Ad Sitelinks – More than Meets the Eye
June 8, 2011
Like Optimus Prime from the Transformers, Google is a “powerful, wise and compassionate character (company) that puts all his (their) talent to use to improve the (PPC) universe around him.” And hence, the embedded format of Ad Sitelinks was born.
Embedded sitelinks offer the chance for PPC Managers to target the proper market even more than before. There are no additional lines that appear in the ads when the embedded format is used. So if you cannot see the sitelinks in the ad, how do you know it’s there?
The actual text in the ad that exactly matches one or more of the sitelinks in the campaign will automatically be linked to that sitelink’s destination URL. This allows potential customers to hyperlink to the exact items they are looking for by simply clicking on the word that best matches their needs. For example, let’s say a customer is searching for the best place to buy vintage Transformer toys. The PPC ad might look like this (sitelinks text is written in red):
Vintage Transformer Toys Browse our collection of original Optimus Prime & Bumblebee toys! www.exampleofembeddingsitelinks.com
By clicking on the terms “Optimus Prime” and “Bumblebee” the customer is taken directly to the product page for these items. Google believes that “these targeted destination URLs may encourage more users to click on your ad and make it easier for them to find what they’re searching for when they arrive on your site.” By using embedded site links, a PPC Manager would be able to tie together strong keywords and a direct link in one fell swoop. This could lead to a better site navigation experience for the users, increased relevant click-through rates for the ads and will hopefully assist in increasing conversions.
To engage embedded sitelinks, add the Ad Extensions tab in AdWords and follow the directions for set up within your Google campaigns. Beware, there are still several requirements that your campaigns must meet in order to utilize this function – so plan accordingly. You can learn additional information about Google’s different types of ad extensions in Jessica’s overview.
PPC Hero wants to hear from you about sitelinks! Let us know how this new feature is beneficial to you and how it will improve the health of your accounts. After all, they are more than meets the eye!
Browse By Category
Remarketing to User Actions Instead of Page Visits
Explore how to use Google Tag Manager to segment your remarketing audiences to test out new user behavior such as user actions.
In-Market Audiences: Bing's Latest Targeting Feature
Bing Ads recently released a new intent based audience targeting for search campaigns called in-market audiences.
Automated Bidding Strategies By The Numbers
Explore the numbers that will be useful in determining which automated bidding strategy aligns with your goals and the data needed to get that strategy off the ground.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Responsive Search Ads: Why We Love/Hate Them
We've had some time to try out the new RSA's, and it's time for an honest discussion.
Facebook Ads Auction: How Does It Work?
Curious as to how Facebook Ads Auction works? Get a breakdown of the auction components to get a better understanding.
New Research! The State of Paid Social
In our new 2018 State of Paid Social report, we share the latest data on paid social advertising trends in a variety of networks including Facebook, Linkedin, Instagram, Pinterest, and Youtube, collected from over 400 marketers at brands and agencies.
Load More »