This is the first installment in a series of articles on Ad extensions. Ad extensions are predominantly used as a tool to increase CTR and as we know, a higher CTR can also lead to an increase in Quality Score. This makes them incredibly important to PPC account success. Today we will discuss sitelink extensions.
What Are They?
Sitelink extensions are additional links to different pages of your site, which are found at the bottom of your search-based ad. Sitelinks appear in ads at the top and bottom of Google search results. Sitelink extensions allow visitors to go to a more specific page on your site in just one click. These are one of the easiest and best options that you can use to increase your click-through rate.
According to Google, Ads on search results pages displayed on desktop computers and tablets can show two, four, or six links in addition to the display URL. Ads on search results pages displayed on mobile phones with full Internet browsers can show up to two additional links.
Why Use Sitelinks?
Here are a few reasons to consider adding sitelinks to your ads:
- Stand Out – They make your ad stand out from others who are not using them.
- Show Other Pages – Lets visitors quickly see and click to other relevant sections of your website.
- More Ad Copy – Allows you to, in effect, write more ad copy than you can fit in a tiny Google Ad.
How Much Do Sitelinks Cost?
According to Google, the cost of a click on a sitelink equals the cost of a click on the display URL in the same ad. So, you’ll be charged the same amount no matter which link in the same ad – destination URL or sitelink – someone clicks.
However, Google says that if someone quickly clicks on more than one link while viewing your ad, this gets treated as a duplicate (or invalid) click and you won’t get charged.
Where Can I Sign Up!?
From your Google AdWords account, just follow these 4 simple steps:
Step 1 – Click the Campaign you would like to add sitelinks to.
Step 2 – Click the Ad Extensions tab.
Step 3 – Select View: Sitelinks Extensions from the drop down menu.
Step 4 – Click New Extension and type in the description, as well as the URL you want the link to point to.
Then click Save and you’re done! You are ready for your sitelinks to raise your CTR!
To your PPC Success!