Paid search evolves continually
Barb Young of PPC Strategies and Matt Van Wagner of Find Me Faster deliver tips to SEMNE members.
Google has created many new ad innovations
- Google Local use to be Places, but now it’s melding everything: formerly Biz local now Places
- Google Sitelinks and Google Product Extensions are two other ad venues
AdWords Extensions
- Makes your advertisements more useful and relevant
- Includes a brief intro
- Enable Ad extensions in campaign settings
- More dynamic whether user is mobile or desktop, know which location
- More flex, scalable, work with multiple locations
- Excellent how-to video
AdWord Extensions allows you to
- Connect ad to biz places, multiple locations permitted
- Use ad extensions live, be sure you haven’t messed up prior work
- PPC ad with a map in it, how local advertising is changing: dynamic and relevant
- Google Places now supports a service area, don’t have to list your address necessarily
- Display up to 4 additional links in one ad
Ad Extensions Benefits
- Branded campaigns and e-commerce: links get 2-4% higher CTR than headline
- Conversion rate up: 6%, gets visitors to the aspect of site they want to be
- Make sure you have auto-tagging enabled in analytics
Enabling product ad extensions
- Displays 6 images within 1 ad
- Feeds both PPC and organic
- Be sure to verify and claim URL
- verify at webmaster tools
- Claim at Google Merchant Center
- go into AdWords and sync
Plus Box ad extensions
- Gives more information on search results
- Shows 6 images relevant to query
- Use same images and product in PPC and organic
- Powerful, allows to bid down PPC a bit
- Datafeed: every product needs unique titles and descriptions
- Plus Box Show Rate: when shown is 6.5% – people still getting used to it
Plus Box extension benefits
- Avg 30% click through rate, in some cases 90%, increase 13% conversion rate