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Presentation to SEMNE, May 18, 2010 - How to leverage Google's recent ad innovations: location extensions, sitelink extensions, product extensions, mobile advertising. Expand advertising reach, engage users, increase conversion rates with Ad Extensions.
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Important Developments in Paid Search
Matt Van Wagner, Find Me FasterBarb Young, ppc-Strategies
Ad Innovations
Google Places– New developments for search & mobile
Google Sitelinks– Target 5 audiences in a single ad
Google Product Extensions– Display product image ads for paid & organic listings
Google Mobile Advertising– The new frontier is here!
AdWords Extensions
• What they are• How they work• How to enable• Performance results• Coming soon
Enabling Ad Extensions• Campaign level/Settings tab• Same PPC pricing as click on traditional text ad
Enabling Location ExtensionsSynched to Google Places (formerly Business Local)
Just Announced: Replacing Google Local Business Ads! More flexible & scalable for multiple locations Ads eligible to display:
• Google Search Network, Google Maps & Google Maps for Mobile• Phones with full internet browsers (iPhone, Android, etc.)
How-to video w/step by step instructions: http://www.google.com/intl/en/adwords/lbamigration/
Location Extensions in Text Ads• Multiple locations permitted• Location/phone closest to user will be displayed
When Google Places Synched w/PPC• Google Search Network• Google Maps & Google Maps for Mobile• Phones with full internet browsers (iPhone, Android, etc.)
Google Places Now Supports “Service Area”
Specific location address no
longer required
Enabling SitelinksDisplay up to 4 additional links in one ad
Aligned to website navigation Unique tag
will pass to URL report
Sitelinks Performance
Branded Campaigns/Ecommerce• Links receive 2-4% higher CTR than Headline• 1.5 fewer page views• 1:30 Less time on site• 6% Increase in conversion rate!
Reporting• URL report• Should have “auto-tagging” enabled in both AdWords & GA• Add a unique tag that passes to the URL report, i.e., SL=name of
anchor text
Enabling Product Ad Extensions
Display up to 6 images within one ad One data feed supplies both PPC ads and Google Product Search
(organic) Be sure to “verify and claim URL” by May 18th
Verify at Google Webmaster Tools Claim at Google Merchant Center
Google Merchant Center
Important:• Synch with AdWords to enable Product Extensions!
Ad Extensions w/Plusbox
Be Sure to Include Images in Data Feed!
Qualified Buyer Primed for Purchase• Model-specific query serves one extension result• Be sure to optimize your data feed titles, descriptions & images!
Recent Observation: New Hybrid?
Clean Up Your Act!
Product Extension Reporting
AdWords “Ad Report” – data selection items
Product Extensions Rock!
Performance Results• Plusbox Show Rate: 10% to 80%
50%+ on our most heavily trafficked campaigns
• Headline CTR when ad showed a plusbox: 5.3%vs. 5% regular CTR
• Avg. Plusbox Expansion Rate: 6.5%• CTR when plusbox was expanded: 30%• Overall increase in conversion rate: 13%• Specific products showed increase of 22%
Impression Share Up!
Google Ad ExtensionsWhy enable Extensions?• Improved CTR (30-80% vs. 2-12%)• Speak to multiple buyers ( 5 links in 1)• Drive traffic to categories & specific products• Increase Conversion Rate• Stay above the fold!
PPC rewards:• Improved position• Reduced cost per click
One client saw position increase and cpc decrease by 10% with Ad Extensions
What the Heck is This?Product Listing Ad from Google’s Affiliate Network
Smartphones with full HTML browser capability• Android• iPhone/iPod Touch/iPad• Blackberry
WAP Cell phones• Everything else• Do you have a mobile version
of your website?
Pricing• CPC• CPM in the works
Google Ad Extensions: Phone
Why bother with mobile??
•1.5 billion devices shipped thru ‘09•2.25 billion estimated thru ’14•Smartphone sales growing at a faster rate than WAP*http://www.abiresearch.com/press/1570-Mobile+Device+Shipments+Will+Nearly+Double+Before+2015
Enabling AdWords Phone ExtensionsStep 1: Select Your Device & Carriers
Enabling AdWords Phone ExtensionsStep 2: Enable Click-to-Call feature
Nothing else required for full browser capable devices!
Creating Mobile Ads for WAP Phones
Different Devices = Different Ads Full HTML browser capability (Droid, et al.)
• Full text ads on Search network with “Click-to-Call”• Image ads on Content network• All types on Downloadable apps on Content network
(adsenseformobileapps.com)
WAP Cell phones• Create mobile specific ads• Opt in to content network for image ads• Best practice: create mobile specific campaigns!
What’s best?• Targeting “Smartphones” & MIDs is easiest & growing fastest!• Do you have a mobile version of your website?• Are you likely to engage with local users?
Mobile Ad Performance
• 105% higher CTR (3.5% mobile v. 1.7% pc)• 19% CTR for Brand campaign (pc)• 47% lower CPC
Mobile text ad reports:• Ad Reports & Placement Reports (content network)• Note Avg CPM – CPM pricing coming soon!• Mobile image ad data currently not available in reports
Coming Soon!
Customer reviews in Product Search Results • Specify canonical URLs• Bazaarvoice - currently enabled• More review platform providers - coming soon• Submit reviews directly – coming soon
Video Extensions!• Now in Beta mode
How to Stay Current
Google AdWords Blog• http://adwords.blogspot.com/
Google Merchant Blog• http://googlemerchantblog.blogspot.com/
Google Mobile Blog• http://googlemobile.blogspot.com/
Google Business Solutions• http://www.google.com/services/
Search Engine Land/SearchCap• http://searchengineland.com/library/searchcap