Use Sitelink Descriptions To Boost Your AdWords CTR

Sitelink Descriptions To Boost Your AdWords CTR is a no brainer. These new feature provide an extra advantage for your ad to win more clicks and increased conversion rates. Sitelinks can be used to to highlight specific products, highlight important information regarding your business, even to display a phone number for free leads. This Adwords feature is well worth looking into.

imagesSitelinks have been a staple of best practices since they were introduced. Sitelinks help searchers find topical information beyond the specified landing page of your ad. Last February, enhanced campaigns brought a little spice to sitelinks by including descriptions. Additional lines of text were added from your other ad copy to flesh out the sitelinks. These provided extra detail to what the searcher can expect from each link and further clarified the ad’s additional talking points.

What Changed?

This week Google took it one step further. For those of you who have already made the jump into the enhanced campaign world, you can now define what you want this additional messaging to say. This new format allows you to take control of your ads and drive the messaging further, helping searchers to better understand your offerings and products.

Google’s testing also revealed users clicked the sitelinks with added detail at a significantly higher rate. Beyond being explanatory this rewards those who optimize their accounts to put their ads in the best position possible adding an additional boost to those in the top spots.

Learn Google Analytics and Google AdWordsIf you want to get started, there is no need to opt in to a beta or do anything special. Simply create or edit one of your existing site links. When the window opens you should see two extra text boxes for description lines one and two.

Image by dmhoro via Flickr

You will see that these are marked as optional so you don’t have to use them. On the other hand, as with anything else in PPC, why not take advantage of that extra control you have in your ads?

There are a few limits to keep in mind and Google’s site link guidelines have not changed. The duplicate sitelink policy is still in effect. Dynamic insertion is not allowed in the description lines. Your description text must not be duplicates of other sitelinks either. This isn’t a major nuisance though as you should already be using specific copy to highlight each individual sitelink.

Google will rotate between the standard four sitelinks seen in the ad above as well as a two sitelink variation.

Don’t worry if you check your ads in the search engine results and you don’t see the new sitelinks. These new site links won’t always appear in your ads. There are many factors on Google’s end as to when the extra information is shown. By making sure you specify your description lines you will be poised to take advantage of when you ads fulfill that criteria.

While this isn’t revolutionary by any means, this upgrade gives you one more thing to test when it comes to ad copy. Now you can take those site links to the next level, testing more variations just as you do with the standard ad copy.

Taking Advantage of the New Format

Here at the office we have been talking about how to improve ad copy beyond the best practices. One thing we have noted in our research is that too many advertisers have very bland site links. This can be especially bad in ecommerce where the sitelinks lead to something generic like shirts or electronics. While these are helpful, there is no compelling reason why a user should pay attention to those, many other places sell these items.

This is the chance to get more creative, are there any special deals on these items, is there a unique selection or is there a way this product solves a need better than another? Going back to the shirts examples, there are many shirt variations in both style and quality. As a result, most retailers cater to a certain demographic. Using the description lines, savvy advertisers can tune their messaging to their demographic, both highlighting their product and reducing the cost of gathering too many of the wrong clicks without any conversions.

Another quick example would be a hotel ad. The advertiser found that highlighting deals worked the best in the ad copy. Why not take a chance to test a more emotional angle with the site ink descriptions. The user knows he or she is getting a good deal, now sell them on how much they will enjoy the stay. Of course more deals in the descriptions could perform better but combining messaging is something you should be testing.

As with anything in PPC the results will depend and each situation will be different. This is more reason to test, test, and test some more. I gave two generic examples but I’m sure if you think about your product specifically you can discover a great angle to test.

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Whether you use sitelinks to highlight specific products, give extra information on your business, or something experimental and creative, these new features can provide that extra edge to win more clicks and increase conversions. Go ahead and explore the feature and take advantage of this new format to get ahead of the competition.

How to Find Out What People Want and Lure Them to Your Site

 

The goal of SEO services is to drive a large number of visitors to your website in the hopes that some of them will convert into customers. Although a variety of techniques are used, this is the desired end result in the search engine optimization services game.

Basically, to lure a large number of people to view your content, whether it is through articles, blogs, videos, or a combination of them all, you have to give them something they desperately want and are greatly interested in. The problem lies in how do you know what the people want? And where do you find them in large numbers?

Following is a good SEO services method you can use to find out what the masses are seeking and how to lure them to the webpage or pages of your choice.

