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It was announced last week that Google AdWords have tweaked layouts on paid ads again, this time with reference to Sitelinks. Google are introducing Embedded Sitelinks!
We consider the implications of this update, what it means for advertisers and how the changes can be used.
What are Embedded Sitelinks?
These are Sitelinks which utilise copy in your ad text which exactly match Sitelinks you have created for that campaign. This means part of your description line text will appear as a hyperlink.
Plus, of course if your Sitelink matches the search query entered then it will be a bold hyperlink.
Embedded sitelinks will only appear in the top ads (not on the right-hand side), and those which are not utilising ad extensions elsewhere.
How should we use this new layout?
Google are recommending using all 10 of your available Sitelinks, ensuring your number of characters is lower (as with the normal recommendations of Sitelinks). This then enables exact matches on Sitelinks to your ad copy.
This new feature was announced in some European countries first, now available globally excluding China, Japan and Korea.
Sitelinks are created at Campaign level, should we then consider breaking down campaigns even further? You could follow ad group structure to make Sitelinks as relevant to ad copy as possible. What impact will this have on the structure of your accounts? Well, this is something we will have to wait and see.
There is very little official information from Google so far, but as soon as you see some let us know!
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.