Using SiteLink Extensions in AdWords

Site link extensions are a feature in AdWords that offer you additional links to pages beyond the destination landing page in your Ad.  Sitelinks can help improve the Click Through Rate and in turn the Quality Score of Ads and allow you to create an enhanced experience for searchers.

As mentioned, the main benefit of site links is that you are able to direct people to more pages on your site from the one Ad (without any additional payment required.)

Sitelinks extensions can be found in the Ad Extensions tab in AdWords . You will be presented with two options:

1) Create new site link extensions – simply click on create new sitelink extensions

2) Use existing sitelinks from other areas of your account (shared extensions) – this can be handy if you are using the same sitelinks in a number of campaigns.

There are various different formats of Site link extensions and the formats are dependent on the type of search queries entered in to google.

Two and three line formats – Sitelinks are triggered in situations where an Ad provides an answer for a search query. These ads are likely to be triggered on unique brand terms

One line format – these will be triggered with more generic terms, but may also include brand terms

Embedded Format – Sitelinks will be triggered when an ad qualifies to appear above the search results and the copy in your ad exactly matches on or more of your sitelinks.

It is important to note at this stage that sitelinks will only appear on ads/ queries that you are seen as being highly relevant for. Often the main reason ads aren’t showing sitelinks is because you aren’t considered ‘authoritative’ or ‘relevant’ enough.

For more tips on AdWords Extensions, see our article on location specialise in setting up and managing Pay Per Click Campaigns with our key focus being on maximising results for clients, for more information on Google AdWords, contact today.