Google PPC sitelinks are now included in Adwords ads in China through Google Adwords Brand Zone Beta.
Adwords Brand Zone Ads
Google offers two slightly different versions of Brand Zone ads during the Beta test period. Each Chinese Adwords advertiser has to submit both versions of ads in which they will be rotated to display during the Beta test.
The first version of Brand Zone ad displays a single company logo (90×90 image) on the left and 8 PPC site links beneath the ad headline, description, and display URL, all within the sponsor link area.
The second version of Brand Zone ad shows a company logo (90×90 image) on the left and a 220×210 image on the far right. Below the ad title, logo, description and display URL, the ad shows 4 PPC sitelinks with further descriptions next to each of the 4 site links.
Eligibility to Adwords Brand Zone and Google Adwords PPC Sitelinks
Adwords Brand Zone is eligible only to the brand owners. Only trademark (or brand) keywords that are above the minimum search volume threshold are eligible to participate.
Google Adwords PPC sitelinks will only show up when your ad is in the first position above the search results. Adwords Brand Zone ads can only appear on Google.cn and are restricted to appear in every 1 out of 10 searches that may trigger your brand (trademark) keywords.
Brand Zone ads follow Google Adwords search ad auction algorithm when ranking within Google’s sponsored links. Chinese advertisers participated are billed on cost-per-click (CPC).
With PPC sitelinks appearing under your Adwords brand zone ads when your trademark keywords are searched, you ads’ click through rates (CTR) are expected to increase. Higher CTR is one of the major factors for improving your Adwords Quality Score. Once your ads’ and keywords’ Quality Score are improved, your keywords’ actual cost-per-click (CPC) will decrease.
Google Adwords PPC Sitelinks in Other Countries
Search Engine Land received Google’s confirmation about PPC sitelinks:
As part of our ongoing commitment to help users find the information they’re looking for online, we are testing a feature in which links to various pages of an advertiser’s website may appear within the text ads on Google.com. Presenting multiple landing page options is intended to make specific website information such as gift registries, special deals, store locators and the like more easily accessible to users. It also offers brand marketers a new way to quickly engage potential customers. This feature is currently in a limited beta with a small number of advertisers.
Google’s Policies on Adwords Trademark Keywords
Google Adwords Ad Sitelinks Out of Beta
Inside Adwords Blog announced the official launch of Ad Sitelinks:
Ad Sitelinks is a new AdWords feature that allows you to extend the value of your existing AdWords ads by providing additional links to content deep within your sites.
Currently, the option to set up Ad Sitelinks will only appear for advertisers whose ads meet a certain high quality threshold.
If your account qualifies to run this feature, you’ll find the option to set up Ad Sitelinks in your Campaign Settings tab — it will appear as “Show additional links to my site” under the “Ad extensions” section.
Issues on Ad Sitelinks
The major downside is that Google Adwords Ad Sitelinks can only be set up on the campaign level. As long as your keyword meets the quality threshold, it will be triggered by some search queries and 4 additional links will be displayed beneath your triggered ad. However, the same 4 additional links each time will be displayed even though the keywords triggered are different, as long as they are within the same campaign. This prevents you from tracking conversions that came off a specific keyword and one of the specific ad sitelinks.
Google Adwords Ad Sitelinks are not suitable for campaigns that:
- Have extremely large amount of keywords
- Use more than one destination URLs (or landing pages)