the power of enhanced sitelinks: bing & yahoo
DESCRIPTION
Managing Bing and Yahoo paid advertising campaigns? Responsible for driving profitable leads through PPC? Discover the simplest ways to get incremental lifts from location, call, offer, sitelinks and more.TRANSCRIPT
The Power of Enhanced Sitelinks: Bing / Yahoo
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved. FathomDelivers.com
WHY BOTHER
WITH EXTENSIONS…
2
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
www.FathomDelivers.com
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AD EXTENSIONS Ad Example with All
WHAT DO THEY LOOK LIKE?
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
3 www.FathomDelivers.com
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SITELINKS
LOCATION EXTENSIONS
CALL EXTENSIONS
Better customer engagement
Low costs and extending ability to turn
searchers into customers
Increase overall ad click-through rate by
implementing a combination of Ad
Extensions
WHY
EXTENSIONS?
18.70%
14.10%
9.87%
6.83% 6.41%5.59%
CTR
Sitelinks + LEX Sitelinks Sitelinks + Click-to-Call LEX Click-to-Call No Ad Extensions
*Source: Yahoo
4
The faster searchers can find what they are
looking for, the sooner they will convert.
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
www.FathomDelivers.com
©2014 FATHOM® All rights reserved.
SITELINK EXTENSIONS Take Up More Real Estate
WHAT ARE THEY?
Sitelinks may help achieve a 15-25% higher click-through rate
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
5 www.FathomDelivers.com
©2014 FATHOM® All rights reserved.
Average lift in CTR for all Verticals
(Yahoo) Average lift in CTR* Average CPCs*
+5.51% +2.23% $2.17
@alexafeck
Alexa Feckanin Senior Paid Search Strategist SITELINK EXTENSIONS
Internal Findings
6
QUICK STATS
*Fathom is currently seeing across four verticals:
• EDU
• Retail
• HealthCare
• Legal
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@alexafeck
Alexa Feckanin Senior Paid Search Strategist SITELINK EXTENSIONS
Insights & Tips
7
ADVANTAGES STRUGGLES
• Take up more real estate space
• Drive consumers directly to a specific portion of your site
• Detailed reporting
• Easy to implement – you can create them in the Editor or UI
• Will not show if you are not in the top positions
• May not show all 6, sometimes just 2 display
• Put them in order of importance – they are displayed this way
• Some might not show, so you want the most important sitelinks at the top
• Tailor them to campaigns – get as granular as possible since you have the option
• Don’t use the same sitelinks for all campaigns
TIPS
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WHAT ARE THEY?
Location Extensions may help achieve a 30-35% higher click-through rate
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
8
LOCATION EXTENSIONS Let Customers Find You Faster
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LOCATION EXTENSIONS Internal Findings @alexafeck
Alexa Feckanin Senior Paid Search Strategist
9
Average lift in CTR for all Verticals
(Yahoo)
~9.49%
QUICK STATS
*Source: Yahoo
0% 5% 10% 15% 20% 25% 30%
Retail
Tech & Telco
Travel
Autos
Entertainment
Financial Services
Careers & Education
B2B Services
CTR
Ya
ho
o V
ert
ica
l ADVANTAGES
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Fathom lift in CTR for the
HealthCare Vertical
~4.5%
LOCATION EXTENSIONS Insights & Tips @alexafeck
Alexa Feckanin Senior Paid Search Strategist
10
ADVANTAGES STRUGGLES
• Increases overall ad CTR
• Detailed reporting
• Drives foot traffic and clicks
• Must have a brick-and-mortar location to use these
extensions
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STRUGGLES
WHAT ARE THEY?
Call Extensions may help achieve a 30-35% higher click-through rate
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
11
CALL EXTENSIONS Let Customers Contact You Easily
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©2014 FATHOM® All rights reserved.
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
12
CALL EXTENSIONS Settings Explanation
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CALL EXTENSIONS Internal Findings
Average CTR for all Verticals (Yahoo)
6.41%
QUICK STATS
13 www.FathomDelivers.com
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved.
61% of consumers
click to call a
business
Average CTR for 3 Verticals at Fathom
3.00% Fathom Verticals: HealthCare, Retail, Legal
CALL EXTENSIONS Insights & Tips @alexafeck
Alexa Feckanin Senior Paid Search Strategist
14
ADVANTAGES STRUGGLES
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STRUGGLES
• Detailed reporting – Impressions, call & spend at campaign, ad group and extension level
• Easy to implement – you can create them in the UI or Editor
• Low cost – extremely low CPCs
• Must have a call center to direct phone calls to • Some clients see better conversion rate through
Email and Lead nurturing than their call center
RICH ADS IN SEARCH
(RAIS)
BUT WAIT…
THERE’S MORE?!
15 www.FathomDelivers.com
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved.
WHAT ARE THEY?
RAIS may help achieve a 45-55% higher click-through rate
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
16
RICH ADS IN SEARCH (RAIS) Go Beyond Traditional Search Advertising
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©2014 FATHOM® All rights reserved.
