What Are Google AdWords Sitelinks?

Erica Opsvig Apr 29 2016

What are Sitelinks

Sitelink extensions are one of the most commonly used ad extensions available in Google AdWords. They provide advertisers the ability to promote additional links to their website within a signular PPC ad.

These additional links, which are typically displayed when enabled for ads holding the first or second ad position in Google’s search engine results page (SERP), provide a large handful of benefits for advertisers using them.

Before we dive too far in, let’s take a look at what these sitelinks look like.

Typically located under your standard PPC headline and description lines, the example below highlights four sitelinks being used by this particular advertiser.

Example of Sitelinks

Additionally, advertisers can add description lines to their sitelinks in an effort to further develop context.

The following is an example of Sitelinks being utilized on a Search Network ad:

Sitelinks with description lines

Why should advertisers use sitelinks?

Implementing sitelinks into your Google AdWords campaigns can provide a ton of additional value for advertisers. Here are three reasons why you need to start using sitelinks now:

1. Increase click-through rates: Similar to other ad extensions, sitelinks enable PPC ads to take up more real estate on the SERP. As a result, we typically see ads with sitelinks earning a click-through rate 10% – 20% higher than ads without sitelinks. Implementing relevant sitelinks is a great way to boost CTR.

2. Increase conversion rates: By providing users with a handful of pertinent links and landing pages to fulfill their needs, users have the opportunity to hit a conversion point faster. When implemented properly, we typically see conversion rates rise with the presence of sitelinks.

3. No change in cost per click: Regardless of having sitelinks display with your ad or not, the average cost you pay per click does not change.

How do you setup sitelinks?

Sitelinks are created within the ‘ad extensions’ tab of your Google AdWords account. Then, navigate the view and select ‘Sitelinks extensions’.

Example of Setting up Sitelinks

After navigating to the sitelinks extensions view, click the ‘+ Extension’ button.

What are Sitelinks Setup Example

Sitelink best practices

When it comes to selecting links and copy for your sitelinks, use these best practices as a guide:

1. Link text should be concise and relate directly to the landing page it links to.

2. Link text and landing page content should directly relate to the standard ad the sitelink is paired with.

3. Do not use the same link text for multiple sitelinks.

4. Use a unique sitelink for each landing page or URL your using– no two sitelinks can link to the same page.

5. Stay away from symbols and excessive punctuation.

6. A sitelink can direct users to a download page, but the link text cannot contain the phrases “download here” or “click to download.”

Sitelinks are a powerful way for advertisers to build click-through and conversion rates. When executed properly, these extensions can provide a ton of extra value on top of your standard PPC ad. And with no extra cost associated with these ad extensions, all advertisers should be using them when applicable to their Google AdWords campaigns.



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