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This guide covers advanced PPC tactics like Google AdWords Extension Ads, Sitelinks on Ads, Product Extension Ads, Phone Extension Ads and building Remarketing lists. /nThis guide is from Elizabeth Marsten at Portent Interactive.

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sitelinks on ads
Sitelinks on Ads
  • Add up to 4 sitelinks on an ad of 35 characters.
  • Shows anywhere from 20-30% of impressions.
  • Each site link can go to a different URL.
  • Great for taking up additional SERP space and promoting sales or special offers.
  • A must try for branded or general campaigns.
product extension ads
Product Extension Ads
  • Also called “Plus Box” ads.
  • Works with your Google Shopping Product Feed
  • Can’t control which products exactly it pulls for each query.
  • Can put in an attribute for “adwords_prefer_for” and enter in the keyword you would like associated with it.
  • Have to link your Merchant (Google Base) account with your AdWords account.
  • Enabled at the campaign level.
phone extension ads
Phone Extension Ads
  • Add a phone number to your ad so that when it appears mobile users can “click” on it or any user can call you faster.
  • Campaign level application
  • Phone extension ads show the same phone number every time.
location extension ads
Location Extension Ads
  • Shows as text ad to users
  • Phone with full Internet browsers will expand with a Google Map of your business location with the ad text
  • For businesses with multiple locations with multiple numbers, Google will show the info for the closest location to the user
  • Looks different for search, maps and on phones.
location phone together
Location & Phone Together
  • Use together or separately
  • Phone extension ads show the same phone number every time.
  • When used in conjunction with Location, the phone number closest to the user will show
geography in ppc
Geography in PPC
  • Set geographic settings per your service area.
  • Use radius or larger targeting over city specific for the best results.
  • Try and “accelerated” delivery on ad serving.
  • Phone & Location ad extensions- use them.
  • Review on Google Places. Get them.
google boost
Google “Boost”
  • Have to claim your business on Google Places
  • Ads created in Google Places account
  • Appears in the “Sponsored Links” section like PPC ads
  • Write short description, add web or Place page address, choose business categories and set budget.
  • Pay just like PPC
remarketing on the content network
Remarketing on the Content Network
  • Remarketing is available in the content network only and applied at the ad group level.
  • The content network setting needs to be for placements, not keywords for maximum reach.
  • The best set up is a new campaign for placements and an ad group with no active placements in it.
  • If you want to get the most out of it, have AdWords Conversion Tracking enabled and running, it will import and use some of the same tags.
  • KNOW what/who you want to remarket to BEFORE you start setting up. Strategy first, then implementation.

Create a shell campaign targeted to the content network, automatic placements- relevant pages across the network. Target to all devices or whatever your preference and set the maximum CPC to $2 at minimum, $4 for CPM. (If you’re after view through conversions, go with the CPM setting.)

Add a site address in the managed placements list as a placeholder and pause that site. Leave the ad group active.

In settings, set the frequency cap for the amount of times you want to remarket to users, this is particularly useful for CPM campaigns, CPC can forgo this.

If you typically utilize demographic targeting on the content network or have a very specific audience that you use it for, you can layer it into the remarketing settings. However, it will only apply to sites that Google has access to demographic info for- like MySpace, YouTube, etc; It won’t do anything or have minimal impact on any other sites. If you plan on remarketing to a specific demographic of users in MySpace than go ahead and implement those settings.

Populate the ad group with your favorite text and/or display ads.

Add in your usual list of negative sites or placements if you’ve got any. Later on, you’ll be able to add in negative audiences as well. (See the very end of the post for more on this.)

For ad display settings- optimize or rotate, works the same as on the regular content network.

Save and then click on that audiences tab, cause it’s time to start creating some remarketing lists and custom combinations!

  • Remarketing Lists
apply remarketing lists
Apply Remarketing Lists
  • If you generated new tags, those will need to be placed on the page(s) that you want visitors that hit to be re-marketed to before the program can start working. They should be implemented just like AdWords Conversion tracking, insert the code snippet between the body tags.
  • Bids can be set at different levels for different lists, so be sure to assign the right value to each list by the users you’re targeting. A visitor that abandoned a full cart is more valuable than one that doesn’t add to the cart at all and should be treated as a higher value visitor.
custom combinations
Custom Combinations
  • If a user frequents a specific site and is also a customer of yours, you can opt to have your ads not to show to them while they are using that site. Instead you can save your advertising dollars to capture those that engaged your site but did not convert. In this option, you can layer audiences using the values of AND, OR and NOT to pull in and exclude from specific interest categories and other remarketing lists.
everything about remarketing
Everything About Remarketing

video ads
Video Ads
  • Video ads are served through the Google Display (content) Network.
  • Videos must abide by many rules in regards to length, file size, decibel level, aspect ratio and more depending on the type of video.
  • Video ads only run on sites that are set up for 300 x 250 or 336 x 280 sizes.

There are several types of video ads:

  • InVideo- appears across the bottom 20% of viewing area
  • Preroll- before the video starts, users cannot pause or skip
  • Instream- plays automatically, needs to be uploaded to a YouTube account.
  • Click to Play- user must click to start

Text Overlay on Video Ads

  • Across bottom 20%- text only.
  • Google Display Network, same character limits and targeting options.
  • Can be “X”-ed out by the user or scrolled through for additional ads.
  • Also a graphical overlay option, bottom 20% of video but images allowed, no animated content.
  • Flash overlay also an option, with Google’s provided template.

Some options are through YouTube only, like Promoted Videos

But you could do it…for $200,000. The cost of a branded channel.

modified broad match
Modified Broad Match
  • The broad match modifier is an AdWords targeting feature that lets you create keywords which have greater reach than phrase match, and more control than broad match.
modified broad match26
Modified Broad Match
  • Broad Match: Matching search query only needs to loosely match 1 word of any of the terms contained within your bidded keyword to display your ad.Targeting & Control: Keyword matching is very loose with a low level of control.Bidding Strategy: Initial bids should be set at a minimum.
  • Anchor Modified Broad Match Matching search query must match the designated “anchor” word contained in the bidded keyword to display ad.Targeting & Control: Limited keyword targeting with minimum level of control.Bidding Strategy: Initial bids should be low for testing and new keyword discovery.
  • Dual Anchor Modified Broad Match: Matching search query needs to match the 2 designated “anchor” words contained in your bidded keyword.Targeting & Control: Selective keyword targeting with a moderate level of control.Bidding Strategy: Initial bids should be moderate.
  • Fully Modified Broad Match: Matching search query needs to match all of the designated “anchor” words contained within the bidded keyword.Targeting & Control: Very good keyword targeting with higher level of control.Bidding Strategy: Initial bids can be set at a competitive level.


modified broad match27
Modified Broad Match