Text Ad Strategies to Complement Google’s Enhanced Ad Sitelinks

Ad Sitelinks are a great way to increase overall exposure and gain “real estate” in the sponsored listing sections. Now, Google is taking it even further with their newly released Enhanced Ad Sitelinks which in essence uses existing Text Ads in the campaign that are highly relevant to the Sitelinks and publishes full ads below the main text ad.

We all know that relevancy is a good thing regardless of this enhanced sitelinks feature, but it also opens the door for a different perspective on traditional Text Ad Testing practices and procedures. Let’s discuss.

According to Google’s Inside Adwords Blog, (screenshot) they provide a visual exmaple of how enhanced sitelinks work.

Typical Text Ad Strategy for Different Audiences

Here’s an example of a typical Text Ad Strategy that targets different audiences who are either “Price Focus”, “Security Focus” or”Quality Focus”. Now, audiences differ according to the advertiser, but in most cases, there are many different USP’s (Unique Selling Propositions) that cater to specific individuals.

Optimized Text Ad Strategy to Complement Enhanced Sitelinks

The visual above may work for the traditional strategy, but it would not be optimal for Enhanced Sitelinks. The reason is simply because of redundancy with words/phrases, which would not paint a clear picture of the offerings and would confuse the messaging. However, we can utilize this audience segmentation and make a few tweaks.

In Conclusion

Enhanced Sitelinks can be a powerful persuasive tool to increase clicks and conversions. However, it does throw a monkey wrench into the pool of Text Ads that may not be in the 1st (3) positions.

In fact, Google’s states that in order to be eligible, the Ad with sitelinks must show above Google search results and contain active ads that are highly relevant to the sitelinks in the campaign. So as with everything else we do in PPC, Enhanced Ad Sitelinks leave us having to test, test, test.

 

About Greg Meyers

Greg is a well-versed Internet Marketing Expert who has helped companies both large and small achieve success in Search Engine Marketing through proven strategies and effective implementation. Since 2004 he shifted his focus to Search Engine Marketing Industry, especially Pay-Per-Click- Marketing, where he has helped both Fortune 500 companies, as well as Start-Ups to improve branding, increase online and offline revenues, cut costs and succeed online.

Most recently, he founded AfterClicks Interactive, a Pay-Per-Click Marketing Firm that provides Advertisers, as well as Digital Agencies, with Professional PPC Marketing Services geared to maximizing their return on investment. AfterClicks leverage all search marketing platforms, technologies and industry best practices backed by proven strategies that are based on the client’s goals and objectives.

Greg specializes in:
- Pay-Per-Click Marketing
- Search Engine Optimization
- Landing Page Optimization
- Web Analytics

Greg's favorite feature of the Acquisio software is the customized reporting options.

Comments

  1. Luke says:

    Nice post Greg. You seem to break down what Google sees as relevant very logically. Have you seen your own ads show up with enhanced sitelinks using this method?

  2. Greg Meyers says:

    Luke, thanks for the comments. Actually, I have not seen any “in action” yet, but will start applying these methodologies for my client’s adgroups. Just have to make sure the Ads are in the Top #1 & #2 positions.

  3. Luke says:

    For sure. I just heard that if destination URL and semantics match you are more likely to show also.

  4. Gian Marc says:

    Great post, Greg. Can’t wait to test the feature. Do you know anything about the global roll out?

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