How Optimized Sitelink Extensions Increased A Retailers Conversions By 40% In 1 Month
CHALLENGE
One of Phelps Digital's furniture retailers had been running Google Ads campaigns for quite some time, but were seeing high bounce rates on their website coming from certain ad groups within their account. When Phelps started breaking down the strategy of each ad group it became clear that some of these contained fairly general keywords that directed users to a catalog type landing page versus a page displaying actual inventory. The challenge became finding a happy medium between providing a general enough landing page, but also catering to more specific queries coming from those ad groups.
SOLUTION
To cover both bases– general search terms and more specific variations– Phelps provided the recommendation to keep the landing page as the catalog, but utilize sitelink extensions that were hyper specific to each ad group to provide more direct options for those users who knew exactly what they were searching for. For example, an ad group that focused on the keyword "outdoor furniture" had a direct link to the outdoor furniture catalog which listed many different types of outdoor furniture, but that search ad would also have sitelinks attached to it that could direct users to landing pages with inventory on outdoor dining sets, outdoor tables, outdoor sofas, outdoor benches, etc. This placed the user visiting the site closer to that final click to purchase.
RESULTS
After our clients Google Ad provider updated each ad groups sitelink extensions to these specific options we saw huge increases from performance in just 1 month. Ads that had these sitelink extensions attached to them saw an initial 9% increase in click thru rate, but resulted in 40% more conversions, with the majority of these being cart additions that had increased 350% in itself month over month. Yes, our client saw an improved number of clicks, but the real differentiating factor was that the user now had an improved site experience when coming in from Google Search Ads and didn't have to rely on reading through the dozens of options to get to a specific type of product they were looking for. Optimizing these sitelink extensions was a quick and easy way to improve ad performance without developing more hyper-specific ad groups.
