PMG Digital Made for Humans

Power In The Details

3 MINUTE READ | January 4, 2016

Power In The Details

Author's headshot

Gabi Jackson

Gabi Jackson has written this article. More details coming soon.

Recently, we started integrating promo-related sitelinks on our client’s core terms to boost performance and combat competitor messaging. Every week we get an email with all the new promotions and we craft eye-catching (or so we think) sitelinks to improve our CTR and transaction count. Because I am relatively new to the digital world, I enjoy getting to geek-out at what story the numbers tell us after we test our ideas… hence why I am writing this blog post. Now I get the opportunity to share the insights I have gathered after pulling the data on our promo-related sitelink test.

Before we get into the results, let’s review what exactly was tested. The control and test sitelinks are listed below.

pic 1

The main difference between the two sitelinks is found in the headline and Line 1 of the ad copy. In the headline, we wanted to include the word ‘sale’ to imply urgency. By putting an inferred time limit on things people assume they should book today to avoid missing out on a beachin’ vacay.

The second major component that changed was Line 1. Here, we included the exact dollar amount customers could save by booking with us. We added this detail for 2 reasons: 1) As I mentioned earlier, we had aggressive competitor messaging appear on our core terms, so we starting uploading promo-specific ad copy to outshine competitor messaging. 2) Our strategy when writing ad copy is to provide customers with as much ammo as possible to pull the trigger and book in a timely manner.

One interesting point to note is that the landing page on both sitelinks was exactly the same. The deals on the page may vary week-to-week depending on inventory, but CheapCaribbean always has a discounted price available on a selection of their all inclusive packages.

Now comes the fun part: the data. Initially, the results show that there was not a drastic shift in CTR like I originally expected (the control CTR was 56% vs. 54% in our test copy). With the change in ad copy we also saw higher transaction volume, but this could be influenced by the current sale that was offered during the sitelink testing period. In general, the test was pretty neck-in-neck but moving forward I would use promo-specific messaging.

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

Overall, our promo sitelink test may not have moved the needle much, but if you have the opportunity to get details about upcoming promotions from your client I urge you to extract it. By doing so, you can mimic that special feeling you experience after you buy something on sale—it’s almost like you forget the fact that you just spent money because all you think about is the money you SAVED (how’s that for reverse psychology?). In conclusion, if you can arm your customers with as much detail as possible it gives you a competitive edge and it may just be the tipping point that helps the customer convert.

Related Content

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & MediaDigital Marketing

Google Performance Max Campaigns Now Available to All Advertisers

4 MINUTES READ | November 2, 2021

thumbnail image

Consumer TrendsSocial MediaSEO & Paid SearchPlatforms & MediaDigital Marketing

Third Quarter Big Tech Earnings Shed Light on Privacy Impact

5 MINUTES READ | October 28, 2021

thumbnail image

Campaigns & Client WorkSocial MediaProgrammatic AdvertisingCreative DesignStreaming & VideoStrategyDigital MarketingCompany News

PMG Partners with Old Navy to Create a Fully Inclusive Shopping Experience with BODEQUALITY

4 MINUTES READ | August 20, 2021

thumbnail image

Consumer TrendsSEO & Paid SearchAI & MarketingData & TechnologyPlatforms & MediaDigital Marketing

Google Doubles Down on Automation, Consumer Privacy at Google Marketing Live

5 MINUTES READ | June 4, 2021

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & Media

Google Simplifies Smart Bid Strategies

2 MINUTES READ | April 23, 2021

thumbnail image

SEO & Paid SearchAI & MarketingData & TechnologyB2B MarketingPlatforms & MediaDigital Marketing

Google Paves the Road Ahead for Responsive Search Ads

3 MINUTES READ | February 18, 2021

thumbnail image

SEO & Paid SearchAI & MarketingB2B MarketingPlatforms & Media

Google Phases Out Broad Match Modifiers

4 MINUTES READ | February 4, 2021

thumbnail image

Consumer Trends

The Road to Recovery for the Travel Industry

5 MINUTES READ | November 19, 2020

thumbnail image

Company NewsDigital Marketing

Price Glomski Talks to Hospitality Technology

1 MINUTE READ | October 28, 2020

thumbnail image

SEO & Paid SearchPlatforms & MediaDigital Marketing

The United States of America v. Google & What Comes Next

5 MINUTES READ | October 22, 2020

thumbnail image

Social MediaSEO & Paid SearchStreaming & VideoData & TechnologyPlatforms & Media

A Closer Look at the Congressional Big Tech Market Power Report

6 MINUTES READ | October 19, 2020

thumbnail image

SEO & Paid SearchData & TechnologyPlatforms & Media

Auction Time versus Intraday tROAS Bidding Strategies

4 MINUTES READ | October 5, 2020