Google Ads is running the digital marketing world. Here, you can use pretty much any medium you’d like to promote your products or services. One of the things you can use is Google Ads extensions, which can help you add useful and eye-catching sitelinks.
Google Ads extensions provide you with a unique opportunity to create search and video campaigns with additional benefits. So, if you want your Google Ads showing sitelinks, let’s dive into those ad extensions and see how you can utilize them!
What Are Google Ads Sitelink Extensions?
Google Ads Sitelink extensions are supplementary links positioned beneath your advertisement. They serve the purpose of guiding users to particular pages on your website, offering valuable opportunities to showcase additional content from the search bar. The inclusion of Sitelinks can enhance the visibility of your ads, potentially leading to improved Click-Through Rates (CTR) and Conversion Rates. Investing in developing these Sitelink assets can yield a positive Return on Investment (ROI).
Google will prioritize the display of your sitelinks based on their potential to assist users and enhance ad performance. Therefore, it’s crucial to carefully select the most pertinent pages for each ad type.
Sitelinks are more likely to appear when the search intent or the user’s query’s underlying purpose is unclear or varied. This is because sitelinks provide users with additional options, catering to a diverse range of potential interests.
Let’s go over different types of sitelinks to better understand the concept we are dealing with.
Types of Sitelink Extensions
As with everything with Google Ads, there are plenty of sitelink extensions to utilize to get the best results. Whether we’re talking about video ads, search ads, or desktop ads, there are plenty of options to choose from. So, if you want to create sitelinks, it’s best if you’d know all the different types you can pick. With that in mind, let’s find the best sitelink extension for your company.
One of the ways that you can utilize sitelinks is to use them for your search campaigns. Those are the results that appear in Search campaigns right below your website. You can add two to six sitelinks on a desktop in one or two columns. You can do it side-by-side or in the form of a vertical list, turning it on from the account level. Sitelinks often can get you a lot of additional traffic.
Sitelink extensions can show up in ads that play before the video you are playing, which you have probably seen with the case of YouTube sitelink ads, or during the video as well, after a few minutes. That way, you can expand a compatible ad to this format. There are two, three, or four sitelinks available. It’s a pretty advanced and helpful tactic, as Google themselves points out, sitelinks generate 23% more conversions and 50% more clicks.
How Do You Turn It on in Google Ads?
So, how to enable dynamic sitelinks in your Google Ads? Let’s go step-by-step, not to omit anything.
- Sign in to your Google Ads account
- Choose “Ads & assets” -> go to “Assets” in the sidebar menu
- Choose the “+” icon
- A drop-down menu will show up. There, click “Sitelink” to add sitelinks to your site.
- Next, create your sitelink by filling out the form.
- Then, click the “Add to” button and choose the campaign or ad group level. Sitelinks can be associated with the same ad or different group ads.
- Then, choose where you would like to display your sitelinks.
- Finally – click “save” if you are all happy with your sitelink text ads and if you have all the right keywords in place.
- You can make changes and adjust your sitelinks how you want, add a new sitelink extension, or just modify the existing ones.
Sitelink Extensions Benefits
Now that we know how to implement sitelinks and what exactly those are – let’s now focus on the benefits the sitelink extensions can bring you. You may have some reservations about incorporating Google Ads sitelink extensions and question their relevance to your target audience. Still, it is evident that most experts endorse it. Those extensions play a crucial role in ensuring the success of your ads and achieving the desired outcomes. So, let’s go over the benefits it can bring to you and your company.
If you want to improve your click-through rates, it’s one of the most important things you can do. It can improve the traffic to your landing page and lead to more conversions as well. With those extensions, the specific parts of your content will be more visible, hence – giving you more potential to get clicks on those specific parts. Each product category is an ad in itself, so it enhances your options by a lot!
Search Results Relevance
Even more, implementing sitelinks can allow you to advertise not one but many things, making it much more specific for the targeted audience. If you want to direct people to your website and get them to click on your links, your sitelinks will bring more people to your website, giving you the ability to cater to their specific interests. Users click on things within 9 seconds after searching for something.
With the sitelinks offer, you will be able to show different aspects of your company and present your customers with dozens of different options range of services that will enable you to showcase many different aspects of your activity. Think about how many additional elements you can promote with your sitelinks. You will have a whole range of different offerings at your feet.
Additionally, with sitelinks, you can create special offers that are connected to your well-established website. With those promotions, you can quickly get more customers without having to rebuild your entire structure or advertising campaign. Just a little sideline can change who you are reaching and with what kind of offering.
