Besides building brand awareness, YouTube ads can help drive relevant traffic to your site in several ways.
One way we can drive traffic from our video ad viewers is to use sitelink extensions. Sitelink extensions for video campaigns are very similar to how sitelink extensions work for our Search Network campaigns.
However, there are some notable differences between how this extension works between the two networks which are exactly what I’ll cover in this post.
You Must Be Running a TrueView for Action Campaign
In order to run a TrueView for Action campaign you have to select one of the following goal objectives for your video campaign.
- Website traffic
When you choose one of these campaign goals, the subtype will automatically be to drive conversions. A TrueView for Action campaign will also only have Target CPA or Maximize Conversions as your bidding strategy options.
Within the campaign setup, you can find the Ad Extensions section just under your Content Exclusions. This is where you can add your sitelink extensions to your YouTube campaign. Notice how this is a campaign-level setting. You cannot apply sitelink extensions at the ad group level or to individual videos. If you need to have different sitelink extensions for different targeting options or different video creatives, you have to create a new campaign.
You have to add at least two sitelink extensions for them to appear along with your ad. Your ad can show up to four sitelink extensions if you add that many. Last, you can add more than four sitelinks if you want to test out a larger variety of combinations.
This Is a Mobile-Only Extension
If you want to use sitelink extensions, you will want to make sure your ads are showing up on mobile devices. I have not heard anything about this extension being added to desktop TrueView for Action campaigns, so embrace the mobile placements. Since we know this extension is only on mobile devices, we should format our sitelinks for this placement.
Consider creating mobile-specific sitelink extensions. Test out shorter sitelink text so the point is easier to understand on mobile devices. Maybe it makes sense for your campaign to use mobile-specific wording. Maybe you want to use certain URLs that you know perform better on mobile devices. There are many options here.
The set up is very easy. While these sitelinks won’t show up every time (video sitelinks also don’t show up on video partners), they can help drive more traffic to important pages of your site. If you’re already running a TrueView for Action campaign, it makes perfect sense to add these to your campaign.
Have you tested this feature in your YouTube campaign? We’d love to hear about your results in the comments below!