drive winning results with great adwords ad extensions
DESCRIPTION
How to drive success in your online advertising PPC campaigns with Google AdWords Ad Extensions. This presentation looks at Sitelink, Call, Location, Review and App extensions.TRANSCRIPT
MAKING THE MOST OF GOOGLE AD EXTENSIONS
April 28-30, 2014
INTRODUCTION
SAM OWENSENIOR ACCOUNT MANAGER @ HANAPIN MARKETING WRITER @ PPC HEROWWW.PPCHERO.COM
@SAMOWENPPC
OVERVIEW
SITELINKSLOCATION EXTENSIONSCALL EXTENSIONSREVIEW EXTENSIONSAPP EXTENSIONS
AD EXTENSIONS
ADS ARE ABOUT MUCH MORE THAN JUST HEADLINES, DESCRIPTION LINES AND DISPLAY URLS
AD EXTENSIONS
THANKS TO AD EXTENSIONS WE CAN TURN OUR ADS FROM:
AD EXTENSIONS
TO:
AD EXTENSIONS
SELLER RATINGS
SITELINKS CALL EXT.
LOCATION EXT.
GOOGLE+
AD EXTENSIONS
LETS TAKE A LOOK AT WHAT WE HAVE AVAILABLE…
AD EXTENSIONS
SITELINKS
25 CHARACTERS (DOWN FROM 35)UNIQUE URLSAD GROUP OR CAMPAIGN LEVEL
SITELINKS
NOT USING SITELINKS: 1.18% CTR
USING SITELINKS: 1.93% CTR
SITELINKS
NOT USING SITELINKS: 1.18% CTR
USING SITELINKS: 1.93% CTR
64% INCREASE IN CTR
SITELINKS
YOU ABSOLUTELY NEED TO USE SITELINKS.HIGHER CTR MEANS BETTER QUALITY SCORE MEANS CHEAPER CLICKS.
SITELINKS
SO NOW WE KNOW WE NEED TO USE THEM, WHAT MAKES A GREAT SITELINK?
SITELINKS
FIRST, LETS LOOK AT OUR DATA…
SITELINKS
SITELINKS
NOT YOUR REAL SITELINK CTR
SITELINKS
USE THIS EXTENSION VS. OTHER SEGMENT TO GET REAL CTR
SITELINKS
SITELINKS
HERO CONF ATTENDEES CARE ABOUT THE SCHEDULE NOT THE SPEAKERS
SITELINKS
SITELINKS
BUT WE CAN USE THIS DATA TO HELP US CRAFT BETTER ADS & SHOW SITELINKS OUR USERS WANT TO SEE
SITELINKS
SITELINKS
HOW WOULD WE DO THIS?WE CAN TRY CREATING EXTRA SITELINKS FOR EACH DAY’S SCHEDULE & TEST ADS THAT USE “SEE THE SCHEDULE!” AS THE CALL TO ACTION.
SITELINKS
IN ORDER TO FIND OUT IF OUR SITELINKS ARE ACTUALLY USEFUL WE NEED TO BUILD SOME PIVOT TABLES
PIVOT TABLIN’
SITELINKS
0.6% OF OUR TOTAL CONVERSIONS FOR THIS LEAD GEN ACCOUNT CAME FROM DIRECT SITELINK CLICKS
SITELINKS
14% OF OUR TOTAL CONVERSIONS FOR THIS ECOMMERCE ACCOUNT CAME FROM DIRECT SITELINK CLICKS
SITELINKS
NOTICE THE CPA AND ROAS ARE BOTH BETTER FOR DIRECT SITELINK CLICKS.
SITELINKS
THIS IS BECAUSE WE TESTED OUR SITELINKS… A LOT.
SITELINKS
COMPANY: OUR LOCATIONS, CUSTOMERS SERVICE, SIZE CHARTS
PRODUCT: REEBOK BOOTS, NIKE BOOTS, SAFETY TOE BOOTS
SITELINKS
PRODUCT-FOCUSED ADS WERE MUCH BETTER.CONVERSION RATE 23% HIGHER WHEN “PRODUCT” SITELINK SHOWED EVEN IF NOT CLICKED.
