Sunglasses manufacturer Oakley has said it managed to increase website conversion rates by almost 9 per cent, a week after trialling Google’s new Ad Sitelink feature.
Ad Sitelink was launched last November, with the aim of helping increase click-through and conversion rates by offering up to four additional links on paid search adverts, rather than just one to a company’s homepage.
Google says by allowing potential customers access to content deeper within a site, companies are able to create more relevant adverts which improve the value of brand terms and targeted keywords.
Oakley joined a beta test programme for Ad Sitelink and claims within one week, conversions increased by 8.7 per cent, while click-through rates on branded search terms such as “Oakley sunglasses” increased by 14 per cent after two weeks.
According to research firm MarketingSherpa, out of the people who clicked on the PPC ads, 93.51 per cent opted to click on the main link, while 6.49 per cent clicked on one of the four additional links.
The company compared the findings with its second-largest campaign which did not use Ad Sitelinks and experienced a 4.1 per cent conversion rate increase during the same period.
Katie Monsellato, senior account manager at Lakestar Media, said: “Our experience has shown that Sitelinks can have a significant impact on click-through rates for clients. One saw an almost immediate difference, with CTR jumping up by 20 per cent on brand-related search terms and a healthy increase in overall conversion rate of 16 per cent.
“Google Ad Sitelinks help companies increase ownership of their brand space and have greater control of the messaging. They can be used to complement organic listings and give advertisers the flexibility to include a variety of selling points alongside their core brand message, which is especially useful if there are several other advertisers bidding on your brand terms.”