the power of enhanced sitelinks: bing & yahoo

The Power of Enhanced Sitelinks: Bing / Yahoo

@alexafeck

Alexa Feckanin Senior Paid Search Strategist

©2014 FATHOM® All rights reserved. FathomDelivers.com

WHY BOTHER

WITH EXTENSIONS…

2

@alexafeck


www.FathomDelivers.com

©2014 FATHOM® All rights reserved.

AD EXTENSIONS Ad Example with All

WHAT DO THEY LOOK LIKE?

@alexafeck


3 www.FathomDelivers.com


SITELINKS

LOCATION EXTENSIONS

CALL EXTENSIONS

Better customer engagement

Low costs and extending ability to turn

searchers into customers

Increase overall ad click-through rate by

implementing a combination of Ad

Extensions

WHY

EXTENSIONS?

18.70%

14.10%

9.87%

6.83% 6.41%5.59%

CTR

Sitelinks + LEX Sitelinks Sitelinks + Click-to-Call LEX Click-to-Call No Ad Extensions

*Source: Yahoo

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The faster searchers can find what they are

looking for, the sooner they will convert.

@alexafeck




SITELINK EXTENSIONS Take Up More Real Estate

WHAT ARE THEY?

Sitelinks may help achieve a 15-25% higher click-through rate

@alexafeck




Average lift in CTR for all Verticals

(Yahoo) Average lift in CTR* Average CPCs*

+5.51% +2.23% $2.17

@alexafeck

Alexa Feckanin Senior Paid Search Strategist SITELINK EXTENSIONS

Internal Findings

6

QUICK STATS

*Fathom is currently seeing across four verticals:

• EDU

• Retail

• HealthCare

• Legal



@alexafeck

Alexa Feckanin Senior Paid Search Strategist SITELINK EXTENSIONS

Insights & Tips

7

ADVANTAGES STRUGGLES

• Take up more real estate space

• Drive consumers directly to a specific portion of your site

• Detailed reporting

• Easy to implement – you can create them in the Editor or UI

• Will not show if you are not in the top positions

• May not show all 6, sometimes just 2 display

• Put them in order of importance – they are displayed this way

• Some might not show, so you want the most important sitelinks at the top

• Tailor them to campaigns – get as granular as possible since you have the option

• Don’t use the same sitelinks for all campaigns

TIPS



WHAT ARE THEY?

Location Extensions may help achieve a 30-35% higher click-through rate

@alexafeck


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LOCATION EXTENSIONS Let Customers Find You Faster



LOCATION EXTENSIONS Internal Findings @alexafeck


9

Average lift in CTR for all Verticals

(Yahoo)

~9.49%

QUICK STATS

*Source: Yahoo

0% 5% 10% 15% 20% 25% 30%

Retail

Tech & Telco

Travel

Autos

Entertainment

Financial Services

Careers & Education

B2B Services

CTR

Ya

ho

o V

ert

ica

l ADVANTAGES



Fathom lift in CTR for the

HealthCare Vertical

~4.5%

LOCATION EXTENSIONS Insights & Tips @alexafeck


10


• Increases overall ad CTR

• Detailed reporting

• Drives foot traffic and clicks

• Must have a brick-and-mortar location to use these

extensions



STRUGGLES

WHAT ARE THEY?

Call Extensions may help achieve a 30-35% higher click-through rate

@alexafeck


11

CALL EXTENSIONS Let Customers Contact You Easily



@alexafeck


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CALL EXTENSIONS Settings Explanation



CALL EXTENSIONS Internal Findings

Average CTR for all Verticals (Yahoo)

6.41%

QUICK STATS


@alexafeck



61% of consumers

click to call a

business

Average CTR for 3 Verticals at Fathom

3.00% Fathom Verticals: HealthCare, Retail, Legal

CALL EXTENSIONS Insights & Tips @alexafeck


14




STRUGGLES

• Detailed reporting – Impressions, call & spend at campaign, ad group and extension level

• Easy to implement – you can create them in the UI or Editor

• Low cost – extremely low CPCs

• Must have a call center to direct phone calls to • Some clients see better conversion rate through

Email and Lead nurturing than their call center

RICH ADS IN SEARCH

(RAIS)

BUT WAIT…

THERE’S MORE?!


@alexafeck



WHAT ARE THEY?

