http://www.pointit.com - This PDF describes how to improve click-through rates with Google ad extensions.

1. Amazing PPC Tactics
Lisa Sanner – Senior Client Manager
June 28th 2011

2. Presentation Agenda
About Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models

3. Logistics & Introductions
Presentation Agenda
• Being Recorded
• Link to slides will be emailed later this week
• Ask Questions throughout

4. Google Ad Extensions
Types, Tips, Tracking, Tradeoffs

5. Types of Ad Extensions
• Sitelinks
• Product Extensions
• Call Extensions
• Location Extensions
• Seller Ratings
• Alpha’s & Beta’s for a LOT, LOT More:
– Jobs, Communications, Video,
Offer/Coupons, Contact Forms, Store Locator

7. But How Do Extensions Work Together…
or Not Work Together?

8. Hierarchy of Extension Serving
Alphas & Betas (Video, Offer, Coupons,
Communication, etc.)
Sitelinks (two-line)
Product Extensions
Location Extensions
Call Extensions*
Sitelinks (one-line)
Seller Ratings

9. Sitelinks

10. Sitelinks
3-Line Sitelink
Embedded Sitelink

11. Two+ Line Sitelinks

12. Sitelink Formats
Type Quality Format With Other
Threshold Extensions
Two+ -line Sitelink Highest (Brand Extra 2+ lines Yes with Plusbox
terms & 10s)
One-line Sitelink Higher (7+s) Extra line No
Embedded High (Top) In Desc text TBD
 Manage at Campaign Level
 Up to 10 sitelinks per Campaign
 Shorter text works better (CTR)
 In latest AdWords Editor 9.0.1 released in May
2011 (Yeah!!)

13. Tracking Sitelinks
• Good: Create unique tracking tag for each link.
• Better: Use new ValueTrack parameters to track sitelink to
kw level
www.example.com/home.html
?origin=sitelink&keyword={keyword}&matchtype={matchtype}

14. Product Extensions (PEs)

15. Location Extensions

16. Call Extensions

17. AdWords UI Reporting –
“Clicks”in Extensions tab are NOT clicks on the
extension.

18. AdWords UI Reporting
Dimensions Tab – Free Clicks
Segment by Click Type

19. Seller Ratings
 Account level
 Automatic, 30+ reviews, 4.0+ avg rating
 Stars & # reviews (top); stars only (right)

20. Summary of Google Ad Extensions
Type of
Extension Where on SERP Format Control Notes
Search Campaign;
Two-line Sitelinks Top only Extra lines highest QS kws Yes, with Plusbox
Plusbox (Top & Right) Merchant Center, All
Product Extensions Top & Right or Extra Lines (Top) Search Campaign Products or Filter
Google Places or
Search Campaign or Manual, Directions
Location Extensions Top & Right Plusbox or Extra Line Ad Level clicks
In Headline (Top) Google Voice #,
Extra line (Right & $1/call desktops,
Call Extensions Top & Right Mobile) Search Campaign clicks on mobile
Search Campaign;
One-line Sitelinks Top only Extra line high QS kws Not w/ Plusbox
Search Campaign; New, Launching
Embedded Sitelinks Top only Links in Desc Lines good QS With Plusbox???
Seller Ratings Top & Right Extra line Account Automatic

21. Aligning Extensions with
Business Goals

22. Ad Extensions
Considerations & Implications
• Look at the SERP – do queries!!!
• Achieve DIFFERENTIATION and Performance
• Be thoughtful about Campaign Architecture
Test, track, learn. Optimize. Repeat.

23. Q&A

24. Thank You
Lisa Sanner
lisas@pointit.com
@LisaSanner
Point It Search Marketing Agency
www.pointit.com
We’re hiring!