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Sitelinks conversion data

Top Contributor
# 1
Top Contributor

I'll admit, I don't look at my campaign results often enough. We're in a niche market and it takes a while for actionable data to accumulate.

 

Couple of weeks back, I upgrade the sitelinks for a search campaign and thought I'd take a look to see how they are doing. What I found was surprising, and I'm having trouble understanding how the data could be correct, or what it says.

 

I have 4 sitelinks, all four report one conversion with a value of $425. The total number of conversions is 1 with a value of $425. So where did the conversion come from?

 

The 4 sitelinks have 54, 53, 53, and 36 clicks. The total number of clicks is 54. They have 1691, 1470, 1467 and 167 impressions, and a total number of 1695.

 

Is this some kind of "new math"? What the heck is this all supposed to mean?

 

Pete

 

petebardo -- Deadhead doing AdWords
3 Expert replyverified_user

Re: Sitelinks conversion data

[ Edited ]
Top Contributor
# 2
Top Contributor

Hey Petebardo!

 

I've had similar experiences myself and have done a little bit of digging. What I understand is that the single line data is for the full ad unit when that particular extension was present.

 

"You'll see a statistics table that contains data on the entire ad unit's performance when the extension appears. In other words, this data includes the performance of the extension, as well as the ad and any other extensions it appeared with."

 

The best way I've found to dig in deeper is to segment these reports by 'Click Type' and 'This Extension vs Other'. This will give you a better understanding of where actual clicks actually took place.

 

Helpful? Useless?  Smiley Happy

 

See you in 2 weeks friend!! 

 

-Tommy

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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Re: Sitelinks conversion data

Top Contributor
# 3
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Thanks, Tommy. So, the conversions are not necessarily from a click on the sitelink, and the click wasn't necessarily on the sitelink either?

I think I have them tagged as sitelinks. I should look at my Analytics reports for them.

Pete
petebardo -- Deadhead doing AdWords

Re: Sitelinks conversion data

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# 4
Top Contributor
Hey Pete,

Right...At the top level, you're correct, nothing is specific. When I segment by 'This Extension vs Other' though, I can see data specific to single sitelink.

-Tommy

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: Sitelinks conversion data

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# 5
Collaborator ✭ ✭ ✭

Yes helpful Smiley Happy through this segment I found out that each of my sitelinks barely received 0.02 % CTR and the Avg. Pos. for all sitelinks was 1.6

Interesting thing "other" means also clicks on the headline of the Ad or any other extension, not just the other sitelinks.

Re: Sitelinks conversion data

Top Contributor
# 6
Top Contributor
As far as I have figured out if an ad with sitleinks appearing gets a click - all the sitelinks that appeared also get a click... thus your 54, 53, 53, 36 - it basically means that once only one sitelink appeared, 53 times 3, and 36 times 4.....

I had noticed that in general when sitelinks appear the CTR seems to be better - but then I remembered that sitelinks only appear in the top three positions - so the CTR was going to be better in any event....