Get Better Results with Upgraded Sitelinks
By Rachel Anderson
Since Enhanced campaigns have officially rolled out, there have been quite a few changes in how things work. The goal of enhanced campaigns is to provide the user with the best search results no matter where they are or what device they are searching on. In order to facilitate this, Google has enabled advertisers to get more granular with how they market and have access to more data. One of the areas we’ve seen a big difference in is Sitelinks.
Sitelinks allow us to show 2-6 links to various parts of a website under the display url of our ad. This enables users to not only see
pages of the site without visiting but also use short cuts to navigate the site faster.
Important Note: Sitelinks did not automatically update just because accounts were Enhanced. You have to go into Ad Extensions and upgrade sitelinks from there.
In Legacy campaigns we were limited in what we knew about how sitelinks performed. We couldn’t tell where the ad was clicked, only if it was clicked. With Enhanced campaigns, not only do we know how many clicks the ad receives, we know which part of the ad was clicked on. You can see which sitelinks are successful by segmenting stats using “This Extension vs. Other” and evaluate how many clicks any particular sitelink verses other parts of the ad receives.
Unlike Legacy sitelinks, Enhanced sitelinks have the option to be added to campaigns or ad groups. This gives a little more control over which ads sitelinks show up with.
Any edits made to sitelinks in Legacy campaigns would wipe performance history and data. Thank goodness that’s no longer the case! Enhanced campaigns retain statistics even through edits.
Previously, sitelinks just went along with the ad schedule. Now we can customize when we want sitelinks to show using day of the week, time of day, or specific dates.
We all know that mobile is very different than tradition search. Now we can create sitelinks just for mobile. You can also disable any sitelinks you’d like from showing on mobile or any other device.
If you haven’t upgraded your sitelinks yet, get going! Don’t miss out on getting much better data and options to customize just for your business.
Rachel Anderson is a Pay Per Click Advertising Strategist at Netmark.com. Off the job she enjoys photography, good food, being outside, and spending time with her husband. Share your thoughts with Rachel on Twitter @gladygirl, Google+ or Facebook- she’d love to hear from you!