http://www.pointit.com - This presentation covers everything you need to know about Google ad extensions, including types, tips, tracking, and tradeoffs.
2. Presentation Agenda
About Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models
3. Logistics & Introductions
Presentation Agenda
• Being Recorded
• Link to slides will be emailed later this week
• Ask Questions throughout
12. Sitelink Formats
Type Quality Format With Other
Threshold Extensions
Two+ -line Sitelink Highest (Brand Extra 2+ lines Yes with Plusbox
terms & 10s)
One-line Sitelink Higher (7+s) Extra line No
Embedded High (Top) In Desc text TBD
Manage at Campaign Level
Up to 10 sitelinks per Campaign
Shorter text works better (CTR)
In latest AdWords Editor 9.0.1 released in May
2011 (Yeah!!)
13. Tracking Sitelinks
• Good: Create unique tracking tag for each link.
• Better: Use new ValueTrack parameters to track sitelink to
kw level
www.example.com/home.html
?origin=sitelink&keyword={keyword}&matchtype={matchtype}
20. Summary of Google Ad Extensions
Type of
Extension Where on SERP Format Control Notes
Search Campaign;
Two-line Sitelinks Top only Extra lines highest QS kws Yes, with Plusbox
Plusbox (Top & Right) Merchant Center, All
Product Extensions Top & Right or Extra Lines (Top) Search Campaign Products or Filter
Google Places or
Search Campaign or Manual, Directions
Location Extensions Top & Right Plusbox or Extra Line Ad Level clicks
In Headline (Top) Google Voice #,
Extra line (Right & $1/call desktops,
Call Extensions Top & Right Mobile) Search Campaign clicks on mobile
Search Campaign;
One-line Sitelinks Top only Extra line high QS kws Not w/ Plusbox
Search Campaign; New, Launching
Embedded Sitelinks Top only Links in Desc Lines good QS With Plusbox???
Seller Ratings Top & Right Extra line Account Automatic
22. Ad Extensions
Considerations & Implications
• Look at the SERP – do queries!!!
• Achieve DIFFERENTIATION and Performance
• Be thoughtful about Campaign Architecture
Test, track, learn. Optimize. Repeat.