SMX Sydney 2010: Not Your Father’s AdWords – The New Google Ad Formats

At the podium now is Frederick Valleay, AdWords evangelist at Google, to talk about the new and exciting Google ad formats.frederick-podium

Frederick explained the background of the new ad formats. They put together the AdWords New Ad Formats initiative – a project to include richer types of information within AdWords ads. It has two themes:

1) Ad Extensions

- Help users find information they want by enhancing standard text ads with additional relevant information

2) New Ad Models

Help users find answers to problems by enhancing with rich media.

Now doing movie ads – started only a few days ago and only available to a few advertisers.

Some new ad models include real time data e.g. mortgage rates are updated right there within the ads, if relevant. Another model works on a Cost Per Acquisition model where the advertiser only pays when a conversion occurs. Ad sitelinks is a recent model proving very successful.

“Ad sitelinks is the single most effective change we’ve made to our account” says Dell

What can be done with Ad Sitelinks?

- you have several links in your text ad instead of just one

- increase your click through rate

- pushes your competitors down the page

- more links = more potential for clicks

- also more relevant because it gives users 5 options to go to on your site – meaning they find what they’re looking for faster

- with ad sitelinks, leverage the value of branded queries to direct users to multiple high value pages.

Showed example of Saks Fifth Ave who uses sitelink ads to promote short term sales. Timely offers work great with sitelink ads.

User segmentation

- ad sitelinks can help you segment your users before they reach your site. e.g. Dell uses this to segment business vs home users.

Brand segmentation

- your core brand may have several sub brands. You can highlight those sements and leverage your core brand to promote sub brands e.g. The Gap promotes their other brands like Old Navy.

Most Valuable Pages

QVC does this very well. Uses sitelink ads to direct people straight to their highest value categories like fashion, jewelry, etc.

Product Lines

Ad sitelinks can help you direct users to tailored landing pages based on the product category they are most interested in.

Make Links Unique

Redundant links in your ad narrow the appeal and can have a negative impact on your CTR. Make a clear distinction between your product channels using several different links.

Writing Link Text

Clear calls to action – use the link text to make it obvious what you want them to do.

Use landing page language – carry the scent – prominently display the language from your link on the associated landing page so users are more likely to stay on the page and explore their options.

Tracking and Measurement

With a few additional steps you can track and measure what works best. Tag your links – tagging links lets you view the unique query and link that prompted the visit. Use analytics to analyze and report on results.

Location Extensions
Why use Location Extensions?

- Make all your ads location aware
- display your local footprint
- deliver effective local ads at scale
- benefit from rich ad formats (shop locator, click to call ads etc.

Transform your text ads into location ads. Ads show up with your location underneath. They also show up on Google maps via sponsored links. They see street view, photographs, logo, street directions etc.

Location Extensions are now on mobile.

If you  are the biz owner for the locations you want to advertise on, go to Google Places (prev google biz center). You can verify your biz via phone or postcard.

If you are not the biz owner of the locations, you should enter your addresses directly into AdWords. Can’t be done via Google Places.

Use location extensions if:

- you want yto use same ad text for all biz locations

- you want to direct all ads to same landing page

- you want to create a lot of ads quickly

Interaction Reporting

-interaction reporting is available for your ads whether you set up extensions for your campaigns or your ads

- see how users interact with each link in your ads when they appear on Google maps

- gain insights about your ads ROI and ability to capture user interest

- Click Through to your website will be listed as usual in your Adwords account

http://google.com.au/ads/innovations – a place to learn what’s new, what’s coming soon in the ad space

Frederick@google.com

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