SITELINKS
SITELINKS SEEM TO BE MORE IMPORTANT IN ECOMMERCE ACCOUNTS
SITELINKS
THIS IS BECAUSE THERE ARE MORE OPTIONS FOR OUR CUSTOMERS TO CHOOSE FROM.
SITELINKS
START BY TESTING DIFFERENT THEMES TO FIND YOUR BASE CAMP
SITELINKS
• BRAND FOCUS: NIKE, ADIDAS, REEBOK, PUMA• SPECIFIC FOCUS: RUNNING, BASKETBALL,
TENNIS, VOLLEYBALL• CROSS-SELL: CLOTHES, SPORTS EQUIPMENT,
FITNESS DVDS, GYM GEAR• COMPANY INFO: ABOUT US, STORE
LOCATIONS, CUSTOMER SERVICE, CATALOGUE• OFFER DRIVEN: FREE SHIPPING, 365 DAY
RETURNS, 25% SUMMER SALE• MOBILE TEST: MOBILE SITE, CALL NOW, STORE
LOCATIONS
SITELINKS
ONCE YOU’VE FOUND THE RIGHT TYPE OF SITELINK, DRILL DOWN TO THE BEST 6 FROM THAT CLASS
SITELINKS
THOSE OF YOU WHO ARE REALLY GREAT AT THIS STUFF WILL OPTIMIZE DOWN TO THE AD GROUP LEVEL FOR YOUR TOP PRODUCTS
ENHANCED SITELINKS
ENHANCED SITELINKS
THESE SHOW RARELY AND ONLY WHEN YOU ARE DOMINATING 1ST POSITION (IE BRAND TERMS)
ENHANCED SITELINKS
GOOGLE CLAIM SIGNIFICANT CTR BOOST WHEN SHOWN
ENHANCED SITELINKS
OUR DATA SHOWS 8-10% BOOST IN BRANDED CTR AND MINIMAL CHANGE TO NON-BRANDED CAMPAIGNS
MOBILE SITELINKS
MOBILE - PREFERRED SITELINKS IMPROVED MOBILE CTR BY 15%
MOBILE SITELINKS
IF YOU AREN’T USING MOBILE PREFERRED SITELINKS, USE YOUR EXISTING DATA AS A STARTING POINT
MOBILE SITELINKS
WORST!
BEST!
MOBILE SITELINKS
BY LETTING GOOGLE OPTIMIZE FOR CLICKS, WE’RE LEAVING MOBILE CLICKS ON THE TABLE
SITELINK TIPS ‘N’ TRICKS
• KEEP TO THEMES WHEN TESTING• 6+ SITELINKS PER CAMPAIGN• 17 CHARACTERS FOR MOBILE
SITELINKS, 22 FOR COMPUTERS• SPLIT OUT MOBILE PREFERRED• BAD SITELINKS > NO SITELINKS• USE EXTENDED TEXT FOR BRAND
CAMPAIGNS
LOCATION EXT.
LOCATION EXTENSIONS ALLOW YOU TO ATTACH YOUR BUSINESS ADDRESS TO YOUR ADS
LOCATION EXT.
USING THEM DELIVERS ROUGHLY A 10% BUMP IN CTR.
*(ALTHOUGH CAN HURT CTR IF YOU WERE GETTING A LOT OF CLICKS LOOKING FOR YOUR LOCATION)
LOCATION EXT
YOU HAVE THE OPTION TO MANAGE THESE MANUALLY OR WITH GOOGLE PLACES
MANUALLY
GOOGLE PLACES
YOU CAN USE YOUR LOCATION EXTENSIONS TO SET YOUR CAMPAIGN TARGETS.
LOCATION EXT.
LOCATION EXT.
CALL EXTENSIONS
CALL EXTENSIONS
USE SCHEDULING TO ONLY SHOW DURING OPEN HOURS
CALL EXTENSIONS
TEST THE VALUE OF PHONE NUMBER ONLY.
