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Ad Extensions as a Lever for Powerful Text Ads

First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign.



In this session you will learn:
- Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries
- Reporting tips – how to get detailed insights into your ad extensions and what to draw from them
- A script for automatically adding product-specific sitelinks to text ad campaigns

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Ad Extensions as a Lever for Powerful Text Ads

  1. 1. Ad Extensions as a Lever for Powerful Text Ads Stefan Stopper | Account Strategist
  2. 2. Session Outcomes In this session, you will get... ● Actionable best practice tips for ad extensions What has worked and what hasn't, why a love for detail matters ● Reporting tips How to get detailed insights into your ad extensions ● A script For automatically adding product-specific sitelinks to your campaigns
  3. 3. About me Stefan Stopper Account strategist @ smec (Austria) PPC enthusiast Programmatic advertising specialist
  4. 4. Agenda I. Fundamentals 1. Overview of existing ad extensions 2. Performance measurement 3. Use cases from various industries/verticals II. Hands-On: Inventory-based ad extensions on ad group level with a script 1. Exploration 2. Creation III. Summary
  5. 5. I. Fundamentals Overview
  6. 6. How many different ad extensions are currently available? 10!
  7. 7. Overview Marketing goals Get customers to buy from your location • Location extensions • Affiliate location extensions • Callout extensions Get customers to contact you • Call extensions • Message extensions Get customers to convert on your website • Sitelink extensions • Callout extensions • Structured snippet extensions • Price extensions Get customers to download your app • App extensions Source: https://support.google.com/google-ads/answer/7332837
  8. 8. Overview Desktop Sitelinks Review Location Call Callouts
  9. 9. Overview Mobile Source: searchengineland.com Interactive, rotating sitelinks
  10. 10. Overview Mobile Source: searchengineland.com Interactive, rotating price extensions
  11. 11. Fundamentals: Performance measurement
  12. 12. Performance measurement Big Picture
  13. 13. Performance measurement 55.80% of ads are delivered with ad extensions 47,11% of ads are delivered with price extensions Click rates vary significantly between ad groups Impression share & click rate of ad extensions
  14. 14. Performance measurement Conversion rate by click type Conversion rate after sitelink click better Conversion rate after sitelink click considerably worse Conversion rate after sitelink click worse
  15. 15. Performance measurement Deep dive and comparison of sitelink performance
  16. 16. The bad vs. the good Sitelinks and prices lead to categories not connected to the search query Sitelink information would fit better into callout extensions Sitelinks fit search query with product & complementary category suggestions
  17. 17. The bad vs. the good Sitelinks don't fit search query optimally Price categories for search query / sitelinks lead to NY hotel overview
  18. 18. Fundamentals: Use Cases
  19. 19. B2B – construction machinery Product description in callouts
  20. 20. B2C – ticketing Alternate event dates in sitelinks
  21. 21. B2C – sports Product attributes / testimonials in callouts
  22. 22. Limits of ad extensions Limits for campaigns and ad groups ● 10,000 campaigns (active and paused campaigns) ● 20,000 ad groups per campaign ● 20,000 elements for ad group targeting per ad group (such as keywords, placements, target group lists) Limits for ad extensions ● 250,000 ad extensions on ad group level per account ● 50,000 ad extensions on campaign level per account ● 10,000 elements on ad group level per campaign
  23. 23. Fundamentals: Summary
  24. 24. Summary ● At the moment there are 10 ad extensions available ● Irrelevant ad extensions can have a negative impact on click rates and conversion rates ● Using ad extensions on ad group level allows for a more granular approach = better response to user needs / search intent
  25. 25. II. Hands-On Inventory-based ad extensions on ad group level
  26. 26. Backstory A while ago, we created a script for extracting search terms from relevant sources and automatically generating ad groups, keywords, and text ads... Same data basis as today's script
  27. 27. Backstory – output Result: Creation of ad groups using extracted search terms Now, we want to add sitelinks to these ad groups.
  28. 28. Process 1 2 Data exploration (automatic) Sitelink creation (automatic)
  29. 29. Step 1 – Data exploration „Extract search queries that have generated profitable sales in a pre-defined period.“ Mission parameters: ROAS > 3 Conversions > 1 Period: last 30 days
  30. 30. Step 2 – Sitelink creation „Mission Data“ Campaign ID, spreadsheet ID and number of sitelinks necessary
  31. 31. Step 2 – Sitelink creation ● Random item from spreadsheet ● Check for already existing sitelinks in ad group ● Only products listed in merchant center
  32. 32. Step 2 – Sitelink creation ● Uses URL and sitelink text from spreadsheet ● Makes sure no duplicates are generated ● Generates sitelink for ad group ● Adds sitelink to ad group
  33. 33. III. Summary / Action Items
  34. 34. Action Items ● Ad extensions are gaining importance, especially on mobile devices ● They are an effective tool to push click rates by highlighting individuality ● Scripts are a good way of generating sitelinks on ad group level and keeping them up to date
  35. 35. Questions? Don't hesitate to get in touch: stefan.stopper@smarter-ecommerce.com

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