Adwords Takes PPC To A New Level With Site Links
Google has added a new feature to its popular PPC Adwords business in the form of site links within ads. Rather than being restricted to just the one link in an ad unit, advertisers can now add up to four more links. These appear much the same as site links within search results.
I am sure there are many advertisers who will find this a huge asset. I can see smart advertisers using more generic and less expensive keywords in their advertising and using the more expensive terms for those site links.
As an example, if you sell a range of ladies fashions, rather than targeting hats, handbags, purses and scarves, you could simply target ladies fashions with your site links then pointing to each of those departments. What you will miss out on is the text that helps to promote each department, but then, you may be able to promote your brand instead. It will be interesting to see how advertisers use this option.
The downside at present is that not all advertisers can use the option. According to the FAQ sheet published:
Please note that Ad Sitelinks will only be shown for ads that meet certain quality criteria. The higher the quality of your ad, the more likely it is that Ad Sitelinks may be able to run on that ad.
One of the benefits to advertisers who do qualify is the real time application of this change. Rather than rewriting advertising copy and changing links, you make changes to current ad units on the fly and have your ads updating almost immediately.
If you use Adwords on a regular basis and your ads have a good quality score, look out for the option to add those additional links – it could turn a reasonably successful PPC advertising campaign into a top performer.
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