Manage Search Like a Pro

with Ad Extensions

Chris Hoag – Senior Client Manager

Evelyn Baek – Senior Client Manager

Logistics

• Webinar is being recorded

• A link will be emailed within 24 hours

• Feel free to ask questions during the

webinar via the chat option

Any unanswered questions will be responded to

following the webinar

Who is Point It?

• Founded in 2002

• Seattle-based digital marketing agency

• $40 MM in managed media each year

• Servicing clients across all verticals and revenue models

Microsoft Store

Rhapsody

At&t

SCOTTEVEST

Docusign

sharebuilder

Agenda

• What are ad extensions?

• Why should we use them?

• Which ones should we use?

• Best practices

• Future of ad extensions

4

Ad Extensions – What?

• Ad extensions are a collection of ad

formats that provide additional

information about your business.

• They can include address/phone

numbers, 3rd party reviews, access to

apps, or even links to social profiles.

5

Why Use Them?

3/6/2014 6

Ad Extensions – Why?

• Allows for meaningful interaction

7

Ad Extensions – Why?

• Takes up additional space on SERP

8

Ad Extensions – Why?

• Allows you to communicate & interact

with users beyond what you can with

standard text ads

9

Ad Extensions – Why?

10

• Affects Ad Rank

October of 2013 Google announced that Ad

Rank will take into account ad extension use

and format in addition to max CPC bid & Quality

Score

Which Should You

Use?

3/6/2014 11

Sitelinks | Google

12

When to use it:

Brand campaigns

Campaigns that can provide additional

relevant options

× Control where users land

Use it like a pro:

• Take advantage of description text

• Consider using ad group-level sitelinks

• Use sitelink scheduling accurately

Sitelinks | Bing

13

When to use it:

Brand campaigns

Campaigns that can provide additional

relevant options

Use it like a pro:

• Use several messages for same landing

page

• Consider including link to social profiles

• Rich Ads in Search ad format

Needs to be in #1 position

Location Extensions | Google

14

When to use it:

Brick & mortar locations

Local businesses

× Office w/ no services on-site

Use it like a pro:

• Make sure to use the correct address &

campaign target if you have multiple

locations

• Use it with call extensions

CTR 1.33%Conv. 12.24%

Location Extension | Bing

15

When to use it:

Brick & mortar locations

Local businesses

× Office w/ no services on-site

Use it like a pro:

• Make sure to use the correct address &

campaign target if you have multiple

locations

• Use it with call extensions

CTR 1.13%Conv. 50%

Call Extensions | Google

16

Use it like a pro:

• Advertiser can choose to use a forwarding

number to receive detailed reporting

• Can set a threshold of call durations to

track “conversions” within AdWords

When to use it:

If there is a value associated with a user

call including lead generation or purchase

Schedule so these only show during call

center hours

CTR 8.58%

Call Extensions | Bing

17

Use it like a pro:

• Works across all devices including

smartphones and desktops/laptops via

Skype

• Call tracking is available

When to use it:

If there is a value associated with a user

call including lead generation or purchase

Schedule so these only show during call

center hours

App Extensions | Google

18

Use it like a pro:

• Link to your existing app in the iTunes or

Google Play store

• Direct consumers to your mobile or tablet

app directly from your text ad

When to use it:

Promote an app that provides an

opportunity to generate revenue

Increase app downloads, which can

improve app rankings

× App download does not provide a positive

ROI

Review Extensions | Google

19

When to use it:

If your product/service is frequently

compared to others

× Control where users land

× The article suggests other alternatives that

could take away customers

Use it like a pro:

• Find reputable 3rd party review online (with

link)

• Utilize scheduling if it makes sense

• Test several reviews

CTR 3.04%Conv. 1%

Social Extensions | Google

3/6/2014 20

Use it like a pro:

• Moving forward, Google will automatically

add this extension to all ads; advertisers

will only be able to “opt-out”

• Update Google+ content so it’s fresh

• Make sure business information is up-to-

date in Google+ profile

When to use it:

If you have a large group of followers on

Google+

If your Google+ profile has great content

you would like to share

× Google+ profile is not up-to-date

https://services.google.com/fb/forms/socialannotations/

Seller Rating | Google

21

Use it like a pro:

• Highlight your merchant rating to better

attract customers on the SERP

• Set yourself apart from the competition

• Make sure to check out your rating at

http://www.google.com/shopping/seller?q=

yourdomain.com

• To apply for inclusion visit

https://services.google.com/fb/forms/Seller

RatingExtensions/

When to use it:

If you have at least 30 reviews w/ an

aggregate score of 3.5 stars or above in

Google Product Search

× If you do not have enough reviews or the

score threshold, you are not eligible

Sources

Google Shopping Google Trusted Stores

Independent Review Sites

Ausgezeichnet.org Avis-Verifies Bazaarvoice Bizrate eKomi E-Komerco

ECナビ The Feedback Company

Feefo FIA-NET Hardware.info KiyOh

Klantenvertellen Poulpeo PriceGrabber ResellerRatings Reviews.co.uk Reevoo

Shopper Approved ShopVote.de Shopzilla (UK, DE, FR)

ShopAuskunft StellaService Trusted Shops

TrustPilot Yopi.de お財布.com クチコミの王様

Best Practices

3/6/2014 22

• Do

• Don’t

Use them!

3/6/2014 23

• Do

• Don’t

Ensure your extension copy is relevant

3/6/2014 24

• Don’t

One size doesn’t fit all

3/6/2014 25

• Do

• Don’t

You’re properly using extension options

3/6/2014 26

• Do

• Don’t

Accurately schedule your extensions

3/6/2014 27

Testing

3/6/2014 28

• Do

• Ensure your testing various copy within

campaigns and ad groups

• Use distinct CTAs when testing

• Don’t

• Test as often as you would ad copy

• Try to run pure A/B testing

Reporting

3/6/2014 29

• Do

• Use available segments such as ‘This

Extension vs. Other’ & ‘Top vs. Other’

• Identify the KPIs that matter

• Use custom referrers to track sitelinks in Google

Analytics

• Don’t

• Ignore the signal in the noise

Future of Extensions

3/6/2014 30

Image Extensions (beta)

3/6/2014 31

What is it?:

• 3 images appear above your ad

• Only shows up if ad is in #1 position

• Visually compelling and provides more context

• Indicates a more visual future in Google paid ads?

Google Ratings Extension (beta)

3/6/2014 32

What is it?:

• Google Ratings results for user experience

• Highlights multiple elements of experience instead of one lump rating (like

seller/advertiser ratings)

• Indicates Google is gathering more data to deliver more relevant ads

Form extensions

3/6/2014 33

What is it?:

• Allows users to fill in information

such as zip code on the SERP

• Aim is to increase user

engagement and click through rate

Drop-Down Extensions (beta)

3/6/2014 34

What is it?:

• Provides user with a drop-down menu to specific pages

of the advertiser’s site

• Purpose is ease site navigation and increase click

through rate

Summary

• Many benefits to using ad extensions

• Stay ahead of the competition

• Use it correctly

• Report it correctly

• Best practices for optimal results

35

Questions?

3/6/2014 36