@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