Adtexts are becoming bigger & bigger. What are the effects on the SEA click share & impact on the SEO? We'll talk about sitelinks, Geo-links on Search, Remarketing, Social links, Mobile extensions, Rich snippets (ie. shopping, stars,..) and New enhanced campaigns + effects.

1. Hello! My name is Gabriel

2. SEA – Ad Extensions
SEO – Rich Snippets “Small summary of the data that a user can
expect to see on a page”
“Additional ad information and features on top
of existing ads”

3. 4. Recommendations
2. Ad Extensions & Rich Snippets
3. Effects on SEM
1. Search Page Evolution

4. 1. Search Page Evolution

5. Before AdWords (90s)

6. AdWords Integration (00s)

7. More Integration (07-10)
Universal Search

8. Search Today
=> Size of SEO listings shrinking !

9. Source: Google/Ipsos/Sterling, 2012
Multiple Screens

10. Google Enhanced Campaigns

11. Google Ad Revenue keeps increasing

12. 2. Ad Extensions & Rich Snippets

13. SEA
What’s available?
• All: sitelinks + geo + social
• eCommerce/retail
• Customer relation
• Lead generation
• Branding

14. SEA – Sitelinks & Location Extension
14
Available in

15. SEA – Social Extension
Available in

16. SEA – Offer Extension
Available in

17. SEA – Product Extensions
Seller
Rating
Google
Shopping

18. SEA – Call Metrics
Belgian Example:
Available in

19. SEA – Live Chat

20. SEA – Google Aggregator

21. SEA – Other Ad Extensions

22. SEA – Image Extension

23. SEA
How to implement?

24. Integrate Ad Extension (AdWords)
+Google NDA for
some « new »
products

25. A. Google Shopping (+ next slide)
B. Locations Extension
C. Social Extension
• Merchant account required
• Not available in BE but FR, UK, NL, DE,..
• « Technical » skills and patience required
• Places account required
• Transition to Google Local but still no bulk changes
• New features coming
• Google + Official business page
• Linking between G+ & Site
• Automatically with Enhanced Campaigns
… AND many more
Integrate Ad Extension

26. Google Shopping seller ratings = aggregate ratings of customer reviews from third-party
sites and Google Wallet.*
Step 1 – Choose customer review third party site
Potential Platforms:
• TrustPilot: Free Trial and already used by some of Semetis clients
• TrustedShops: Possible to get reviews linked to Google with their *free* account.
• Ekomi: Most expensive solution, but very professional
Step 2 – Once a platform is chosen and forms filled, coordinate with
Google team to ensure ratings appear on AdWords
Step 3 – Need to have at least 30 unique reviews, each from the
past 12 months and a rating of 3.5 or higher to start seeing your
reviews appearing in AdWords.
* Not available in Belgium for the moment
More info: https://support.google.com/adwords/answer/2375474?hl=en
Integrate Ad Extension (seller rating)

27. SEO
What’s available?
All Available in
• All: sitelinks
• Retail
• eCommerce
• Publishing
• Music
• Events
• Content

28. SEO – Reviews/Products Snippets

29. SEO – Author Snippet
…
Written by <a
href="https://plus.google.com/112515
216476934309227"
rel="author">Nicolas Debray</a>

30. SEO – Events/Music Snippet

31. SEO – Recipes Snippet

32. SEO
How to implement?

33. Control your own snippets trough Google Webmaster Tool: Data Highlighter
Integrate Rich Snippet (SEO)
AUTOMATICALLY

34. Step 1 – Pick up Format
3 Types:
• Microdata (Most widely used & recommended by Google)
• Microformats
• RDFa
Step 2 – Fill in the right Content tag on HTML code
Example - Reviews
<div class="hreview">
<span class="reviewer">Name of reviewer</span>
<span class="dtreviewed" title="YYYY-MM-DD">Date of review</span>
<span class="summary">Review summary</span>
<span class="description">Review body</span>
<span class="rating">Numerical rating (from 1-5)</span>
</div>
More info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170&topic=21997&ctx=topic
Integrate Rich Snippet (SEO)
MANUALLY

35. Step 2 – How it fits in the code
More info: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170&topic=21997&ctx=topic
Schema.org*: common language for
microdata vocabulary  Used by google,
Yandex, Bing/Yahoo (cf: sitemaps.org)
Integrate Rich Snippet (SEO)
MANUALLY

36. Step 3 – Check your snippets with structured data-testing tool
Most Common: Google Webmaster Tool  https://www.google.com/webmasters/tools/richsnippets
Integrate Rich Snippet (SEO)
MANUALLY

37. 3. Effects on SEM

38. 1. Dominates SERP – More visibility
Opportunity to stand out vs. competition

39. 39
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
0
0.5
1
1.5
2
2.5
3
3.5
Average Position & CTR
Seller Rating Stars
2. Higher CTR => indirectly QS
Semetis Case – Seller Rating Improving average positions & CTR of +/- 35%
Similar result for SEO Rich Snippet (same case)

40. 3. Improves Conv. Rate/User Quality
Source: web-media.co.uk

41. 4. Negative Effects (Enhanced)?
• ACTION: Develop online strategy per device
 Medium-term solution only
 AdWords Advertisers in this case lose money (in the
meantime)

42. 4. Recommendations

43. 1. Launch ad extensions/rich snippets
• List all available opportunities
• Plan Ad Extension implementations (marketing)
• Plan Rich Snippets implementations (technical)
• Be the first to launch – opportunity gain
 Gains in CTR/Conv. Rate will be higher
 Stand-out vs. competition
• Participate in Google BETA’s/signing NDA’s
• Find out about new launches
• Collaborate with professionals

44. 2. Test, Manage & Measure
Setting up
methodologies:
ad-extension &
rich snippets
Measure effects
on
CPC, CTR, Conv.
Rate, Sales, ROI
Manage in line
with set
methodology

45. 3. Google & Agency Support
Google
Support
Your Agency
Support