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Google to Enforce Unique Sitelinks Policies for Ads
Google has announced that it will start enforcing a policy that requires unique sitelink destination URLs in AdWords campaigns. Sitelinks are additional links that appear below the main ad copy and destination URL in Google ads.
In an e-mail to advertisers, Google said that they’ve noticed an increase in the number of sitelinks created with the same landing pages or the same content. They plan to proactively enforce the rule that all sitelinks be unique.
While this may sound like a pain at first, for those that created different offers in the sitelink text but linked to a common landing page, it’s actually good news.
Just as advertisers optimize their landing pages for the main ad copy (you already do that, don’t you?) they should also be optimizing sitelink landing pages to the offer. It’s no different. What’s the point of providing a “Free Trial” offer in the sitelink text but then leading the visitor to a generic page that doesn’t speak to the free trial? You’ve lost the visitor at that point, and wasted your money on the click.
It’s far better to create unique landing pages tailored to each sitelink offer, at least create sitelinks that drive users to deep pages in your website that they might not otherwise find. If the main offer in the ad doesn’t appeal to them, at least provide them some options for additional information on products and services, or white papers.
And be sure that sitelink offers provide something different than what’s in the main ad copy. If the main ad doesn’t appeal to the reader, and the sitelink provides the same offer, how is that likely to induce the reader to click?
David on Google+