Proving that the future will be ever-more interesting, Google has recently been testing AdWords text-ads with ‘site-links’. These are multiple hyper-links to different landing pages within the advertisers’ web site.
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Site-Links have existed in organic listings for popular and high ranking sites for some time. According to Google their appearance in AdWords is just ‘yet another test’:
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.
It’s an interesting idea, which we could imagine helping some Broad Match keywords quite a bit. On the other hand, imagine having to test different link combinations within each ad, and trying to track the various conversion rates on each of the landing pages. Or maybe Google will automatically select the appropriate pages based on the search query of the user?
Tests like this often come and go and are never heard from again. It will be interesting to see what happens with this one.