- Your AdWords Ads must be ranked in positions 1-3
- Breadcrumbs will initially be live for Desktop Devices
- You will need to Display a Top Level domain with no /keyword
- Your Landing page must have a mark-up from which Google can extract breadcrumb information. This basically means you need to provide the right information to Google so they know what Breadcrumb links to display.
How to improve your Google AdWords performance using the new Breadcrumbs feature.
Posted on: May 15th, 2012 Posted in: PPCBreadcrumbs will help make ads appear even more relevant and user friendly. They do this by enabling the searcher to understand exactly where they’ll be directed within a website and what that journey will entail, prior to clicking on an ad. Every Breadcrumb will be clickable and charged at the same price to that of a searcher clicking the Ad Headline. This will help direct searchers to the most relevant page dependent on what they are searching for. Not everyone follows a logical route when searching for a product or service, and so providing more options is likely to increase Click Through Rates. Now it wouldn’t be ideal to set up Breadcrumbs without testing the performance would it? Fret not! Google will also be launching a new segmenting option to enable you to view the overall total number of clicks on Breadcrumb links. To view this you’ll need to go to the Ads tab, and select the Segment button and choose to segment by Click Type. The Click Type will appropriately be called Breadcrumbs. Unfortunately within these reports it isn’t confirmed Google will identify exactly what Breadcrumb is working best, but then again we can’t have everything. It will be really interesting to see the Breadcrumb performance in comparison to Headline, as you may very well find that you haven’t been directing searchers through to the most relevant pages after all. And so it is advisable to keep an eye on Conversion Rates if you decide to go live. If you wanted to make sure your ads are eligible to display Breadcrumbs there’s a few things you need to be aware of: