Manage Search Like a Pro with Ad Extensions

Chris Hoag Senior Client Manager Evelyn Baek Senior Client Manager

Logistics
Webinar is being recorded A link will be emailed within 24 hours

Feel free to ask questions during the webinar via the chat option
Any unanswered questions will be responded to following the webinar

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

Agenda
What are ad extensions? Why should we use them?

Which ones should we use?

Best practices

Future of ad extensions

Ad Extensions What?
Ad extensions are a collection of ad formats that provide additional information about your business. They can include address/phone numbers, 3rd party reviews, access to apps, or even links to social profiles.

Why Use Them?

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Ad Extensions Why?
Allows for meaningful interaction

Ad Extensions Why?
Takes up additional space on SERP

Ad Extensions Why?
Allows you to communicate & interact with users beyond what you can with standard text ads

Ad Extensions Why?
Affects Ad Rank
October 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 You Use?

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Sitelinks | Google

Use it like a pro: Take advantage of description text Consider using ad group-level sitelinks Use sitelink scheduling accurately
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When to use it: Brand campaigns Campaigns that can provide additional relevant options Control where users land

Sitelinks | Bing

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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When to use it: Brand campaigns Campaigns that can provide additional relevant options

Location Extensions | Google

CTR 1.33% Conv. 12.24%

Use it like a pro: Make sure to use the correct address & campaign target if you have multiple locations Use it with call extensions When to use it: Brick & mortar locations Local businesses Office w/ no services on-site

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Location Extension | Bing

CTR 1.13% Conv. 50%

Use it like a pro: Make sure to use the correct address & campaign target if you have multiple locations Use it with call extensions When to use it: Brick & mortar locations Local businesses Office w/ no services on-site

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Call Extensions | Google

CTR 8.58%

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

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Call Extensions | Bing

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

Use it like a pro: Link to your existing app in the iTunes or Google Play store Direct consumers to your mobile or tablet app directly from your text ad

When to use it: Promote an app that provides an opportunity to generate revenue Increase app downloads, which can improve app rankings App download does not provide a positive ROI

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Review Extensions | Google

CTR 3.04% Conv. 1%

Use it like a pro: Find reputable 3rd party review online (with link) Utilize scheduling if it makes sense Test several reviews 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

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Social Extensions | Google

https://services.google.com/fb/forms/socialannotations/ 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-todate in Google+ profile When to use it: If you have a large group of followers on Google+ If your Google+ profile has great content you would like to share Google+ profile is not up-to-date

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Seller Rating | Google

Sources
Google Shopping Independent Review Sites
Ausgezeichnet.org EC Klantenvertellen Shopper Approved TrustPilot Avis-Verifies The Feedback Company Poulpeo ShopVote.de Yopi.de Bazaarvoice Feefo PriceGrabber Shopzilla (UK, DE, FR) .com Bizrate FIA-NET ResellerRatings ShopAuskunft eKomi Hardware.info Reviews.co.uk StellaService E-Komerco KiyOh Reevoo Trusted Shops

Google Trusted Stores

Use it like a pro: Highlight your merchant rating to better attract customers on the SERP Set yourself apart from the competition

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

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/

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Best Practices

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Use them!
Do

Dont

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Ensure your extension copy is relevant

Do

Dont

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One size doesnt fit all

Dont

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Youre properly using extension options

Do

Dont

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Accurately schedule your extensions

Do

Dont

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Testing
Do

Ensure your testing various copy within campaigns 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
Do

Use available segments such as This Extension vs. Other & Top vs. Other Identify the KPIs that matter Use custom referrers to track sitelinks in Google Analytics

Dont

Ignore the signal in the noise

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Future of Extensions

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Image Extensions (beta)

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)

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

What is it?:

Allows users to fill in information such as zip code on the SERP

Aim is to increase user engagement and click through rate

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Drop-Down Extensions (beta)

What is it?:

Provides user with a drop-down menu to specific pages of the advertisers site
Purpose is ease site navigation and increase click through 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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