insider tips for adwords ad optimization
DESCRIPTION
I shared some insider tips for AdWords ad optimization at SES NYC. Topics included:Longer ad headlinesDynamic ads with keyword insertion, ad params, and dynamic search adsAds Sitelinks - including how to measure the performance of individual sitelinksSocial Extensions for AdsTracking performance with ValueTrackTRANSCRIPT
INSIDER TIPS FOR AD OPTIMIZATIONFrederick Vallaeys | www.TopTier.us @SiliconVallaeys
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Ad Specifications
To Optimize: Headline 2 Line Description URL
Include Scent of the Search (keyword) Unique Value Proposition Call to Action
That
’s
Just
Half t
he
Battle
Product Listing Ads
Location extensions
Comparison Ads for Mortgages
Product Extensions
Click to Call Phone
Extensions
One line
Sitelinks
Seller Rating Extensions
According to Google,32% of queries with ads have at least 1 new ad format
An Explosion of New Ad Formats
Ad Sitelinks, mobile
Comparison Ads for Credit Cards
Hyperlocal
Mobile Ads
Seller Rating Extensions, Mobile
Video Extensions
Two line Sitelinks Store Locator
Media Ads
2009 20103
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Long Headline
Contact
Rating
Sitelinks
Preview
Dynamic Value
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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What Should You Use
Different Search Ad Formats Longer headlines Dynamic ads Ad Extensions
Sitelinks Social
Measuring Results ValueTrack
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Longer Headlines
Add punctuation at the end of Description Line 1 to enable Long Headlines
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Shoot for the Top
20X Improvem
ent
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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How to Measure Long Headlines
1. Click “Ads” tab2. Segment by “Top vs
Other”
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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The Evolution of Dynamic Ads Dynamic Keyword Insertion
{keyword:fallback text} KeyWord, Keyword, keyword, KEYWORD
Inserts the keyword that was matched from your account, NOT the keyword typed
in by the user.
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Parameters in Ads
AdParamService Available through the API {param1} and {param2}
Dynamic Search Ads
Every time an ad is changed, it has to be reviewed again. Ad params let you bypass
this review.
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Dynamic Search Ads
Google crawls your site and automagically creates ads
Three line: 40% average CTR lift
One line sitelinks: 17% average CTR lift
Ad Sitelinks – CTR Booster
Mobile sitelinks:30% average CTR lift
Sitelinks Evolved13
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
Things to Test with Sitelinks
Variations to Test:
Locations Lines of
business B2C vs B2B Special Offers New products
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Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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How to Measure Sitelinks
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Measuring Individual Sitelinks Add tracking tags to your sitelinks
?sitelink=[sitelink1] ?sitelink=[sitelink2]
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Sitelinks in Analytics
Filter your reports in Google Analytics
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Custom Report with Sitelinks
Social Extension
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When Sandra’s friends (like me) do a search that includes this site, we see a personalized annotation, showing that she +1’d it.
Sandra clicks the +1 button next to your ad or organic search result.
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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+1s Aggregate at the URL Level +1s happening on your site help your
ads
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Measure with ValueTrack
Parameter Purpose
{creative} ID of the ad
{param1} and {param2} AdParamService API
{aceid} Control or Experiment ID
{copy:[name]} Parameter of keyword URL for Sitelinks or Product Extensions
{adposition} Ad position on the page
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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An Example of {copy}
How does {copy:[name]} work?
URL
KW: ‘blue widgets’ site.com?productID=123
Your sitelink site.com/shopping?{copy:productID}
Google sends traffic to:
site.com/shopping?productID=123
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys
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Beta Extensions
Offer Extensions
Contact Extensions
