Even holiday search engine marketing dilemmas are no match for the Search Expert!
Editor's Note: We're back with another installment of "Ask the Search Expert," the place you can turn with all of your Search Engine Marketing questions, quandaries, doubts and dilemmas. Our devoted Yahoo! Search Account Management team is here to listen and help. Below, we enlist one of our AMs to answer a common search advertiser question.
Dear Search Expert,
It's the holiday season, but the traffic and CTR stats on my clients' search ads are not looking very merry. They have several hot new products we are trying to help them promote this season, and I'm not sure what more we need to do. We're using Rich Ads in Search to support their overall branding efforts and have expanded our keyword set to promote the new products. Is there anything else we can do? We don't have much time since the holidays are here, and the client is as anxious as a kid on Christmas!
Thanks in advance for you help,
Holiday Blues
Answer:
Dear Holiday,
Oh no, it's the holiday season, we can't have you feeling blue! Here's a gift for you and your client that is sure to help promote their products, increase CTR and bring back that holiday cheer. Why not try Sitelink Extensions? Sitelink extensions were recently introduced to the paid-search offering on the Yahoo! Bing Network. They are links placed at the bottom of your ads that take searchers directly to specific areas of a website. For more info on the benefits of this ad format, check out this recent article by our partners at Acquisio.
With Sitelink Extensions, advertisers in the retail vertical have seen a 10-20% lift in CTR in comparison to their standard text ads.* This should give just the boost in traffic you and your client have been seeking for both branded and non-branded campaigns. And don't worry, although we're well into the holiday season, set up can be completed with three easy steps:
- Click the new Ad Extensions tab in the UI.
- Import your Sitelink Extensions campaigns through our Import from Google AdWords feature.
-
Create and manage your campaigns through the Bing Ads Editor and the Bing Ads API.
Once it's been implemented, simply follow our best practices to get the most out of your sitelinks campaigns. Some should look familiar, you can use them on your regular text ads too! I assure you, your holiday blues will fade away once you start seeing these results.
Good luck!
Kim Biddle, Agency Lead
(Kim works closely with Yahoo!'s agency partners and has been with Yahoo! for five years)
*Based on internal data, September 2012