Go Ye to the Forums

If you want to know what the mainstream talk is all about on any subject, you have to go to where those people are talking. Online, one of those main places happens to be forums. Forums are social outlets for people to inquire, complain, seek, observe, and basically ask for and receive information. Forums are excellent sources to trove for ideas and apply local marketing techniques.

In order to find forums that are discussing ideas and asking questions concerning your specific niche, go to Google and type in ‘forum:niche’ (for example: forum:scuba diving). You will receive a list of all forum matches related to that specific search subject (in this case scuba diving). You then want to visit each forum. Keep in mind that some forums require registration first while others do not.

Do Term Searches

Once you are in a forum, you can browse through some of the current conversations to get a gist of what people are talking about at the moment. However, you can get more specific ideas for good subjects to write on by doing a search within the forum for specific terms used. Look for either a search field or search tool within the forum.

Search such terms as ‘advice’, ‘I’m looking for’, ‘question about’, ‘want to find’, etc. There are numerous terms which can lead you to sought-after information so use your imagination and do some digging. Search results will deliver threads on the term you supplied and you should scan the thread to see what they are specifically looking for and talking about.

When you find threads that need something that you can provide, viola! There’s your next blog post, article, video, or whatever you want to create. Write your text and then be sure to exercise local marketing skills and offer a link to it on that forum and several others where people desire to acquire the same information.

By utilizing this one local marketing skill to meet these hungry needs of the masses and specifically target what they are hungering for, you set yourself up to receive a large influx of visits. Keep in mind, not only will the ones seeking that information visit your site, but so will many others watching those threads. Also, people whose needs are met through your content will mention you in the forums or other social areas when questions about that information arise.

Utilizing forums to glean information on what the masses are searching for is an excellent SEO services technique that will reward you with good results. Contact us to tap into other powerful SEO services provided by our SEO company.

SEO Specialists - Keeping an Eye on your Site's Bounce Rates

A lot of talk is taking place amongst SEO Service companies discussing how a site's bounce rates effect it's rankings in the SERPS.  After running thousands of successful campaigns for clients we tend to agree that the bouince rate of a site does play a significant role in how well it ranks.

But like everything else there are a lot of xfactors that come in to play that you may not be aware of.  The excerpt posted below touches on some of these factors and has some pretty darn good information to boot.

So check it out and let us knopw what you think of it.

What is the significance of Bounce?

In case you have a high bounce rate, do you start pulling your hair and get paranoid? Not everyone coming to your site is going to make a purchase or convert to your goals.

Consider the following fact, your website has good SEO and therefore a visitor comes and lands on the relevant page gets the contact details or a phone number or downloads a PDF file from your site and exits. This does not count as a bounce although the visitor still visited only one page on your website.

The point is you have to consider the context of the bounce rate.

For example there is a doctor’s website. Patients often search for the Doctor’s name, land on a page that has the doctor’s information, look up information, make a note of phone number, and hours and exit the landing page. Now this is a bounce in the classical sense, but the website provided all the information the patient wanted on the landing page itself.

Typically some people have short attention spans. Getting them on the doctors site and out of the doctor’s site still provided an essential service.

Now the key to consider is a doctor has several types of patients: existing patients, prospective patients, new patients, serious patients, and ordinary or routine care patients. For the existing patients this bounce rate was good, but for a prospective patients it will be considered bad as the patient did not explore the site further.

Now if we factor in the source. The source was a search for a specific doctor and action. Couple this information with the landing page and you will have a profile of the patient who wasn’t looking to seek treatment, come to the emergency for treatment or attend a counseling session.

Let’s consider another scenario of a group of potential patients. The patients have already learnt about the doctor’s expertise via a email, yet they came back to the landing page and checked some information.

It is noticed that bounce rate spikes up on special occasions. For example the future patients will save the email or bookmark the webpage and come back again to check the doctor’s timing before coming to the clinic or visit the landing page to get the address or directions. Now these cannot be considered bounces. Therefore to draw the conclusion that the marketing campaign failed is wrong....More at Relationship between Context and Bounce Rates ... - SEO Services

At times we catch ourselves checking our bounce rates even more than we do our site rankings.  It's something you need to keep an eye on for sure.  As always if you have any questions on this topic or any other for that matter we are available via the telephone number you see listed in the top right hanbd corner of this page.  So don't be shy about giving us a call.