CALL EXTENSIONS
ONE OF OUR CLIENTS SAW OVERALL CALLS RISE BY 68% BY ENABLING BOTH CALLS AND HEADLINE CLICKS.
CALL EXTENSIONS
YOU CAN ALSO USE YOUR CALL DATA TO MAKE BID AND BUDGET OPTIMIZATIONS
CALL EXTENSIONS
CALL EXTENSIONS
CALL EXTENSIONS DO NOT REPLACE A NEED FOR CALL TRACKING. THEY ONLY TRACK CALLS DIRECTLY FROM THE GOOGLE SERP.
REVIEW EXTENSIONS
REVIEW EXTENSIONS
YOU SHOULD USE REVIEW EXTENSIONS BECAUSE…
REVIEW EXTENSIONS
1. THEY IMPROVE OVERALL AD CLICK THROUGH RATE
*11% IMPROVEMENT ACROSS OUR INTERNAL TESTS
REVIEW EXTENSIONS
2. CLICKS TO THE REVIEW ARE FREE
REVIEW EXTENSIONS
3. IF PEOPLE READ THE REVIEW, CONVERSION RATE IS LIKELY TO INCREASE
REVIEW EXTENSIONS
4. YOU GET EXTRA AD REAL ESTATE
REVIEW EXTENSIONS
5. YOUR AD GAINS TRUST AND PROOF OF CONCEPT
REVIEW EXTENSIONS
6. MOST PEOPLE DON’T CLICK TO THE REVIEW ANYWAY
REVIEW EXTENSIONS
REVIEW EXTENSIONS ARE STILL RARE TO SEE… 50 RANDOM SEARCHES PRODUCED JUST 3 INSTANCES
REVIEW EXTENSIONS
MUST BE A UNIQUE, SUBSTANTIVE REVIEW WITHIN THE PAST 12 MONTHS, FROM A CREDIBLE 3RD PARTY SOURCE
REVIEW EXTENSIONS
IT CAN, HOWEVER, BE HARD TO MEET THESE CRITERIA IF YOU HAVE A SMALL BUSINESS. REVIEW EXTENSIONS MUCH EASIER FOR MAJOR BRANDS WHO GET MORE LEGITIMATE REVIEWS.
REVIEW EXTENSIONS
SO WHERE SHOULD YOU GET REVIEWS FROM?
REVIEW EXTENSIONS
ANYWHERE GOOGLE GETS SELLER RATINGS FROM SUCH AS…• SHOPPER APPROVED• RESELLER RATINGS
REVIEW EXTENSIONS
…ALSO TRY PLACES LIKE BETTER BUSINESS BUREAU OR GOOGLE TRUSTED STORES
REVIEW EXTENSIONS
UNFORTUNATELY WE CAN’T USE USER REVIEWS FOR REVIEW EXTENSIONS
REVIEW EXTENSIONS
APP EXTENSIONS
DIRECT VISITORS TO YOUR APP FROM YOUR PPC AD:
APP EXTENSIONS
APP PROMOTION ADS
IF YOU WANT TO PROMOTE YOUR APPS, APP PROMOTION ADS GET MORE VISIBILITY (APP EXTENSIONS SHOW RARELY).
GOOGLE+
WE USED TO BE ABLE TO CONTROL GOOGLE+ IN SOCIAL EXTENSIONS. IT IS NOW AUTOMATICALLY DONE BY LINKING G+ WITH YOUR WEBSITE.
SUMMARY
• SITELINKS ARE VERY IMPORTANT• ALL AD EXTENSIONS THAT IMPROVE
CTRS WILL HELP BOOST QUALITY SCORES
• THE ADDITIONAL REAL ESTATE, TRUST AND INFORMATION THAT AD EXTENSIONS BRING LEAD TO LARGE PERFORMANCE IMPROVEMENTS, WHETHER THAT SPECIFIC EXTENSION WORKS DIRECTLY OR NOT