Google AdWords sitelink extensions allow you to direct potential visitors to a page other than the landing page associated with your ad. This is great for the user experience of the visitor because they might want to jump directly to your contact page, a free trial page or another page of your site.
Being able to jump to the right page reduces the amount of clicking someone has to do on your site. Streamlining the user experience to let people get from point A to B quicker increases the odds of them finding what they want which can increase your conversion rates.
Sitelink extensions show up in AdWords ads as links below the ad:
To identify which pages you should be including in your sitelinks take a look at your analytics. Your top viewed pages are a great indicator of which sitelinks might be a good fit. Your high conversion rate pages would also be ideal to include in sitelinks.
If you are fortunate enough to have organic sitelink snippets showing in the search results, those give a good indication of what pages to leverage in your ads as well.
Adding Sitelink Extensions in AdWords
To add a sitelink to your ads, click on the top "Ad extensions" tab, then switch your dropdown view to "View: Sitelinks extensions." If you have sitelinks extensions in place, you'll see their performance data here. If you do not, you'll want to make sure you click the red +Extension button to get started adding sitelink extensions to your ads.
When adding sitelink extensions you can add them at the account level, campaign level, or to the adgroup level.
Adding to the account or campaign level is an easy short-cut to make those sitelinks availble for many/all adgroups to use, but customizing your sitelinks at the adgroup level will help to increase engagement with your ads.
While some sitelinks, like your Contact page, Current Sales page, Shipping Information page, might be relevant to all potential visitors, it’s a good idea to customize these sitelinks at the Ad Group level. Take a close look at each of your ad groups and consider if there are any other specific pages that are relevant to your target market that my might want to highlight here.
If you're a retailer, these sitelinks are very easy to identify. They're usually the next subgroup of products or top selling brands/products related to the adgroup. For example, your broad or branded keywords will likely have sitelinks of different popular categories on the site:
Whereas keywords related to those categories would return sitelinks reflective of the sub-categories or popular pages within that category:
These Walmart examples are organic sitelinks, but the same strategy should apply to your AdWords sitelinks.
Track Your Sitelinks Extension Performance
Don't just set it & forget it. Check the performance of different sitelinks regularly. If one is underperforming, swap it out. If one is a superstar performer, double check to see if you should be expanding your adgroup for more keywords or ads for that specific sitelink.
Have examples of great (or terrible) use of sitelink extensions? Share in the comments!