Google’s Ad Sitelinks can help boost your campaign’s performance! Sonya Wood’s blog post last Friday talked about the beta program Google AdWords has rolled out, called Ad Sitelinks. With initial tests running on a handful of our clients’ campaigns, early numbers are showing promising results.
The most significant impact in AdWords stats has been on click through rate and conversion rate. The chart below taken from the Account Snapshot section of AdWords compares November 9 — November 15 when Ad Sitelinks was in place, to the prior date range when additional links were not being used. While the click through rate (CTR) for this client’s entire campaign portfolio dipped slightly, the campaign utilizing Sitelinks in the ad copy showed an increase over 66%.
Figure A. All Online Campaigns
Another notable metric that has been impacted is the conversion rate. Please note the company being featured in this post is an ecommerce website that has historically seen increasing conversion rates throughout the month of November and December. This is evidenced by Figure A above where we see a 68% lift in conversion rate for the portfolio of campaigns under this account. This increase was significantly higher for our test campaign utilizing Ad Sitelinks — a stellar 80% lift!
Figure B. Ad Sitelinks Campaign
Beyond AdWords, we have seen additional positive impact in site usage through Google Analytics. By providing multiple entry points to the website we have been able to drastically decrease the bounce rate for this campaign — by 49%! Based on the strong preliminary results yielded by implementing Sitelinks on a single campaign, we have since implemented the option on a number of campaigns within this client’s account. If your AdWords account has been white listed for this beta opportunity, I strongly encourage you to take advantage of it.
Google Adwords moved forward with the development of their new interface March of this year. The existing Beta interface offers new and improved ways of productively managing Google Adwords campaigns. The new interface may look intimidating, but it allows swift campaign, ad group, and keyword updates with analytical data.
When managing campaigns daily in the new Google Adwords Interface, you can now view Google Analytical data graphs. The data that would generally be obtained from Google Analytics to optimize campaigns is now readily available on all account levels (i.e. campaign, ad group, and keyword) in the new Google Adwords Interface. Like Google Analytics, you can manipulate the data and/or graphs by your specified dates or date ranges.
The graphing options in the new Google Adwords interface can be maneuvered to view metrics by clicks, impressions, click-through-rate, average cost per click, cost and average position. There is even an option to view two metrics at once for comparison of data. Having this data available in the Adwords interface immensely helps managing Google campaigns efficiently.
The new Google Adwords interface has a lot more tools than Google Analytics graphs. New reporting features have been added, account settings (geographical targeting and ad scheduling) can be done in bulk, and more optimization tools have been added to the platform. Google’s new interface should be used suitably to make instant campaign changes. The analytical data in the interface that is now there show immediately show and support up your reasons for campaign changes.
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