SMX PRESENTATION

Improve Your PPC Results With Images, Offers & Other Ad Extensions

PROPRIETARY & CONFIDENTIAL

WHAT WE KNOW…

• Ad extensions are a fantastic way to customize and update our current

ad copy to be more relevant by device, location, or search intent.

• Google and Bing are working to bring us even more ad extensions

based on search query and current organic listings.

• The more granular the sitelink the better.

PROPRIETARY & CONFIDENTIAL

GRANULAR VS. VAGUE TEST

We changed sitelinks from general terms like ‘schedule appointments’, ‘ find

tires’ and ‘ find services’ to more specific ‘synthetic oil change’, ‘ basic oil

change’, and ‘oil change savings’

Results:

• CTR increased by 0.8%

• Conversion rate increased

by 0.9%

PROPRIETARY & CONFIDENTIAL

COMMUNICATION EXTENSIONS

Added communication extensions as a beta per client request.

Results:• >100 total email submissions in 9 months.

• Savvy customers are not likely to give an email for nothing

• From a high level- this was not the best use of the adspend

PROPRIETARY & CONFIDENTIAL

COMMUNICATION EXTENSIONS:

GOOGLE COMMUNICATION

Opted in customers are added to a shared Google

Document sent via email to client/agency

PROPRIETARY & CONFIDENTIAL

IMAGE EXTENSIONS

PROPRIETARY & CONFIDENTIAL

• Image Extensions

– Tested in 5th largest holiday so we could have educated, scalable results for

largest holiday.

– Image extensions appeared with only 0.2% of ads

• Meaning 8100 impressions total on image extensions campaign

Results:

• CTR jumped from 2.8% to 5.3%

• no significant raise in conversion rate

• We will leave running for Q4 to test holiday CTR and Conversion rate

IMAGE EXTENSIONS

PROPRIETARY & CONFIDENTIAL

EXAMPLE: REVIEW EXTENSIONS

From Google: It's important, both for you and for users, that the reviews provided be high-quality:

• Content displayed in review extensions must come from a reputable 3rd party source,

and must comply with standard AdWords policies.

• It’s your responsibility to ensure that you’re allowed to use a specific review in your

ads.

• To protect users and other businesses from deceptive claims, we use automated and

human-based systems to confirm the validity and policy compliance of all review

extensions.

PROPRIETARY & CONFIDENTIAL

BING- MOBILE CALL EXTENSIONS

Bing call extensions

PROPRIETARY & CONFIDENTIAL

BING- DESKTOP LOCATION EXTENSIONS

Bing location extensions

Click to Bing maps directions extension

WHAT'S NEXT

Improve Your PPC Results With Images, Offers & Other Ad Extensions

PROPRIETARY & CONFIDENTIAL

LAYER APPROPRIATE EXTENSIONS

Image

Social

Communication

Sitelink

PROPRIETARY & CONFIDENTIAL

MOBILE: PLA

PROPRIETARY & CONFIDENTIAL

MOBILE: LAYERED SITE EXTENSIONS

Click to call

Click to Google Maps

PROPRIETARY & CONFIDENTIAL

FACEBOOK IMAGE TEST

• Based on success of specific images as image extensions we were

able to make the following assumptions about our paid facebook posts.

– Images that drew clicks from image extensions should work as photo

page posts.