Although not announced officially, display URLs on AdWords search ads now gets the Breadcrumb Trail element. It is a set of links that allows users to easily navigate to relevant sections of the site. Basically, it’s a navigation feature that illustrates the location of a page within a website’s hierarchy.
For example, if an advertiser has an online shoe store, below his site URL is the Breadcrumb Trail “Shoes > Men’s Shoes > Running Shoes.” This element will be displayed if the landing page has rich snippets.
How Breadcrumb Trails on AdWords Works
If the landing page is marked up with the breadcrumb-rich snippets, Google will automatically add it to the search engine ad that will appear on the top or bottom of the search results. Marketers will have to pay the same cost-per-click rate for a breadcrumb click as they would for a headline.
Moreover, the Breadcrumb Trail will only appear on desktop searches for now. It also requires that ads should use the top level domain as the display URL. This means that a website must be marked up correctly with rich snippets so that Google would know which breadcrumbs to display. However, this function is only available to some advertisers as of the moment.
Why Use Breadcrumbs?
Adding breadcrumbs to a search engine PPC ad provides a number of advantages for advertisers. First, the display URL will take up more space that could make a search engine advertisement stand out from the rest.
Next is that it can easily direct users to the most relevant page on the website. Since most search engine users don’t always search in a very obvious way, breadcrumb links can give them an array of options of what to look for in a website. This could increase click-through rates. Finally, using rich snippets to activate the Breadcrumb Trail can help a website to appear on organic listings.
Tracking Breadcrumb Trail’s Performance
Advertisers can monitor the performance of their ads’ breadcrumbs by heading to Segment, which can be found on top of the Statistics Table. Once there, select the Ads tab, then filter the data by Click Type. At Breadcrumb click type, it will show the ad element’s click-through data.
As of the moment, Google is yet to provide additional information about the new ad feature, other than what’s posted on AdWords Help section. Regardless, this is one way for the search engine giant to take effective display functionality to its advertising platform. In addition, it makes AdWords more organic, which could boost click-through rates.