<< by on February 15th, 2012
If you are looking for ways to increase click-through-rates on your Google AdWords ads, ad sitelinks extensions are definitely a feature you should already be taking advantage of. They are an easy to set up, free way to provide searchers with more information alongside your existing ads and increase your CTR.
Per usual, Google’s been doing a little testing here and there, and have come up with an even better way to show this additional information. As of yesterday, Google announced the launch of enhanced ad sitelinks.
Enhanced Ad Sitelinks Overview
Instead of brief lines of text underneath your ads, enhanced ad sitelinks will pull information from other ads already existing in your account, providing even more information alongside your current ad. This change will allow your ad to take up more real estate on the SERP, drawing more attention to your ad, which in turn increases the probability of click-through’s on your ad. Searchers are also given more information about your products or services, directing them to the most appropriate sections of your site, and also assuring them you are exactly what they are looking for.
Original ad sitelinks:
New enhanced ad sitelinks:
If your current ad sitelink text snippets are related to other ads in your account, the descriptions from those related ads would show underneath your existing ad sitelink text.
To be eligible, your ad with sitelinks must show above Google search results and your account must contain active ads closely related to the sitelinks in your campaign. - Inside AdWords
Things to Think About…
After your ads show with the new enhanced ad sitelinks, how will reporting change? I’m thinking reporting on this data will be very similar to the current options in the AdWords interface, you’ll be able to see how many searchers clicked on the headline versus a sitelink, but maybe not which sitelink specifically.
How will overall performance for the different ads be affected? Advertisers are already reporting to Google that they are seeing even higher click-through-rates than the traditional one, two or three-line ad sitelinks they’ve been using.
It will be interesting to see how all of the logistics work out with this new feature launch over the next few weeks. If you’re already seeing these enhanced ad sitelinks with your ads, let me know how it’s going and how it’s affecting your performance. Please leave a comment below or tweet @amandadchaney.