everything you need to know about adwords ad extensions - updated

Advanced Tactics For AdWords Ad Extensions

SAM OWEN, MAY 22 2014

Introduction

Sam OwenAssociate Director of Paid Search @ Hanapin MarketingWriter @ PPC Herowww.ppchero.com @SamOwenPPC

PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords

http://www.ppchero.com/

Overview

SitelinksLocationCallReviewAppGoogle+Seller RatingsConsumer RatingsDynamic Search AdsBetas & Other New Extensions


6917 km For Ad Extensions?

Are You Mad?

We’re Ignoring Them

This is a problem…

AKA Skipping PPC Leg Day

Why Is It Important?

Bing Research: On mobile multiple extensions increase CTR by 15-30% over just Sitelinks.

New QS Algorithm

In October Google announced extensions will play a part in Quality Score calculations. This is so the algorithm can decide your optimum combination of extensions.

http://adwords.blogspot.co.uk/2013/10/improving-ad-rank.html

New QS Algorithm

Your QS is still mostly based on CTR vs. Expected CTR. As extensions generally improve CTR, they help QS.

Ad Extensions

Thanks to Ad Extensions we can turn our ads from this:


Ad Extensions

To this:


Ad Extensions

Seller Ratings

Sitelinks Call Ext.

Location Ext.

Google+


Consumer Ratings

Ad Extensions


These are our “active” ad extensions – i.e. ones we can control.

Ad Extensions

Seller Ratings

Google+

Consumer Ratings

These are “passive” – Google decides when, where and what to show.

Sitelinks – Quick Recap

25 characters (down from 35)Unique URLsCan be Ad Group or Campaign Level


Sitelinks

Not using Sitelinks: 1.18% CTR

Using Sitelinks: 1.93% CTR


Sitelinks

Not using Sitelinks: 1.18% CTR

Using Sitelinks: 1.93% CTR

64% increase in CTR


Sitelinks

You absolutely need to use Sitelinks.Higher CTR means better Quality Score means cheaper Clicks.


Sitelinks

So how do I make great Sitelinks?


Sitelinks

First, look at your data…


Sitelinks

Sitelinks

Not your real Sitelink CTR

Sitelinks

Use This Extension vs. Other segment to get real CTR.

Sitelinks


Sitelinks

Conference attendees care about the schedule not the speakers!


Sitelinks

PPC Masters Hamburg 2014 – Konferenz für PPC, SEA &

AdWords

Sitelinks

But we can use this data to help us create better ads & show Sitelinks that our users want to see.


Sitelinks

PPC Masters Hamburg 2014 – Konferenz für PPC, SEA &

AdWords

Sitelinks

How?• Creating extra Sitelinks for each day’s schedule

• Test “See the schedule!” as our ad’s Call-To-Action.


Sitelinks

In order to find out if our Sitelinks are actually useful we need to build some Pivot Tables.


Pivot Tablin’


Sitelinks

The importance of Sitelinks varies greatly by industry.Judge based on overall lift and use direct clicks as your guide.


Sitelinks

0.6% of total conversions for our lead gen accounts came from direct Sitelink clicks.


Sitelinks

14% of total conversions for eCommerce accounts came from direct Sitelink clicks.


Sitelinks

Notice the CPA and ROAS are better from direct Sitelink clicks.


Sitelinks

This is because we tested our Sitelinks… a lot.


Sitelink Test Example

COMPANY SITELINKS: • OUR LOCATIONS• CUSTOMERS SERVICE• SIZE CHARTS

vs.

PRODUCT SITELINKS: • REEBOK BOOTS• NIKE BOOTS• SAFETY TOE BOOTS


Sitelink Test Example

Conversion rate was 23% higher when Product Sitelinks showed, even if not clicked.

FACT:

Sitelinks are more important in eCommerce accounts.


Sitelinks

This is because there are more options for our customers to choose from.


Sitelinks

Ways to think of Sitelinks:

eCommerce = Gets clicksLead Gen = Helps the ad


Sitelinks

For eCommerce, Sitelinks are often just a way for users to self-select the products they care about.


eCommerce Sitelink Tests

Start by testing different themes to find your base camp.


