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Google One-line Sitelinks

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What is Ad Sitelinks?

Ad Sitelinks is a new feature of AdWords that allows you to attract more users and move them further down the purchase funnel by providing additional links

to content deeper within your sites.

Example of Ad Sitelinks formats:

Two-line format (for exceptionally high quality ads where onead provides the ‘best’ answer)

One-line format (for high quality ads, can appear for multipleads on the same page.)

Introducing One-line Ad Sitelinks

One-line Ad Sitelinks is an extension of the current Ad Sitelinks functionality that allows far more advertisers to leverage the benefits of the Ad Sitelinks format.

Product Name3

One-line Ad Sitelinks is an extension of the current Ad Sitelinks functionality that allows far more advertisers to leverage the benefits of the Ad Sitelinks format.

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What value does this product deliver to you?

Online Conversions:

Increase your click-through rates on more of your high performing ads.  With the one-line format, you can take advantage of the CTR increase on more than just brand terms.  

Increase your conversion rates by shortening the path to conversion.  With the one-line format, users still get up to 4 additional URLs that can direct them to pages that directly match their current interests.

Brand Awareness:

Increase the opportunity for brand messaging by increasing your brand's presence on more generic queries.  

One-line Ad Sitelinks

Ad Sitelinks Support Online Conversions & Brand Awareness

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Best Practices

1 Consider breaking out campaigns into more specific sub-groups

2 Use high-level sitelinks that apply across the campaign to promote site-wide

specials and deals (eg. Free shipping, holidays, clearances)

3 Rotate sitelinks in your campaigns to determine the best overall performing links

4 Use tracking parameters for the sitelink URLs to track at the sitelink level

5 Get performance statistics on ads that show with Ad Sitelinks in the new Extensions Tab,

including data on clicks and impressions

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Broad Match Modifier

What is the basic functionality of this product?

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New keyword targeting feature that delivers greater reach than Phrase Match & more control than Broad Match

Broad Match Modifier

Broad Match

Broad Match Modifier

More Control

More Volume

Phrase Match

Exact Match

What value does this product deliver to me?

1 Great opportunity for increased clicks and conversions (saw a 20% increase in clicks and conversions on average)

2 Modified Broad Match keywords have ROI close to Phrase Match

Modified Broad Match keywords can deliver more clicks and conversions at an attractive ROI, especially if you primarily use Exact and Phrase Match keywords

Broad Match Modifier6

Operational Best Practicesf

1. Create new modified broad match keywords (rather than replacing existing keywords), then optimize. 2. For max volume, use + on essential words (brands, destinations, product descriptors) in each keyword only.

Reasons to use broad match modified

Modify brand / sub-brand term

Examples:

Sony Cybershot Camera

+Sony +Cybershot +HX1

+Sony Cybershot Camera

Gucci Handbag

+Gucci +Handbag +Gucci Handbag

Efficiency MaximizeTraffic

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Industry-specific Best Practices: Retail & Tech

Exact & Phrase

+ Modified Words

Broad Match

Misspellings and spelling variations ✗ ✓ ✓

Singular / plural ✗ ✓ ✓

Stemmings ✗ ✓ ✓

Shortenings ✗ ✓ ✓

Word order variations permitted No Yes Yes

Synonyms and related searches ✗ ✗ ✓

Words in keyword must be present in the search term Yes Yes No

Like Broad

Like Phrase/Exact

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2) In existing campaigns, avoid overwriting existing keywords – create new ones

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3) Don’t overlook keyword negatives

5) Space matters + nike + shoes +nike +shoes

4) Broad match without modifiers still useful for maximum reach

1) If converting large volumes of keywords, use the bulk tool:

Broad Match Modifier Best Practices

6) In Excel #NAME? appear where keywords begin with a plus sign You should Replace All: =+ with + Format columns as text

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Broad Match Modifier Implementation