Articles in the Techniques & Strategies Category

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February 10 2012

Google AdWords Sitelinks Get a New Look

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Google has introduced a new look to its AdWords Sitelinks by adding a small arrow on the left side of where the sitelinks begin.

A Google spokesperson confirmed that these new sitelinks are currently rolling out everywhere this week.

The screen shot below shows both the old and new look of Google Sitelinks.

Google Sitelinks appear with your ad on Google.com, and in some cases across the Google Display Network. Adding sitelinks is free, although you are still charged per click on your ad. They give potential customers more reasons to click on your ad by including additional information within your paid search ad.

Google has expanded ad extensions with Social extensions, Dynamic search ads, location extensions, product extensions, call extensions and seller ratings.  In addition, Google may be introducing additional Ad Extensions in the future.

To enable Sitelinks in your Google AdWords ads, click on the “Ad Extensions” tab within your Campaigns tab.

November 29 2011

Spotted: Google AdWords Mega Ad Sitelinks Experiment

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Google AdWords has been rolling out new ways for advertisers to use Ad Extensions — from its recent launch of Social Extensions from Google+, to tried and true Sitelinks that give advertisers more innovative ways to link to their website from their AdWords ads.

Most recently, I have seen ads that Google is calling a “Mega Ad Sitelinks Experiment”. It looks like there are three ads, but all three ads are tied to one advertiser:

Google AdWords Mega Ad Sitelinks Experiment

Google says that Mega Ad Sitelinks is currently in beta and will only appear when there is only one top ad. Google adds that it is happening to current ads that have Sitelinks already implemented and is predicted to increase click-through rate (CTR).

The Mega Ad Sitelinks ad takes up a majority of real estate on the search engine results page (SERP) and also gives searchers more detailed and specific links. In the example above, the top ad includes information on generic jeep parts, whereas the bottom two ads include ad copy that is specific to jeep softtops and tire carriers for jeeps.

Google AdWords currently also offers the following Sitelinks options: Location, Call and Product Extensions. For more information on AdWords Sitelinks, visit the AdWords Help Center.

August 31 2011

Tips for Making the Most Out of Your Landing Pages

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When driving visitors to a specific landing page of your website, it is important to ensure that the landing page is clean and professional looking, with clear and concise calls to action. You will want to make the most out of the landing page, which is especially true when there is a Pay per Click initiative in place. In other words, why spend advertising dollars to send traffic to a page that does not effectively encourage your visitors to complete some sort of actionable step?

So, what types of steps or action items should your landing page encompass? Below are a few that – in my opinion — every landing page ought to have.

  • Calls to Action. I would recommend a minimum of two. A few examples include: Download Our Latest Whitepaper, Sign up For Our Monthly Newsletter. View our Portfolio, Buy Now, etc. These are all excellent forms of lead generation for your company and can be then used as a sales tool. Be sure to include any promotions or discounts you may be offering.
  • Professional Looking Page. Often times, this is the first impression your visitors will have of your company. Make it count. Display the components of your website that make your company stand out above the rest. I.e. Awards, Certifications, etc.
  • Relevancy to what the visitor searched on. For example, if you are a beauty supply site and the searcher typed in Volumizing Shampoo, he/she should be taken directly to the page within your website that supports this search query.
  • Simplicity. The page should be concise, with a clear direction as to what you want your visitors to do.

Your landing pages are a very important part of your online marketing mix. Make the most out of them!

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