Google AdWords Ad Sitelinks Part 2

A little over a month ago we experimented with Google AdWords Ad Sitelink on one of my AdWords account. Today, we are excited to share the results and the conclusion of this test.

Experiment Results
Month prior to the experiment: 15.59% avg. click thru-rate.
Month of the experiment: 18.69% avg. click thru-rate
Overall CTR increase: 20%

The excitement doesn’t stop there, in addition to the increase in click thru-rate the set of keywords noticed a 21% decrease in average cost per click.

Comparing to the rest of the account, average click thru-rate decrease 48% and average cost per click only decreased 17% month over month.

As noted previously, we setup six Ad Sitelinks. Google will display up to 4 additional destination URLs out of the potential 10 links provided by the advertiser. Through our internal tracking system, we recorded one specific link captured 54% of all clicks to the campaign set. - This means that more visitors clicked on the one of Ad SiteLinks compared to the standard text link.

Next Steps
Because Ad Sitelinks is currently limited to the constraints of the beta test, we are recommending adding an additional variation of ad copy to include the concept associated with the top performing link. This additional variation will rotate between other ads. The ads are set to show based on best performing ad, meaning the better performing ads will show more often.

I’d call this experiment a success and a quick and easy way to test ad campaigns.