Ad Sitelinks – New Google Ad Formats in Paid Search
Moderator: Matt Van Wagner, President of Find Me Faster
Speakers: Nicholas Fox, Business Product Management Director of AdWords, Google Inc., Cory Nielsen, Performance Marketing Evangelist at Mercent Corporation, and David Szetela, Owner and CEO of Clix Marketing
A whole new era of Google AdWords is upon us, making it easier for paid search marketers to provide the right information at the right time to the right user. In this SMX West session, Nicholas Fox, Cory Nielson and David Szetela shed light upon new Google ad formats such as video ads, sitelinks, local paid ads, and product ads. This post will be focused on just one of those new ad formats: sitelinks.
What if you could create four, targeted, persuasive ads in one? With Google’s ad sitelinks this is now possible. Ad sitelinks provide real time information to the user to get them to the offer that is most relevant to their search query. Rather than sending all users to the same landing page, ad sitelinks will display up to 4 additional destination URLS on your text ad for users to choose from. By providing users with more options, you can create more targeted and relevant ads for your audience which will help increase overall conversion rate.
Google AdWords Director, Nicholas Fox, says that incorporating ad sitelinks into your paid search campaign can result in a "30% to 40% increase in CTR, with a good conversion rate, too".
Here is an example of how ad sitelinks appear in a real search:
Sound too good to be true? Well, there is a catch. In order to be qualified for ad sitelinks, your campaign must meet "certain quality criteria" as set fourth by Google. David Szetela of Clix Marketing advises that paid search marketers should focus on their CTR and quality score, doing everything possible to optimize your campaign enough to be in position one of the SERPs. By doing so, you will be a more likely to qualify for ad sitelinks.
Contributed by: Kate Rasmussen, Milestone Internet Marketing