How to drive success in your online advertising PPC campaigns with Google AdWords Ad Extensions. This presentation looks at Sitelink, Call, Location, Review and App extensions.

1. MAKING THE MOST OF GOOGLE
AD EXTENSIONS
April 28-30, 2014

2. INTRODUCTION
SAM OWEN
SENIOR ACCOUNT MANAGER
@ HANAPIN MARKETING
WRITER @ PPC HERO
WWW.PPCHERO.COM
@SAMOWENPPC

3. OVERVIEW
SITELINKS
LOCATION EXTENSIONS
CALL EXTENSIONS
REVIEW EXTENSIONS
APP EXTENSIONS

4. AD EXTENSIONS
ADS ARE ABOUT MUCH
MORE THAN JUST
HEADLINES,
DESCRIPTION LINES AND
DISPLAY URLS

5. AD EXTENSIONS
THANKS TO AD
EXTENSIONS WE CAN
TURN OUR ADS FROM:

6. AD EXTENSIONS
TO:

7. AD EXTENSIONS
SELLER RATINGS
SITELINKS CALL EXT.
LOCATION EXT.
GOOGLE+

8. AD EXTENSIONS
LETS TAKE A LOOK AT
WHAT WE HAVE
AVAILABLE…

9. AD EXTENSIONS

10. SITELINKS
25 CHARACTERS (DOWN FROM 35)
UNIQUE URLS
AD GROUP OR CAMPAIGN LEVEL

11. SITELINKS
NOT USING
SITELINKS:
1.18% CTR
USING
SITELINKS:
1.93% CTR

12. SITELINKS
NOT USING
SITELINKS:
1.18% CTR
USING
SITELINKS:
1.93% CTR
64% INCREASE IN CTR

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

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

15. SITELINKS
FIRST, LETS LOOK AT
OUR DATA…

16. SITELINKS

17. SITELINKS
NOT YOUR REAL
SITELINK CTR

18. SITELINKS
USE THIS EXTENSION VS.
OTHER SEGMENT TO GET
REAL CTR

19. SITELINKS

20. SITELINKS
HERO CONF
ATTENDEES
CARE ABOUT
THE SCHEDULE
NOT THE
SPEAKERS

21. SITELINKS

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

23. SITELINKS

24. 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.

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

26. PIVOT TABLIN’

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

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

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

30. SITELINKS
THIS IS BECAUSE WE
TESTED OUR SITELINKS…
A LOT.

31. SITELINKS
COMPANY: OUR LOCATIONS,
CUSTOMERS SERVICE, SIZE CHARTS
PRODUCT: REEBOK BOOTS, NIKE
BOOTS, SAFETY TOE BOOTS

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

33. SITELINKS
SITELINKS SEEM TO BE
MORE IMPORTANT IN
ECOMMERCE ACCOUNTS

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

35. SITELINKS
START BY TESTING
DIFFERENT THEMES TO
FIND YOUR BASE CAMP

36. 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

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

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

39. ENHANCED SITELINKS

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

41. ENHANCED SITELINKS
GOOGLE CLAIM SIGNIFICANT CTR
BOOST WHEN SHOWN

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

43. MOBILE SITELINKS
MOBILE -
PREFERRED
SITELINKS
IMPROVED
MOBILE CTR
BY 15%

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

45. MOBILE SITELINKS
WORST!
BEST!

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

47. 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

48. LOCATION EXT.
LOCATION EXTENSIONS
ALLOW YOU TO ATTACH
YOUR BUSINESS
ADDRESS TO YOUR ADS

49. 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)

50. LOCATION EXT
YOU HAVE THE OPTION
TO MANAGE THESE
MANUALLY OR WITH
GOOGLE PLACES

51. MANUALLY

52. GOOGLE PLACES

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

54. LOCATION EXT.

55. CALL EXTENSIONS

56. CALL EXTENSIONS
USE SCHEDULING TO
ONLY SHOW DURING
OPEN HOURS

57. CALL EXTENSIONS
TEST THE VALUE OF
PHONE NUMBER ONLY.

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

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

60. CALL EXTENSIONS

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

62. REVIEW EXTENSIONS

63. REVIEW EXTENSIONS
YOU SHOULD USE
REVIEW EXTENSIONS
BECAUSE…

64. REVIEW EXTENSIONS
1. THEY IMPROVE
OVERALL AD CLICK
THROUGH RATE
*11% IMPROVEMENT ACROSS OUR
INTERNAL TESTS

65. REVIEW EXTENSIONS
2. CLICKS TO THE
REVIEW ARE FREE

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

67. REVIEW EXTENSIONS
4. YOU GET EXTRA AD
REAL ESTATE

68. REVIEW EXTENSIONS
5. YOUR AD GAINS TRUST
AND PROOF OF CONCEPT

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

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

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

72. 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.

73. REVIEW EXTENSIONS
SO WHERE SHOULD YOU
GET REVIEWS FROM?

74. REVIEW EXTENSIONS
ANYWHERE GOOGLE
GETS SELLER RATINGS
FROM SUCH AS…
• SHOPPER APPROVED
• RESELLER RATINGS

75. REVIEW EXTENSIONS
…ALSO TRY PLACES LIKE
BETTER BUSINESS
BUREAU OR GOOGLE
TRUSTED STORES

76. REVIEW EXTENSIONS
UNFORTUNATELY WE
CAN’T USE USER
REVIEWS FOR REVIEW
EXTENSIONS

77. REVIEW EXTENSIONS

78. APP EXTENSIONS
DIRECT VISITORS TO
YOUR APP FROM YOUR
PPC AD:

79. APP EXTENSIONS

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

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

82. 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

83. THANK YOU
@SamOwenPPC
sam.owen@hanapinmarketing.com