Google Launches Adlinks for PPC Ads

Increase your standout in an ever-competitive PPC landscape by using Google's new Adlinks feature.

Adlinks will enable us to submit up to 10 new destination URLs for ads that meet a certain quality criteria.  Google can then serve up to 4 of those links in the PPC ad.  That means increased standout, amongst other things (greater choice, more destination pages...)

That means it will be really useful for wrestling more CTR away from the competition, which will help to increase conversions and improve profit from PPC.

Interestingly, for brand, we’ve always landed brand-terms on the homepage, because we’re not entirely sure what people are after. This will change all that.

However, I feel it needs to be part of a more considered approach for generic terms. For example, it’s only available to set at campaign-level, where as our landing pages are often set based on ad group theme, or even keyword-level in some instances. Therefore, there’s potential for “read further” pages to not be properly aligned to the search term in this instance.

Leading on from this, we’ve often designed specific single landing pages to maximise conversion, this will take traffic away from those highly optimised pages – unless we go down the route of having 5 custom-design landing pages all on the same / or similar topics.

It’s only shown on “high-quality ads” in the first place, so presume that is based on existing QS’ - but we’d need to look into it more in terms of how it effects QS after it’s been activated....

It’s got test written all over it for generic terms, but let’s crack on with the brand implementation I say.