all about ad extensions

Expanding Your

PPC Real Estate

with Ad Extension

Elizabeth MarstenDirector of PPC | CommerceHub

Elizabeth Marsten | CommerceHub | Director of PPC https://bitly.com/bundles/ebkendo/5

@ebkendo

What are ad extensions?

Elizabeth Marsten | CommerceHub | Director of PPC | @ebkendo

Sitelinks

Location

Google+

Why Use Ad Extensions?

Click Through Rates.

Quality Score.

Real Estate.

How many ad extensions are there?

CalloutsSitelinksReviewLocationPhoneAppGoogle+Seller RatingsConsumer Ratings…

So many.

Let's simplify for today:

• Sitelinks/Enhanced/Dynamic • Callouts• Review• Location• Phone• Consumer Ratings

Sitelinks

Sitelinks In General

• Account, campaign or ad group level• Affects ad rank/Quality Score• Can lower CPC costs• Can increase CTR• No dynamic insertion

Regular Sitelinks

• Account, campaign or ad group level• 22-25 characters (desktop) 17 (mobile)• 6+ Sitelinks per campaign (recommended)• Can include social media profiles as destination

URLs• All URLs must be different• Highest performing sitelinks shown more often• Mobile preferred option

Enhanced Sitelinks

• 1st or 2nd position ads only• 35 characters, 2 lines• Have to be different URLs• Can be scheduled (days of the week/time of

day)• On average, 30% higher CTRs than text only

Dynamic Sitelinks

• Automatically generated• AdWords chooses “highly relevant” pages• If you’re already using regular sitelinks, those will show up instead

• Have to opt out via form otherwise

• At campaign level for branded campaigns• When you want to deep link to pages on your

site• Cross-sell or promotional categories/products• Landing page testing• Highlight social media profiles or drive traffic to• Having CTR or Quality Score issues

Implement Sitelink Ad Extensions

Callouts

• Account, campaign or ad group level• Create at least 4 per level• Affects ad rank• 12-15 characters recommended (up to 25)• Highest performing combo shown more often• Can be scheduled (days of the week/time of

• Experiencing Quality Score issues • Calling attention to site wide benefits like

free shipping, return policy, customer service hours

• Easy to implement, high impact

Implement Callouts

Review Extensions

• Show 3rd party review snippets or phrases• Can’t control when they show vs. not• Up to 67 characters show• Standard CPC rate• Boost CTR by 10% on average• Review can’t be older than 12months

• You have a recent review to share• In a competitive space/industry• Triggered less often, set it up to be ready to

Implement Review Extensions

Location Extensions

• Use Google My Business account• Shows address, map marker, phone number• Adjust bids based on user’s location• Clickable “call” button on mobile devices

• You have a brick and mortar location(s)• You have multiple locations• Product/service that is more spur of the

moment• Product/service that is often bought more in

person than online

Implement Locations Extensions

Phone Extensions

• Can increase CTR 6-8%• Consider using “mobile preferred” setting• Less likely to show on desktops and laptops• Can use a Google forwarding number for tracking

• No vanity numbers

Call Only

• Displays clickable button only on devices capable of making calls

• Standard CPC pricing• Set times of day when displayed• Can set up calls as conversions• Campaign or ad group level

• You take or prefer reservations• Product/service that is often bought more in

person than online• You are a service based industry• Product/service that is more spur of the

moment• Popular with tourists/out of town people

Implement Call Extensions

Consumer Ratings

• Automated extension• Collected via Google Consumer Surveys• No additional cost, only CPC if ad is clicked

through• Submit a request to be included• 10% average CTR increase

• You have the ability to participate (additional cost)

• Have questions you want answered by consumers

• You have a customer service team/group• 100+ responses needed

Implement Consumer Ratings

How to Implement Ad Extensions

How to Review Progress

See the Individual Stats

What Extensions to Use?

Using Just Five Extensions…

29 possible impression combinations

So don’t go nuts right away.

• What is the goal or issue you have to solve?• Don’t start more than one type at the same

time• Notate when you activated or use the

change history log to review• Start with Callouts, Sitelinks• Choose one more after gathering some data• Continue to build from there

Choose Wisely

Resources:

• AdWords Help Center

• Everything You Need to All About Ad Extensions

• Certified Knowledge ad extensions chart

Thank You!

www.commercehub.com

Learn more about

CommerceHub’s PPC Services

all about ad extensions

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