Themes To Test• BRAND:

– NIKE, ADIDAS, REEBOK, PUMA

• CATEGORY: – 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: – MOBILE SITE, CALL NOW, STORE LOCATIONS

Sitelinks

Once you’ve found the right type of Sitelink, drill down to the Top 6 of that type by testing 10+ variations.


Sitelinks

For Lead Gen things are a little more tricky. You often don’t have 6 worthwhile landing pages…

SO BUILD THEM!


If You’re Stuck…

Take your product’s benefits and use a tool like Unbounce to create landing pages for your Sitelinks.


Sitelinks

“Every headline should appeal to the reader’s self-interest… it should promise a benefit”- David Ogilvy

Save 30 Mins/DayWow Your Boss

Become An Expert Reduce Mistakes


Save 30 Mins/DayWow Your Boss

Become An Expert Reduce Mistakes


“We recommend that 80% of the content on a page be unique for that page to count as a different page.”

-GOOGLE SITELINK POLICY

Does This Really Work?

245% more leads from Sitelinks


Enhanced Sitelinks

Enhanced Sitelinks

These show rarely and only when you are dominating 1st position (i.e. Brand Terms)


Enhanced Sitelinks

Google says there’s a Significant CTR Boost when shown.


Enhanced Sitelinks

Our data shows 8-10% boost in brand CTR and minimal change to non-branded campaigns.


Enhanced Sitelinks

Note: You don’t have to set up both extended and non-extended. Google will choose to extend or not.


Mobile Sitelinks

Mobile-Preferred Sitelinks improved our mobile CTR by 15%


Mobile Sitelinks

If you aren’t using Mobile-Preferred Sitelinks, use your existing data as a starting point.


Mobile Sitelinks

WORST!

BEST!


Mobile Sitelinks

By letting Google Optimize for Clicks, We’re leaving mobile clicks on the table.


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


Location Extensions

Location Extensions allow you attach your business address to your ads

Location Extensions

Using them delivered a roughly 10% bump in CTR for Hanapin clients.

*(Although can hurt CTR if you were getting a lot of clicks to your store locations sitelinks)


Location Extensions

You have the option to manage these manually or with Google Places.


Manually


Google Places


You can use your location extension targets to set your campaign targets.

Location Extensions


Location Extensions


Location Ext. Metrics?

Location metrics are not simple. How do we assign value to “Get Directions” & “Get Location Details”?


Source: SearchEngineLand

Location Extensions


Dimensions > Free Clicks shows you how many people started navigation after using your location extension.

Location Extensions

Google is working on a long term solutions to our metrics problems with Estimated Total Conversions.

Call Extensions


Make sure you enable Google call forwarding to get meaningful data from AdWords.

Call Extensions

Use scheduling to only show during open hours!


Call Extensions

This is because answer machine messages convert at only 20% the rate of answered calls.(Also fewer people leave messages)


Call Extensions

Test the value of showing your mobile visitors only a phone number.

Call Extensions

Here it is done badly: I only wanted a price list and it’s not even open to take calls!


Call Extensions

One of our clients saw conversions rise by 68% when re-enabling calls and headline clicks.

Another got 34% more leads by turning off headline clicks.


Call Extensions

You can use your call extension data to make bid and budget optimizations.


Dimensions Tab


Click Type Segments

Call Extensions

Coming Soon: The ability to set multiple conversion values for calls based upon duration.

http://adwords.blogspot.co.uk/2014/05/dial-up-your-business-with-higher-value.html


Call Extensions


Warning!

Call Extensions do not replace a need for call tracking. They only track calls directly from the Google SERP.


Review Extensions


Review Extensions

You should use Review Extensions because…


Review Extensions

1. They improve overall Click-Through Rate

*11% CTR boost on average, 26% in our best instance.


Review Extensions

2. Clicks to the review are Free!

Review Extensions

3. Good Reviews = Good Conversion Rates


Review Extensions

4. You get extra ad real estate.


Review Extensions

5. Most people don’t click to the review anyway.


Review Extensions

Interestingly, Review Extensions are still rare… 50 random searches produced just 3 instances.


