Sitelinks are an integral part of your PPC campaign, but as with every other element of your online marketing, knowing how to get the most out of them is key.
First of all, let’s look at what sitelinks actually are.
What are Sitelinks?
Sitelinks are basically extensions to your AdWords ads, enabling you to enhance them with extra text and links to different pages across your website.
Instead of just directing every single user to an identical landing page, your sitelinks will show as many as six additional links underneath the ad. Users can choose from these to reach the area that’s most relevant to their needs.
Research shows that AdWords customers using sitelinks will see their clickthrough rates rise by a massive 30 percent (on average).
To get the most out of your sitelinks, you should:
Watch Your Word Count
Your sitelink descriptions can contain as many as 25 characters, but try to steer clear of that maximum. Instead, keep the description short, no more than 20 on desktop-specific links and 15 on mobile versions.
If you go for the maximum, your ads might not show in full, potentially costing you clicks.
Assess Your Sitelinks Regularly
If you go to the effort of creating compelling copy and links in your ads, don’t leave them unchecked for weeks and weeks (or months).
Any prospects you manage to attract will expect your sitelinks to take them to the exact page advertised. If they find themselves facing a 404, not only will they be frustrated, they will also probably question how actively your company monitors your marketing.
You want to create the best impression possible, and appearing clueless about something as important as your PPC campaign is hardly going to do that.
Remove Your Outdated Links
From time to time, your sitelinks may be time-sensitive. For example, if you create links to pages covering Christmas sales or deals to mark the 4th of July, you need to remove these as soon as the time has passed.
AdWords helps you handle this, so there really is no need to appear lazy. Use the scheduling facility to choose the exact day and time specific sitelinks should be displayed, and be sure to check it has actually taken effect.
You should be flexible when it comes to your sitelinks. While certain ones may bring you great results for a specific period, they might not keep performing so well forever. At one point or another, you will likely have to adjust your sitelinks (or create new ones altogether),
Pay attention to the performance metrics for each sitelink. How many impressions and clickthroughs do they attract? What is their conversion rate? Even if they’re bringing in decent results, don’t be complacent.
Ask if there is any way you can make your ads more effective, more compelling, and more high-value.
At Nett Solutions, our expert Orange County digital marketing team will help you create the perfect PPC campaign. Just give us a call!