As we discussed yesterday, Sitelink Extensions are a quick, easy way that can help make your ads more relevant to the average search engine user. It’s easy enough to search for a keyword or phrase in Bing, but sometimes the results received don’t match those anticipated. This can mean frustration for Bing users, the potential for high bounce rates for web site owners and for PPC marketers, it could mean increased click-through rates without the desired return on investment.
Online shopping can be less daunting for the not-so-web-savvy if you help them learn more about what they'll find on your site by adding Sitelinks to your ads. For example, if you type “Holiday Vacation Packages” into Bing, you’ll find that several of the top paid results have associated Sitelinks. The text that appears for these Sitelinks can vary depending on what marketable products you have to offer and what type of search optimization plan you want to promote; choose Sitelinks wisely because they can quickly elevate user experience and accessibility.
Enhancing your campaigns with Sitelinks is the first step in the process, but before your ads will serve, they'll need to clear the editorial review process. Follow all of the guidelines below for a smooth experience:
1. Make sure that each Sitelink clicks through to a working URL and landing page with relevant information and price points.
2. Make sure your Sitelinks will fast-track your customers to unique points of interest that can be found on your site.
3. Do not duplicate Sitelinks; each one should lead to a different page of your site.
4. Proactively alert your account rep or the Bing Ads Support team for any potential editorial disapprovals. Examples are listed below:
a. “Trips to Curacao” – “Curacao” might be disapproved for “alcohol” content even if your site is selling vacations to the tropical island.
b. “Pharmacy Hours of Operation” – “Pharmacy” will be disapproved for “pharma – related terms”.
c. “Nokia Phone Sale” – If you are a genuine reseller, your Sitelinks can still be disapproved for suspected sale of “counterfeit goods.” Make sure you proactively alert the editorial team.
5. If your site advertises products that are risky, like over-the-counter medicines or ammunition, your site domain might be disapproved and your Sitelinks will suffer the same fate. Always obey editorial policy so that your site can serve as much as possible during the holiday season.
6. Do not add special characters to your Sitelinks, like : ) or <3’s. These will automatically generate disapprovals for “Disallowed Special Characters”. If you are going to have an “FAQ” or “Q&A” page, make sure you follow the guidance in #4 above to alert your rep or the Support teams for allowed use of “Excessive Capitalization”.
7. In order to catch all disapprovals in the Ad Extension spectrum, check if brick & mortar addresses included in your Location Extensions are allowed. For example, if your shop is located on “Gunmetal Road” or in “Cannon Beach, Oregon.”
Follow the seven simple rules above and your Sitelinks will help drive better qualified holiday season traffic to your site. For more information, check out the Sitelink Extensions tutorial.
Questions? Comments? Leave them below, or ping us on Twitter.