RAIS may help achieve a 45-55% higher click-through rate

@alexafeck


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RICH ADS IN SEARCH (RAIS) Go Beyond Traditional Search Advertising



TEMPLATE OPTIONS


@alexafeck


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Type Example

Links and Image

Form and Image

Links and Video

Form and Video

TEMPLATE SPECIFICATIONS


@alexafeck


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Type Specifications

Images Dimensions: 80x60

Max Size: 4KB

Videos Length: from 11 seconds to 4 minutes

Max Size: 75 MB

Keywords Brand keywords only

Exact and Phrase match

Limit of 500 keywords per advertiser

RICH ADS IN SEARCH (RAIS) Average Lift by Vertical

40.00%

40.00%

60.00%

40.00%

316.67%

-14.39%

-1.86%

270.37%

-50% 0% 50% 100% 150% 200% 250% 300% 350%

Retail

Education

Healthcare

Legal

Fathom CTR Yahoo Avg CTR


@alexafeck



RICH ADS IN SEARCH (RAIS) RAIS vs. Brand CTR

6.50%

14.38%

24.52%

6.16%

25.20%

12.31%

24.07%

22.81%

0% 5% 10% 15% 20% 25% 30%

Retail

Education

Healthcare

Legal

RAIS Brand


@alexafeck



RICH ADS IN SEARCH (RAIS) RAIS vs. Brand CPA

$25.89

$17.68

$56.00

$57.00

$5.09

$27.00

$278.00

$105.24

$- $50 $100 $150 $200 $250 $300

Retail

Education

Healthcare

Legal

RAIS Brand


@alexafeck



KEY TAKEAWAYS


01 02

03 04

Increase Customer Engagement… Customers Who Call…

Brand Awareness with RAIS… Make the most impact…

Increase Customer Engagement through Sitelinks, Call

Extensions and Location Extensions

• Remove barriers to the conversion – drive searchers

directly where they want to be

Customers who call are 10x more likely to make a purchase

• Deliver customers on mobile devices two ways for the price

of a click:

• To both a website and call by appending a clickable

phone number to a search ad

• Call only by replacing the ad’s title with a clickable

number

RAIS enhance texts ads and user engagement with deep

links, text entry forms, images & videos

• Available on exact and phrase match only

• Although CTRs are higher in some cases, CPA is a lot

higher as well

• Brand awareness through use of logo rather than just name

If you only have time to implement one or two of these,

start with those that will make the biggest impact on your

business

• Sitelinks

• RAIS

• Location Extensions / Call Extensions

@alexafeck



THANK YOU!

Q & A

@alexafeck



APPENDIX


TABLE OF CONTENTS

1. Sitelink Implementation

2. Call Extension Implementation

3. Location Extension Implementation

4. Rich Ads in Search (RAIS)

Implementation

25

CONTENTS



Sitelink Step by Step

1. Click on Ad Extensions Tab

1. Click on Create

3. Select the Campaign from

the dropdown menu

3. Click Create New

www.FathomDelivers.com 26


Sitelink Creation

• Enter your title and

destination URL of your

Sitelink Extension

• Create additional

sitelinks by clicking

Add Another



Location Extension Step by Step

• Go to the Ad Extensions tab,

select Location Extensions

and click Create

• Select the Campaign you

wish to associate the new

business location with from

the drop down

• Create New or select an

existing location

28


Creating Extensions in Bulk With Bing Ads Editor

• Click on the Ad Extensions Tab in the Bing Ads Editor

• Select the relevant option from the multiple changes dropdown (In this case you would choose Create)

• Create changes in excel and copy and paste them into the wizard



Call Extension Implementation

• Select a campaign to

implement with

• Provide your phone

number where you want

to receive phone calls

• Select an option for where

you want call extensions to

be shown: • All Devices (Desktop,

Tablets and Smart Phones)

• Only Smart Phone

• Then select if you want to

show only phone link or

both phone and website

link with ads



Rich Ads in Search (RAIS) Implementation

• Contact your Yahoo! Rep to get your Brand terms whitelisted before starting

• They will most likely send you an Excel spreadsheet where you will breakout your Campaign, Ad Groups, Text Ads and Deep Links

• *Note: You cannot add Broad match keywords – Phrase and Exact match only

• Send an 80x60 pixel image to your rep

• If you choose to just add your Ad Groups and Ads on your own, the step by step is on the next page

• I suggest doing it the Rep way, but if you want access to just add them on your own – this is also an option




• If implementing on your own: • Click into new RAIS campaign • Click create a new Ad Group • Select “Rich Ad” Type • Add Keywords and Bids (*Note: Keywords go through review since this is Brand only –

anything not Branded will be disapproved)




• Easily create and

edit your Rich Ads in

Search from the UI



the power of enhanced sitelinks: bing & yahoo

Marketing

fathom verticals

fathom lift

search rais

sitelinks location extensions

combination of ad extensions

ad extensions ad example

ctr sitelinks

traditional search advertising