Online Advertising Creativity: Search Marketing: SEM: Range Online Media; Gap, "Google Site Links"

Range Online Media
Gap, "Google Site Links"

Moving and tracking consumer traffic between marketing channels has become critical for companies integrating a variety of media in search engine marketing campaigns. The Gap turned Google's latest concept, Site Links, into 24% more clicks to sites and 16% increase in conversion rates. Demand for Gap's products rose 54%, allowing the return on ad spend to increase by 23%, compared with the prior campaign. Tracking traffic movement from one SEM campaign to another on the backend confirmed Google Site Links pushed demand to a variety of online search marketing channels.

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