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    Categories: GooglePay Per Click

Google AdWords With Matching Sitelinks & Descriptions

I came across this unusual Google AdWords ad, and it definitely caught my eye, since it had two identical lines in a row – the sitelinks in one line, and the duplicated sitelinks, without the links, in the description line.

It could be just how the company decided to do their ad copy, rather than a test Google was running.  It definitely caught my eye in the search results for a search I wouldn’t have likely noticed the ad otherwise (it was not a test search).  But it was pretty unusual that it lined up perfectly.

If it is a Google test, perhaps they are simply reiterating the most popular site links for an ad in the description and they just happened to match in this particular case.

Here is another example, with some annotations in the middle.

If it isn’t a test, it might be worth running your own tests with matching sitelinks and descriptions and see how the CTR is compared to non-matching.

Added: It could be duplicated callout extensions instead of description.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.
Jennifer Slegg :Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.