5 New Best Practices For Paid Search Text Ad Strategy: Advanced Site Links Key Points: Ad with Sitelinks must show above Google search results Account must contain live ads closely related to the Sitelinks in your Adwords campaign Each campaign can have only one site link Why Site Links: Improve CTR Improve quality score Ad exposure / competitive advantage Alternate CTA/conversion paths (landing pages) Brand awareness Text Ad Strategy: Mobile App Extension Key Points: Active applications on Google Play and App Store Available only on mobile devices Download tracking available for Android only Why Mobile App Extension: Improve CTR Increase your app downloads Improve credibility of the business Complete tracking of downloads on Google Location Targeting Enhancements Zip Code Targeting Location Insertion & Advanced Location Targeting Location Targeting: Zip Code Targeting Location Targeting: Dynamic Location Insertion Use the syntax {lb.city:Local} in your new text ads “ Find a {lb.city:Local} Store or Shop Online, ” will appear as “ Find a Chicago Store or Shop Online” to a user viewing your ad in Chicago Why use location targeting Target 5-digit U.S. ZIP codes on Google Search and Display networks Fast and easy bulk uploads Target using physical location Target audience by understanding their search intent Reach more profitable customers Exclude non-profitable physical locations Service based targeting New Keyword Match Type Changes Ads to appear for close variants of Exact Match and Phrase Match keyword Close variants include: Misspellings Singular and plural variations Acronyms (should be interesting) Stemmings (…ing) Abbreviations Accent

1. 5 New Best Practices For Paid Search
Gurdanish Bawa| Search Engine Marketing Manager | July 31 2012
© 2012 Regalix Inc. Confidential, All Rights Reserved

2. Text Ad Strategy: Advanced Site Links
© 2012 Regalix Inc. Confidential, All Rights Reserved

3. Text Ad Strategy: Advanced Site Links
Site links name /
Display name
Destination URL of
respective site links
Sitelinks Setup
Sitelinks Reporting
© 2012 Regalix Inc. Confidential, All Rights Reserved

4. Text Ad Strategy: Advanced Site Links
Key Points:
 Ad with Sitelinks must show above Google search results
 Account must contain live ads closely related to the Sitelinks in your Adwords
campaign
Each campaign can have only one site link
© 2012 Regalix Inc. Confidential, All Rights Reserved

5. Text Ad Strategy: Advanced Site Links
Why Site Links:
 Improve CTR
 Improve quality score
 Ad exposure / competitive advantage
 Alternate CTA/conversion paths (landing pages)
 Brand awareness
© 2012 Regalix Inc. Confidential, All Rights Reserved

6. Text Ad Strategy: Mobile App Extension
© 2012 Regalix Inc. Confidential, All Rights Reserved

7. Text Ad Strategy: Mobile App Extension
© 2012 Regalix Inc. Confidential, All Rights Reserved

8. Text Ad Strategy: Mobile App Extension
Key Points:
Active applications on Google Play and App Store
 Available only on mobile devices
Download tracking available for Android only
© 2012 Regalix Inc. Confidential, All Rights Reserved

9. Text Ad Strategy: Mobile App Extension
Why Mobile App Extension:
 Improve CTR
 Increase your app downloads
 Improve credibility of the business
 Complete tracking of downloads on Google
© 2012 Regalix Inc. Confidential, All Rights Reserved

10. Location Targeting Enhancements
 Zip Code Targeting
 Location Insertion & Advanced Location Targeting
© 2012 Regalix Inc. Confidential, All Rights Reserved

11. Location Targeting: Zip Code Targeting
© 2012 Regalix Inc. Confidential, All Rights Reserved

12. Location Targeting: Zip Code Targeting Reporting
© 2012 Regalix Inc. Confidential, All Rights Reserved

13. Location Targeting: Dynamic Location Insertion
 Use the syntax {lb.city:Local} in your new text ads
 “ Find a {lb.city:Local} Store or Shop Online, ” will appear as “ Find a Chicago Store or Shop
Online” to a user viewing your ad in Chicago
© 2012 Regalix Inc. Confidential, All Rights Reserved

14. Location Targeting: Benefits
Why use location targeting
 Target 5-digit U.S. ZIP codes on Google Search and Display networks
 Fast and easy bulk uploads
 Target using physical location
 Target audience by understanding their search intent
 Reach more profitable customers
 Exclude non-profitable physical locations
 Service based targeting
© 2012 Regalix Inc. Confidential, All Rights Reserved

15. New Keyword Match Type Changes
 Ads to appear for close variants of Exact Match and Phrase Match keyword
 Close variants include:
1. Misspellings
2. Singular and plural variations
3. Acronyms (should be interesting)
4. Stemmings (…ing)
5. Abbreviations
6. Accent
© 2012 Regalix Inc. Confidential, All Rights Reserved

16. New Keyword Match Type Changes: Sample
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17. Thank You
© 2012 Regalix Inc. Confidential, All Rights Reserved
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18. Get in Touch
 Forefront of Innovation  visit: www.regalix.com
 Digital Marketing Services
 Technology Enabled Services  If you have any questions about this webinar please
 Regalix Labs feel free to get in touch with the speaker Gurdanish
Bawa, gbawa@regalix-inc.com
 Multi-disciplinary Leadership Team & Strong Advisory
Board, 175+ Team
 For a free evaluation of your website / ecommerce
portal, please get in touch with Ritu Josan,
 Fortune 500 and Venture Backed Customers (B2B and
rjosan@regalix-inc.com
B2C)
 Global Operations: HQ in Silicon Valley, 4 Offices
 Industry Recognition
© 2012 Regalix Inc. Confidential, All Rights Reserved
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