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Amazing PPC Tactics

Lisa Sanner – Senior Client Manager

          June 28th 2011
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
Logistics & Introductions
       Presentation Agenda

• Being Recorded

• Link to slides will be emailed later this week

• Ask Questions throughout
Google Ad Extensions

Types, Tips, Tracking, Tradeoffs
Types of Ad Extensions

• Sitelinks
• Product Extensions
 • Call Extensions
• Location Extensions
• Seller Ratings
• Alpha’s & Beta’s for a LOT, LOT More:
  – Jobs, Communications, Video,
    Offer/Coupons, Contact Forms, Store Locator
Amazing PPC Tactics: How to Improve Click-Through-Rates with Google Ad Extensions
But How Do Extensions Work Together…


    or Not Work Together?
Hierarchy of Extension Serving

Alphas & Betas (Video, Offer, Coupons,
 Communication, etc.)
Sitelinks (two-line)
  Product Extensions
    Location Extensions
      Call Extensions*
        Sitelinks (one-line)
           Seller Ratings
Sitelinks
Sitelinks
3-Line Sitelink




Embedded Sitelink
Two+ Line Sitelinks
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!!)
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}
Product Extensions (PEs)
Location Extensions
Call Extensions
AdWords UI Reporting –


“Clicks”in Extensions tab are NOT clicks on the
extension.
AdWords UI Reporting

Dimensions Tab – Free Clicks



Segment by Click Type
Seller Ratings




 Account level
 Automatic, 30+ reviews, 4.0+ avg rating
 Stars & # reviews (top); stars only (right)
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
Aligning Extensions with
    Business Goals
Ad Extensions
      Considerations & Implications

• Look at the SERP – do queries!!!

• Achieve DIFFERENTIATION and Performance

• Be thoughtful about Campaign Architecture

Test, track, learn. Optimize. Repeat.
Q&A
Thank You

Lisa Sanner
lisas@pointit.com
    @LisaSanner

Point It Search Marketing Agency
www.pointit.com
We’re hiring!

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Amazing PPC Tactics: How to Improve Click-Through-Rates with Google Ad Extensions

  • 1. Amazing PPC Tactics Lisa Sanner – Senior Client Manager June 28th 2011
  • 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
  • 4. Google Ad Extensions Types, Tips, Tracking, Tradeoffs
  • 5. Types of Ad Extensions • Sitelinks • Product Extensions • Call Extensions • Location Extensions • Seller Ratings • Alpha’s & Beta’s for a LOT, LOT More: – Jobs, Communications, Video, Offer/Coupons, Contact Forms, Store Locator
  • 7. But How Do Extensions Work Together… or Not Work Together?
  • 8. Hierarchy of Extension Serving Alphas & Betas (Video, Offer, Coupons, Communication, etc.) Sitelinks (two-line) Product Extensions Location Extensions Call Extensions* Sitelinks (one-line) Seller Ratings
  • 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}
  • 17. AdWords UI Reporting – “Clicks”in Extensions tab are NOT clicks on the extension.
  • 18. AdWords UI Reporting Dimensions Tab – Free Clicks Segment by Click Type
  • 19. Seller Ratings  Account level  Automatic, 30+ reviews, 4.0+ avg rating  Stars & # reviews (top); stars only (right)
  • 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
  • 21. Aligning Extensions with Business Goals
  • 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.
  • 23. Q&A
  • 24. Thank You Lisa Sanner lisas@pointit.com @LisaSanner Point It Search Marketing Agency www.pointit.com We’re hiring!