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Why I Hate Ad Extensions

  |  March 18, 2014   |  Comments

Continued from

Extensions Make You Stupid

Many of us claim our job is cerebral or "hard." But have you reviewed any recent scans of "your brain on extensions"? It could be that extensions are setting you on a path to cognitive decline.

Let’s review what "hard" is. "Hard" might be higher-level programming jobs at top companies with extremely tough interviewing standards. Famed rant poster Steve Yegge once wrote about why engineering-driven organizations have such high standards. An excerpt:

"If you want a job at a company [with high standards]... It doesn't matter if you 'know how to program.' They're going to test you on algorithmic complexity analysis, advanced data structures…searching and sorting, internationalization techniques, network protocols, OS-level memory management, parsing and semantic analysis, recursion and mathematical induction…combinatorics, programming language theory, machine architecture, discrete math and logic…filesystems and storage…mobile and wireless protocols, and Internet standards and technologies.

If you're lucky, that is.

If you're unlucky, they'll ask you to derive the outline of their Ph.D. thesis on fault-tolerant massively parallel machine-learning systems…"

Yikes, right?

Fortunately, you don’t need to be a top-tier programmer or math Ph.D. to run a PPC account for profit. You get a pass on some "hard stuff" that others make their living doing. But digital advertising auctions are complex enough that there is significant scope to move closer to the hard end of the spectrum.

"Having a ball," to me, is finding the space to work out complex problems on my own, to determine which tools or yet-to-be-developed algorithms might help us beat the competition in the auction.

Even relatively simple-sounding puzzles like "which ad won" can lead to marvelous debates in our field – debates around which statistical measure or approach is the best for one’s purposes. Brad Geddes, for example, talks about something called "profit per Impression." Heard of it?

Another puzzle that stimulates my brain relates to bid-position-volume-ROI tradeoffs. Google quietly fed that addiction by making a true A/B test possible on such matters, with their creation of the AdWords Campaign Experiments tool.

Attribution modeling is another puzzle that takes us deep into the mysteries of causation vs. correlation.

Ad extensions, by contrast, have been sold to us on the basis of "set this up because it’s pretty-looking and we told you to." Google could easily do them justice by employing the Cookie Monster to flog them: "Extensions goooood. Me like extensions nom-nom-nom-nom!!!!"

If PPC was your second choice of profession after interior decorating or cookie-monstering, I suppose that might be a pretty galvanizing way to spend your days.

I’m teasing. But really, but it’s a serious concern. In our field, we need to be able to distinguish our added value from mere tablestakes activities like just enabling something that isn’t really amenable to testing…or makes your listing look so bad by comparison if you don’t enable it that you pretty much have to follow along. Monster-see, monster-do.

My friend Lisa Sanner, in a recent presentation, likened ad extensions to hair extensions: they’re pretty-looking, but there’s a chance something can go very wrong if it isn’t done right. But then she actually said, there’s very little chance of anything going wrong with ad extensions, unlike hair extensions.

Agreed, your listing might look "too plain" if you don’t add certain extensions, such as SiteLinks, Seller Ratings, etc. So in the parlance of hair extensions, PPC is now a strangely superficial world in which only losers don’t walk around with big extensions. If you’re not Mariah Carey or at least trying to be, then everyone will laugh at you. That’s the opposite of the real world, I hope.

Don’t even get me started on whether we’re actually looking at any of the stats on extensions like SiteLinks – or whether it even makes sense to. How actionable are these metrics? How much A/B capability do we have in this area? What is the opportunity cost on the time spent, if you could test and iterate extensions to your heart’s content?

Top 11 Things I Hate About Extensions

To review, here are some drawbacks and pitfalls I see in the current ad extensions arena:

  • Where is the testing? Where are the key performance indicators (KPIs)? It’s impractical and/or irrelevant to test them; you can’t get actionable feedback.
  • Therefore, extensions make you stupid.
  • As a gladiator in a Big Data arena, you’re often armed with little or no data. So, you’re Marvin the Martian taking on Darth Vader. [I’d love to see that one. Darth Vader: (Heavy breathing. Slowly approaches.) Marvin: "50 percent off Bieber tickets, man – back off or I’ll be very, very, angry!"]
  • Google conveniently comes out with an announcement that ad extensions have a magical relationship with the already magical Quality Score. O! Is that a carrot I see before me?!
  • Eligibility for whether a typical extension is served with your ad is a black box controlled by a Google algorithm, so the only advice we can give is "just put it in there."
  • Even the micro-decisions in terms of how your extension shows are black boxes – you can enter long lists of SiteLinks, and the system will choose to display the most relevant or the most popular ones. This contributes further to a "just throw everything in there" mentality rather than a "set up, test, and respond" mentality.
  • The outsized benefit of screen real estate and trust cues means that some advertisers will be forced to consider how to game extensions. That will force other advertisers to follow suit to jam square pegs into round holes.
  • Many extensions come out in beta and therefore induce a dependence on Google reps. The pace of product releases is also making it hard for these reps to provide the best possible information.
  • For the global market, the pace of release is an issue. In the exotic, remote nation of Canada, the delayed availability of seller ratings extensions has been particularly painful.
  • Chasing extensions could pull your attention away from your core strengths, like, you know, managing the account.
  • Ad extensions are glitzy, like Vegas, as opposed to serene, like a 120-mph drive along the German Autobahn. (Wasn’t the serenity and straight-shooting image the whole rationale for why consumers embraced Google in the first place? Isn’t it a stretch to claim that all these visual distractions for commercial purposes are just "better information"?) Is it just me, or does it sometimes feel like Google is spamming itself?

What changes would I propose to Google, or to advertisers? I’ll have to save most of that for another day. But maybe some of these extensions are so good that some types of advertisers will need much more access to data to properly manage them. That might have to come through custom software and reporting facilitated through the AdWords API. Let’s recognize the management headache (and promise) of this new stuff for what it is: Big Data that needs to be met with appropriate solutions. 

Ad extensions? Like any basic practice we’re all compelled to follow in our industry, by all means comply. However, don’t expect to win any Nobel Prizes for your efforts on that front. I mean, an interior designer never won any awards for making sure a bedroom had a bed.

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ABOUT THE AUTHOR

Andrew Goodman

Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.

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