Paid Search: Developments in the field

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