Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel
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Transcript of Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel
![Page 1: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/1.jpg)
SMX PRESENTATION
Improve Your PPC Results With Images, Offers & Other Ad Extensions
![Page 2: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/2.jpg)
PROPRIETARY & CONFIDENTIAL
WHAT WE KNOW…
• Ad extensions are a fantastic way to customize and update our current
ad copy to be more relevant by device, location, or search intent.
• Google and Bing are working to bring us even more ad extensions
based on search query and current organic listings.
• The more granular the sitelink the better.
![Page 3: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/3.jpg)
PROPRIETARY & CONFIDENTIAL
GRANULAR VS. VAGUE TEST
We changed sitelinks from general terms like ‘schedule appointments’, ‘ find
tires’ and ‘ find services’ to more specific ‘synthetic oil change’, ‘ basic oil
change’, and ‘oil change savings’
Results:
• CTR increased by 0.8%
• Conversion rate increased
by 0.9%
![Page 4: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/4.jpg)
PROPRIETARY & CONFIDENTIAL
COMMUNICATION EXTENSIONS
Added communication extensions as a beta per client request.
Results:• >100 total email submissions in 9 months.
• Savvy customers are not likely to give an email for nothing
• From a high level- this was not the best use of the adspend
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PROPRIETARY & CONFIDENTIAL
COMMUNICATION EXTENSIONS:
GOOGLE COMMUNICATION
Opted in customers are added to a shared Google
Document sent via email to client/agency
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PROPRIETARY & CONFIDENTIAL
IMAGE EXTENSIONS
![Page 7: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/7.jpg)
PROPRIETARY & CONFIDENTIAL
• Image Extensions
– Tested in 5th largest holiday so we could have educated, scalable results for
largest holiday.
– Image extensions appeared with only 0.2% of ads
• Meaning 8100 impressions total on image extensions campaign
Results:
• CTR jumped from 2.8% to 5.3%
• no significant raise in conversion rate
• We will leave running for Q4 to test holiday CTR and Conversion rate
IMAGE EXTENSIONS
![Page 8: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/8.jpg)
PROPRIETARY & CONFIDENTIAL
EXAMPLE: REVIEW EXTENSIONS
From Google: It's important, both for you and for users, that the reviews provided be high-quality:
• Content displayed in review extensions must come from a reputable 3rd party source,
and must comply with standard AdWords policies.
• It’s your responsibility to ensure that you’re allowed to use a specific review in your
ads.
• To protect users and other businesses from deceptive claims, we use automated and
human-based systems to confirm the validity and policy compliance of all review
extensions.
![Page 9: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/9.jpg)
PROPRIETARY & CONFIDENTIAL
BING- MOBILE CALL EXTENSIONS
Bing call extensions
![Page 10: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/10.jpg)
PROPRIETARY & CONFIDENTIAL
BING- DESKTOP LOCATION EXTENSIONS
Bing location extensions
Click to Bing maps directions extension
![Page 11: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/11.jpg)
WHAT'S NEXT
Improve Your PPC Results With Images, Offers & Other Ad Extensions
![Page 12: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/12.jpg)
PROPRIETARY & CONFIDENTIAL
LAYER APPROPRIATE EXTENSIONS
Image
Social
Communication
Sitelink
![Page 13: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/13.jpg)
PROPRIETARY & CONFIDENTIAL
MOBILE: PLA
![Page 14: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/14.jpg)
PROPRIETARY & CONFIDENTIAL
MOBILE: LAYERED SITE EXTENSIONS
Click to call
Click to Google Maps
![Page 15: Tips from eBay Enterprise on Using Ad Extensions by Tara Siegel](https://reader033.fdocuments.us/reader033/viewer/2022060119/558eb7601a28ab483c8b46f4/html5/thumbnails/15.jpg)
PROPRIETARY & CONFIDENTIAL
FACEBOOK IMAGE TEST
• Based on success of specific images as image extensions we were
able to make the following assumptions about our paid facebook posts.
– Images that drew clicks from image extensions should work as photo
page posts.