When it comes to advertising via PPC, the aim of the game is to get as many targeted and resourceful clicks for as little spend as possible. There’s not many advertising avenues that can boost such as statement. Yet as more and more companies look to increasing their website traffic through the use of PPC, it seems many are still ignoring some of the basic features Google has gifted us with. Sitelinks for one. So as a search marketing company, let’s explain what they are and how they will help your campaigns.
Wikipedia’s definition of a sitelink hits the nail on the head. They are ‘hyperlinks to website subpages that appear under certain Google listings in order to help users navigate the site. The site owner cannot add them; Google adds them through its own secret automated algorithms.’ It’s simply another gimmick from Google which aims to help advertisers achieve positive results through PPC campaigns. Don’t forget, if we make money, we’ll use AdWords more and by using AdWords more, Google make more money.
There are several important reasons why these should be implemented in your account. To begin, let’s look at the obvious. If your ad is eligible to appear with its sitelinks, you not only have the link to your website that’s associated with that Ad, but also up to an additional 6 links, offering the consumer not one choice but six. It’s no surprise that click-through-rates are generally much higher – as much as 20%.
By using them you’re also limiting the space on the page available to your competitors. The other major reason we’d like consumers to think about using sitelinks is the effect it has on your Ad rank. Up until a few months ago, where your ad ranked and thus appeared on Google depended solely on cost per click bid and quality score. Now, however, sitelinks play their part. So by not having them in your system, you could be lowering your Ad rank!
Having the correct sitelinks is also important. If you’re allowed to have an extra 6 links with your ad, you may as well make good use of them. Adding text to the sitelinks allows you to sell even more. Think of your consumers when creating them, are they likely to be clicked on? Do they offer something the consumer is likely to want? Is the text enticing enough?
Finally, don’t forget to run reports to check which of the links are proving to be better performers and alter accordingly – just as you would with your ads.
If you have any queries relating to your AdWords account or would like us to conduct an audit of your account, please contact us here at Digital State Marketing today.