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15 Jan 2013

Implementing Bing Ads Sitelink Extensions

January 15, 2013PPC Advertising

Have you been utilizing Bing search ads only to find that you have a high “bounce” rate of customers who visit your homepage without delving deeper? Or perhaps you find that your customers view a couple of pages, but ultimately don’t convert. Perhaps they are not seeing the offers that relate the most to their wants and needs? For example, if you’re a clothing retailer, you’re going to attract folks who only shop the clearance racks, and therefore a link that goes directly to your “clearance” page, may prove helpful. Or you may want to give men and women the option to link directly into their respective clothing categories so they don’t have to dig for the styles that fit them most. Now there’s a way to easily streamline specific URLs in Bing Ads.

Last October, Bing Ads released new Sitelink extensions, giving you the ability to drive traffic to specific web pages within your site directly from your search ad. By including additional link options, it’s likely that your potential customers will be able to easily access offers that are relevant to them. And that’s all good news to you.

Rishi Bal, a Microsoft Employee, stated in the company’s official Sitelink Extensions announcement, that during the pilot period the average customer saw their click-through-rates increase by 15%-25%, with many advertisers reporting increases much higher than that. By catching your audience’s interest early on, you drastically increase your chances of turning a conversion or making a sale.  Bal says that an increase in clicks translates into an increase in ROI, which should be encouraging for anyone looking to drive additional traffic to their business in the new year.

The Sitelink Extensions option is exclusive to campaign-level search ads, and once applied, affects all ads within that campaign. Site links appear alongside their respective search ads on both the Bing and Yahoo search networks and you can opt to include up to ten Sitelinks making sure to enter them in the order in which you’d like them to appear to your potential customers. Much like the search ads themselves, the Sitelinks are required to go through an editorial review process where they will need to be approved before they can appear on the search network. This service is currently available only in the United States.

Adding Site links to your existing ads is an easy process. To start, visit the “Campaigns” page within your Bing Ads account. Next, you’ll click the “Ad Extensions” sub-tab. Once you have entered the tab, click “Add an Extension” from the drop down menu, then choose “Sitelinks Extensions”. Finally, you’ll create your titles and link the appropriate top ten URLs that you want displayed alongside your ads. Click “Save” to apply your settings. Once you have saved your settings, you will be able to monitor the performances of your campaign be analyzing CTR data, average costs per click, cumulative number of impressions, your average spend and more. Use these reports to discover which Sitelinks are performing at the highest rates, and test often to arrange your top ten links accordingly. You’ll want to adjust the links in the campaign if your performance levels drop.

Sitelinks may be fairly new to Bing Ads, but they are not new to search ads in general. AdWords advertisers have shown continued success since releasing their Sitelink Extensions with most advertisers finding great improvements in click-through-rates with the increased ad real estate. Just as they are for Adwords advertisers, Sitelink Extensions are a must for any serious Bing Ads advertiser.