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How to Use Sitelinks Ad Extensions in Google AdWords

The playing field for Pay Per Click (PPC) advertising is becoming more and more competitive. Even for highly niche keyword categories and geo-local search, the prevalence of PPC ads is growing.

There is one AdWords tool that can help your PPC stand out from the clutter. It is the ad extensions tool, and it can enhance your PPC ads for greater visibility and no extra cost.

Simply put, ad extensions are the expansion or extension of a standard text ad that displays additional information about the business or service being advertised. Ad extension can provide additional information such as a phone number or an address (call extensions and location extensions), product images (product extensions,) and additional links of the website (sitelinks extension).

two sitelinks on this PPC ad extension

The Power of Sitelinks

Sitelinks ad extensions are very becoming increasingly popular for PPC advertisers. These ad extensions allow you to have additional webpage links on a standard text-based ad. The unique aspect about sitelinks is that you can expand the size your ad by implementing these links, without having to pay any additional fees.

In addition to increased ad size and more visibility potential, some of the other benefits of using sitelinks in AdWords are:

* For broad keyword categories, sitelinks adds an extra level of specificity. So when bidding on a keyword like 'military uniform,' advertisers can add a few sitelinks for specific types of uniforms like 'Army uniforms,' 'Navy uniforms,' and 'Air Force uniforms.' This can significantly help for conversion optimization by sending customers to the specific products they are looking for.

* Sitelinks can make your ads more visually appealing (and sometimes more trustworthy.) Creative use of sitelinks to add a layer of credibility may include adding a link for 'testimonials' or 'reviews.' Think outside the box and really empathize what your target market sees value in while searching Google.

* Using sitelinks for local PPC is a great tool, especially if you have multiple locations in rather small geographic radius. Here you can add sitelinks for each of your locations to send users to the respective landing page.

Setting-Up Sitelinks in Google AdWords

So, how do you add Sitelinks ad extensions to your PPC campaigns? Log into your Google AdWords account and click on the campaign you wish to add sitelinks (keep in mind that you can only add sitelinks for campaigns, not specific ad groups.)

Go to the section titled ‘Show additional links to my site’ under ‘Ad extensions’.

where to set-up sitelinks in Google AdWords

Here you can list the URLs and names of up to ten internal links in your website, giving first priority to the most important links. Be sure to click ‘Save’ to activate the sitelinks.

Once a search engine user triggers your PPC ad, Google may include up to four additional website links (typically of the most relevant to the search term) along with the main link to your primary landing page.

It is also important to note that you must bid high enough so that your ad is displayed in the premium listings. This is typically the highlighted section, or the top three results of a competitive keyword category.

Start testing the waters with sitelinks in you Pay Per Click advertising efforts and starting optimizing your ads to be more effective in the SERPs.


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