“It’s also a great way to cross-sell to a consumer. “Getting super granular with your categorical sitelinks is key.”ĭone well, categorical sitelinks also create opportunities to cross-sell. “For categorical sitelinks, it’s not so much about the headline or the verbiage, it’s more so about promoting the most relevant categories and sub categories that relate to the individual search,” says Brannon. Lewis Brannon, Senior Retail Search Manager at CPC Strategy, explains: Notice the incredibly high ROAS for “Category”? There’s a method for writing great sitelink headlines. Let’s focus on the top two best performers: “Category” and “Sale”. Which AdWords Sitelinks Headlines Are Most Effective?Īfter wrangling Excel reports and Pivot tables, here’s what we found: Theme CategoryĪ larger bucket including deep links including specifics such as “women’s shoes” or “perennial flowers”.Īfter dividing all ad headlines into those three categories, we chose three AdWords metrics to measure our success: SeasonalĪll headlines that included the terms “spring”, “summer”, “fall”, or “winter”. Sitelink extension headlines promoting a sale or a deal, including percentages such as “50% off” or “Free water bottle with purchase”. We chose to keep it simple and examined AdWords sitelink headlines for 5 similar retailers over a 12-month span based on themes you see below: Sale If you’re working on multiple campaigns, you could measure them across different products, or even get into the nitty-gritty of sitelink descriptions. There are many ways to test the effectiveness of your sitelink extensions. Want to learn more about setting up sitelinks? Read all of the requirements on the Google AdWords blog. Careful use of Trademarks (check Google’s Trademarks Policy).Accurate text that links to the content on your page (no clickbait!).Here are some of the requirements, as outlined by Google: Others are in a single line, while others show up stacked. Here are a few examples of Adwords sitelinks in the wild:Īs you can see in the above examples, sitelinks don’t always look the same.
The purpose? To help customers reach pertinent pages of your site (and potentially increase your site conversions). AdWords sitelinks are located in your Adwords account under text ads.
What are AdWords Sitelinks?īefore we get started, let’s cover some basics. They help draw your customers into your site, they’re pretty easy to maintain, and they offer greater insight into what your customers want. While sitelink extension formats may change, there’s no doubt that they should be an essential part of your AdWords strategy. And when we looked at some of our most effective Ad campaigns, we found that AdWords sitelinks were a driving factor behind campaign success. If you haven’t set AdWords sitelinks up in your Adwords account yet, check out our AdWords Extension: Adding Sitelinks post.Īccording to Google, AdWords sitelinks extensions boost your CTR by 10-20%. We could spend all day talking about AdWords extension strategies, but today, we’re going to focus on one of our favorites: Google AdWords sitelinks.
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