Advanced Tactics For AdWords Ad Extensions
SAM OWEN, MAY 22 2014
Introduction
Sam OwenAssociate Director of Paid Search @ Hanapin MarketingWriter @ PPC Herowww.ppchero.com @SamOwenPPC
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Overview
SitelinksLocationCallReviewAppGoogle+Seller RatingsConsumer RatingsDynamic Search AdsBetas & Other New Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
6917 km For Ad Extensions?
Are You Mad?
We’re Ignoring Them
This is a problem…
AKA Skipping PPC Leg Day
Why Is It Important?
Bing Research: On mobile multiple extensions increase CTR by 15-30% over just Sitelinks.
New QS Algorithm
In October Google announced extensions will play a part in Quality Score calculations. This is so the algorithm can decide your optimum combination of extensions.
http://adwords.blogspot.co.uk/2013/10/improving-ad-rank.html
New QS Algorithm
Your QS is still mostly based on CTR vs. Expected CTR. As extensions generally improve CTR, they help QS.
Ad Extensions
Thanks to Ad Extensions we can turn our ads from this:
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Ad Extensions
To this:
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Ad Extensions
Seller Ratings
Sitelinks Call Ext.
Location Ext.
Google+
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Consumer Ratings
Ad Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
These are our “active” ad extensions – i.e. ones we can control.
Ad Extensions
Seller Ratings
Google+
Consumer Ratings
These are “passive” – Google decides when, where and what to show.
Sitelinks – Quick Recap
25 characters (down from 35)Unique URLsCan be Ad Group or Campaign Level
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
Not using Sitelinks: 1.18% CTR
Using Sitelinks: 1.93% CTR
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
Not using Sitelinks: 1.18% CTR
Using Sitelinks: 1.93% CTR
64% increase in CTR
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
You absolutely need to use Sitelinks.Higher CTR means better Quality Score means cheaper Clicks.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
So how do I make great Sitelinks?
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
First, look at your data…
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
Sitelinks
Not your real Sitelink CTR
Sitelinks
Use This Extension vs. Other segment to get real CTR.
Sitelinks
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
Conference attendees care about the schedule not the speakers!
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA &
AdWords
Sitelinks
But we can use this data to help us create better ads & show Sitelinks that our users want to see.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA &
AdWords
Sitelinks
How?• Creating extra Sitelinks for each day’s schedule
• Test “See the schedule!” as our ad’s Call-To-Action.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
In order to find out if our Sitelinks are actually useful we need to build some Pivot Tables.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Pivot Tablin’
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
The importance of Sitelinks varies greatly by industry.Judge based on overall lift and use direct clicks as your guide.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
0.6% of total conversions for our lead gen accounts came from direct Sitelink clicks.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
14% of total conversions for eCommerce accounts came from direct Sitelink clicks.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
Notice the CPA and ROAS are better from direct Sitelink clicks.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
This is because we tested our Sitelinks… a lot.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelink Test Example
COMPANY SITELINKS: • OUR LOCATIONS• CUSTOMERS SERVICE• SIZE CHARTS
vs.
PRODUCT SITELINKS: • REEBOK BOOTS• NIKE BOOTS• SAFETY TOE BOOTS
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelink Test Example
Conversion rate was 23% higher when Product Sitelinks showed, even if not clicked.
FACT:
Sitelinks are more important in eCommerce accounts.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
This is because there are more options for our customers to choose from.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
Ways to think of Sitelinks:
eCommerce = Gets clicksLead Gen = Helps the ad
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
For eCommerce, Sitelinks are often just a way for users to self-select the products they care about.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
eCommerce Sitelink Tests
Start by testing different themes to find your base camp.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Themes To Test• BRAND:
– NIKE, ADIDAS, REEBOK, PUMA
• CATEGORY: – RUNNING, BASKETBALL, TENNIS, VOLLEYBALL
• CROSS-SELL: – CLOTHES, SPORTS EQUIPMENT, FITNESS DVDS, GYM GEAR
• COMPANY INFO: – ABOUT US, STORE LOCATIONS, CUSTOMER SERVICE,
CATALOGUE
• OFFER DRIVEN: – FREE SHIPPING, 365 DAY RETURNS, 25% SUMMER SALE
• MOBILE: – MOBILE SITE, CALL NOW, STORE LOCATIONS
Sitelinks
Once you’ve found the right type of Sitelink, drill down to the Top 6 of that type by testing 10+ variations.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
For Lead Gen things are a little more tricky. You often don’t have 6 worthwhile landing pages…
SO BUILD THEM!
