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Google Enhances Ad Sitelinks

john-rampton
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Google is upping its game with improvements to ad sitelinks. The new sitelink option gives users more options while delivering more clicks for advertisers. On average, Google said the click through rate (CTR) is 30 percent higher for ads with sitelinks than those without.

Ad sitelinks launched in 2009. Sitelinks offer AdWords advertisers the ability to display up to six links to specific pages on a website. As Google explains, the sitelinks will appear on searches for unique brand terms and top-ranked ads with high quality scores. 

Let's look at an example. 

If you have a pizza store and created sitelinks before, they would look something like this:

example-pizza-store-google-adwords-sitelinks 

Now, if your account has text ads, your ads would show like this:

example-pizza-4-pack

With the most recent enhancement that Google released, your ads could look like this:

example-pizza-store-enhanced-sitelinks

To quality, your ad with sitelinks must appear above Google's organic search results and "your account must contain active ads closely related to the sitelinks in your campaign," according to Google. Google has tested these ads with several companies and found higher CTR in compared with traditional 2 and 3 link sitelinks. 

While Google has tested these ads with "testers," I'm not sure how they will work. Does anyone out there have any insider information on how these have worked for their accounts? Any improvements in CTR or conversions? Contact me and I'd love to do a follow up story on results that you're getting from this.

I know that I have always gotten improvements in CTR and conversions from sitelinks but haven't tried this new sitelink feature out. Would love to know more!


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