TEMPLATE OPTIONS
RAIS may help achieve a 45-55% higher click-through rate
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
17
RICH ADS IN SEARCH (RAIS) Go Beyond Traditional Search Advertising
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Type Example
Links and Image
Form and Image
Links and Video
Form and Video
TEMPLATE SPECIFICATIONS
RAIS may help achieve a 45-55% higher click-through rate
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
18
RICH ADS IN SEARCH (RAIS) Go Beyond Traditional Search Advertising
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©2014 FATHOM® All rights reserved.
Type Specifications
Images Dimensions: 80x60
Max Size: 4KB
Videos Length: from 11 seconds to 4 minutes
Max Size: 75 MB
Keywords Brand keywords only
Exact and Phrase match
Limit of 500 keywords per advertiser
RICH ADS IN SEARCH (RAIS) Average Lift by Vertical
40.00%
40.00%
60.00%
40.00%
316.67%
-14.39%
-1.86%
270.37%
-50% 0% 50% 100% 150% 200% 250% 300% 350%
Retail
Education
Healthcare
Legal
Fathom CTR Yahoo Avg CTR
19 www.FathomDelivers.com
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved.
RICH ADS IN SEARCH (RAIS) RAIS vs. Brand CTR
6.50%
14.38%
24.52%
6.16%
25.20%
12.31%
24.07%
22.81%
0% 5% 10% 15% 20% 25% 30%
Retail
Education
Healthcare
Legal
RAIS Brand
20 www.FathomDelivers.com
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved.
RICH ADS IN SEARCH (RAIS) RAIS vs. Brand CPA
$25.89
$17.68
$56.00
$57.00
$5.09
$27.00
$278.00
$105.24
$- $50 $100 $150 $200 $250 $300
Retail
Education
Healthcare
Legal
RAIS Brand
21 www.FathomDelivers.com
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved.
KEY TAKEAWAYS
22 www.FathomDelivers.com
01 02
03 04
Increase Customer Engagement… Customers Who Call…
Brand Awareness with RAIS… Make the most impact…
Increase Customer Engagement through Sitelinks, Call
Extensions and Location Extensions
• Remove barriers to the conversion – drive searchers
directly where they want to be
Customers who call are 10x more likely to make a purchase
• Deliver customers on mobile devices two ways for the price
of a click:
• To both a website and call by appending a clickable
phone number to a search ad
• Call only by replacing the ad’s title with a clickable
number
RAIS enhance texts ads and user engagement with deep
links, text entry forms, images & videos
• Available on exact and phrase match only
• Although CTRs are higher in some cases, CPA is a lot
higher as well
• Brand awareness through use of logo rather than just name
If you only have time to implement one or two of these,
start with those that will make the biggest impact on your
business
• Sitelinks
• RAIS
• Location Extensions / Call Extensions
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved.
THANK YOU!
Q & A
@alexafeck
Alexa Feckanin Senior Paid Search Strategist
©2014 FATHOM® All rights reserved. FathomDelivers.com
APPENDIX
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TABLE OF CONTENTS
1. Sitelink Implementation
2. Call Extension Implementation
3. Location Extension Implementation
4. Rich Ads in Search (RAIS)
Implementation
25
CONTENTS
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Sitelink Step by Step
1. Click on Ad Extensions Tab
1. Click on Create
3. Select the Campaign from
the dropdown menu
3. Click Create New
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Sitelink Creation
• Enter your title and
destination URL of your
Sitelink Extension
• Create additional
sitelinks by clicking
Add Another
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Location Extension Step by Step
• Go to the Ad Extensions tab,
select Location Extensions
and click Create
• Select the Campaign you
wish to associate the new
business location with from
the drop down
• Create New or select an
existing location
28
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Creating Extensions in Bulk With Bing Ads Editor
• Click on the Ad Extensions Tab in the Bing Ads Editor
• Select the relevant option from the multiple changes dropdown (In this case you would choose Create)
• Create changes in excel and copy and paste them into the wizard
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Call Extension Implementation
• Select a campaign to
implement with
• Provide your phone
number where you want
to receive phone calls
• Select an option for where
you want call extensions to
be shown: • All Devices (Desktop,
Tablets and Smart Phones)
• Only Smart Phone
• Then select if you want to
show only phone link or
both phone and website
link with ads
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Rich Ads in Search (RAIS) Implementation
• Contact your Yahoo! Rep to get your Brand terms whitelisted before starting
• They will most likely send you an Excel spreadsheet where you will breakout your Campaign, Ad Groups, Text Ads and Deep Links
• *Note: You cannot add Broad match keywords – Phrase and Exact match only
• Send an 80x60 pixel image to your rep
• If you choose to just add your Ad Groups and Ads on your own, the step by step is on the next page
• I suggest doing it the Rep way, but if you want access to just add them on your own – this is also an option
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Rich Ads in Search (RAIS) Implementation
• If implementing on your own: • Click into new RAIS campaign • Click create a new Ad Group • Select “Rich Ad” Type • Add Keywords and Bids (*Note: Keywords go through review since this is Brand only –
anything not Branded will be disapproved)
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Rich Ads in Search (RAIS) Implementation
• Easily create and
edit your Rich Ads in
Search from the UI
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