On November 3rd, Google officially announced the launch of Ad Sitelinks. This program (previously available on select AdWords accounts through a beta test) allows advertisers to enhance their ads by adding up to four additional destination URLs.
In order to activate Sitelinks, advertisers must first provide Google with a list of up to 10 internal links (prioritizing the most important URLs first). Once provided, Google will begin displaying up to four additional links below your advertisement along with the existing “headline” link. For any given search, the Sitelinks that appear will vary based on the user’s actual search query, link prioritization and historical performance.
Currently, only ads with an exceptionally high “quality score” are eligible for these Sitelinks (top position, high click-through-rates, etc.). Consequently, Sitelinks are much more likely to appear for a branded search (i.e., “Priceline,” “Chevrolet”) as opposed to a non-branded search (i.e., “office supplies,” “GPS system”).
Why Are Ad Sitelinks Important?
Ad Sitelinks enhance your existing ads by providing users with more options. The additional landing page choices make your ads more relevant to a wide variety of users and can help to shorten the overall conversion funnel. Based on preliminary data, providing users with these options can help to increase overall conversion rates for your AdWords campaign.
Additionally, Ad Sitelinks make it easier to update and refresh seasonal offers and promotions. Examples include highlighting “hot” promotional prices for retail advertisers, or competitive rate information for Financial Services advertisers directly in the Sitelinks.
Finally, the added benefit of taking up more real estate within Google search results can help to influence a user’s decision of where to click. There is an inherent “trust” factor associated with maintaining the top Google search listing, and adding additional links to this listing can help bolster your position as the “Official Site.”
Based on preliminary data collected during the beta test, ads with Sitelinks can expect to see a lift of up to 20-30% on their current Click-Through-Rates. Additionally, many advertisers have experienced a direct lift in conversion rate as a result of these links.
In the end, adding Sitelinks to your ads should help to increase both the volume, as well as the return on investment, from your paid search program. For more information regarding Ad Sitelinks or for questions regarding Rosetta’s paid search services please contact us.
