Sitelink Success Story

Sitelink Success Story

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When it comes to writing PPC ads, it’s no secret that is crucial to do everything you can to set your ads apart from the competition. There are some ad writing best practices that we’ve all been implementing for years such as, intercapitalization, strong calls to action, strategic punctuation, using keywords in ad text and vanity display urls. But as other advertisers become more savvy it remains a constant challenge to stay ahead of the competition.

 

Luckily Google is always rolling out new features, that improve the search experience and make our ads more appealing to searchers. One of these features we’ve been testing for a while is ad extensions.  An ad extension is just what it’s called, an extension of an ad. There are four basic types of extensions you can add to your ads.

  1.        Location Extensions
  2.        Phone Extensions
  3.        Sitelinks
  4.        Product Extensions

I wanted to determine the effect that sitelinks were having on my ads, so I took a sample of 13 campaigns that have had sitelinks running and did a comparison. Since Google does not yet have any conversion metrics associated with sitelinks I looked at Click Through Rates (CTR) to determine how effective ads were when they included sitelinks versus how effective they were without sitelinks. These are the results:

Campaign CTR w/o Sitelinks CTR w/Sitelinks Difference
A

2.49

6.29

153%

B

2.91

7.37

153%

C

10.75

13.81

28%

D

1.74

5.83

235%

E

1.89

7.1

276%

F

1.06

2.51

137%

G

1.72

3.33

94%

H

5.01

7.11

42%

I

3.08

3.45

12%

J

1.37

3.73

172%

K

1.14

5.24

360%

L

1.01

2.58

155%

M

1.68

4.31

157%

Total

152%

 

On average, when ads show with sitelinks, their click through rates are 152% higher. Meaning that people are 152% more inclined to click on those ads than on the exact same ads without sitelinks. Of course, simply throwing up some generic sitelinks does not guarantee your ads will be successful. You should anticipate the question the searcher has when they type in a query and use your sitelinks to answer that question. They can also be used to include strong calls to action.

 

As an Agency we stay on top of new features and technologies that Google releases. We test them all and determine how to leverage all of these tools in order to drive qualified traffic to your website and increase sales for our clients.

 

If you would like a free site analysis and consultation please call us at: 877-676-2010   or visit our Contact page.

2011-04-29T03:55:37+00:00
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