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Smx West 2014 Session #Smx #22B - Improve Your Ppc Results With Call, Images & Other Ad Extensionspresentation How To Maximize Conversion Potential With Ad Extensions By John Lee @John_A_Lee Of Clix Marketing
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@john_a_lee#smx #22b
How To Maximize Conversion Potential
with Ad Extensions
P R E S E N T E D B Y J O H N A . L E E
M A N A G I N G PA R T N E R – C L I X M A R K E T I N G
S M X W E S T – M A R C H 1 2 , 2 0 1 4
@john_a_lee#smx #22b
Dominate the SERPsMAXIMIZE CONVERSION POTENTIAL
WITH AD EXTENSIONS!
@john_a_lee#smx #22b
Super Size Your AdsSay goodbye to wimpy, 4 line text ads and hello to super-sized ads!
◦ Ad Extensions expand your text ad and command more real estate in the SERPs.
◦ Provide calls-to-action, location, reviews, images and more.
Available in Google AdWords and Bing Ads.
Call Extensions
Sitelinks
Review Extensions
Location Extensions
Image Extensions
Offer Extensions
Communication Extensions◦ Google is ending beta.
…and More!
@john_a_lee#smx #22b
@john_a_lee#smx #22b
Call ExtensionsMAXIMIZE CONVERSION POTENTIAL
WITH AD EXTENSIONS!
@john_a_lee#smx #22b
What is a Call Extension?Phone number published with your text ad.
Applicable to Google, Bing or Yahoo! search results.
Click-to-call for mobile devices.
Forwarding number available to track manually dialed calls.
Unlike other ad extensions, phone number displays even when ranked below position 3.
@john_a_lee#smx #22b
Setting Up Call ExtensionsGOOGLE ADWORDS BING ADS
@john_a_lee#smx #22b
Call Extensions in the WildGOOGLE ADWORDS BING ADS
@john_a_lee#smx #22b
Mind the Settings, Please
@john_a_lee#smx #22b
Reporting on Call ExtensionsGOOGLE ADWORDS
Dimensions Tab > Call Details
Segment > Click Type (mobile click-to-call):
◦ Campaign, Ad Group, Ad and Keyword (click-to-call only) Levels
Add Columns:◦ Phone Impressions, Phone Calls
Phone Conversions
BING ADS
Dimensions Tab > Call Details
Reports > Call Details
Add Columns:◦ Phone Impressions, Manual Calls,
Click Calls
◦ Campaign, Ad Group Levels Only
@john_a_lee#smx #22b
@john_a_lee#smx #22b
Location ExtensionsMAXIMIZE CONVERSION POTENTIAL
WITH AD EXTENSIONS!
@john_a_lee#smx #22b
What is a Location Extension?
@john_a_lee#smx #22b
Setting up Location ExtensionsGOOGLE ADWORDS BING ADS
@john_a_lee#smx #22b
Location Extensions in the WildGOOGLE ADWORDS BING ADS
@john_a_lee#smx #22b
@john_a_lee#smx #22b
Case Study 1Call Extension tracking numbers don’t provide 100% coverage.
Use of 3rd party call tracking provides data for *all* calls resulting from Call Extension.
An average of 22% more calls occurred than were recorded by the Call Extension.
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JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Call Extension Tracking Number Coverage
Call Extensions Recorded Actual Calls (Mongoose Metrics)
@john_a_lee#smx #22b
Case Study 2Call Extensions can negatively impact online conversion rates and cost-per-acquisition.
It is important to look at the net effect of online conversion combined with increased phone call volume.
This client saw form lead conversion rate drop 7%. When the Call Extension calls are included, TOTAL conversion rate increased 5%.
8.20%
8.40%
8.60%
8.80%
9.00%
9.20%
9.40%
9.60%
9.80%
10.00%
10.20%
FORM LEAD CONVERSION RATE TOTAL CONVERSION RATE
Before & After Implementing Call Extensions
12/27/13 - 01/23/14 01/24/14-02/21/14
@john_a_lee#smx #22b
Case Study 3This client’s primary conversion action is a phone call.
• Only 19% of total conversions occur online.
Entered beta test of Bing Ads Call Extensions in October 2013.
Overall calls saw a 6.7% lift per month with the addition of Bing Ads Call Extensions.
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JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER
Impact of Adding Bing Ads Call Extensions
Bing Call Extensions % Lift in Calls
@john_a_lee#smx #22b
Case Study 4This client operates women’s health centers. Appointments come from walk-ins, phone calls and online appointment requests.
Before January 2012, they did not utilize Call Extensions or Location Extensions.
The combination of these extensions increased total conversions 345% and reduced cost-per-acquisition by 75% (against only 10% lift in ad spend).
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OCT-DEC 2011 JAN-MARCH 2012
Impact of Location Extensions & Call Extensions
Mobile Click-to-Call Manually Dialed Calls
Location Extension 'Get Direction' Online Conversions
Total Conversions (Call+Online)
Time Period Total Conversions (Call+Online) Total CPA Ad Spend
Oct-Dec 2011 400 $ 34.18 $ 13,671.00
Jan-March 2012 1779 $ 8.45 $ 15,026.00
@john_a_lee#smx #22b
Thank You!
Have Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com
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