Learn how to leverage call extensions and location extensions in Google AdWords and Bing Ads to maximize conversion opportunities. Includes case studies!

1. @john_a_lee
#smx #22b
Maximize
Conversion
Potential with
Ad Extensions!
P R E S E N T E D B Y J O H N A . L E E
MA N A G I N G PA RT N E R – C L I X MA R K E T I N G
S MX W E S T – MA R C H 1 2 , 2 0 1 4

2. @john_a_lee
#smx #22b
Dominate the
SERPs
MAXIMIZE CONVERSION POTENTIAL
WITH AD EXTENSIONS!

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. @john_a_lee
#smx #22b

5. @john_a_lee
#smx #22b
Call Extensions
MAXIMIZE CONVERSION POTENTIAL
WITH AD EXTENSIONS!

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. @john_a_lee
#smx #22b
Setting Up Call Extensions
GOOGLE ADWORDS BING ADS

8. @john_a_lee
#smx #22b
Call
Extensions
in the Wild
Google AdWords: Desktop

9. @john_a_lee
#smx #22b
Call
Extensions
in the Wild
Google AdWords: Mobile

10. @john_a_lee
#smx #22b
Call
Extensions
in the Wild
Bing Ads: Desktop
(with some Skype action!)

11. @john_a_lee
#smx #22b
Call
Extensions
in the Wild
Bing Ads: Mobile

12. @john_a_lee
#smx #22b
Mind the Settings, Please
Forwarding Number or Your Own Number?
◦ Forwarding number allows you to track calls from desktops and tablets.
◦ Google AdWords
◦ At ad group level: minimum of 20 clicks over 4 week period for forwarding number to display.
◦ Otherwise, your “root” destination phone number will show and NOT be tracked.
Show Links?
◦ Only want phone calls? Choose “just the phone number.”
Report Phone Call Conversions?
◦ Choose to count calls as conversions in reports based on call length.
◦ This is the default setting! You’ve been warned…

13. @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

14. @john_a_lee
#smx #22b
Location
Extensions
MAXIMIZE CONVERSION POTENTIAL
WITH AD EXTENSIONS!

15. @john_a_lee
#smx #22b
What is a Location
Extension?
Location Extensions attach your business address
and phone number to your text ad.
When Call Extensions and Location Extensions
exist in the same campaign:
◦ Click-to-call and/or call forwarding number settings
will affect the phone number associated with your
Location Extension.

16. @john_a_lee
#smx #22b
Setting up Location
Extensions
GOOGLE ADWORDS BING ADS

17. @john_a_lee
#smx #22b
Location Extensions in the
Wild
GOOGLE ADWORDS BING ADS

18. @john_a_lee
#smx #22b
Want 100% Coverage for
PPC Call Tracking?
Install a 3rd party call
tracking service!
◦ See data for *ALL* Call
Extension and Location
Extension calls regardless
of ad group click levels.
◦ More importantly: See
phone calls from your
website & landing pages.

19. @john_a_lee
#smx #22b

20. @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)

21. @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

22. @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

23. @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

24. @john_a_lee
#smx #22b
Thank You!
Have Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com