GETTING MORE CLICKS AND CONVERSIONS FROM YOUR PPC ADS
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
TAD MILLER & NELSON HUDSPETHSEARCH MOJO
SEARCH-MOJO.COM
TODAY’S PRESENTERS
Tad MillerVice President of
Accounts, Search Mojo
Follow on Twitter: @jstatad
Nelson HudspethJunior Account Manager,
Search MojoFollow on Twitter:
@NHudspeth4
SEARCH-MOJO.COM
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX, MarketingProfs, PubCon and more
SEARCH-MOJO.COM
OUR CLIENTS
SEARCH-MOJO.COM
WHAT WE’LL COVER TODAY
• Types of ad extensions
• Benefits of ad extensions– Who should use them– What do they do– When should they be used– Where do they show up– Why are they helpful
• New enhanced extensions
SEARCH-MOJO.COM
GOOGLE ADWORDS AD EXTENSIONS
• Google AdWords feature
• Show more information with existing ads
• Campaign-level settings– Ad Group-level setting with enhanced
extensions
• Measurable performance statistics
SEARCH-MOJO.COM
BENEFITS OF AD EXTENSIONS
• Increase click-through-rates (CTR)• Take up more space on the page
• Easy to update with new information• Most extensions are FREE!
SEARCH-MOJO.COM
BENEFITS OF AD EXTENSIONS
• Turn your Conversion Calls to Actions into Ad Extensions and increase performance
• Turn Your Promotions & Events Into Site Links
• Adding Conversion Actions to a Campaign we Managed for Mazda increased those conversion actions over 160%
SEARCH-MOJO.COM
BENEFITS OF AD EXTENSIONS
• Across all of our clients Google Ads that Show Ad Site Links are:
– 297% more likely to get clicks than ads without site links
– Have a Cost Per Click that’s 19% lower than ads without Ad Site Links
– 36% More likely to convert than an ad without Ad Site Links
SEARCH-MOJO.COM
GETTING AD EXTENSIONS TO DISPLAY
• To get extensions to display in your account you must have:–Enabled extensions in Google
AdWords–A high ad quality score–Be in a top position above organic
search• No extensions will show below the third ad
position
SEARCH-MOJO.COM
TYPES OF AD EXTENSIONS
• Location extensions
• Product extensions
• Seller ratings
• Social extensions
• Ad sitelinks
• Call extensions
SEARCH-MOJO.COM
LOCATION EXTENSIONS
• Merge your business address and phone number seamlessly with your ad text
• Displayed when a searcher uses a location specific search term within the target location
• Appear on:– Google.com, Google Maps, Search Network
partner sites, m.google.com & the mobile Display Network
• Location extensions recently launched on Bing
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LOCATION EXTENSIONS
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PRODUCT EXTENSIONS
• Product extensions show the images, titles and prices of your closet matching products in Google Merchant Center with your Ad.
• Customers clicking on the image/link are taken to the destination page listed for that product.
SEARCHMOJO.COM
SOCIAL EXTENSIONS
• When you link your Google+ page to your ads, Google can show more endorsements for your business from customers & supporters
– Social extensions look the same as standard ads with +1 annotations on both the Google Search & Display Networks
SEARCH-MOJO.COM
SELLER RATINGS
• Seller ratings provide customer-submitted ratings information about sellers next to AdWords ads.
• All qualifying advertisers are automatically opted in for seller ratings!– Google won’t show them if your business is rated under four stars.
SEARCHMOJO.COM
ENHANCED AD EXTENSIONS
• Create extensions for campaigns or ad groups
• More detailed reporting
• Edit extensions without resetting stats
• Granular approvals
• Customize extensions for mobile
• Schedule your extensions
SEARCH-MOJO.COM
AD SITELINKS
• Sitelinks show links to pages from your website in addition to the main landing page, beneath the text of your ads
• Sitelinks appear in ads at the top and bottom of Google search results
SEARCH-MOJO.COM
WHY SITELINKS?
• Show shortcuts– Highlight popular or high-converting
sections of your website
• Minimize work– Create sitelinks independently from your
text ads
• Update easily– Change link text & URLs whenever you
want, keeping ads up to date & relevant
SEARCH-MOJO.COM
ENHANCED AD SITELINKS
• Flexibility– Create sitelinks at the campaign or ad group
level
• Detailed reporting– Individual sitelink performance statistics
• Data retention– Edit sitelink without resetting performance
stats
• Scheduling – Specify day of week or time of day sitelinks can
show
• Mobile sitelinks– Set mobile sitelink preferences
SEARCH-MOJO.COM
BING AD SITELINKS
• Recently added to Bing• Available at campaign-level only• Up to 10 sitelinks per campaign• Currently only available in the U.S.
SEARCH-MOJO.COM
CALL EXTENSIONS
• Add a phone number to your ad, making it easy for customers to call directly
• High end mobile devices:– Ads include a clickable “call” button
• Desktop/Laptop & Tablets:– Ads appear with a phone number
• Call extensions recently added to Bing
SEARCH-MOJO.COM
ENHANCED CALL EXTENSIONS
• Measure conversations– Track calls by specifying a duration
• Free Google forwarding numbers– Legacy extensions charged at least $1.00 per
call
• Cover all devices– Show business number on all devices. Legacy
extensions only show number on mobile devices
• Better reporting– See how many clicks you receive on each part
of the ad, broken down by campaign, ad group or ad.
SEARCH-MOJO.COM
ENHANCED CALL EXTENSIONS
• Flexibility– Extensions can be added to ad groups as well
as campaigns
• In-place editing– Edit extension without resetting performance
statistics
• Start/end date scheduling– Specify day of week & time of day to show
extension
SEARCH-MOJO.COM
UPCOMING WEBINAR
Land More Leads With Your Landing Pages
April 24, 20132:00 p.m. ETRegister today at
www.search-mojo.com/leads
SEARCH-MOJO.COM
CONTACT
Tad [email protected] x102
Google+: +Tad Miller(and +Search Mojo)Twitter: @jstatadFacebook:
www.facebook.com/SearchMojo
Nelson Hudspethnhudspeth@search-
mojo.com800-939-5938 x121
Google+: +Nelson Hudspeth
(and +Search Mojo)Twitter: @NHudspeth4Facebook:
www.facebook.com/SearchMojo
