Riding high on the positive feedback they’ve received about Site Links, which we all love, Google pushed the boat out a little further with the creation of Embedded Site Links. For those not too familiar with the original version of this add-on, here’s a quick recap:
- Site Links enable PPC managers to display additional links underneath their ads, serving as direct links to select pages on clients’ websites,
- They only show if you hold one of the positions directly above the Organic listings,
- They provide another essential set of opportunities to promote specific products/pages beyond that highlighted in the main ad copy,
- They generate some excellent results, ranging from CTR increases of at least three percentage points, additional onsite conversions and lower cost-per-sale results.
So what’s the difference? Mainly, embedded links are within the main copy ad rather than sitting underneath it. The actual text in your ad copy that matches one or more of your Site Links becomes the link in itself.
Google is sure that this version of their very popular add-on will encourage even more users to click on your ad, and, depending on how the Embedded links are formatted, this may be true. On the other hand, the additional lines of text offered by original Site Links makes the ad more noticeable, gives you 35 extra characters to gush about the product/service your site is offering, and (whilst maybe a little frowned upon) does move both the competitor directly below your ad and the Organic listings a little further down the page.