Google has released an update to Adwords, more specifically sitelink extensions. There is now the opportunity to describe your sitelinks with an extra 70 characters. It’s basically like having ads within an ad.
What Does It Look Like
This is what sitelinks are going to look like from now on and I must say it is definitely a step in the right direction, there is much more information and as a user, I can click on a page that is most relevant to me. As an advertiser, it gives me the opportunity to list more USPs and help reduce irrelevant clicks.
As before, the link name remains at 25 characters. What has now been introduced is description line 1 and 2, both allowing up to 35 characters. This means that we can now use up to 95 characters per sitelink extension.
Besides the added characters, there are still a few rules that we must abide by, luckily, Google hasn’t added any more rules to sitelink extensions but they are as follows: Sitelinks cannot violate the duplicate sitelink URL policy, Sitelink text cannot use DKIs, Sitelink text cannot be the same as other sitelinks in the same ad group/campaign or the main ad that’s serving.
Why Is This Happening?
Firstly, this feature is only available when you upgrade your campaigns from legacy to enhanced, a gentle push from Google to jump on the band wagon. Google also seem to be bringing out a lot of extensions to improve Adwords ads, such as image extensions and even call extensions. This is more than likely an attempt to entice more and more people to utilise PPC over SEO.
What I find interesting is that they have added 70 characters to sitelink extensions, not that I am complaining. However, I do recall Google reducing the sitelink name from 35 characters to 25. Their reasoning for this was that they had data to prove that sitelinks of a shorter length received a higher click through rate, so why are they undoing this? Perhaps Google was wrong about reducing the character length, although it may have resulted in a higher CTR, the bounce rate may have increased. In this case, I think it is likely that Google want to provide its users with more information to enlist pre click confidence. This will help to increase the quality of traffic that advertisers receive.
How To Use It
We can now use up to 4 sitelinks within a text ad. So essentially, we have 5 text ads in 1 that we can display to our potential customers. There are a few different ways you can make the most of this feature and this will depend on your type of business and what goals you hope to achieve.
Since Google love examples of pizza, it would seem fitting to follow the trend. As previously explained by Google’s wonderful video explaining enhanced campaigns, for pizza there are 2 types of customers. On the move collection customers, and stay at home delivery customers. You can use one sitelink to display information like wait times and deliveries times. Another idea would be to display offers and deals that are for collection and delivery. You can really get inventive with your descriptions and give the user 5 reasons to choose our company instead of others.
What Can We Expect
If we make the most of these extensions then we can more than likely expect a higher CTR but what I would really count on is a higher quality of traffic from your Adwords campaign which will hopefully translate into an increase in conversions.
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