Case Study: Social Extensions in PPC Ads
After writing on the introduction of social extensions within Adwords, I wanted to test how effective these extensions might be in influencing social connections. To test their effectiveness, I choose four clients running PPC campaign that also had a verified Google+ Business Page and activated the social extensions for one week to compare before-and-after results.
The four clients included two regional PPC accounts (Hotel Groups A and B), a domestic PPC account (Hotel A) and an international account (Hotel B), so all campaigns were unique in their keyword and targeting.
Social Extension Case Study Results:
The results demonstrated that when social extensions were shown, the click-through-rate (CTR) – or the number of times an ad was clicked divided by the number of times it was shown – was much higher than when ads were shown without social extensions (compared with both historical data and during the test when social extensions weren’t available):
- Hotel A – 4.16% CTR without extensions vs. 6.70% CTR with extensions
- Hotel B – 2.86% CTR without extensions vs. 3.65% CTR with extensions
- Hotel Group A – 0.31% CTR without extensions vs. 0.85% CTR with extensions
- Hotel Group B – 1.38% CTR without extensions vs. 2.46% CTR with extensions
CPC decreased among locally-targeted campaigns with social extensions, but increased moderately to significantly for non-local campaigns with social extensions.
In summary, some takeaways from this case study suggest that:
- Social extensions adds another, personal level of trust and relevancy to ads
- It is still very important to create compelling ad copy to support social network references
- Google is not yet able to track conversions/revenue made by bookings that saw the social extension, but I’m predicting this feature will not be far behind.
Jonas Pauliukonis, Sr. eStrategist