MAKING THE MOST OF GOOGLE AD EXTENSIONS

April 28-30, 2014

INTRODUCTION

SAM OWENSENIOR ACCOUNT MANAGER @ HANAPIN MARKETING WRITER @ PPC HEROWWW.PPCHERO.COM

@SAMOWENPPC

OVERVIEW

SITELINKSLOCATION EXTENSIONSCALL EXTENSIONSREVIEW EXTENSIONSAPP EXTENSIONS

AD EXTENSIONS

ADS ARE ABOUT MUCH MORE THAN JUST HEADLINES, DESCRIPTION LINES AND DISPLAY URLS

AD EXTENSIONS

THANKS TO AD EXTENSIONS WE CAN TURN OUR ADS FROM:

AD EXTENSIONS

TO:

AD EXTENSIONS

SELLER RATINGS

SITELINKS CALL EXT.

LOCATION EXT.

GOOGLE+

AD EXTENSIONS

LETS TAKE A LOOK AT WHAT WE HAVE AVAILABLE…

AD EXTENSIONS

SITELINKS

25 CHARACTERS (DOWN FROM 35)UNIQUE URLSAD GROUP OR CAMPAIGN LEVEL

SITELINKS

NOT USING SITELINKS: 1.18% CTR

USING SITELINKS: 1.93% CTR

SITELINKS

NOT USING SITELINKS: 1.18% CTR

USING SITELINKS: 1.93% CTR

64% INCREASE IN CTR

SITELINKS

YOU ABSOLUTELY NEED TO USE SITELINKS.HIGHER CTR MEANS BETTER QUALITY SCORE MEANS CHEAPER CLICKS.

SITELINKS

SO NOW WE KNOW WE NEED TO USE THEM, WHAT MAKES A GREAT SITELINK?

SITELINKS

FIRST, LETS LOOK AT OUR DATA…

SITELINKS

SITELINKS

NOT YOUR REAL SITELINK CTR

SITELINKS

USE THIS EXTENSION VS. OTHER SEGMENT TO GET REAL CTR

SITELINKS

SITELINKS

HERO CONF ATTENDEES CARE ABOUT THE SCHEDULE NOT THE SPEAKERS

SITELINKS

SITELINKS

BUT WE CAN USE THIS DATA TO HELP US CRAFT BETTER ADS & SHOW SITELINKS OUR USERS WANT TO SEE

SITELINKS

SITELINKS

HOW WOULD WE DO THIS?WE CAN TRY CREATING EXTRA SITELINKS FOR EACH DAY’S SCHEDULE & TEST ADS THAT USE “SEE THE SCHEDULE!” AS THE CALL TO ACTION.

SITELINKS

IN ORDER TO FIND OUT IF OUR SITELINKS ARE ACTUALLY USEFUL WE NEED TO BUILD SOME PIVOT TABLES

PIVOT TABLIN’

SITELINKS

0.6% OF OUR TOTAL CONVERSIONS FOR THIS LEAD GEN ACCOUNT CAME FROM DIRECT SITELINK CLICKS

SITELINKS

14% OF OUR TOTAL CONVERSIONS FOR THIS ECOMMERCE ACCOUNT CAME FROM DIRECT SITELINK CLICKS

SITELINKS

NOTICE THE CPA AND ROAS ARE BOTH BETTER FOR DIRECT SITELINK CLICKS.

SITELINKS

THIS IS BECAUSE WE TESTED OUR SITELINKS… A LOT.

SITELINKS

COMPANY: OUR LOCATIONS, CUSTOMERS SERVICE, SIZE CHARTS

PRODUCT: REEBOK BOOTS, NIKE BOOTS, SAFETY TOE BOOTS

SITELINKS

PRODUCT-FOCUSED ADS WERE MUCH BETTER.CONVERSION RATE 23% HIGHER WHEN “PRODUCT” SITELINK SHOWED EVEN IF NOT CLICKED.

