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8/12/2019 Ad Extensions 2014 - Which Extensions Should You Be Using
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Manage Search Like a Prowith Ad Extensions
Chris HoagSenior Client ManagerEvelyn BaekSenior Client Manager
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Logistics
Webinar is being recordedA link will be emailed within 24 hours
Feel free to ask questions during the
webinar via the chat optionAny unanswered questions will be responded to
following the webinar
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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
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Agenda
What are ad extensions? Why should we use them?
Which ones should we use?
Best practices
Future of ad extensions
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Ad ExtensionsWhat?
Ad extensions are a collection of adformats that provide additional
information about your business.
They can include address/phonenumbers, 3rdparty reviews, access to
apps, or even links to social profiles.
5
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Why Use Them?
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Ad ExtensionsWhy?
Allows for meaningful interaction
7
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Ad ExtensionsWhy?
Takes up additional space on SERP
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Ad ExtensionsWhy?
Allows you to communicate & interactwith users beyond what you can with
standard text ads
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Ad ExtensionsWhy?
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Affects Ad RankOctober 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 YouUse?
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Sitelinks | Google
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When to use it:
Brand campaigns
Campaigns that can provide additional
relevant options
Control where users land
Use it like a pro:
Take advantage of description text
Consider using ad group-level sitelinks
Use sitelink scheduling accurately
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Sitelinks | Bing
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When to use it:
Brand campaigns
Campaigns that can provide additional
relevant options
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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Location Extensions | Google
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When to use it:
Brick & mortar locations
Local businesses
Office w/ no services on-site
Use it like a pro:
Make sure to use the correct address &
campaign target if you have multiple
locations
Use it with call extensions
CTR 1.33%
Conv. 12.24%
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Location Extension | Bing
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When to use it:
Brick & mortar locations
Local businesses
Office w/ no services on-site
Use it like a pro:
Make sure to use the correct address &
campaign target if you have multiple
locations
Use it with call extensions
CTR 1.13%
Conv. 50%
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Call Extensions | Google
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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
CTR 8.58%
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Call Extensions | Bing
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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
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Use it like a pro:
Link to your existing app in the iTunes or
Google Play store
Direct consumers to your mobile or tabletapp directly from your text ad
When to use it:
Promote an app that provides an
opportunity to generate revenue
Increase app downloads, which canimprove app rankings
App download does not provide a positive
ROI
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Review Extensions | Google
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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
Use it like a pro:
Find reputable 3rdparty review online (with
link)
Utilize scheduling if it makes sense
Test several reviews
CTR 3.04%
Conv. 1%
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Social Extensions | Google
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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-to-
date in Google+ profile
When to use it:
If you have a large group of followers on
Google+
If your Google+ profile has great contentyou would like to share
Google+ profile is not up-to-date
https://services.google.com/fb/forms/socialannotations/
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Seller Rating | Google
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Use it like a pro:
Highlight your merchant rating to better
attract customers on the SERP
Set yourself apart from the competition
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/
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
Sources
Google Shopping Google Trusted Stores
Independent Review Sites
Ausgezeichnet.org Avis-Verifies Bazaarvoice Bizrate eKomi E-Komerco
EC The FeedbackCompany
Feefo FIA-NET Hardware.info KiyOh
Klantenvertellen Poulpeo PriceGrabber ResellerRatings Reviews.co.uk Reevoo
Shopper Approved ShopVote.de Shopzilla (UK, DE,
FR)
ShopAuskunft StellaService Trusted Shops
TrustPilot Yopi.de .com
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Best Practices
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Do
Dont
Use them!
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Do
Dont
Ensure your extension copy is relevant
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Dont
One size doesnt fit all
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Do
Dont
Youre properly using extension options
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Do
Dont
Accurately schedule your extensions
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Testing
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Do
Ensure your testing various copy withincampaigns 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
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Do
Use available segments such as ThisExtension vs. Other & Top vs. Other
Identify the KPIs that matter
Use custom referrers to track sitelinks in GoogleAnalytics
Dont Ignore the signal in the noise
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Future of Extensions
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Image Extensions (beta)
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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)
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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
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What is it?:
Allows users to fill in information
such as zip code on the SERP
Aim is to increase userengagement and click through rate
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Drop-Down Extensions (beta)
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What is it?:
Provides user with a drop-down menu to specific pages
of the advertisers site
Purpose is ease site navigation and increase clickthrough 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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