All About Ad Extensions

Expanding Your

PPC Real Estate

with Ad Extension

s

Elizabeth MarstenDirector of PPC | CommerceHub

Elizabeth Marsten | CommerceHub | Director of PPC https://bitly.com/bundles/ebkendo/5

@ebkendo

What are ad extensions?

Elizabeth Marsten | CommerceHub | Director of PPC | @ebkendo

Phone

Sitelinks

Location

Google+


Why Use Ad Extensions?

Click Through Rates.


Quality Score.


Real Estate.


How many ad extensions are there?

CalloutsSitelinksReviewLocationPhoneAppGoogle+Seller RatingsConsumer Ratings…


So many.


Let's simplify for today:

• Sitelinks/Enhanced/Dynamic • Callouts• Review• Location• Phone• Consumer Ratings



Sitelinks

Sitelinks In General

• Account, campaign or ad group level• Affects ad rank/Quality Score• Can lower CPC costs• Can increase CTR• No dynamic insertion


Regular Sitelinks

• Account, campaign or ad group level• 22-25 characters (desktop) 17 (mobile)• 6+ Sitelinks per campaign (recommended)• Can include social media profiles as destination

URLs• All URLs must be different• Highest performing sitelinks shown more often• Mobile preferred option



Enhanced Sitelinks

Enhanced Sitelinks

• 1st or 2nd position ads only• 35 characters, 2 lines• Have to be different URLs• Can be scheduled (days of the week/time of

day)• On average, 30% higher CTRs than text only

ads



Dynamic Sitelinks

Dynamic Sitelinks

• Automatically generated• AdWords chooses “highly relevant” pages• If you’re already using regular sitelinks, those will show up instead

• Have to opt out via form otherwise


When:

• At campaign level for branded campaigns• When you want to deep link to pages on your

site• Cross-sell or promotional categories/products• Landing page testing• Highlight social media profiles or drive traffic to• Having CTR or Quality Score issues


Implement Sitelink Ad Extensions


Callouts

Callouts

• Account, campaign or ad group level• Create at least 4 per level• Affects ad rank• 12-15 characters recommended (up to 25)• Highest performing combo shown more often• Can be scheduled (days of the week/time of

day)


When:

• Experiencing Quality Score issues • Calling attention to site wide benefits like

free shipping, return policy, customer service hours

• Easy to implement, high impact


Implement Callouts


Review Extensions

Review Extensions

• Show 3rd party review snippets or phrases• Can’t control when they show vs. not• Up to 67 characters show• Standard CPC rate• Boost CTR by 10% on average• Review can’t be older than 12months


When:

• You have a recent review to share• In a competitive space/industry• Triggered less often, set it up to be ready to

go


Implement Review Extensions


Location Extensions

Location Extensions

• Use Google My Business account• Shows address, map marker, phone number• Adjust bids based on user’s location• Clickable “call” button on mobile devices


When:

• You have a brick and mortar location(s)• You have multiple locations• Product/service that is more spur of the

moment• Product/service that is often bought more in

person than online


Implement Locations Extensions


Phone Extensions

Phone Extensions

• Can increase CTR 6-8%• Consider using “mobile preferred” setting• Less likely to show on desktops and laptops• Can use a Google forwarding number for tracking

• No vanity numbers



Call Only

Call Only

• Displays clickable button only on devices capable of making calls

• Standard CPC pricing• Set times of day when displayed• Can set up calls as conversions• Campaign or ad group level


When:

• You take or prefer reservations• Product/service that is often bought more in

person than online• You are a service based industry• Product/service that is more spur of the

moment• Popular with tourists/out of town people


Implement Call Extensions


Consumer Ratings


Consumer Ratings

• Automated extension• Collected via Google Consumer Surveys• No additional cost, only CPC if ad is clicked

through• Submit a request to be included• 10% average CTR increase


When:

• You have the ability to participate (additional cost)

• Have questions you want answered by consumers

• You have a customer service team/group• 100+ responses needed


Implement Consumer Ratings

How to Implement Ad Extensions


How to Review Progress


See the Individual Stats


What Extensions to Use?


Using Just Five Extensions…


29 possible impression combinations

So don’t go nuts right away.

• What is the goal or issue you have to solve?• Don’t start more than one type at the same

time• Notate when you activated or use the

change history log to review• Start with Callouts, Sitelinks• Choose one more after gathering some data• Continue to build from there


Choose Wisely


Resources:

• AdWords Help Center

• Everything You Need to All About Ad Extensions

• Certified Knowledge ad extensions chart


Thank You!

http://www.slideshare.net/SamOwen3/everything-you-need-to-know-about-adwords-ad-extensions-updated

http://www.slideshare.net/SamOwen3/everything-you-need-to-know-about-adwords-ad-extensions-updated

http://certifiedknowledge.org/wp-content/uploads/2013/12/adwords-ad-extensions-comparison-chart.pdf

http://certifiedknowledge.org/wp-content/uploads/2013/12/adwords-ad-extensions-comparison-chart.pdf

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All About Ad Extensions