How To Use Ad Extensions and Ad Formats To Be Relevant

Ad Extensions & Ad

Formats –

Be Relevant

Lisa Sanner @LisaSannerVice President, Search MarketingPoint It Search Marketing AgencySeattle, WA

Anyone Else Feel like This?

Or This?

Ad Extensions – Why?

• Increase real

estate on SERP

• Introduce more

information or

options

• Allows for

meaningful

interaction

• And one more

thing….

And then there’s that.

Don’t Have a Bad Ad Day

The Importance of Relevancy

Shorten Conversion Path Provide More

Options/Navigation Provide More Information Provide More Ways to

Contact Promote Trust Indicators Help Users Self-Identify

Think Like Google = Think Like Users

Content Audit for Extensions

Business Differentiators

Site Features

Target Audience

Special Offers/ Promotions

Other Channels

Current Ad Extensions

Ad Sitelinks“Sitelinks not only increase the relevance of your ads, they increase the relevance of the user experience you deliver after the click.” – Inside AdWords Blog 1/24/14

Sitelinks with Additional Detail

Work smarter, not harder

Locations Extensions

Don’t Think about Mobile as a Device,Think About Users Being Mobile and Why

Call Extensions

Dave’s Scooter Repair Shop (650) 555-1212

www.example.com

Free estimates. Call Dave to schedule your repair!

Schedule Online Now Models Serviced

118 people +1'd or follow Dave’s Scooter repair

Dave’s Scooter Repair Shop

www.example.com

(650) 555-1212

Most makes and models.

Free estimates. Get a quote now!

Dave’s Scooter Repair Shop (650) 555-1212

www.example.com

Free estimates. Call Dave to schedule your repair!

Schedule Online Now Models Serviced

118 people +1'd or follow Dave’s Scooter repair

Dave’s Scooter Repair Shop

www.example.com

(650) 555-1212

Most makes and models.

Free estimates. Get a quote now!

• Increase the options customers have to connect with your business

• On average, advertisers who use call extensions on mobile see a 6-8% increase in CTR

• Reporting allows advertisers to review the number of calls received and CTRs for each creative, ad group or campaign

Making Mobile Work for Users

Review Extensions

Image Extensions (Beta)

Image

Rich Ads in Search (Bing/Yahoo)

Form Extensions

Form

Seller Ratings (Automatic)

Social Annotations (Automatic)

Previous Visit Annotations

(Automatic)

New in December 2013 – haven’t seen many of these in the wild

Being Relevant and Efficient

Tools to help Understand Relevancy

Content Audit

Search Query

Reports

SERPs

Competitor Websites

KW Tools

Extensions Rubric – Score Your AdvertiserAd Extension Perfectly Relevant (7-10) Somewhat Relevant (2-6) Not at all Relevant (0-1)

Sitelinks Options in Offers/Promos,

Navigation, Help User Self-

Identify, Diff LPs Driving to

Conversion, Top Positions

Limited LPs, Very Specific Target or

LP

Never in Top Positions

Location B&M Locations, Mobile queries,

location queries in SQR

Want to drive Online Sales, Only

few B&M

No B&M Locations, Not Want Users

to Know where HQ is.

Call Call/Sales/Technical Support

Available 24/7, Users Call for

Quick Info. -Directions, Hrs,

Reservations

Limited Call Ctr Hrs or Ability to

Handle Calls

No Call Center, Not Want Calls

Review Good reviews/ratings from

Credible/High Quality 3rd parties,

Reviews Impt to Users, Big Brand,

Top Positions

Need to have 3rd party and

"quality" site. Less than 12 months

old.

Not great reviews or type of

product/service where reviews are

important.

Image/RAIS Image seeking behaviors/queries,

New Product, Creative Assets/Dev

Easy, Big Brand, Top Positions

Generic product or not compelling

images. Visuals do not necessarily

communicate product benefit to

user.

Product or Service does not need

Visuals for Messaging

Form User needs to Input Info on LP,

Sign up Offers, Top Positions

Conversion straightforward, not

many options or identifiers

No user options/selections

Seller Ratings Trust indicators impt, 3.5+ ratings,

Many great ratings

Not many ratings but 3.5+ Not enough or lower than 3.5

ratings

Social G+, Social Users G+ but few followers No G+ or social media

Previous Visit Google Determines if relevant Will not show if determined to not

help CTR

Will not show

Tracking and Control

• Lack of A/B testing• Lack of Equal Rotation• Other Variables

Impacting Performance• Snapshot of Before and

After Implementation (directional evidence)

• AW Segment by Click Type

Efficiency of Implementation

• Spend the time where it

is worth the time

• Understand Differences

between Google Search

and Search Partners

• Understand Differences

between Google and

Bing

Ad Extension CTR Lift ConvRate Lift

Sitelinks (one line) 17% yes

Sitelinks (3 line & Enhanced) up to 40% yes

Sitelinks (mobile) 30% yes

Location 10-30% yes

Call 5-15% yes

CTC Mobile 30% yes

Review 10%+ ?

Image 20% ?

RAIS (Bing/Yahoo) 30-40% yes

Form 5-7% 13%

Seller Ratings 10-18% ?

Social Annotations 5-10% ?

Previous Visit Annotations ? ?

Lisa Sanner

@LisaSanner, @point_it

lisas@pointit.com

Thank You!