Google Adwords: Ad Group vs. Campaign sitelinks Extensions
Sitelinks extensions are actually additional links in your ad campaign whose work is to direct users specific pages on your website without the need to enter a URL.
These Sitelinks are useful as they enable customers to access the information they are looking for quickly and conveniently.
Campaign Sitelinks are incredibly useful to mobile consumers who are always on the move and want to take immediate action.
You are allowed up to 10 Sitelink extensions for each campaign you have and these Sitelinks will apply to all the ad groups under that campaign.
It is important that you only add Sitelinks to the best performing campaign as these are the ones that will be considered by Google.
What are the types of campaign Sitelinks extensions
Campaign Sitelinks Extensions #1: Enhanced Sitelinks
When you use enhanced Sitelinks you will be able to enlarge your Sitelink extensions by adding more text underneath the links.
It is easy to enhance the Sitelinks that you have currently and make them stand out from those of your competitor.
These types of Sitelinks have larger headlines and they allow you to add two or more lines of descriptive text that are customized to each Sitelink.
These types of Sitelinks only appear for the ad campaign in the first position on the search engine results page.
This makes it necessary for an advertiser to bid competitively for this position. You can do this by including specific pricing details, strong traffic keywords, and Calls to Action in your ad campaign.
Campaign Sitelinks Extensions #2: Location Extensions
These types of Sitelinks extentions display business information such as phone number, address and directions link.
They give mobile users an easy way to get the location of your business. You can set up different location for the different campaigns that you have.
You can display up to 2 of your locations that are closest to one another. For this to apply you must make sure that the locations you enter are within a distance of 80 km from each other.
The clicks you get on your location Sitelinks are charged the same as the clicks on your ad title.
Campaign Sitelinks Extensions #3: App Extensions
These types of Sitelinks promote the apps that your company has generated across all your PC, tablet and smartphones ads.
These extensions help to boost traffic to your site and also increase app installation. The following are some benefits that you get from using app extensions:
• It is free to add app extensions to your ad campaign and only clicks to these extensions are charged
• If you place a clear CTA link in your app install promotion can increase the number of downloads and the usage of your app as well as website visits.
• The clicks on your app extensions can be tracked as conversions at both the ad group and campaign levels
• You are able to configure multiple versions of your app extensions to rotate into your ads
• When you make changes to the metadata of your app, the app extension will also be automatically updated
Features of Campaign Sitelinks Extensions
The following are some of the important features contained in campaign Sitelinks:
• They can display up to 6 links to deeper pages on your website
• Ensure that the URL is tailored for each Sitelink extension
• Only enter a maximum of 10 Sitelinks for each campaign
• Ensure you measure the performance using detailed Sitelink extensions reporting which include Ad extension by keyword, details/ad reports.
Ad Group Sitelinks Extensions
You can create Sitelinks at the campaign level or at the group level. The campaign Sitelinks that you create will be used in every group in the campaign unless a particular ad group has its own Sitelink.
If for example you have 3 campaigns and each campaign has 10 ad groups. You want to create 5 Sitelink for each group.
You will end up having 150 Sitelinks to create and manage which can be quite hectic. This shows that when possible it is better to create campaign Sitelinks as they can be used in all ad groups under the same campaign.
So in the example above you would only have to create 15 Sitelinks that would be used in all the 10 groups.
This is an easier number to create and manage as compare to 150 Sitelinks that would have been created at the ad group level.
Types of Ad Group Sitelinks Extensions
The Sitelinks that you create at the ad group level are usually dependent on the keywords used in the ad group.
Ad Group Sitelinks Extensions #1: Low-value Items Sitelinks
This type of ad group Sitelink is usually focused on cross sales. It attempts to raise the average order value by encouraging the users to buy more total products.
This type of strategy is great if you are running a high volume account.
Ad Group Sitelinks Extensions #2: High-value Items Sitelinks
This type of ad group Sitelink uses upsells to try and raise the number of accessories bought together with the high priced product.
The downside to this type of campaign Sitelink is that people may end up purchasing only the upsells and leave the main product which will affect the average order value negatively.
If there is a negative impact on your average order value then you would be better off just using standard Sitelinks rather than the high-value items Sitelink.
Ad Group Sitelinks Extensions #3: Ambiguous queries Sitelinks
These types of ad groups are commercial type queries in which the Sitelinks have to send users to category pages that are fairly generic.
It is very difficult for the site to determine the type of product the user is looking for.
The difficulty Relating To Creation Of Ad Group Sitelinks
The biggest issue currently with ad group Sitelinks is the lack of support in AdWords editor and also poor UI.
You have to hunt for each individual Sitelink you would like to be displayed in a UI not considering the number of Sitelinks you may have as there is no search feature you can use.
The following are some of the loops you have to go through so as to create ad group Sitelinks for an e-commerce account:
• You have to first list out the ad groups
• The next step is choosing the Sitelinks for each ad group
• You have to go into the UI for each ad group so as to create ad group level Sitelinks
• In each ad group, you have to hunt down individual Sitelinks from the list so as to add them to the ad group.
• The last step is saving the ad group Sitelinks and then going to the next group for the same process
The more ad groups you have in your campaign the more time you will spend in the creation of ad group Sitelinks and the more difficult it will be to manage them.
It is clear that campaign Sitelinks are easier to create and manage as they also apply to the ad groups within the campaign.
There are a few instances in which it will be more beneficial to you to use ad group Sitelinks as compared to campaign Sitelinks.
The advice we would give you is to evaluate what your business needs and then choose which extension best suits you.