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
If You’re Stuck…
Take your product’s benefits and use a tool like Unbounce to create landing pages for your Sitelinks.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelinks
“Every headline should appeal to the reader’s self-interest… it should promise a benefit”- David Ogilvy
Save 30 Mins/DayWow Your Boss
Become An Expert Reduce Mistakes
If You’re Stuck…
Save 30 Mins/DayWow Your Boss
Become An Expert Reduce Mistakes
If You’re Stuck…
“We recommend that 80% of the content on a page be unique for that page to count as a different page.”
-GOOGLE SITELINK POLICY
Does This Really Work?
245% more leads from Sitelinks
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Enhanced Sitelinks
Enhanced Sitelinks
These show rarely and only when you are dominating 1st position (i.e. Brand Terms)
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Enhanced Sitelinks
Google says there’s a Significant CTR Boost when shown.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Enhanced Sitelinks
Our data shows 8-10% boost in brand CTR and minimal change to non-branded campaigns.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Enhanced Sitelinks
Note: You don’t have to set up both extended and non-extended. Google will choose to extend or not.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Mobile Sitelinks
Mobile-Preferred Sitelinks improved our mobile CTR by 15%
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Mobile Sitelinks
If you aren’t using Mobile-Preferred Sitelinks, use your existing data as a starting point.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Mobile Sitelinks
WORST!
BEST!
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Mobile Sitelinks
By letting Google Optimize for Clicks, We’re leaving mobile clicks on the table.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Sitelink Tips ‘n’ Tricks
• Keep to themes when testing.• 6+ Sitelinks per campaign• 17 characters for mobile Sitelinks, 22
for computers.• Split out mobile-preferred• Bad Sitelinks > No Sitelinks• Use extended text for Brand
campaigns
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Location Extensions
Location Extensions allow you attach your business address to your ads
Location Extensions
Using them delivered a roughly 10% bump in CTR for Hanapin clients.
*(Although can hurt CTR if you were getting a lot of clicks to your store locations sitelinks)
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Location Extensions
You have the option to manage these manually or with Google Places.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Manually
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Google Places
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
You can use your location extension targets to set your campaign targets.
Location Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Location Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Location Ext. Metrics?
Location metrics are not simple. How do we assign value to “Get Directions” & “Get Location Details”?
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Source: SearchEngineLand
Location Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dimensions > Free Clicks shows you how many people started navigation after using your location extension.
Location Extensions
Google is working on a long term solutions to our metrics problems with Estimated Total Conversions.
Call Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Make sure you enable Google call forwarding to get meaningful data from AdWords.
Call Extensions
Use scheduling to only show during open hours!
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Call Extensions
This is because answer machine messages convert at only 20% the rate of answered calls.(Also fewer people leave messages)
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Call Extensions
Test the value of showing your mobile visitors only a phone number.
Call Extensions
Here it is done badly: I only wanted a price list and it’s not even open to take calls!
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Call Extensions
One of our clients saw conversions rise by 68% when re-enabling calls and headline clicks.
Another got 34% more leads by turning off headline clicks.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Call Extensions
You can use your call extension data to make bid and budget optimizations.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dimensions Tab
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Click Type Segments
Call Extensions
Coming Soon: The ability to set multiple conversion values for calls based upon duration.
http://adwords.blogspot.co.uk/2014/05/dial-up-your-business-with-higher-value.html
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Call Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Warning!