SITELINKS

SITELINKS SEEM TO BE MORE IMPORTANT IN ECOMMERCE ACCOUNTS

SITELINKS

THIS IS BECAUSE THERE ARE MORE OPTIONS FOR OUR CUSTOMERS TO CHOOSE FROM.

SITELINKS

START BY TESTING DIFFERENT THEMES TO FIND YOUR BASE CAMP

SITELINKS

• BRAND FOCUS: NIKE, ADIDAS, REEBOK, PUMA• SPECIFIC FOCUS: RUNNING, BASKETBALL,

TENNIS, VOLLEYBALL• CROSS-SELL: CLOTHES, SPORTS EQUIPMENT,

FITNESS DVDS, GYM GEAR• COMPANY INFO: ABOUT US, STORE

LOCATIONS, CUSTOMER SERVICE, CATALOGUE• OFFER DRIVEN: FREE SHIPPING, 365 DAY

RETURNS, 25% SUMMER SALE• MOBILE TEST: MOBILE SITE, CALL NOW, STORE

LOCATIONS

SITELINKS

ONCE YOU’VE FOUND THE RIGHT TYPE OF SITELINK, DRILL DOWN TO THE BEST 6 FROM THAT CLASS

SITELINKS

THOSE OF YOU WHO ARE REALLY GREAT AT THIS STUFF WILL OPTIMIZE DOWN TO THE AD GROUP LEVEL FOR YOUR TOP PRODUCTS

ENHANCED SITELINKS

ENHANCED SITELINKS

THESE SHOW RARELY AND ONLY WHEN YOU ARE DOMINATING 1ST POSITION (IE BRAND TERMS)

ENHANCED SITELINKS

GOOGLE CLAIM SIGNIFICANT CTR BOOST WHEN SHOWN

ENHANCED SITELINKS

OUR DATA SHOWS 8-10% BOOST IN BRANDED CTR AND MINIMAL CHANGE TO NON-BRANDED CAMPAIGNS

MOBILE SITELINKS

MOBILE - PREFERRED SITELINKS IMPROVED MOBILE CTR BY 15%

MOBILE SITELINKS

IF YOU AREN’T USING MOBILE PREFERRED SITELINKS, USE YOUR EXISTING DATA AS A STARTING POINT

MOBILE SITELINKS

WORST!

BEST!

MOBILE SITELINKS

BY LETTING GOOGLE OPTIMIZE FOR CLICKS, WE’RE LEAVING MOBILE CLICKS ON THE TABLE

SITELINK TIPS ‘N’ TRICKS

• KEEP TO THEMES WHEN TESTING• 6+ SITELINKS PER CAMPAIGN• 17 CHARACTERS FOR MOBILE

SITELINKS, 22 FOR COMPUTERS• SPLIT OUT MOBILE PREFERRED• BAD SITELINKS > NO SITELINKS• USE EXTENDED TEXT FOR BRAND

CAMPAIGNS

LOCATION EXT.

LOCATION EXTENSIONS ALLOW YOU TO ATTACH YOUR BUSINESS ADDRESS TO YOUR ADS

LOCATION EXT.

USING THEM DELIVERS ROUGHLY A 10% BUMP IN CTR.

*(ALTHOUGH CAN HURT CTR IF YOU WERE GETTING A LOT OF CLICKS LOOKING FOR YOUR LOCATION)

LOCATION EXT

YOU HAVE THE OPTION TO MANAGE THESE MANUALLY OR WITH GOOGLE PLACES

MANUALLY

GOOGLE PLACES

YOU CAN USE YOUR LOCATION EXTENSIONS TO SET YOUR CAMPAIGN TARGETS.

LOCATION EXT.

LOCATION EXT.

CALL EXTENSIONS

CALL EXTENSIONS

USE SCHEDULING TO ONLY SHOW DURING OPEN HOURS

CALL EXTENSIONS

TEST THE VALUE OF PHONE NUMBER ONLY.

