use call and location extensions to maximize conversions - smx west 2014 - john a. lee

@john_a_lee#smx #22b

Maximize Conversion

Potential with Ad Extensions!

PRESENTED BY JOHN A. LEEMANAGING PARTNER – CL IX MARKET INGSMX WEST – MARCH 12 , 2014


Dominate the SERPsMAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!


Super Size Your Ads Say goodbye to wimpy, 4 line text ads and hello to super-sized ads!

◦ Ad Extensions expand your text ad and command more real estate in the SERPs.

◦ Provide calls-to-action, location, reviews, images and more.

Available in Google AdWords and Bing Ads.

Call Extensions

Sitelinks

Review Extensions

Location Extensions

Image Extensions

Offer Extensions

Communication Extensions◦ Google is ending beta.

…and More!


Call ExtensionsMAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!


What is a Call Extension?

Phone number published with your text ad.

Applicable to Google, Bing or Yahoo! search results.

Click-to-call for mobile devices.

Forwarding number available to track manually dialed calls.

Unlike other ad extensions, phone number displays even when ranked below position 3.


Setting Up Call Extensions

GOOGLE ADWORDS BING ADS


Call Extensions in the WildGoogle AdWords: Desktop


Call Extensions in the WildGoogle AdWords: Mobile


Call Extensions in the WildBing Ads: Desktop

(with some Skype action!)


Call Extensions in the WildBing Ads: Mobile


Mind the Settings, Please

Forwarding Number or Your Own Number?◦ Forwarding number allows you to track calls from desktops and tablets.◦ Google AdWords

◦ At ad group level: minimum of 20 clicks over 4 week period for forwarding number to display.◦ Otherwise, your “root” destination phone number will show and NOT be tracked.

Show Links?◦ Only want phone calls? Choose “just the phone number.”

Report Phone Call Conversions?◦ Choose to count calls as conversions in reports based on call length.◦ This is the default setting! You’ve been warned…


Reporting on Call ExtensionsGOOGLE ADWORDS

Dimensions Tab > Call Details

Segment > Click Type (mobile click-to-call):

◦ Campaign, Ad Group, Ad and Keyword (click-to-call only) Levels

Add Columns:◦ Phone Impressions, Phone Calls

Phone Conversions

BING ADS

Dimensions Tab > Call Details

Reports > Call Details

Add Columns:◦ Phone Impressions, Manual Calls,

Click Calls◦ Campaign, Ad Group Levels Only


Location ExtensionsMAXIMIZE CONVERSION POTENTIAL WITH AD EXTENSIONS!


What is a Location Extension?

Location Extensions attach your business address and phone number to your text ad.

When Call Extensions and Location Extensions exist in the same campaign:

◦ Click-to-call and/or call forwarding number settings will affect the phone number associated with your Location Extension.


Setting up Location Extensions

GOOGLE ADWORDS BING ADS


Location Extensions in the WildGOOGLE ADWORDS BING ADS


Want 100% Coverage for PPC Call Tracking?

Install a 3rd party call tracking service!

◦ See data for *ALL* Call Extension and Location Extension calls regardless of ad group click levels.

◦ More importantly: See phone calls from your website & landing pages.


Case Study 1Call Extension tracking numbers don’t provide 100% coverage.

Use of 3rd party call tracking provides data for *all* calls resulting from Call Extension.

An average of 22% more calls occurred than were recorded by the Call Extension. July August September October November December

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10

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Call Extension Tracking Number Cov-erage

Call Extensions Recorded Actual Calls (Mongoose Metrics)


Case Study 2

Call Extensions can negatively impact online conversion rates and cost-per-acquisition.

It is important to look at the net effect of online conversion combined with increased phone call volume.

This client saw form lead conversion rate drop 7%. When the Call Extension calls are included, TOTAL conversion rate increased 5%.

Form Lead Conversion Rate TOTAL Conversion Rate8.20%

8.40%

8.60%

8.80%

9.00%

9.20%

9.40%

9.60%

9.80%

10.00%

10.20%

Before & After Implementing Call Ex-tensions

12/27/13 - 01/23/14 01/24/14-02/21/14


Case Study 3This client’s primary conversion action is a phone call.

• Only 19% of total conversions occur online.

Entered beta test of Bing Ads Call Extensions in October 2013.

Overall calls saw a 6.7% lift per month with the addition of Bing Ads Call Extensions.

July August September October November December0

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Impact of Adding Bing Ads Call Extensions

Bing Call Extensions % Lift in Calls


Case Study 4

This client operates women’s health centers. Appointments come from walk-ins, phone calls and online appointment requests.

Before January 2012, they did not utilize Call Extensions or Location Extensions.

The combination of these extensions increased total conversions 345% and reduced cost-per-acquisition by 75% (against only 10% lift in ad spend).

Oct-Dec 2011 Jan-March 20120

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1600

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Impact of Location Extensions & Call Extensions

Mobile Click-to-Call Manually Dialed CallsLocation Extension 'Get Direction' Online ConversionsTotal Conversions (Call+Online)

Time Period Total Conversions (Call+Online) Total CPA Ad Spend

Oct-Dec 2011 400 $ 34.18 $ 13,671.00

Jan-March 2012 1779 $ 8.45 $ 15,026.00


Thank You!

Have Questions?

@john_a_lee

[email protected]

www.clixmarketing.com

mailto:[email protected]

http://www.clixmarketing.com/

use call and location extensions to maximize conversions - smx west 2014 - john a. lee

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