Call Extensions do not replace a need for call tracking. They only track calls directly from the Google SERP.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
You should use Review Extensions because…
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
1. They improve overall Click-Through Rate
*11% CTR boost on average, 26% in our best instance.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
2. Clicks to the review are Free!
Review Extensions
3. Good Reviews = Good Conversion Rates
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
4. You get extra ad real estate.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
5. Most people don’t click to the review anyway.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
Interestingly, Review Extensions are still rare… 50 random searches produced just 3 instances.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
Must be:• Unique• Substantive• Past 12 months• Credible 3rd party
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
It can be hard to meet these criteria if you have a small business. Review extensions are much easier for major brands who get more legitimate reviews.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
So where can you get Reviews from?
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
Anywhere Google gets Seller Ratings from, such as…• Ausgezeichnet.org• ShopAuskunft.de
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
…Also try places like Local News, Expert Review Sites OR Google Trusted Stores.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Review Extensions
Unfortunately we can’t use user reviews for review extensions.
Review Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
“Gone are the days of biting off slice-sized chunks of banana and spitting them onto a serving tray…”-Amazon Review
App Extensions
Direct visitors to your app from your PPC ad:
App Extensions
App Promotion Ads
If you want to promote your apps, App Promotion Ads get more visibility (app extensions show rarely).
Google+
We used to be able to control Google+ in Social Extensions. It is now automatically done by linking G+ with your website.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Google+
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Google+
Across all our accounts G+ had better CTRs 87% of the time.
35%(!) better for our big brands with lots of followers. +5% for smaller clients.
No +1s
Using G+
Seller Ratings
~15% CTR Boost for Hanapin clients. Higher rating = Higher CTR
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Seller Ratings
If you want to find if you qualify go to:google.com/shopping/seller?q=yoururl.com
Need 30 reviews in past 12 months and 3.5/5 star to be shown.
Seller Ratings
Try asking customers for reviews – either after checkout, in their confirmation email, or after successful customer service actions.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Consumer Ratings
Consumer Ratings
• Leider nur auf Englisch im Moment.
• Collected by Google through Google Consumer Surveys – only major brands right now (needs 100 responses)
• Adjusted by industry averages.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Consumer Ratings
Google will only show if your ratings are good and only if your CTR is better showing ratings than not. This is done by them. You do, however, have the option to contact them to opt out.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
Confession: I used to hate Dynamic Search Ads.
But then I saw a great presentation by Matt Umbro at SMX West and started to test them out again. Turns out they got a lot better.
*LINK TO MATT’S DSA PRESO
Dynamic Search Ads
DSAs are ads written by Google, based on language found on landing pages specified by you.
Dynamic Search Ads
Think of DSA like broad match for landing pages
VS.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
Useful if you have a large inventory of products that are constantly being added and removed.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
(Ok, so these might not technically be an extension anymore)
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
Start with an “All Webpages” ad group and then build out targets based on URL Text, Page Title or Page Content.
*NOTE: Pages must be indexed by Google
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
Dynamic Search Ads
You’ll want to exclude pages that you aren’t interested in advertising.
e.g. URL contains “blog”
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
DSAs have some nice benefits like…
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
35 Characters!
Dynamic Search Ads
Use them to mine for good long-tail keywords. Run Search Term reports and add any converting terms to your regular campaigns.
Dynamic Search Ads
Set bids low so as not to outbid your regular traffic.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
Try combining them with RLSA for increased relevancy.
*NOTE: This takes some AdWords Editor trickery.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
Don’t forget to add all your account’s other keywords in as negatives.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Dynamic Search Ads
DSAs can add great value
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Betas & New Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Unfortunately Google makes us sign NDAs (Non-Disclosure Agreements), but…
Betas & New Extensions
Landscape of available extensions is constantly changing.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Image Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Form Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Live Chat Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Drop-Down Extensions
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Smart Annotations
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Betas & New Extensions
Google runs lots of tests (don’t freak out).
Unless test extension adds +10% CTR, it’s very unlikely to make it out of Beta.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Betas & New Extensions
Best advice is to contact your rep if you see a beta you want to be part of.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
For Reference:
Summary
Test, Test, Test ExtensionsImplement every extension that makes sense for your business.Experiment with dynamic ads.
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords
Many Slides Later…
Live Q&A
PPC Masters Hamburg 2014 – Konferenz für PPC, SEA & AdWords