Google continues adding new features to AdWords. "Enhanced Ad Sitelinks," "Offer Extensions," and "TrueView" video ads are three examples. I have tested each of these, and recommend them to merchants. Online retailers who use them first can start profiting before their competitors.
The table below represents some of my initial observations.
|AdWords Feature||Impact on Click Thru Rate||Impact on Page Real Estate||Ease of Implementation||Here to Stay?|
|Enhanced Ad Sitelinks||High||High||Easy||Yes|
|TrueView video ads||Moderate||High||Moderate||Yes|
- Impact on Click-Thru Rate. Indicates the impact on click-through rates when this feature is enabled.
- Impact on Page Real Estate. Measures how much more space on the page your ad will consume.
- Ease of Implementation. Level of difficulty in enabling and testing this feature.
- Here to Stay? My prediction on whether this feature will remain active over the long-term.
Enhanced Ad Sitelinks
According to Google, the average increase in click-through rates when Sitelinks are enabled is 30 percent. Google apparently expects to build on that success with Enhanced Ad Sitelinks, which it announced in its blog on Feb. 14.
As Google described in the blog post, Enhanced Ad Sitelinks will look something like the following.
Enhanced Ad Sitelinks dynamically incorporate text from other relevant ads in your account. The on-page real estate that your ad consumes increases substantially, which can lead to increased click-through rates and more visibility for your brand.
How to implement. To use Enhanced Sitelinks, you must be using Sitelinks within your AdWords account already. Your account must also contain active ads that are closely related to those sitelinks in your campaign. If you aren’t using Sitelinks and want to learn how to start, visit the AdWords Help Center.
Initial results from campaigns we manage. The results have been strong so far. In the short time we have used Enhanced Sitelinks, we have seen a material improvement in our clients’ click-through rates for the primary ad in question.
Offer Extensions give you extra room within your ad to promote timely offers, rebates, and promotions. They are available now on a limited release. However we have tested them for many of our clients.
Here is an example of what an Offer Extension looks like.
Shoppers who click on “view offer” go to a page on your site that explains the offer. In addition to driving sales directly, merchants can use Offer Extensions to gain insights into which offers resonate with target customers the most. For example, you can see which offers generate the most clicks.
- How to implement. The Ad Extensions tab is located within the Google AdWords dashboard. You must fill in the following form items to submit an ad:
- Offer headline that presents the offer;
- Redemption start/ end date;
- Discount amount;
- Offer restrictions;
- Where the shopper can redeem the coupon.
- Initial results from campaigns we manage. Offer Extensions are worthwhile if you are looking to reach interested, potential customers with your deal. So far, however, we've seen only a slight improvement in click-through rates.