Google to Add Breadcrumb URLs to AdWords

    April 25, 2012
    Sean Patterson
    Comments are off for this post.

Google will soon begin to implement “breadcrumb trails” into their text AdWords ads. Breadcrumb trails refer to a set of links that show the path to various categories within a website. In the Google-provided example, a shoe site ad could have breadcrumb links to the subcategories of “women’s shoes” and “sandals”:

The example image below is from a Google support page for AdWords describing the feature as a component of a text ad. The feature has not been officially announced by Google and the only information on it is the AdWords support page and a support page for webmasters. The webmaster support page describes the rich snippet code that can be inserted into a website to enable use of the breadcrumbs feature. The breadcrumbs will taken from annotations on the landing page for ads, putting webmasters in control of what breadcrumb links are created, if any.

Google's new breadcrumb links

The existence of these mentions on support pages means Google is prepared to launch the feature soon, as the company has a history of publishing support pages ahead of product launches.

The AdWords support document makes it clear that clicks on breadcrumb links count the same as clicks on normal cost-per-click (CPC) ads. This means customers will be charged the same amount whether a click occurs on a breadcrumb link or headline. That shouldn’t deter any advertisers, though, whose goal is to get customers onto their site in any way possible. More links in an ad means more ways to get to their site.

What do you think? Will the new breadcrumb trails increase clicks for AdWords text ads? Are you planning to implement them for your site? Let us know in the comments section below.

(via Search Engine Land)

  • http://pisonmedia.com Brandon D.

    Sean, the only thing I don’t like about this update is that searchers can click on breadcrumb links and the advertiser is still charged. Anybody running Adwords at a sophisticated level is running landing pages optimzed for specific queries. By allowing visitors to hop to other sections of the site, the sales funnel won’t be as effective.

    This might seem trivial… until you start considering high ticket keywords. When I’m paying $8 for a specific keyword, to present searches a specific funnel, it can only hurt me for some of those visitors to be dumped in other parts of my websites.

    Thanks for the heads up on this. It’ll be interested to see how the roll out works; I’m going to do some more research into it beforehand.