ad extensions 2014 - which extensions should you be using

8/12/2019 Ad Extensions 2014 - Which Extensions Should You Be Using

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Manage Search Like a Prowith Ad Extensions

Chris HoagSenior Client ManagerEvelyn BaekSenior Client Manager


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Logistics

Webinar is being recordedA link will be emailed within 24 hours

Feel free to ask questions during the

webinar via the chat optionAny unanswered questions will be responded to

following the webinar


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Who is Point It?

Founded in 2002

Seattle-based digital marketing agency

$40 MM in managed media each year

Servicing clients across all verticals and revenue models

Microsoft Store

Rhapsody

At&t

SCOTTEVEST

Docusign

sharebuilder


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Agenda

What are ad extensions? Why should we use them?

Which ones should we use?

Best practices

Future of ad extensions

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Ad ExtensionsWhat?

Ad extensions are a collection of adformats that provide additional

information about your business.

They can include address/phonenumbers, 3rdparty reviews, access to

apps, or even links to social profiles.

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Why Use Them?

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Ad ExtensionsWhy?

Allows for meaningful interaction

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Ad ExtensionsWhy?

Takes up additional space on SERP

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Ad ExtensionsWhy?

Allows you to communicate & interactwith users beyond what you can with

standard text ads

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Ad ExtensionsWhy?

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Affects Ad RankOctober of 2013 Google announced that Ad

Rank will take into account ad extension use

and format in addition to max CPC bid & Quality

Score


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Which Should YouUse?

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Sitelinks | Google

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When to use it:

Brand campaigns

Campaigns that can provide additional

relevant options

Control where users land

Use it like a pro:

Take advantage of description text

Consider using ad group-level sitelinks

Use sitelink scheduling accurately


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Sitelinks | Bing

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When to use it:

Brand campaigns

Campaigns that can provide additional

relevant options

Use it like a pro:

Use several messages for same landing

page

Consider including link to social profiles

Rich Ads in Search ad format

Needs to be in #1 position


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Location Extensions | Google

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When to use it:

Brick & mortar locations

Local businesses

Office w/ no services on-site

Use it like a pro:

Make sure to use the correct address &

campaign target if you have multiple

locations

Use it with call extensions

CTR 1.33%

Conv. 12.24%


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Location Extension | Bing

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When to use it:

Brick & mortar locations

Local businesses

Office w/ no services on-site

Use it like a pro:

Make sure to use the correct address &

campaign target if you have multiple

locations

Use it with call extensions

CTR 1.13%

Conv. 50%


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Call Extensions | Google

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Use it like a pro:

Advertiser can choose to use a forwarding

number to receive detailed reporting

Can set a threshold of call durations to

track conversions within AdWords

When to use it:

If there is a value associated with a user

call including lead generation or purchase

Schedule so these only show during call

center hours

CTR 8.58%


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Call Extensions | Bing

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Use it like a pro:

Works across all devices including

smartphones and desktops/laptops via

Skype

Call tracking is available

When to use it:

If there is a value associated with a user

call including lead generation or purchase

Schedule so these only show during call

center hours


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App Extensions | Google

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Use it like a pro:

Link to your existing app in the iTunes or

Google Play store

Direct consumers to your mobile or tabletapp directly from your text ad

When to use it:

Promote an app that provides an

opportunity to generate revenue

Increase app downloads, which canimprove app rankings

App download does not provide a positive

ROI


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Review Extensions | Google

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When to use it:

If your product/service is frequently

compared to others

Control where users land

The article suggests other alternatives that

could take away customers

Use it like a pro:

Find reputable 3rdparty review online (with

link)

Utilize scheduling if it makes sense

Test several reviews

CTR 3.04%

Conv. 1%


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Social Extensions | Google

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Use it like a pro:

Moving forward, Google will automatically

add this extension to all ads; advertisers

will only be able to opt-out

Update Google+ content so its fresh

Make sure business information is up-to-

date in Google+ profile

When to use it:

If you have a large group of followers on

Google+

If your Google+ profile has great contentyou would like to share

Google+ profile is not up-to-date

https://services.google.com/fb/forms/socialannotations/


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Seller Rating | Google

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Use it like a pro:

Highlight your merchant rating to better

attract customers on the SERP

Set yourself apart from the competition

Make sure to check out your rating at

http://www.google.com/shopping/seller?q=

yourdomain.com

To apply for inclusion visit

https://services.google.com/fb/forms/Seller

RatingExtensions/

When to use it:

If you have at least 30 reviews w/ an

aggregate score of 3.5 stars or above in

Google Product Search

If you do not have enough reviews or the

score threshold, you are not eligible

Sources

Google Shopping Google Trusted Stores

Independent Review Sites

Ausgezeichnet.org Avis-Verifies Bazaarvoice Bizrate eKomi E-Komerco

EC The FeedbackCompany

Feefo FIA-NET Hardware.info KiyOh

Klantenvertellen Poulpeo PriceGrabber ResellerRatings Reviews.co.uk Reevoo

Shopper Approved ShopVote.de Shopzilla (UK, DE,

FR)

ShopAuskunft StellaService Trusted Shops

TrustPilot Yopi.de .com


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Best Practices

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Do

Dont

Use them!

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Do

Dont

Ensure your extension copy is relevant

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Dont

One size doesnt fit all

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Do

Dont

Youre properly using extension options

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Do

Dont

Accurately schedule your extensions

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Testing

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Do

Ensure your testing various copy withincampaigns and ad groups

Use distinct CTAs when testing

Dont

Test as often as you would ad copy

Try to run pure A/B testing


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Reporting

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Do

Use available segments such as ThisExtension vs. Other & Top vs. Other

Identify the KPIs that matter

Use custom referrers to track sitelinks in GoogleAnalytics

Dont Ignore the signal in the noise


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Future of Extensions

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Image Extensions (beta)

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What is it?:

3 images appear above your ad

Only shows up if ad is in #1 position

Visually compelling and provides more context

Indicates a more visual future in Google paid ads?


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Google Ratings Extension (beta)

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What is it?:

Google Ratings results for user experience

Highlights multiple elements of experience instead of one lump rating (like

seller/advertiser ratings)

Indicates Google is gathering more data to deliver more relevant ads


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Form extensions

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What is it?:

Allows users to fill in information

such as zip code on the SERP

Aim is to increase userengagement and click through rate


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Drop-Down Extensions (beta)

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What is it?:

Provides user with a drop-down menu to specific pages

of the advertisers site

Purpose is ease site navigation and increase clickthrough rate


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Summary

Many benefits to using ad extensions Stay ahead of the competition

Use it correctly

Report it correctly

Best practices for optimal results

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Questions?

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ad extensions 2014 - which extensions should you be using

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