With the success and popularity of Google Adwords, the number one search engine has introduced yet another of its SEO tools – in the form of Ad Sitelinks. This feature is an innovative addition to the Google Adwords family. It is designed to aid paid searches by enhancing your existing paid ad’s value within the web. The aim is to get a higher conversion rate from your paid ads by giving you links to the relevant landing pages based on the item or phrase that the searcher typed into the search box.
What makes Ad Sitelinks different is that rather than use your paid ads to simply promote a range of products or your company as a whole, you can use this to really get down to the specifics and create more targeted searches for users. Ad Sitelinks highlights certain products within your paid ads to create a more substantial and deeper search. The great thing about this element of Google Adwords is that it allows a company to place additional URLs for the searcher to select from, giving them a varied yet specific choice. You can include an extra four destination URLs, which is fantastic news for any site offering similar products or services that often cross over within searches.
Presuming you are already using Google Adwords, it is extremely straightforward for a website to set up the Ad Sitelinks element by looking in the ‘Ad extension’ area of your settings. When posting additional URLs it is important to remember that they are designed to be an extension of your paid ad campaign so any links to pages must bear some relation to the initial advertisement.
There are other uses and benefits for Ad Sitelinks above and beyond just promoting more products. Thanks to the multi-URL feature you can change the options regularly to tie in with specific promotions or any new content or services you may have posted, without having to redo your existing ads. Creating more fresh and relevant content not only helps provide more accurate search results for users but it also helps keep your web pages new and relevant, which will in turn improve your brand reputation.
Ad Sitelinks can also be used as a call to action, by making users aware of any after-visit tasks you want them to complete such as sign ups or a news update facility. This will direct users in the right direction from the moment they click through to the web page, yet because they have chosen to click on the ad the task is not seen as too much of a hard sell. This aspect of Ad Sitelinks will possibly be one of the most effective in getting sales conversions.
By offering search choices you can also experiment with different keywords or phrases, which is great for identifying what works and what does not. Although only in its early stages, the feedback so far has been positive and as far as SEO tools go, this is definitely one to watch.
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Posted by James.
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