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.

dynamic-sitelinksIntroducing Dynamic Sitelinks

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?

Further Reading:

Callout Extensions

labs-featureCallout 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.

callout-extension

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.

Futher Reading:

There is not much information about at the moment but a great post by Gianpaolo Lorusso, and another from The Bakermen are the most detailed I have found so far.

adwords-display selectChanges 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.

Further Reading:

About Jackie Hole

Jackie Hole is an Award Winning Search Marketing consultant specialising in Paid Search, Conversion Improvement and Organic Search / SEO for the USA, Canada and European markets. Starting out in Multimedia & Interface Design, Jackie has over 15 years experience in online marketing and was recently awarded European Search Personality of the Year. Jackie is Company Director of 22M