Ad Sitelinks is a new Google Adwords targeting feature for paid search ads that allows you to increase the value of your existing ads by providing targeted and relevant links straight to the right landing pages for users whose search terms have triggered your ad.

Similar to the sitelinks which have been displayed for some time on organic Google listings, Ad Sitelinks gives you the option to display up to four extra destination URLs for users to choose from. This means that you can now provide more targeted options for highlighting certain products or services and create richer, more relevant ads that could improve the value of your brand terms and other targeted keywords.

You will find the option to set up Ad Sitelinks in your Campaign Settings tab. It will appear as “Show additional links to my site” under the “Ad extensions” section. You should remember that Ad Sitelinks is a campaign-level extension, so the links you create should be relevant to any ad within that campaign.

With Ad Sitelinks you can point users to specific information on your site such as special offers or store locators. Ad Sitelinks is great for seasonal businesses – this tool makes it easy to update and inform visitors about seasonal and limited promotions. It also means your ad will have greater visibility and provide current and relevant information.

Another benefit of Ad Sitelinks is the ability to address multiple goals in one ad copy (this is useful for company brand terms). For example if you want your visitors to complete a particular action after they have clicked through to your site, then use Ad Sitelinks to start guiding them to the right page before they have even landed on your homepage. Link to separate goal actions like ‘Request a Call Back’, ‘Sign up for Newsletter’ or ‘Find Nearest Stockists’ and test for the best results on your ads.

Ad Sitelinks can also improve keyword conversion rates - especially on high-traffic, broad terms. We all know how hard it is to predict what customers are searching for when they use generic keywords without wasting money. Using Ad Sitelinks, you can test different ads linked to multiple landing pages. Visitors like to have choice and variety when searching, so conversion rates will be higher if they can access their desired portion of your website quickly and easily.

Google has already released figures that show that Ad Sitelinks can boost your CTRs by more than 30% and significantly improve your Adwords conversion rates. We have already started testing it at Blueclaw and if you have too, let us know your thoughts on this new feature!

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PPC - Google Adwords