KHU DỰ TRỮ SINH QUYỂN ADWORDS TOP, SITELINKS, TOP STORIES, VIDEO

Google AdWords’ Siteliên kết are a powerful optimization tool for any PPC tài khoản – one you should be using, if you aren"t already. However, there are some downsides to AdWords sitelink, including painful conversion tracking và no ability to lớn pause.


In September, I shared 11 great points about Google AdWords Sitelink. As with all PPC features, there are a few cons khổng lồ go along with the pros. My PPC colleagues on Twitter were quichồng to share the not-so-great aspects of siteliên kết. Here’s the các mục.

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1. Conversion Tracking is Painful

If you use the free AdWords conversion tracking, forget about seeing conversion data for sitelink. It isn’t there. You’ll have to lớn trachồng conversions via your web analytics software. Even then, third-các buổi tiệc nhỏ conversion tracking is glitchy. This is probably the biggest nhỏ of using sitelink – it’s quite difficult khổng lồ tell if they’re actually converting.

2. No Cliông chồng Data for Individual Destination URLs

Along the same lines, Google doesn’t display data for each individual siteliên kết. Instead, data is summarized by chiến dịch – making it impossible to optimize for the best-performing siteliên kết using AdWords data alone.


Again, you’ll need to lớn phối up tagging in your website analytics program khổng lồ be able lớn tell which sitelinks is driving traffic to your site. However, bear in mind that you won’t get impression data from your website analytics tool, so it’ll be impossible to figure out what your click-through rate is. This is yet another huge hole in the sitelinks reporting picture.

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3. Sitelink Are Only Available at the Campaign Level

Sitelink will display for all ads in a campaign that qualify for the top-of-page spot. Therefore, it’s necessary to lớn make sure your siteliên kết are relevant khổng lồ all ads in a chiến dịch. Several of my Twitter colleagues expressed the desire khổng lồ mix up sitelink at the ad group level, which makes a lot of sense.

4. Relevance can be a Problem

This issue is related lớn the campaign-only issue above: unless your PPC campaigns are tightly themed, your sitelinks may not be relevant khổng lồ every ad in your campaign. So if you’re planning lớn use siteliên kết, make sure you keep them generic enough to be relevant to all the searches.

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5. Sitelink can’t be Paused – They can Only be Deleted

This is yet another huge failing of sitelink. Let’s say you’re an ecommerce advertiser who’s using sitelinks lớn promote specific products. Let’s also say that one of these products is temporarily out of stoông xã. The logical thing lớn bởi vì would be khổng lồ pause that siteliên kết until the product is in stoông xã again. No can bởi.

You’ll have sầu lớn either leave sầu the sitelink active, thereby killing your cost per conversion and irritating customers who want to buy the out-of-stoông xã item; or you’ll have sầu khổng lồ delete the sitelinks & re-create it when the hàng hóa is baông chồng in stochồng. Why can’t we just have sầu a pause option instead?

6. Siteliên kết can’t be Tested

Unlike ad copy, there is no A/B rotation of sitelink – you have sầu to craft the copy và hope for the best. In fact, this is kind of a double whammy because data for individual sitelink isn’t available in AdWords, you’re really winging it here (unless you have sầu tracking set up in your website analytics program). This omission is particularly puzzling lớn me, because AdWords offers so many other testing options – why not for sitelinks?

7. Sitelinks Trump Other Extensions

If your chiến dịch includes not only siteliên kết, but location or product extensions, siteliên kết will trump the other extensions. This means you’ll need to lớn think carefully about which extensions are going lớn add the most value lớn your campaign’s performance – & remember, you won’t get granular data from AdWords, so you’ll have to guess carefully.


8. Siteliên kết can Distract From Ad Copy

One of the great things about sitelink is their visibility – & it’s one of the not-so-great things about siteliên kết, too. If your ad copy includes a special offer or other unique selling proposition, you’ll probably want lớn include it in your siteliên kết too, or else the offer may not be noticed.

Again, rethành viên siteliên kết show at the campaign level, so that offer needs to apply lớn all ad groups in your chiến dịch. Is your head spinning yet?

9. Sitelink Performance May Vary

Several of my Twitter colleagues said they’ve seen huge jumps in click-through rate as a result of implementing sitelinks – but that sitelink also brought an influx of non-converting queries. I’ve seen this in our client campaigns as well – in some instances, we saw a huge increase in cost per conversion after implementing siteliên kết. With limited tracking & no testing, this is a big concern.

While siteliên kết can be a powerful addition lớn your PPC campaigns, it’s clear that there are several factors to lớn consider before implementing them.

Special thanks lớn all who contributed to this post on Twitter: Andy Groller, Cassie Allinger, Kevin Hill, Lisa Sanner, Luke Alley, Matt Umbro, Michelle Morgan, Andrew Baker, and James Hume.