Improved Sitelinks Extensions with Enhanced Campaigns
Enhanced Campaigns are the latest buzz which you can hear from any advertiser working on Adwords these days. Inside enhanced campaigns, ad extensions have been given greater flexibility which all the advertisers can take the benefit of. I would specifically talk about sitelinks here which are additional links you can include with your text ads running on Google search Network.
Earlier, we all had the limitations of using only campaign level sitelinks where the default standard links were included and based on relevancy and other factors, the sitelinks were triggered along with the text ads if they were showing on top 3 ad positions. Now, if you convert your campaign from Legacy to Enhanced campaigns, you do have the option to create ad group level sitelinks. Yes, that's right.
How to upgrade Sitelinks:-
When the campaign transition is complete (i.e. from legacy to enhanced), go to Ad Extensions tab and select Sitelink Extensions. Here, you will see a screen link this:
As you can see, you can click on upgrade all sitelink extensions to enjoy more flexibility in terms of sitelinks. Here, you can either include new sitelinks or edit the existing ones. Let's say you want to show a particular sitelink only for the week days from 10am till 10 pm and Saturday from 11am till 9pm. You can do this by looking at the below screenshot:
If you check mark on Device Preference for mobile, Adwords would prefer showing this particular sitelink to the users who are on mobile as compared to the desktop users.
Ad Group Level Sitelink Extension Options:-
In addition to this, there are ad group level sitelink extensions as well, you can create. Doing this will over ride the campaign level extensions and Adwords would prefer showing the ad group sitelinks which you created. Here's how you can do that:
Go to particular ad group and click on Ad Extensions and select sitelinks Extensions. In front of campaign setting, click on Edit and you will see a screen link this:
Here, select ad group sitelink extension and then you can choose between 4 to 6 sitelinks per ad group to show with your text ads. Here also, you need to follow the same steps as I mentioned above while setting up the extensions and you can schedule them as well depending upon your custom requirements. Similarly if you select the first option i.e. Use Campaign sitelink extension, Adwords would continue to show the campaign level sitelinks and there will be no over riding. If you choose 3rd option i.e. Disable sitelink extensions, then sitelinks for that particular ad group won't be shown on Google search network.
About the reporting part, go to main campaigns tab and select ad extensions and then sitelinks extensions. Then you can also customize the columns to include campaign and ad group. Doing this will help you identify which sitelinks are performing better whether at campaign level or ad group level and then you can take the required actions to further optimize your sitelinks.
I would also like to add here about the segment This Extension vs. Other. When you use this particular segment, one part of the data will show you the stats related to your ad extensions and Other might include the clicks to headline, any impressions, any other extension like location extension, call extension to name few. This reporting segment will again be an essential part of sitelink optimization strategies and can assist in further refining your Adwords campaigns.
Posted by Pankaj Sabharwal
I am a Google AdWords lover. Always excited to learn something new about it. I am always engaged with the AdWords Community and love to interact and solve the problems to the best of my knowledge if I can.
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