Paid Media Case Study: Google Ads Sitelink Extensions More Than Double MQLs

Background:

Google Ads extensions offer the opportunity to maximize SERP real estate with highly relevant and important information. Specifically, sitelink extensions provide a way to direct searchers to specific pages beyond the main destination URL associated with your ad, driving audiences to high-priority or converting pages.

Sitelink extensions can also boost quality score and click-through rate, improving overall search advertising performance.

The Challenge:

Our client, a leading payment processing provider, has a primary goal of driving Marketing Qualified Leads (MQLs) from their digital advertising program. In order to maximize MQLs, Avid Demand worked to increase traffic to landing pages featuring high-priority actions that are immediately scored as MQLs, and we needed to achieve this without increasing advertising costs or media spend.

Our Strategy:

Sitelink extensions offered a way to expand the client’s existing search program, increasing visibility, traffic and conversions for priority pages across search campaigns.

Process

• We added four sitelink extensions with UTM tracking across five campaigns.
• Sitelinks directed traffic to the following high-priority pages: Pricing, Demo, Savings Report, Contact Us.
• There was no additional substantial shift in budget or search strategy.

The Results:

We immediately saw an impact on paid search conversions, with a 29% increase in conversions and a 19% improvement in conversion rate the month after implementation.

Over the course of 8 months, these additional sitelink extensions led to the following results:

• Increase of 10.8% for sitelink extension clicks.
• Improvement of 36.33% for sitelink-specific CTR.
• Increase of 120% in conversions from sitelinks.
• Improvement of 98.7% in conversion rate for sitelink extension traffic.

Most importantly, MQLs increased by 101.5% YOY.

Additional benefits: Along with increasing conversions, this effort also directed new traffic to high impact pages, expanding remarketing audiences for further nurturing.

Summary:

Overall, this was a nuanced change that offered significant incremental improvement to search campaigns for our client. Sitelink extensions are low-hanging fruit that can improve the quality of your search advertising program.

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