A couple of months ago I attended a 3 day seminar in London called Search Engine Strategies. I promised I would update you with useful tips I picked up in the sessions.
One of the sessions was dealing with Google’s new advert formats for Pay Per Click campaigns.
Ad Sitelinks
Ad Sitelinks enable you to include additional links on your adverts.
What are the benefits?
- You can direct people to different pages on your site.
- You can show additional content and other links for multiple search queries.
- You can update the links with relevant timely offers.
- You are appealing to a wider audience.
Google claim that Ad Sitelinks can increase the Click Through Rate of your adverts by over 30%.
Ad Sitelinks
We were advised to:
- Make the most of the additional character space – view the sitelinks as an additional 140 characters of advertising space.
- Test and refine your message
- Add differentiation to boost your Click Through Rate.
Some other great take-aways were:
- Roll out temporary promotions in your adverts – e.g. sale, now only £x.
- Use seller ratings – show your great reviews in your adverts to increase credibility.
- Link to Google checkout to reinforce security and help generate seller ratings.
- Be creative – do something different with your campaigns.
- Be flexible and willing to change with the landscape.
- Above all, make sure your strategies and goals are aligned.
Seller Review Ratings
A good calculation to remember to ensure you’re not making a loss is to divide your Cost Per Click by your Conversion Rate. If the answer is more than the unit you’re selling, you’re making a loss.
The main things I took away from this session are the need to constantly keep up with the changing landscape of PPC and be willing to move forward and try new things to ensure you keep ahead of your competition and get the best Return on your Investment.
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