Even more – you will have a lot of flexibility with the elements you want to promote at this particular moment. Your campaign can be changed whenever you’d like, change different elements of what you are currently promoting, and overall – have more control over what you are trying to accomplish.
Sitelink Extensions Best Practices
Sitelink is a great way of promoting your products and services. With the implementation of this kind of advancement to your advertising, you will be able to get more out of your ads and more conversions in the process. But how exactly should you go about it? Well, we have got you covered. Let’s go over the Sitelink extension best practices. Implementing those practices will improve your overall effectiveness and give you additional opportunities regarding advanced options for your ads.
Let’s now go over the most common best practices for sitelinks.
- Be sure to make your Ad copy in line with the sitelnik. Or the other way around.
- Create a text that is full of descriptions that will communicate clearly what you are trying to accomplish
- USPs utilization – make sure to use the unique selling points of your products and create a set of offerings that distinguish you from your competition
- A/B testing – additionally, make sure to do A/B testing, as you will be able to see what works and what does not for your particular situation
- CTA – always enrich your sitelinks with a strong Call-to-Action; that way, people will know what you are expecting of them and what they need to do in order to get the services and products they need
- Monitor your performance – don’t just set the sitelink and go your very own way; you need to constantly monitor how your ad is doing, what you can do to make it even better, and create a new one for those underperforming; it will drive your sales by promoting specific products and services
Which Industries Should Use Sitelink Extensions?
Let’s now go over the industries that should actually use sitelink extensions for their benefits. Of course, it does not mean that others should not do it. It’s a great practice for all kinds of industries. Nevertheless, we can point to the specific ones that would be a bit more advanced regarding sitelink extension usage. So, let’s see what kind of wide range of industries would benefit from this particular advertising line.
As with everything in Google Ads campaigns, e-commerce will greatly benefit from implementing sitelinks. As you can imagine, adding new and better products to different categories and being able to showcase them with your search or video ads is a game changer. You have a lot of possibilities in that particular branch, so you can safely bet that most of your competitors are already doing it.
Another industry where this kind of extension can be utilized is HORECA – Hotels, Restaurants, and Caterings. With this particular industry, the way of using is pretty obvious. If you have a restaurant, you can add links with menus, different styles of cuisine, maybe something like catering or whatnot. If you are a hotel, you can add some landing pages for your restaurant, but also – different suites, different membership categories, and maybe even, for example, SPA services that are added to your offer.
Here – it’s linking bonanza! Get every category you want, in order, with promotions, different collections, your in-store and online store – whatever you need. If you can’t utilize the power of sitelinks with retail, you are a lost cause, unfortunately. More options here mean more customers, more hours put into making people happy, and even more data to collect for those wonderful newsletters everyone will definitely be reading in their spare time.
With so many product categories for healthcare – it’s only fair for them to create their very own sitelinks. Imagine all the possibilities – hospital visits, aesthetic medicine, surgeries, and a world full of opportunities. We are definitely great fans of utilizing sitelinks in healthcare, but – only by professionals in the field.
It’s a similar story in the tech industry. If you’re selling multiple different products, you can add categories and create many different sub-sections for your categories, maybe even price ranges. The possibilities are endless with those sitelinks, especially if you have a lot of different products on your shelves.
Google Ads Sitelink Extensions – Conclusion
So, it seems to be that you know everything about Google Sitelink extensions now. You can see how important they are in the grand scheme of things. It’s not only a useful mechanism to advertise your products and services. It’s a great way of keeping your ads cheaper and getting to even more targeted audiences. The details that come with the usage of Google Ads Sitelinks can benefit you greatly if you look at what the competition is already doing.
This is definitely a game changer for many, as the sheer number of possibilities that you can use for those is astounding. From just redirecting your ad traffic from your own keywords to a few more, adding some additional advertising elements, and overall – creating a web of connections that all point out to your site – this is a great system, and we highly recommend it.
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A PPC specialist who started with organic social media. For several years, the core of his activities are:- Google Ads, Microsoft Ads, Meta Ads, TikTok Ads, Twitter Ads, Linkedin Ads. He has led campaigns with a global reach, e.g. for FootballTeam, G2A, ETOTO, as well as many smaller campaigns in the sports, construction and financial industries. Has full focus on ROAS. Privately, a fan of football, history of wars and Star Wars.