For PPC ads, sitelinks are extensions that allow advertisers to include up to four additional web addresses. Links in the ad’s URL typically connect customers to pages outside of the ad’s main landing page, which may be more relevant to their search intent (SERP).
There are three parts to a sitelink: a headline (also known as the link text) and two description lines. There is a 25 character limit for the headline, which is displayed as blue clickable link text, and a 35 character limit for each description line, which is displayed as plain text.
Why Should You Use Them?
To get the most out of your Google Ads campaign, consider including sitelinks into your advertising strategy. The top four reasons for using sitelinks are as follows:
- SERP Presence:
When used in conjunction with other ad extensions, sitelinks can help your ad stand out from the crowd.
-
CTR Uplift:
A user gets shown additional information about your website’s content that they wouldn’t otherwise be aware of until they spend time on your site by incorporating relevant sitelinks. For example, sitelinks may let the consumer figure out the brands of sneakers the store carries. Users who have a preference for these businesses are more likely to engage with the ad.
-
Improved Conversion Rate:
It’s possible to increase conversions by presenting users with relevant links and landing sites that fulfil their search intent. Using sitelinks in a planned manner can lead to an increase in conversion rates.
-
Cost Per Click Has No Change
CPC will not increase if you have sitelinks. The use of Sitelinks is completely free. When someone clicks on a sitelink, Google will charge you the same amount as if they clicked on the text ad’s main headline.
How to Create Sitelinks?
You can create a sitelink from any level of the campaign. You may access these menu items by clicking on the ‘Ads & Extensions’ menu item in the middle menu drawer. For all extension kinds, the default extensions page is shown when you click on ‘Extensions’ Sitelinks can be filtered out for simpler viewing.
- Click the blue + symbol to open the ad extension options and add a new sitelink.
- To create a sitelink, click on the ‘Sitelink extension’ button.
- You have the option of using a sitelink across all campaigns (including search and video) or only a subset of them when building a new sitelink. Click on the drop-down below ‘Add to’ to see your options for this.
- The sitelink preview section on the sitelink creation page is a great feature. This portion is self-explanatory, but I have a sitelink extension pro tip! You must fill in all of the relevant text boxes in order to display the complete sitelink in the preview screen for desktop (except Final URL).
Advertising campaigns can benefit greatly from the use of sitelinks. These extensions can add a lot of value to your PPC ad if they are used correctly. Moreover, since these ad extensions are free to use, all Google Ads advertisers should be taking advantage of them.
