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Sitelink Extensions - CTR vs. Ads without Sitelinks

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Testing a couple of different verticals, we get the same result:

in the Top vs. Other report, average CTRs for top positions are much higher than the average CTRs in the sitelinks report. 

 

It also seems like there are many impressions and clicks for sitelinks that don't appear in top search results.

How can this be? shouldn't the Top segment include most of the data for sitelinks?

 

 

2 Expert replyverified_user

Re: Sitelink Extensions - CTR vs. Ads without Sitelinks

Top Contributor
# 2
Top Contributor

Hi there;

>>"It also seems like there are many impressions and clicks for sitelinks that don't appear in top search results

 

Can you upload a screenshot as an example?

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Sitelink Extensions - CTR vs. Ads without Sitelinks

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
It's a calculation, if there are 700K impressions in top positions nd over 1.5M in sitelinks, then it must be that the delta isn't in top locations.

Re: Sitelink Extensions - CTR vs. Ads without Sitelinks

[ Edited ]
Rising Star
# 4
Rising Star

TOP means above organic results.
Sitelinks may be displayed on "Other" positions, also based on google support reply they do show extensions not all the time, but for specific auctions.

More about "Top vs Other" segmentation.
http://adwords.blogspot.com/2011/07/top-vs-side-ad-performance-segmentation.html

Cheers, Alexey
UAWC Agency
Marked as Best Answer.
Solution
Accepted by topic author Noa G
September 2015

Re: Sitelink Extensions - CTR vs. Ads without Sitelinks

Rising Star
# 5
Rising Star
You can check TOP vs others report on sitelink level as well to see that lot's of sitelinks were displayed not in top.
Cheers, Alexey
UAWC Agency

Re: Sitelink Extensions - CTR vs. Ads without Sitelinks

Top Contributor
# 6
Top Contributor

@Alexey C


"Top" means above the search results. "Other" means all the rest.
https://support.google.com/adwords/answer/2454072?hl=en

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Sitelink Extensions - CTR vs. Ads without Sitelinks

Rising Star
# 7
Rising Star
Thanks for the link. You are right regarding "Top" and "Other". There was also "side" report which was responsible for right side however I don't see it anymore.
Cheers, Alexey
UAWC Agency