CALL EXTENSIONS

ONE OF OUR CLIENTS SAW OVERALL CALLS RISE BY 68% BY ENABLING BOTH CALLS AND HEADLINE CLICKS.

CALL EXTENSIONS

YOU CAN ALSO USE YOUR CALL DATA TO MAKE BID AND BUDGET OPTIMIZATIONS

CALL EXTENSIONS

CALL EXTENSIONS

CALL EXTENSIONS DO NOT REPLACE A NEED FOR CALL TRACKING. THEY ONLY TRACK CALLS DIRECTLY FROM THE GOOGLE SERP.

REVIEW EXTENSIONS

REVIEW EXTENSIONS

YOU SHOULD USE REVIEW EXTENSIONS BECAUSE…

REVIEW EXTENSIONS

1. THEY IMPROVE OVERALL AD CLICK THROUGH RATE

*11% IMPROVEMENT ACROSS OUR INTERNAL TESTS

REVIEW EXTENSIONS

2. CLICKS TO THE REVIEW ARE FREE

REVIEW EXTENSIONS

3. IF PEOPLE READ THE REVIEW, CONVERSION RATE IS LIKELY TO INCREASE

REVIEW EXTENSIONS

4. YOU GET EXTRA AD REAL ESTATE

REVIEW EXTENSIONS

5. YOUR AD GAINS TRUST AND PROOF OF CONCEPT

REVIEW EXTENSIONS

6. MOST PEOPLE DON’T CLICK TO THE REVIEW ANYWAY

REVIEW EXTENSIONS

REVIEW EXTENSIONS ARE STILL RARE TO SEE… 50 RANDOM SEARCHES PRODUCED JUST 3 INSTANCES

REVIEW EXTENSIONS

MUST BE A UNIQUE, SUBSTANTIVE REVIEW WITHIN THE PAST 12 MONTHS, FROM A CREDIBLE 3RD PARTY SOURCE

REVIEW EXTENSIONS

IT CAN, HOWEVER, BE HARD TO MEET THESE CRITERIA IF YOU HAVE A SMALL BUSINESS. REVIEW EXTENSIONS MUCH EASIER FOR MAJOR BRANDS WHO GET MORE LEGITIMATE REVIEWS.

REVIEW EXTENSIONS

SO WHERE SHOULD YOU GET REVIEWS FROM?

REVIEW EXTENSIONS

ANYWHERE GOOGLE GETS SELLER RATINGS FROM SUCH AS…• SHOPPER APPROVED• RESELLER RATINGS

REVIEW EXTENSIONS

…ALSO TRY PLACES LIKE BETTER BUSINESS BUREAU OR GOOGLE TRUSTED STORES

REVIEW EXTENSIONS

UNFORTUNATELY WE CAN’T USE USER REVIEWS FOR REVIEW EXTENSIONS

REVIEW EXTENSIONS

APP EXTENSIONS

DIRECT VISITORS TO YOUR APP FROM YOUR PPC AD:

APP EXTENSIONS

APP PROMOTION ADS

IF YOU WANT TO PROMOTE YOUR APPS, APP PROMOTION ADS GET MORE VISIBILITY (APP EXTENSIONS SHOW RARELY).

GOOGLE+

WE USED TO BE ABLE TO CONTROL GOOGLE+ IN SOCIAL EXTENSIONS. IT IS NOW AUTOMATICALLY DONE BY LINKING G+ WITH YOUR WEBSITE.

SUMMARY

• SITELINKS ARE VERY IMPORTANT• ALL AD EXTENSIONS THAT IMPROVE

CTRS WILL HELP BOOST QUALITY SCORES

• THE ADDITIONAL REAL ESTATE, TRUST AND INFORMATION THAT AD EXTENSIONS BRING LEAD TO LARGE PERFORMANCE IMPROVEMENTS, WHETHER THAT SPECIFIC EXTENSION WORKS DIRECTLY OR NOT

THANK YOU

@SamOwenPPC

sam.owen@hanapinmarketing.com