May is online marketing month at Shop.org! Along with a series of webinars, blogposts and events, Shop.org is featuring video tips throughout the month for online retail marketers. RKG provided today’s tip on optimizing your PPC program by enabling Google’s Sitelink extensions. While Sitelinks have been around for over a year, they’ve evolved during this time and if you aren’t familiar with the latest features it’s worth a refresher! When you set up Sitelinks and your ad appears in one of Google’s top three “promoted” positions, descriptive links to your site can show below your ad in either a one or two-line format. You can use this space to highlight top-selling products, core manufacturers or to bring users to more specific category pages on your site. Relevancy is key—Sitelinks should allow users to narrow their search and enter your site on a more tailored landing page. Because they are set at the campaign level, account structure is important and being organized certainly pays off when it comes time to choose relevant links. You can also get creative and drive traffic to a catalog signup page or store locator. Even though only four links can show at a time, a new feature of this extension is the ability to load up to ten links and let Google rotate them—showing links with the highest click-through-rate more often. At RKG we also look at the conversion rate of each Sitelink individually so that we can maximize traffic and conversions. If a link isn’t performing up to par there’s no reason to leave it in the mix—swap it out and test new options!
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