First things first - some unique aspect of ad extensions, that even though they are fairly easy to set up and manage, their quality and relevance can make or break a text ad. The good, the bad and the ugly - some examples for ad extensions, best practices from my account manager days. Also a brief view into the future. There cant be a talk without mentioning AI these days. Understand your data - focus on ad extension reporting for detailed insights, and what to draw from that. It takes longer than 10 minutes? Automate it! I will show you an AdWords script that automatically creates product-specific sitelinks for any given AdWords text ad campaign. In this session you will learn: - Actionable best practice tips for ad extensions – why a love for detail matters, what has worked and what hasn’t in various industries - Reporting tips – how to get detailed insights into your ad extensions and what to draw from them - A script for automatically adding product-specific sitelinks to text ad campaigns

1. Ad Extensions as a Lever for Powerful Text Ads
Stefan Stopper | Account Strategist

2. Session Outcomes
In this session, you will get...
● Actionable best practice tips for ad extensions
What has worked and what hasn't, why a love for detail matters
● Reporting tips
How to get detailed insights into your ad extensions
● A script
For automatically adding product-specific sitelinks to your campaigns

3. About me
Stefan Stopper
Account strategist @ smec (Austria)
PPC enthusiast
Programmatic advertising specialist

4. Agenda
I. Fundamentals
1. Overview of existing ad extensions
2. Performance measurement
3. Use cases from various industries/verticals
II. Hands-On: Inventory-based ad extensions on ad group level with a script
1. Exploration
2. Creation
III. Summary

5. I. Fundamentals
Overview

6. How many different ad extensions
are currently available?
10!

7. Overview
Marketing goals
Get customers to
buy from your location
• Location extensions
• Affiliate location
extensions
• Callout extensions
Get customers to
contact you
• Call extensions
• Message extensions
Get customers to
convert on your website
• Sitelink extensions
• Callout extensions
• Structured snippet
extensions
• Price extensions
Get customers to
download your app
• App extensions
Source: https://support.google.com/google-ads/answer/7332837

8. Overview
Desktop
Sitelinks
Review
Location
Call
Callouts

9. Overview
Mobile
Source: searchengineland.com
Interactive, rotating sitelinks

10. Overview
Mobile
Source: searchengineland.com
Interactive, rotating
price extensions

11. Fundamentals:
Performance measurement

12. Performance measurement
Big Picture

13. Performance measurement
55.80% of ads are delivered with ad extensions
47,11% of ads are delivered with price extensions
Click rates vary significantly between ad groups
Impression share & click rate of ad extensions

14. Performance measurement
Conversion rate by click type
Conversion rate after sitelink click better
Conversion rate after sitelink click considerably worse
Conversion rate after sitelink click worse

15. Performance measurement
Deep dive and comparison of sitelink performance

16. The bad vs. the good
Sitelinks and prices lead to
categories not connected to
the search query
Sitelink information would fit
better into callout
extensions
Sitelinks fit search query
with product &
complementary category
suggestions

17. The bad vs. the good
Sitelinks don't fit search
query optimally
Price categories for search
query / sitelinks lead to NY
hotel overview

18. Fundamentals:
Use Cases

19. B2B – construction machinery
Product description in callouts

20. B2C – ticketing
Alternate event dates in sitelinks

21. B2C – sports
Product attributes / testimonials
in callouts

22. Limits of ad extensions
Limits for campaigns and ad groups
● 10,000 campaigns (active and paused campaigns)
● 20,000 ad groups per campaign
● 20,000 elements for ad group targeting per ad group (such as keywords, placements,
target group lists)
Limits for ad extensions
● 250,000 ad extensions on ad group level per account
● 50,000 ad extensions on campaign level per account
● 10,000 elements on ad group level per campaign

23. Fundamentals:
Summary

24. Summary
● At the moment there are 10 ad extensions available
● Irrelevant ad extensions can have a negative impact on click rates and
conversion rates
● Using ad extensions on ad group level allows for a more granular approach =
better response to user needs / search intent

25. II. Hands-On
Inventory-based ad extensions on ad group level

26. Backstory
A while ago, we created a script for extracting search terms from relevant sources
and automatically generating ad groups, keywords, and text ads...
Same data basis
as today's script

27. Backstory – output
Result: Creation of ad groups using extracted search terms
Now, we want to add sitelinks to these ad groups.

28. Process
1 2
Data exploration
(automatic)
Sitelink creation
(automatic)

29. Step 1 – Data exploration
„Extract search queries that have generated profitable sales
in a pre-defined period.“
Mission parameters:
ROAS > 3
Conversions > 1
Period: last 30 days

30. Step 2 – Sitelink creation
„Mission Data“
Campaign ID, spreadsheet ID and number of sitelinks necessary

31. Step 2 – Sitelink creation
● Random item from spreadsheet
● Check for already existing sitelinks in ad group
● Only products listed in merchant center

32. Step 2 – Sitelink creation
● Uses URL and sitelink text from spreadsheet
● Makes sure no duplicates are generated
● Generates sitelink for ad group
● Adds sitelink to ad group

33. III. Summary / Action Items

34. Action Items
● Ad extensions are gaining importance, especially on mobile devices
● They are an effective tool to push click rates by highlighting individuality
● Scripts are a good way of generating sitelinks on ad group level and keeping
them up to date

35. Questions?
Don't hesitate to get in touch:
stefan.stopper@smarter-ecommerce.com