Adwords Update: Dynamic Sitelinks, Callout Extensions & Upgrading to Display Select
The world of Adwords and Biddable Media moves pretty fast so every now and again we bring you our ‘Adwords Update’ so that you can stay ahead of the curve without having to trawl the internet for resources.
Sitelinks have been around for a while allowing us extra real estate and increased navigation options. Sitelinks can also significantly improve your CTR and Quality Score, and of course lower your advertising costs considerably.
What if I told you, you can now have FREE clicks using Dynamic Sitelinks? Introduced a few weeks ago – Dynamic Sitelinks have the potential for you to be more targeted, save on management time AND save money.
Why are they useful?
- Clicks on Dynamic Sitelinks are FREE
- They ‘usually’ increase Ad performance
- Sitelinks are part of the Ad Rank Algorithm
What’s the catch? Well although clicks are free – Headline clicks also increase so they won’t all be free! However, if it can significantly improve your campaign and Quality Score – what’s not to like?
- How Dynamic Sitelinks Work – Google Blog
- Free Dynamic Sitelinks – SEW
- The Wordstream Extension ‘Cheat Sheet’ – although from last year – this is still a great resource
Callout extensions have been in Beta but are now starting to rollout to the wider community. Unlike sitelinks that actively link to sections of your site, Callout Extensions allow you 25 characters to enhance your listing with additional information such as USP’s, complementary information or features.
This can be extremely useful if you can’t fit all of the information you would like to in a sitelink but want to enhance the message – keeping the sitelink targeted to the site pages you wish to highlight.
You can set these up yourselves if you have access to the Adwords Labs – which you can see from the dropdown arrow at the end of the tabs – but if you don’t see labs, your Google account team can request access for you.
Changes to Search Network with Display Select
On September 16th, ‘Search and Display Networks’ campaigns will be upgraded to the new ‘Search Network with Display Select’ campaigns.
According to Google – Search Network with Display Select uses improved signals and methods of predicting when and where your ads are likely to perform best, so better targeting and showing ads to less people but with more relevant interests
“Advertisers who’ve upgraded to “Search Network with Display Select” have, on average, seen a 35% higher click-through rate and a 35% lower cost-per-customer purchase for ads shown on the display portion of their “Search Network with Display Select”.* Results will vary based on your campaigns”
Which may be reason enough to upgrade but other reasons include:
- Customisable campaigns – if you want to keep previous settings and targeting options you can incorporate them
- Easy Management – Settings will be used to automatically find customers so there is no additional work
However, Google suggest that if you already have a successful campaign and want full control over bidding, budget and targeting, budget, don’t upgrade.
- About Search Networks with Display Select – With step by step instructions to upgrade