Sitelink Extensions - A Week's Worth of Wonderful Extensions![ Edited ]
September 2014 - last edited September 2014
What is a Sitelink Extension?
The sitelinks ad extension shows links to specific pages on your website beneath the text of your ads (and in addition to the main landing page), helping customers get to what they're looking for on your site with just one click.
Why should I implement Sitelink Extensions?
Ads that provide detail and precision can help people make more informed decisions. Sitelinks help people find information deeper in your site so they can get to where they want to go faster. With universal application and consistently strong performance returns, sitelinks extensions should be the default extension for your search ads.
You can see a 10-20% lift in CTR for ads that use sitelinks extensions. But we’ve also seen that when you use sitelinks for your brand terms, results can be even better!
There are many reasons to use Sitelink Extensions:
- Show shortcuts: Link directly to popular or high-converting sections of your website.
- Minimize work: You don't need to make new text ads or edit them to include sitelinks.
- Update easily: Change link text and URLs whenever you want, keeping them up-to-date for sales and special offers.
- Detailed reporting: Find out how many clicks occurred on your ad when sitelinks appeared. Break down the statistics by campaign, ad group, or ad. Segment your statistics using “This Extension vs. Other” to see the number of clicks that occurred on the individual sitelink versus another part of the ad (e.g., the headline, other sitelinks, or another extension).
- Customized sitelinks for mobile: Create mobile-optimized sitelinks to show on mobile devices, or disable specific sitelinks on the devices you choose.
How can I track the effectiveness of Sitelink Extensions?
As with all extensions, you can navigate to the Ad extensions tab and select “View: Sitelink Extensions” from the drop-down menu to show a table with the associated reviews and performance statistics including clicks, impressions, and click through rate (CTR).
Read more about measuring the effectiveness of ad extensions here.
What do Sitelink Extensions look like?
I’ve enabled Sitelink Extensions, why are they not showing?
Keep in mind that your ads won't always show sitelinks. Also, when your ads show sitelinks, the format that appears could vary. For instance, anywhere from two to six sitelinks may appear on desktop ads. We consider several factors when determining what types of sitelinks we'll display with your ad, and whether we'll display sitelinks at all.
It could just be the case that other extensions you have enabled are taking preference, or you may need to increase your bid or your ad quality (or both). You can read more about why Ad Extensions might not be showing here.
Anything else to know about Sitelink Extensions?
We'll only show sitelinks with additional information if your sitelinks campaign meets specific criteria, including the following:
- Your existing ads show with two or three lines of sitelinks and appear above Google search results.
- You've filled out additional information for your sitelinks OR we've found other ads in your account that match your sitelinks.
Sitelink performance data is also viewable in Google Analytics! Autotagging your links will result in your landing page URLs being recorded with the additional sitelink parameter. This means it will appear as a separate entry in your Top Content reports as well as be available for you in the AdWords section of Traffic Sources. You can also analyze the performance of this landing page URL in your AdWords campaigns. Use the secondary dimension to see which ad text and landing page (sitelink) combination works best.
Ready to implement sitelinks? Get started here.
Want to read about more Ad Extensions? Check out the other posts in this series:
- Call Extensions
- Seller Rating Extensions
- Review Extensions
- Location Extensions
- App Extensions
- Callout Extensions