I shared some insider tips for AdWords ad optimization at SES NYC. Topics included: Longer ad headlines Dynamic ads with keyword insertion, ad params, and dynamic search ads Ads Sitelinks - including how to measure the performance of individual sitelinks Social Extensions for Ads Tracking performance with ValueTrack

1. INSIDER TIPS FOR
AD OPTIMIZATION
Frederick Vallaeys | www.TopTier.us
@SiliconVallaeys

2. Ad Specifications
2
 To Optimize:
 Headline
2 Line Description
 URL
 Include
 Scent of the Search (keyword)
 Unique Value Proposition
 Call to Action
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

3. An Explosion of New Ad
Formats
According to Google,
32% of queries with ads have at least 1
new ad format
Location extensions
Two line Sitelinks Store Locator
Comparison Ads
Product Listing for Credit Cards
Ads Media Ads
Seller Rating
Seller Rating Extensions, Mobile
Video Extensions Extensions
Product
Extensions
Comparison Ads Click to Call One line Hyperlocal
for Mortgages Phone Extensions Ad Sitelinks, mobile
Sitelinks Mobile Ads
2009 2010
3

4. Long Headline
4
Contact
Rating
Dynamic Value
Sitelinks
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys Preview

5. What Should You Use
5
Different Search Ad Formats
 Longer headlines
 Dynamic ads
 Ad Extensions
 Sitelinks
 Social
Measuring Results
 ValueTrack
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

6. Longer Headlines
6
Add punctuation at the end of Description Line 1 to
enable Long Headlines
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

7. Shoot for the Top
7
20X
Improvemen
t
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

8. How to Measure Long
8
Headlines
1. Click “Ads” tab
2. Segment by “Top vs
Other”
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

9. The Evolution of Dynamic Ads
9
 Dynamic Keyword Insertion
 {keyword:fallback
text}
 KeyWord, Keyword, keyword, KEYWORD
Inserts the keyword that was matched from your
account, NOT the keyword typed in by the user.
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

10. Parameters in Ads
10
 AdParamService
 Availablethrough the API
 {param1} and {param2}
 Dynamic Search Ads
Every time an ad is changed, it has to be reviewed
again. Ad paramslet you bypass this review.
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

11. Dynamic Search Ads
11
 Google crawls your site and automagically
creates ads
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

12. Ad Sitelinks – CTR Booster
Three line: 40% average CTR lift
One line sitelinks: 17% average CTR lift
Mobile sitelinks:
30% average CTR lift

13. Sitelinks Evolved
13

14. Things to Test with Sitelinks
14
Variations to
Test:
 Locations
 Lines of
business
 B2C vs B2B
 Special Offers
 New products
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

15. How to Measure Sitelinks
15
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

16. Measuring Individual Sitelinks
16
 Add tracking tags to your sitelinks
 ?sitelink=[sitelink1]
 ?sitelink=[sitelink2]
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

17. Sitelinks in Analytics
17
 Filter your reports in Google Analytics
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

18. Custom Report with Sitelinks
18
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

19. Social Extension
Sandra clicks the +1 button next to your ad or
organic search result.
When Sandra‟s friends (like me) do a search
that includes this site, we see a personalized
annotation, showing that she +1‟d it.
19

20. +1s Aggregate at the URL Level
20
 +1s happening on your site help your ads
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

21. Measure with ValueTrack
21
Parameter Purpose
{creative} ID of the ad
{param1} and {param2} AdParamService API
{aceid} Control or Experiment ID
{copy:[name]} Parameter of keyword URL for
Sitelinks or Product Extensions
{adposition} Ad position on the page
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

22. An Example of {copy}
22
How does {copy:[name]} work?
URL
KW: „blue widgets‟ site.com?productID=123
Your sitelink site.com/shopping?{copy:productID}
Google sends traffic site.com/shopping?productID=123
to:
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

23. Beta Extensions
23
Offer Extensions
Contact Extensions
Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

24. Top Tier Inc. | www.TopTier.us | @SiliconVallaeys 24
THANKS
frederick@toptier.us | @SiliconVallaeys