Owning Google Sitelinks Brand Terms Becomes Paid Search Tactic - MediaPost Online Media Daily

3/30/2010

Michael Behrens, Vice President of eMarketing at WebMetro, shares with MediaPost's Online Media Daily how Google Sitelinks have been used to drive more search traffic for less total advertising dollars.

Lexington Law, which drives tens of thousands of searches on its brand name, often struggles with up to three competitors bidding on its branded search terms -- trying to divert traffic to their own site, according to Behrens.

Behrens says the amount of traffic lost due to competition bidding is minimized with Sitelinks by increasing visibility, differentiating the ad, and capturing the branded clicks. "We saw a 24% increase in click-through rates and a 30% drop in cost per click in the first month with four Sitelinks," Behrens says, pointing to Lexington Law. "This advertiser drove more traffic for less total ad dollars."...

Read the full article from Online Media Daily.
To learn more about the execution of how WebMetro uses Sitelinks for its clients, get the details from our blog.