Google AdWords is introducing an additional new feature to
encourage advertisers to exchange their campaigns to enhanced campaigns. Google
is now allowing advertisers to suggest specific text that will display for
their sitelink descriptions within their ads.
Back in February 2012, Google began showing sitelinks
displaying additional detail on some Google AdWords advertisements. This was
pulled from other ads in the count or for those advertisers who created
sitelink information within their My Client Center.
Now, Google’s allowing advertisers to identify, or nominate,
the specific text advertisers would like to appear for their sitelink
descriptions. This gives advertisers much more control over what is appearing
on their improved advertisements and to be specific about what text they would
like to appear.
For example, here's how the new sitelink details look on a
search for [ses san francisco]:
This is pretty significant for advertisers to consider,
since Google has found that click-through rates on ads that appear with
sitelinks with further detail are much higher than traditional AdWords ads.
They also states that the sitelinks offer additional detail that searchers frequently
find more useful and relevant.
If you haven’t upgraded to improve campaigns, the option will
not be active until those campaigns have been upgraded. All upgraded campaigns
will now find a new description field when creating or editing a sitelink.
It is worth noting that not all advertisers will see
sitelink extensions due to a variety of reasons such as quality score,
positioning, landing page quality, and other ad extensions within the same
campaign, search terms used, and the significance of competitor's ads on the
same page.
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