A URLs breadcrumb is the trail left by the headers of webpages as a user descends through the terrain of a website. An offered example is “Apparel > Women’s Clothing > Tops > Sweaters.” Google is now displaying the breadcrumbs of a search result in the results. This will help customers better select what they are looking for. Instead of being sent to the top level of a vendor and then needing to navigate to the sweater they want, Google will now make it easier for the customer to go directly to that sweater. This will help keep customers interested, where some might be lost to frustration at having to do further navigation.
The social media agency needs to make sure they are utilizing this ability. Breadcrumbs do sometimes appear organically, but now AdWords is allowing the advertiser to program in how the breadcrumbs should appear. It will require some effort to program in the breadcrumb rich snippets, but the payoff in conversions is worth the effort. In results where breadcrumbs are displayed, customers will still be able to click on the main web page. AdWords’ tracking tool will measure out and tell the social media agency how many people are clicking on the breadcrumb or the main website. There is no additional charge for this new type of display, AdWords still charges the same amount for a clickthrough.