A few days ago I noticed something new. I’m not sure how long this has been going on but it was the first time I noticed it, and I’m looking at this stuff every day so it must be fairly new. AdWords ads showing in the SERPs can now apparently have sitelinks in them.
As you can see in the screenshot, the first ad has been extended in height to make room for 4 links to different sections of the site. Actually, in this case they all lead to the same landing page so they may not be the same kind of sitelinks that we normally see in organic results, but they sure do look similar. Seems to me that this particular advertiser has just configured them all to go to the same landing page, but others may direct those links to different landing pages. So if this is something that could be customized, is it a new feature in AdWords? I haven’t seen this from the advertiser side either.
So what does this mean for search marketing? Well, there are a few things going on here:
- The ad is larger. This top spot is valuable SERP real estate. The more space your ad takes up, the more chance you have of catching the user’s eye and getting a click. You also push the other ads and results down just a little bit, invariably pushing some content below the fold.
- If you can direct users to multiple landing pages from a single ad, you’re getting more targeted traffic to your optimized landing pages, which should increase conversion rate.
- Call to action. You see that phone number in there? It not only provides some legitimacy to the ad, because users know that they’re likely to reach a real person on the other side of this ad, but it also has the potential of reducing cost for the advertiser if some people choose to call instead of clicking. I can assure you that clicks on these types of ads do not come cheaply, so capturing leads without paying for clicks could be a nice cost saver.
- It just looks more authoritative. Just look at it. It does.
I have a feeling we’ll be seeing a lot more of this, so watch for it. In the meantime, I’ll check out my AdWords account and see if there’s a new feature I hadn’t noticed before.