how to improve click-through-rates with google ad extensions

Amazing PPC Tactics

Lisa Sanner – Senior Client Manager

June 28th 2011

Presentation AgendaAbout 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

Presentation AgendaLogistics & Introductions

• Being Recorded

• Link to slides will be emailed later this week

• Ask Questions throughout

Google Ad Extensions

Types, Tips, Tracking, Tradeoffs

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

But How Do Extensions Work Together…

or Not Work Together?

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

Sitelinks

Sitelinks

3-Line Sitelink

Embedded Sitelink

Two+ Line Sitelinks

Sitelink Formats

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!!)

Type Quality

Threshold

Format With Other

Extensions

Two+ -line Sitelink Highest (Brand

terms & 10s)

Extra 2+ lines Yes with Plusbox

One-line Sitelink Higher (7+s) Extra line No

Embedded High (Top) In Desc text TBD

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}

Product Extensions (PEs)

Location Extensions

Call Extensions

AdWords UI Reporting –

“Clicks” in Extensions tab are NOT clicks on the

extension.

AdWords UI Reporting

Dimensions Tab – Free Clicks

Segment by Click Type

Seller Ratings

Account level

Automatic, 30+ reviews, 4.0+ avg rating

Stars & # reviews (top); stars only (right)

Summary of Google Ad Extensions

Type of Extension Where on SERP Format Control Notes

Two-line Sitelinks Top only Extra linesSearch Campaign; highest QS kws Yes, with Plusbox

Product Extensions Top & RightPlusbox (Top & Right) or Extra Lines (Top) Search Campaign

Merchant Center, All Products or Filter

Location Extensions Top & Right Plusbox or Extra LineSearch Campaign or Ad Level

Google Places or Manual, Directions clicks

Call Extensions Top & Right

In Headline (Top) Extra line (Right & Mobile) Search Campaign

Google Voice #, $1/call desktops, clicks on mobile

One-line Sitelinks Top only Extra lineSearch Campaign; high QS kws Not w/ Plusbox

Embedded Sitelinks Top only Links in Desc LinesSearch Campaign;good QS

New, LaunchingWith Plusbox???

Seller Ratings Top & Right Extra line Account Automatic

Aligning Extensions with

Business Goals

Ad Extensions

Considerations & Implications

• Look at the SERP – do queries!!!

• Achieve DIFFERENTIATION and Performance

• Be thoughtful about Campaign Architecture

Test, track, learn. Optimize. Repeat.

Q&A

Thank You

Lisa Sanner

lisas@pointit.com

@LisaSanner

Point It Search Marketing Agency

www.pointit.com

We’re hiring!