Vodafone is an avid user of ad extensions and was looking to further improve search ad performance. “We were utilising callout extensions, sitelinks, location extensions and review extensions, but we were looking for more ways to differentiate ourselves from competitors.” explains Elliot Saxton, Account Manager for Vodafone at MEC UK.
“Structured snippets have improved ad relevance”
In terms of measurement, the team focused on click-through and conversion rates, monitoring uplift before and after implementation. Core brand terms saw an 8% growth in click-through rate, along with a 1.3% increase in conversion rate, while SIM-only activity produced a click-through rate increase of 100%. In addition, the click-through rate of device-specific activity doubled.