Insider Tips for AdWords Ad Optimization

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INSIDER TIPS FOR AD OPTIMIZATIONFrederick Vallaeys | www.TopTier.us @SiliconVallaeys

Top Tier Inc. | www.TopTier.us | @SiliconVallaeys

Ad Specifications

To Optimize: Headline 2 Line Description URL

Include Scent of the Search (keyword) Unique Value Proposition Call to Action

Half t

Battle

Product Listing Ads

Location extensions

Comparison Ads for Mortgages

Product Extensions

Click to Call Phone

Extensions

One line

Sitelinks

Seller Rating Extensions

According to Google,32% of queries with ads have at least 1 new ad format

An Explosion of New Ad Formats

Ad Sitelinks, mobile

Comparison Ads for Credit Cards

Hyperlocal

Mobile Ads

Seller Rating Extensions, Mobile

Video Extensions

Two line Sitelinks Store Locator

Media Ads

2009 20103

Long Headline

Contact

Rating

Sitelinks

Preview

Dynamic Value

What Should You Use

Different Search Ad Formats Longer headlines Dynamic ads Ad Extensions

Sitelinks Social

Measuring Results ValueTrack

Longer Headlines

Add punctuation at the end of Description Line 1 to enable Long Headlines

Shoot for the Top

20X Improvem

How to Measure Long Headlines

1. Click “Ads” tab2. Segment by “Top vs

Other”

The Evolution of Dynamic Ads Dynamic Keyword Insertion

{keyword:fallback text} KeyWord, Keyword, keyword, KEYWORD

Inserts the keyword that was matched from your account, NOT the keyword typed

in by the user.

Parameters in Ads

AdParamService Available through the API {param1} and {param2}

Dynamic Search Ads

Every time an ad is changed, it has to be reviewed again. Ad params let you bypass

this review.

Dynamic Search Ads

Google crawls your site and automagically creates ads

Three line: 40% average CTR lift

One line sitelinks: 17% average CTR lift

Ad Sitelinks – CTR Booster

Mobile sitelinks:30% average CTR lift

Sitelinks Evolved13

Things to Test with Sitelinks

Variations to Test:

Locations Lines of

business B2C vs B2B Special Offers New products

How to Measure Sitelinks

Measuring Individual Sitelinks Add tracking tags to your sitelinks

?sitelink=[sitelink1] ?sitelink=[sitelink2]

Sitelinks in Analytics

Filter your reports in Google Analytics

Custom Report with Sitelinks

Social Extension

When Sandra’s friends (like me) do a search that includes this site, we see a personalized annotation, showing that she +1’d it.

Sandra clicks the +1 button next to your ad or organic search result.

+1s Aggregate at the URL Level +1s happening on your site help your

Measure with ValueTrack

Parameter Purpose

{creative} ID of the ad

{param1} and {param2} AdParamService API

{aceid} Control or Experiment ID

{copy:[name]} Parameter of keyword URL for Sitelinks or Product Extensions

{adposition} Ad position on the page

An Example of {copy}

How does {copy:[name]} work?

KW: ‘blue widgets’ site.com?productID=123

Your sitelink site.com/shopping?{copy:productID}

Google sends traffic to:

site.com/shopping?productID=123

Beta Extensions

Offer Extensions

Contact Extensions

Top Tier Inc. | www.TopTier.us | @SiliconVallaeys 24

THANKSfrederick@toptier.us | @SiliconVallaeys

Insider Tips for AdWords Ad Optimization

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