It looks like Google AdWords is up to their usual testing tricks, yet again! This time, users are reporting a change in ad extensions showing in the UK’s Google search engine. This change seems to add a line of text for ads with a staffing agenda (see the following screenshot).
This additional line of text appears to be showing the number of job placements available on the landing page that ad leads to, as well as the company web address or name. As I said before, this is being tested on the UK version of Google and with that, I had no luck getting similar results to show in the US version. Yet another note of interest: users have reported that ads with specific references to the number of jobs available in their first two lines of text are not being served with this extra extension.
So, you ask, what does this change in advertising have to do with my SEO efforts? The answer: quite a bit. If you’re running a staffing website or company that is relying solely on organic search results to steer traffic towards your site, these more specific ad texts could grab user attention before they even reach the SERPs, taking you out of the game. If this new ad extension makes it’s way to full roll-out status, search engine marketers may need to take a step back and see what’s happening, as I suspect we could see some decline in traffic and visits to those sites relying on SEO entirely.
What do you think? In the recruitment field or not, do you see yourself changing up your plans when it comes to landing page content or instituting a PPC plan to complement your SEO efforts? What else do you see as possible advantages or drawbacks to the new ad extension? Share your thoughts and ideas below in the comments section!
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Kayla is an Account Executive at Hanapin Marketing, a search engine marketing firm focused on generating results through PPC and SEO.