Beyond Traditional Search Advertising

TEMPLATE OPTIONS
@alexafeck
Alexa Feckanin
17
Type Example
Links and Image
Form and Image
Links and Video
Form and Video

TEMPLATE SPECIFICATIONS
@alexafeck
Alexa Feckanin
18
Type Specifications
Images
Dimensions: 80x60
Max Size: 4KB
Videos
Length: from 11 seconds to 4 minutes
Max Size: 75 MB
Keywords
Brand keywords only
Exact and Phrase match
Limit of 500 keywords per advertiser

Average Lift by Vertical
40.00%
40.00%
60.00%
40.00%
316.67%
-14.39%
-1.86%
270.37%
-50% 0% 50% 100% 150% 200% 250% 300% 350%
Retail
Education
Healthcare
Legal
Fathom CTR Yahoo Avg CTR
@alexafeck
Alexa Feckanin

RAIS vs. Brand CTR
6.50%
14.38%
24.52%
6.16%
25.20%
12.31%
24.07%
22.81%
0% 5% 10% 15% 20% 25% 30%
Retail
Education
Healthcare
Legal
RAIS Brand
@alexafeck
Alexa Feckanin

RAIS vs. Brand CPA
$25.89
$17.68
$56.00
$57.00
$5.09
$27.00
$278.00
$105.24
$- $50 $100 $150 $200 $250 $300
Retail
Education
Healthcare
Legal
RAIS Brand
@alexafeck
Alexa Feckanin

KEY TAKEAWAYS
01 02
03 04
Increase Customer Engagement… Customers Who Call…
Brand Awareness with RAIS… Make the most impact…
Increase Customer Engagement through Sitelinks, Call
Extensions and Location Extensions
• Remove barriers to the conversion – drive searchers
directly where they want to be
Customers who call are 10x more likely to make a purchase
• Deliver customers on mobile devices two ways for the price
of a click:
• To both a website and call by appending a clickable
phone number to a search ad
• Call only by replacing the ad’s title with a clickable
number
RAIS enhance texts ads and user engagement with deep
links, text entry forms, images & videos
• Available on exact and phrase match only
• Although CTRs are higher in some cases, CPA is a lot
higher as well
• Brand awareness through use of logo rather than just name
If you only have time to implement one or two of these,
start with those that will make the biggest impact on your
business
• Sitelinks
• RAIS
• Location Extensions / Call Extensions
@alexafeck
Alexa Feckanin

THANK YOU!
Q & A
@alexafeck
Alexa Feckanin

APPENDIX

TABLE OF CONTENTS
1. Sitelink Implementation
2. Call Extension Implementation
3. Location Extension Implementation
4. Rich Ads in Search (RAIS)
Implementation
25
CONTENTS

Sitelink Step by Step
1. Click on Ad Extensions Tab
1. Click on Create
3. Select the Campaign from
the dropdown menu
3. Click Create New
www.FathomDelivers.com26

Sitelink Creation
• Enter your title and
destination URL of your
Sitelink Extension
• Create additional
sitelinks by clicking
Add Another

Location Extension
Step by Step
• Go to the Ad Extensions tab,
select Location Extensions
and click Create
• Select the Campaign you
wish to associate the new
business location with from
the drop down
• Create New or select an
existing location
28

Creating Extensions in Bulk
With Bing Ads Editor
• Click on the Ad Extensions
Tab in the Bing Ads Editor
• Select the relevant option
from the multiple changes
dropdown (In this case
you would choose
Create)
• Create changes in excel
and copy and paste
them into the wizard

Call Extension Implementation
• Select a campaign to
implement with
• Provide your phone
number where you want
to receive phone calls
• Select an option for where
you want call extensions to
be shown:
• All Devices (Desktop,
Tablets and Smart
Phones)
• Only Smart Phone
• Then select if you want to
show only phone link or
both phone and website
link with ads

Rich Ads in Search (RAIS)
Implementation
• Contact your Yahoo! Rep to get your Brand terms whitelisted before starting
• They will most likely send you an Excel spreadsheet where you will breakout your Campaign,
Ad Groups, Text Ads and Deep Links
• *Note: You cannot add Broad match keywords – Phrase and Exact match only
• Send an 80x60 pixel image to your rep
• If you choose to just add your Ad Groups and Ads on your own, the step by step is on the next
page
• I suggest doing it the Rep way, but if you want access to just add them on your own –
this is also an option

Implementation
• If implementing on your own:
• Click into new RAIS campaign
• Click create a new Ad Group
• Select “Rich Ad” Type
• Add Keywords and Bids (*Note: Keywords go through review since this is Brand only –
anything not Branded will be disapproved)

Implementation
• Easily create and
edit your Rich Ads in
Search from the UI

The Power of Enhanced Sitelinks: Bing & Yahoo

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The Power of Enhanced Sitelinks: Bing & Yahoo