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How to Improve Click-Through-Rates with Google Ad Extensions
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Transcript of How to Improve Click-Through-Rates with Google Ad Extensions
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Amazing PPC Tactics
Lisa Sanner – Senior Client Manager
June 28th 2011
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Presentation AgendaAbout Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
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Presentation AgendaLogistics & Introductions
• Being Recorded
• Link to slides will be emailed later this week
• Ask Questions throughout
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Google Ad Extensions
Types, Tips, Tracking, Tradeoffs
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Types of Ad Extensions
• Sitelinks
• Product Extensions
• Call Extensions
• Location Extensions
• Seller Ratings
• Alpha’s & Beta’s for a LOT, LOT More:
– Jobs, Communications, Video,
Offer/Coupons, Contact Forms, Store Locator
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But How Do Extensions Work Together…
or Not Work Together?
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Hierarchy of Extension Serving
Alphas & Betas (Video, Offer, Coupons,
Communication, etc.)
Sitelinks (two-line)
Product Extensions
Location Extensions
Call Extensions*
Sitelinks (one-line)
Seller Ratings
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Sitelinks
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Sitelinks
3-Line Sitelink
Embedded Sitelink
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Two+ Line Sitelinks
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Sitelink Formats
Manage at Campaign Level
Up to 10 sitelinks per Campaign
Shorter text works better (CTR)
In latest AdWords Editor 9.0.1 released in May
2011 (Yeah!!)
Type Quality
Threshold
Format With Other
Extensions
Two+ -line Sitelink Highest (Brand
terms & 10s)
Extra 2+ lines Yes with Plusbox
One-line Sitelink Higher (7+s) Extra line No
Embedded High (Top) In Desc text TBD
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Tracking Sitelinks
• Good: Create unique tracking tag for each link.
• Better: Use new ValueTrack parameters to track sitelink to kw level
www.example.com/home.html
?origin=sitelink&keyword={keyword}&matchtype={matchtype}
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Product Extensions (PEs)
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Location Extensions
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Call Extensions
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AdWords UI Reporting –
“Clicks” in Extensions tab are NOT clicks on the
extension.
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AdWords UI Reporting
Dimensions Tab – Free Clicks
Segment by Click Type
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Seller Ratings
Account level
Automatic, 30+ reviews, 4.0+ avg rating
Stars & # reviews (top); stars only (right)
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Summary of Google Ad Extensions
Type of Extension Where on SERP Format Control Notes
Two-line Sitelinks Top only Extra linesSearch Campaign; highest QS kws Yes, with Plusbox
Product Extensions Top & RightPlusbox (Top & Right) or Extra Lines (Top) Search Campaign
Merchant Center, All Products or Filter
Location Extensions Top & Right Plusbox or Extra LineSearch Campaign or Ad Level
Google Places or Manual, Directions clicks
Call Extensions Top & Right
In Headline (Top) Extra line (Right & Mobile) Search Campaign
Google Voice #, $1/call desktops, clicks on mobile
One-line Sitelinks Top only Extra lineSearch Campaign; high QS kws Not w/ Plusbox
Embedded Sitelinks Top only Links in Desc LinesSearch Campaign;good QS
New, LaunchingWith Plusbox???
Seller Ratings Top & Right Extra line Account Automatic
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Aligning Extensions with
Business Goals
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Ad Extensions
Considerations & Implications
• Look at the SERP – do queries!!!
• Achieve DIFFERENTIATION and Performance
• Be thoughtful about Campaign Architecture
Test, track, learn. Optimize. Repeat.
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Q&A
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Thank You
Lisa Sanner
@LisaSanner
Point It Search Marketing Agency
www.pointit.com
We’re hiring!