Proof: Site Links Increase Conversions and Visibility

Sam Fenton Elstone wrote an interesting post on site links a couple a months ago.

To recap; Google’s been offering the choice for advertisers to have 4 additional site links to their Paid Search ads. One of the major positive aspects of site links is to shorten the users navigation to conversion as well promoting seasonal services or products.

However, another great benefit of the site links is… gaining visibility on highly competitive keywords.

I’ve been running site links for one of our clients. One of the site links is based on the keyword ”Theatre tickets”. As you can imagine this terms is one of the most competitive and expensive keywords found in its particular sector.

Nothing exciting?

For the period between 23rd December 09 and 21st January 2010, the “theatre tickets” generic campaign had fairly decent results in terms of conversation rate. But the ‘theatre tickets’ site link performed even better, with a conversation rate 216% higher for 92.5% cheaper!

This really shows how beneficial site links can be to a paid search campaign, particularly when concerned with highly competitive generic terms.

It also seems that generic keywords placed in site links have a positive effect on brand CTRs too.

Advertisers on your Site links blocks. Ready? Get set? Go!