how to improve paid search performance with sitelinks, review and image extensions
DESCRIPTION
Smx West 2014 Session #Smx #22B - Improve Your Ppc Results With Call, Images & Other Ad Extensionspresentation How To Improve Paid Search Performance With Sitelinks, Review And Image Extensions By Sam Owen @Samowenppc Of Hanapin MarketingTRANSCRIPT
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Sitelinks, Review and Image Extensions
Sam Owen, Sr. Account Manager, March 12 2014
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Agenda
• Sitelinks
• Review Extensions
• Image Ad Extensions
@SamOwenPPC #SMX #22B
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Sitelinks
• 25 characters (down from 35)
• Unique URLs
• Ad group or campaign level
@SamOwenPPC #SMX #22B
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Do People Click Sitelinks?
@SamOwenPPC #SMX #22B
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Do People Click Sitelinks?
@SamOwenPPC #SMX #22B
Not your real Sitelink CTRs
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Do People Click Sitelinks?
@SamOwenPPC #SMX #22B
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Do People Click Sitelinks?
@SamOwenPPC #SMX #22B
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Do People Click Sitelinks?
• The importance of clicks actually on Sitelinks varies greatly by industry
• Judge Sitelinks success on overall CTR or Conv. Rate lift. Use actual Sitelink data as a guide
About 3% of the total clicks when Sitelinks were present
@SamOwenPPC #SMX #22B
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Do Sitelinks Generate Conversions?
Lead Gen Account:
E-Commerce Account:
@SamOwenPPC #SMX #22B
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Do Sitelinks Generate Conversions?
Lead Gen Account:
E-Commerce Account:
@SamOwenPPC #SMX #22B
0.6% of total
14% of total
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Do Sitelinks Generate Conversions?
@SamOwenPPC #SMX #22B
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Sitelinks: Case Studies
@SamOwenPPC #SMX #22B
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Sitelinks vs. No Sitelinks
@SamOwenPPC #SMX #22B
Not using Sitelinks: 1.18% CTR
Using Sitelinks: 1.93% CTR
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Sitelinks vs. No Sitelinks
@SamOwenPPC #SMX #22B
Not using Sitelinks: 1.18% CTR
Using Sitelinks: 1.93% CTR
64% Increase in CTR
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Mobile Sitelinks
@SamOwenPPC #SMX #22B
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Mobile Sitelinks
@SamOwenPPC #SMX #22B
This strategy made things 29% worse!
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Mobile Sitelinks
@SamOwenPPC #SMX #22B
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Mobile Sitelinks
WORST!
BEST!
@SamOwenPPC #SMX #22B
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Message Types
“Company” Sitelinks: Our Locations, Customer Service, Size Charts etc.
“Product” Sitelinks: Reebok Boots, Nike Boots, Safety Toe Boots etc.
@SamOwenPPC #SMX #22B
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Message Types
“Company” Sitelinks: Our Locations, Customer Service, Size Charts etc.
“Product” Sitelinks: Reebok Boots, Nike Boots, Safety Toe Boots etc.
@SamOwenPPC #SMX #22B
1. Product-focused perform much better across e-Commerce accounts
2. Conversion Rate was 23% higher when “products” sitelinks showed, even if not clicked
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Extended Sitelinks
• These show rarely and only where you are dominating first position (i.e. your brand terms)
• Google claim: Boost in CTR is significant when shown
• Our data: 8-10% boost in branded CTRs – minimal in non-branded campaigns
@SamOwenPPC #SMX #22B
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Sitelink Testing Ideas
• Brand Focused: Nike, Adidas, Reebok, Puma
• Specific Focus: Running, Basketball, Tennis, Volleyball
• Cross-Sell: Clothes, Sports Equipment, Gym Gear, Fitness DVDs
• Company Info: About Us, Store Locations, Customer Service, Request Catalogue
• Benefit Driven: Free Shipping Over $75, 365 Day Returns, Save 10%
• Mobile Test: Mobile Site, Call Now, Store Locations
@SamOwenPPC #SMX #22B
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Recommendations
• Keep to themes when you test
• Have 6+ sitelinks per campaign
• Split out mobile preferred sitelinks
• Bad sitelinks are better than no sitelinks
• Use extended sitelinks for brand campaigns
@SamOwenPPC #SMX #22B
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Review Extensions
@SamOwenPPC #SMX #22B
• Still rare to see
• Random 50 search sample saw 3 examples of them being used
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Review Extensions
Review Extensions!
@SamOwenPPC #SMX #22B
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Where To Get Reviews?
• Anywhere Google gets seller ratings from
– Shopper Approved
– Reseller Ratings
• Better Business Bureau
• Google Trusted Stores
@SamOwenPPC #SMX #22B
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Frustrations?
@SamOwenPPC #SMX #22B
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Requirements
• Accurate, Current Reviews
• Credible, Third-Party Source
• Unique, Substantive Reviews
@SamOwenPPC #SMX #22B
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Requirements
• Accurate, Current Reviews
• Credible, Third-Party Source
• Unique, Substantive Reviews
@SamOwenPPC #SMX #22B
Hard to meet these criteria for smaller clients.Review Extensions are much easier to find for major products / brands with “legitimate” reviews.
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Measuring Success
Compare vs. CTR / Conv. Rate with Sitelinks
Test Multiple Review Extensions
@SamOwenPPC #SMX #22B
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Impact?
• 3% boost in overall CTR across our tests
• Showing about 25% of the time for keywords in top positions
• When showing, approximately 11% better CTRs than when not
@SamOwenPPC #SMX #22B
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Image Extensions
@SamOwenPPC #SMX #22B
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Image Extensions
• Still technically in Beta• Can only be live in 2 campaigns, one ad group• Has to be hyper-relevant to your ad group• Contact your rep for more details
@SamOwenPPC #SMX #22B
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Image Extensions
@SamOwenPPC #SMX #22B
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Image Extensions
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Image Extensions
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Click Type By Device
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Impression Rate
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Click-Through Rate
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Click-Through Rate
@SamOwenPPC #SMX #22B
Strong user engagement on images – about 20% more engaging than Sitelinks!
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Future of Image Extensions
• Google tend to approve betas with >10% uplift in CTRs
• As it stands Image Extensions seem to fit that mold
• Approval / management issues still holding things back – complicated to ensure images are relevant, sized correctly etc.
@SamOwenPPC #SMX #22B
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Overall Ad Extension Takeaways
• Sitelinks are very important
• Image ad extensions are beneficial, but limited in scope
• All Ad Extensions that improve CTRs will help boost your Quality Scores
• The additional real estate that ad extensions bring lead to large improvements in your ad performance, whether a specific extension works or not
@SamOwenPPC #SMX #22B