Pointing customers to up to six more specific landing pages helped eHealthInsurance and Lamps Plus boost click-through rates by 10%
“Words with Friends” isn’t the only challenging word game out there; search engine marketing, which allows you to attract the right customers to your website via a few precisely chosen keywords, can be a real brain-teaser sometimes, too. But the Yahoo! Bing Network has a new feature that can help (and it’s even better than an anagrammer). Sitelink Extensions lets you beef up your search ads with up to six additional links, giving you the chance to take users deeper into your site to more specific pages, right from your search ad, potentially increasing customer engagement and SEM results.
eHealthInsurance, a leading online health insurance broker, used Sitelink Extensions to differentiate its search ads from its competition and to drive consumers to specific site pages with added links. The Sitelink Extensions ads fueled a 10% increase in click-through rates over standard search ads. Plus, its detailed reporting capabilities helped eHealthInsurance hone its strategy by quickly gauging the impact of adding extra links, tracking ad conversions, and figuring the cost of customer acquisition.
Lamps Plus, a multi-channel retailer with more than 40 lighting superstores in the western states, had high click-through rates on search ads for its branded products, but leveraged Sitelink Extensions’ added links and copy to attract the attention of customers searching on less specific, non-branded terms. The results were a 10% increase in click-through rates on Sitelink Extension ads, which generated a 4% increase in overall sales revenue.