Which Google Adwords Ad Extension improves conversion rate and click through rate the most?

Google

Recently Google has been updating its services to advertisers by including ad extensions for users to enhance their PPC advertising. These new ad extensions are available when advertisers add new campaigns to their accounts and consist of:

1. Location Extensions

Google Locations Extensions

These extensions allow advertisers to display addresses and maps underneath their ad copies to improve the user experience.

2. Sitelink Extensions

Google Sitelinks Extensions

  • These extensions allow advertisers to convey more messages and link to suggested pages that may be useful for the user.  With Site Links, you can advertise more products and more services.

3. Product Extensions

Google Product Extensions

These extensions allow users to see the relevant products in the available product range offered by the advertiser.  You can see price points, images and other products that the user may want.

4. Phone Extensions
Google Phone Extensions

Phone extensions allow your customers to call you directly from your ad if they are using a high-end mobile device that has a full Internet browser.

Google Ad Extensions

At Net Media Planet I have been testing these different ad extensions and analysing the results to see which of them result in the best performance on different keyword types.

Findings:

Location Extensions vs Sitelink Extensions on Brand terms

I tested the difference between Location extensions and Sitelinks on Brand terms, and found on average a 7% increase in CTR using Sitelinks instead of Location Extensions. (Please note – I did not test these extensions on Product or Generic keywords.)

Sitelink Extensions vs Product Extensions

I tested Sitelink and Product Extensions on 3 different keyword types:

1. Brand (e.g. “Panda Security” – a global antivirus solution provider)

2. Product (e.g. “Panda Internet Security”)

3. Generic  (e.g. “Antivirus”)

I monitored the CTR and Conversion Rate for both extensions.

For example, for the Product category I started with Sitelink Extensions:

Panda Security Sitelinks Extensions

I then changed to Product Extensions:

Panda Security Product Extensions

The table below shows what happened as I changed from Product Extensions to Sitelink extensions for these keyword types.

Keyword Type                      %  Change in CTR                 % Change in Conversion Rate

Brand +21%                                               +20%

Product -17%                                                 -53%

Generic +12%                                                 +4%

This table shows that Sitelinks improved the ads’ performance of Brand and Generic keywords rather than using Product extensions.  However, using Product extensions on Product keywords did have a beneficial effect.

Conclusion:

According to my findings it is best to use Sitelinks on Brand and Generic keywords, and Product Extensions on Product keywords.

Additional:

Google released Sitelinks on Mobile ads last week and I am currently testing the benefits of Sitelinks and Phone Extensions for Mobile PPC ads.

Check back on the Net Media Planet blog in a few weeks time and I will let you know my findings.

Net Media Planet ranked in Top 50 Fastest Growing Tech Companies in the UK

We’ve just found out that we have won a ranking within the prestigious Deloitte UK Technology Fast 50 and Deloitte EMEA Techology Fast 500!

That means we are recognised as one of the 50 fastest growing technology companies in the UK and one of the 500 fastest growing technology companies across Europe, the Middle East and Africa. Wow, what an honour!

The award reflects our growth over several years and more than that, it reflects the hard work, dedication and commitment of the team at Net Media Planet to what we do – outstanding PPC and consistent delivery of results for our clients, partners and everyone that we work with.  That’s the bit I am so proud of and it is really great to be recognised.

Roll on the award ceremony and party later next month!

Cheers,

Sri

Net Media Planet Blog Watch – 19th October

Blog Watch
In the blogs this week…
Here is our weekly update on the latest developments in Search Marketing that we have found of interest this week. If you’ve got any tips / suggestions of stories that we’ve missed but you think are interesting, do let us know.

1. Article of the Week: SEO page rank update for natural results

www.seroundtable.com/SEO-Rankings

2. Bing & Facebook sharing info

www.businessinsider.com/bing-brings-facebook-friend-data-to-search

3. Facebook Ad Algorithm Cracked

www.allfacebook.com/facebook-ad-algorithm

4. Google new feature of displaying images of sites in the SERPS

www.webpronews.com/google-testing-a-feature-with-major-implications-for-clickthroughs 

5. Google TV Latest

www.businessinsider.com/google-tv

6. Google is transparent says Google UK boss

www.brandrepublic.com/google-transparent-says-uk-boss

7. Google launch sitelinks for Mobile advertisers

www.adwords.blogspot.com/find-information-faster-with-mobile-ad

8. Adcenter allows you to target just Yahoo Search rather than all of Yahoo Search Partners

www.ppcblog.com/bing-yahoo-core-search-targeting/

9. Interflora and M&S search dispute goes to EU courts

www.nma.co.uk/interflora-takes-search-dispute-with-ms-to-european-court

10. Google In-Page option coming for Google Analytics

www.searchengineland.com/google-analytics-goodbye-site-overlay-hello-in-page-analytics

11. AOL to take over Yahoo?

www.nma.co.uk/yahoo-in-takeover-speculation

Net Media Planet at the 2010 A4UExpo

A4UExpo

A4UExpo 2010

Thanks to Matt and the team, I’ve just enjoyed a great first day at the a4uexpo. It’s always a dynamic event and it gave me an opportunity to see old faces from the industry as well as meeting some new ones.

Along with Ian Howie, from 1Updigital, I gave a presentation on how ‘PPC is more than search.’ In the panel we discussed a number of key questions and explored just how there is much more to PPC than just placing ads on Google. We also came up with plenty of fresh ideas.

I thought I’d share the deck I presented.  Hopefully you’ll find some thought provoking ideas.

If you have any thoughts or questions, then drop a comment below and I’ll reply back.

Cheers,

Sri

Net Media Planet Blog Watch – 1st October

Blog Watch

In the blogs this week…

Here is our weekly update on the latest developments in Search Marketing that we have found of interest this week. If you’ve got any tips / suggestions of stories that we’ve missed but you think are interesting, do let us know.


1. Article of the Week: Google’s Blue Arrow in Search Results

www.seorankings.com/google-blue-arrow-in-search-results

& Google Keyboard Shortcuts for use whilst on Google Sites

www.google.com/keyboard-shortcuts

 2. Twitter launch new ad platform: promoted accounts

www.wallblog.co.uk/newest-twitter-ad-development-promoted-accounts/

 3. Interesting article on how negative keywords and broad matching do not effect overall Quality Score of PPC campaigns

www.rimmkaufman.com/negative-keywords-do-not-affect-google-adwords-quality-score/

 4. Google’s view on what the future of display advertising will look like

http://googleblog.blogspot.com/2010/09/what-does-future-of-display-advertising.html

 5. Rumours Facebook are to release their own mobile phone

www.hitwise.com/can_the_mobile_market_accommodate

 6. Google’s Keyword Tool is now out of beta

www.adwords.blogspot.com/reaching-for-top-spot-estimated-top

 7. Estimated top impressions now available in Google Bid Simulator

www.adwords.blogspot.com/reaching-for-top-spot-estimated-top

 8. Interesting insight into how people search on desktop’s during the day and on mobile in the evening

www.marketingpilgrim.com/search-desktop-by-day-mobile-by-night

 9. TechCrunch is bought by AOL

www.brandrepublic.com/techcrunch-bought-aol

10. Facebook overtakes Yahoo into number 2 spot for most watched viedo content sites

 www.blog.searchenginewatch.com

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