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View the full recorded webinar at http://bit.ly/16YSN8y. Google has recently introduced an array of new features and capabilities that can dramatically improve the performance of your AdWords pay-per-click (PPC) ads. During this webinar, Search Mojo’s Tad Miller and Nelson Hudspeth will review these new features and show you how to best leverage them for increased PPC ad clicks and conversions. What You Will Learn: • What Ad Extensions are and how you can benefit from them • The increased functionality of new Enhanced Ad Extensions • How to create new Enhanced Ad Extensions or upgrade your existing Extensions • How you can monitor the performance of your Enhanced Extensions and optimize your ads
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GETTING MORE CLICKS AND CONVERSIONS FROM YOUR PPC ADS
@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938
TAD MILLER & NELSON HUDSPETHSEARCH MOJO
SEARCH-MOJO.COM
TODAY’S PRESENTERS
Tad MillerVice President of
Accounts, Search Mojo
Follow on Twitter: @jstatad
Nelson HudspethJunior Account Manager,
Search MojoFollow on Twitter:
@NHudspeth4
SEARCH-MOJO.COM
ABOUT SEARCH MOJO
• Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
• Headquartered in Charlottesville, VA
– Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX, MarketingProfs, PubCon and more
SEARCH-MOJO.COM
OUR CLIENTS
SEARCH-MOJO.COM
WHAT WE’LL COVER TODAY
• Types of ad extensions
• Benefits of ad extensions– Who should use them– What do they do– When should they be used– Where do they show up– Why are they helpful
• New enhanced extensions
SEARCH-MOJO.COM
GOOGLE ADWORDS AD EXTENSIONS
• Google AdWords feature
• Show more information with existing ads
• Campaign-level settings– Ad Group-level setting with enhanced
extensions
• Measurable performance statistics
SEARCH-MOJO.COM
BENEFITS OF AD EXTENSIONS
• Increase click-through-rates (CTR)• Take up more space on the page
• Easy to update with new information• Most extensions are FREE!
SEARCH-MOJO.COM
BENEFITS OF AD EXTENSIONS
• Turn your Conversion Calls to Actions into Ad Extensions and increase performance
• Turn Your Promotions & Events Into Site Links
• Adding Conversion Actions to a Campaign we Managed for Mazda increased those conversion actions over 160%
SEARCH-MOJO.COM
BENEFITS OF AD EXTENSIONS
• Across all of our clients Google Ads that Show Ad Site Links are:
– 297% more likely to get clicks than ads without site links
– Have a Cost Per Click that’s 19% lower than ads without Ad Site Links
– 36% More likely to convert than an ad without Ad Site Links
SEARCH-MOJO.COM
GETTING AD EXTENSIONS TO DISPLAY
• To get extensions to display in your account you must have:–Enabled extensions in Google
AdWords–A high ad quality score–Be in a top position above organic
search• No extensions will show below the third ad
position
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TYPES OF AD EXTENSIONS
• Location extensions
• Product extensions
• Seller ratings
• Social extensions
• Ad sitelinks
• Call extensions
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LOCATION EXTENSIONS
• Merge your business address and phone number seamlessly with your ad text
• Displayed when a searcher uses a location specific search term within the target location
• Appear on:– Google.com, Google Maps, Search Network
partner sites, m.google.com & the mobile Display Network
• Location extensions recently launched on Bing
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LOCATION EXTENSIONS
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PRODUCT EXTENSIONS
• Product extensions show the images, titles and prices of your closet matching products in Google Merchant Center with your Ad.
• Customers clicking on the image/link are taken to the destination page listed for that product.
SEARCHMOJO.COM
SOCIAL EXTENSIONS
• When you link your Google+ page to your ads, Google can show more endorsements for your business from customers & supporters
– Social extensions look the same as standard ads with +1 annotations on both the Google Search & Display Networks
SEARCH-MOJO.COM
SELLER RATINGS
• Seller ratings provide customer-submitted ratings information about sellers next to AdWords ads.
• All qualifying advertisers are automatically opted in for seller ratings!– Google won’t show them if your business is rated under four stars.
SEARCHMOJO.COM
ENHANCED AD EXTENSIONS
• Create extensions for campaigns or ad groups
• More detailed reporting
• Edit extensions without resetting stats
• Granular approvals
• Customize extensions for mobile
• Schedule your extensions
SEARCH-MOJO.COM
AD SITELINKS
• Sitelinks show links to pages from your website in addition to the main landing page, beneath the text of your ads
• Sitelinks appear in ads at the top and bottom of Google search results
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WHY SITELINKS?
• Show shortcuts– Highlight popular or high-converting
sections of your website
• Minimize work– Create sitelinks independently from your
text ads
• Update easily– Change link text & URLs whenever you
want, keeping ads up to date & relevant
SEARCH-MOJO.COM
ENHANCED AD SITELINKS
• Flexibility– Create sitelinks at the campaign or ad group
level
• Detailed reporting– Individual sitelink performance statistics
• Data retention– Edit sitelink without resetting performance
stats
• Scheduling – Specify day of week or time of day sitelinks can
show
• Mobile sitelinks– Set mobile sitelink preferences
SEARCH-MOJO.COM
BING AD SITELINKS
• Recently added to Bing• Available at campaign-level only• Up to 10 sitelinks per campaign• Currently only available in the U.S.
SEARCH-MOJO.COM
CALL EXTENSIONS
• Add a phone number to your ad, making it easy for customers to call directly
• High end mobile devices:– Ads include a clickable “call” button
• Desktop/Laptop & Tablets:– Ads appear with a phone number
• Call extensions recently added to Bing
SEARCH-MOJO.COM
ENHANCED CALL EXTENSIONS
• Measure conversations– Track calls by specifying a duration
• Free Google forwarding numbers– Legacy extensions charged at least $1.00 per
call
• Cover all devices– Show business number on all devices. Legacy
extensions only show number on mobile devices
• Better reporting– See how many clicks you receive on each part
of the ad, broken down by campaign, ad group or ad.
SEARCH-MOJO.COM
ENHANCED CALL EXTENSIONS
• Flexibility– Extensions can be added to ad groups as well
as campaigns
• In-place editing– Edit extension without resetting performance
statistics
• Start/end date scheduling– Specify day of week & time of day to show
extension
SEARCH-MOJO.COM
UPCOMING WEBINAR
Land More Leads With Your Landing Pages
April 24, 20132:00 p.m. ETRegister today at
www.search-mojo.com/leads
SEARCH-MOJO.COM
CONTACT
Tad [email protected] x102
Google+: +Tad Miller(and +Search Mojo)Twitter: @jstatadFacebook:
www.facebook.com/SearchMojo
Nelson Hudspethnhudspeth@search-
mojo.com800-939-5938 x121
Google+: +Nelson Hudspeth
(and +Search Mojo)Twitter: @NHudspeth4Facebook:
www.facebook.com/SearchMojo