Review Extensions

Must be:• Unique• Substantive• Past 12 months• Credible 3rd party


Review Extensions

It can be hard to meet these criteria if you have a small business. Review extensions are much easier for major brands who get more legitimate reviews.


Review Extensions

So where can you get Reviews from?


Review Extensions

Anywhere Google gets Seller Ratings from, such as…• Ausgezeichnet.org• ShopAuskunft.de


Review Extensions

…Also try places like Local News, Expert Review Sites OR Google Trusted Stores.


Review Extensions

Unfortunately we can’t use user reviews for review extensions.

Review Extensions


“Gone are the days of biting off slice-sized chunks of banana and spitting them onto a serving tray…”-Amazon Review

App Extensions

Direct visitors to your app from your PPC ad:

App Extensions

App Promotion Ads

If you want to promote your apps, App Promotion Ads get more visibility (app extensions show rarely).

Google+

We used to be able to control Google+ in Social Extensions. It is now automatically done by linking G+ with your website.


Google+


Google+

Across all our accounts G+ had better CTRs 87% of the time.

35%(!) better for our big brands with lots of followers. +5% for smaller clients.

No +1s

Using G+

Seller Ratings

~15% CTR Boost for Hanapin clients. Higher rating = Higher CTR


Seller Ratings

If you want to find if you qualify go to:google.com/shopping/seller?q=yoururl.com

Need 30 reviews in past 12 months and 3.5/5 star to be shown.

Seller Ratings

Try asking customers for reviews – either after checkout, in their confirmation email, or after successful customer service actions.


Consumer Ratings

Consumer Ratings

• Leider nur auf Englisch im Moment.

• Collected by Google through Google Consumer Surveys – only major brands right now (needs 100 responses)

• Adjusted by industry averages.


Consumer Ratings

Google will only show if your ratings are good and only if your CTR is better showing ratings than not. This is done by them. You do, however, have the option to contact them to opt out.


Dynamic Search Ads

Confession: I used to hate Dynamic Search Ads.

But then I saw a great presentation by Matt Umbro at SMX West and started to test them out again. Turns out they got a lot better.

*LINK TO MATT’S DSA PRESO

http://www.slideshare.net/SearchMarketingExpo/how-to-make-dynamic-search-ads-work-for-you

Dynamic Search Ads

DSAs are ads written by Google, based on language found on landing pages specified by you.

Dynamic Search Ads

Think of DSA like broad match for landing pages

VS.


Dynamic Search Ads

Useful if you have a large inventory of products that are constantly being added and removed.


Dynamic Search Ads

(Ok, so these might not technically be an extension anymore)


Dynamic Search Ads

Start with an “All Webpages” ad group and then build out targets based on URL Text, Page Title or Page Content.

*NOTE: Pages must be indexed by Google


Dynamic Search Ads

Dynamic Search Ads

You’ll want to exclude pages that you aren’t interested in advertising.

e.g. URL contains “blog”


Dynamic Search Ads

DSAs have some nice benefits like…


Dynamic Search Ads

35 Characters!

Dynamic Search Ads

Use them to mine for good long-tail keywords. Run Search Term reports and add any converting terms to your regular campaigns.

Dynamic Search Ads

Set bids low so as not to outbid your regular traffic.


Dynamic Search Ads

Try combining them with RLSA for increased relevancy.

*NOTE: This takes some AdWords Editor trickery.


Dynamic Search Ads

Don’t forget to add all your account’s other keywords in as negatives.


Dynamic Search Ads

DSAs can add great value


Betas & New Extensions


Unfortunately Google makes us sign NDAs (Non-Disclosure Agreements), but…


Landscape of available extensions is constantly changing.


Image Extensions


Form Extensions


Live Chat Extensions


Drop-Down Extensions


Smart Annotations



Google runs lots of tests (don’t freak out).

Unless test extension adds +10% CTR, it’s very unlikely to make it out of Beta.



Best advice is to contact your rep if you see a beta you want to be part of.


For Reference:

Summary

Test, Test, Test ExtensionsImplement every extension that makes sense for your business.Experiment with dynamic ads.


Many Slides Later…

Live Q&A

@[email protected]


everything you need to know about adwords ad extensions - updated

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