Google has long made it a point that they want pay per click campaigns to be as relevant and targeted as possible, especially since rolling out the Google AdWords Quality Score algorithm back in 2006. Google followed up on making the AdWords network even more relevant by adding geo-targeting, placement targeting and demographic targeting to help advertisers qualify potential customers even further. Google has extended their reach for relevancy and choice even further by Offering Ad Sitelinks to select advertisers (Ad Sitelinks will only appear for advertisers whose ads meet a certain high quality threshold). Some of you may already be familiar with Sitelinks as they have been showing in organic search queries for some time as you can see from 5-Hour Energy, one of E-Power Marketing's SEM client's search listings below.
As noted, Sitelinks will only be available to some advertisers whose ads meet a certain high quality threshold. E-Power does not currently have insight as how the "high quality threshold" is determined, but we believe it is tied to the Google AdWords Quality Score. E-Power has already noticed the new Ad Sitelinks feature within several of our accounts (See screen shot below). You can check to see if this option is available in your account by navigating to the campaign settings tab and looking for the "show additional links to my site" option. If you do not see this option, you may want to address your campaign's Quality Score.
Presenting advertisers with multiple Sitelinks options will allow the user to go to the most relevant information in your site, display special offers (making it easier to update seasonal or promotion offers), or by allowing for deeper entry into the Conversion Funnel process.
Labels: PPC Advertising
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