I’ve previously written about my affinity for Google AdWords Sitelinks. By offering users up to 4 potential landing pages grouped below the ad, you are allowing them to click the most relevant link and make the conversion process easier. This extension is especially great for branded searches because they can be vague. For example, if I type in “Nike shoes,” Google doesn’t know whether I am looking for men’s shoes or women’s shoes and will serve the generic branded ad. Sitelinks gives the user the choice to visit the most appropriate page.
After using Sitelinks for about a month, I realized that this extension would offer greater utility at the ad group rather than campaign level. For example, say I have a campaign around men’s outerwear with 3 ad groups:
Ideally, I want Sitelinks for each ad group. So if users type in “men’s sweatshirts,” they would see links specific to that term:
Men’s Hooded Sweatshirts
Men’s Fleece Sweatshirts
Men’s V Neck Sweatshirts
Men’s Embroidered Sweatshirts
Unfortunately, with Sitelinks only available at the campaign level I can’t guarantee the particular sitelink will match the query. A user typing in “men’s winter gloves” has the potential to see one of the sweatshirt Sitelinks, which could do more harm than good because the link has nothing to do with the query. If I want to use Sitelinks for this campaign I would have to make the links applicable to each ad group.
I have emailed my Google rep about this matter and have received the stock answer “We’re looking into it,” thus; I have taken matters into my own hands. Over the last couple of weeks I have been creating several new campaigns in order to utilize Sitelinks appropriately. Taking the example from above, instead of 1 campaign solely around men’s outwear, I would create 4 campaigns:
Each of these campaigns would only have 1 – 2 ad groups, while providing users with highly relevant Sitelinks to complement their search queries. In the early going I have seen some good results with click-thru-rates (CTRs) increasing and some cost-per-acquisitions (CPAs) decreasing. However, I do not have enough data to make an accurate claim that this technique is working.
Yes, it takes more work to create individual campaigns for each keyword theme. Not only do you have to set up Sitelinks for each campaign, but you must make sure your settings are configured correctly (geo targeting, day parting, etc). With 20 campaigns vs. only 4 there is a greater chance of missing something due to the added volume of work — with Google’s authorization, you can have up to 100 campaigns in your account. For the time being, however, I find this tactic worthwhile in order to provide users with the most relevant ads.
How are you utilizing Sitelinks?
Tags: adwords sitelinks