What Are Google Ads Site Links and Why Should You Use Them?

Google Ads Site Links are the Ad extensions that allow the advertisers to promote up to four additional links to their website within one pay-per-click Ad campaign. These Ads site links typically lead to pages beyond the ad’s main landing page, directing users to specific parts of your website that may be more applicable to their search intent straight from the search engine result page (SERP). Google Ads Site Links are the powerful way for advertisers to increase the click through and conversion rates. If the Google Ads Site Links are executed properly, these site links extensions can provide you a ton of extra value on top of your standard pay-per-click Ads.

Which Ads Get Google Ads Site Links?

Google Ads Site Links has a few different Site Link formats such as –

  •  Three line and two line format – Google Ads Site Links are designed to trigger in situation where the Google Ads provides the ideal answer for the user search query. These Google Ads Link are most likely to trigger on unique brand terms.
  • One-line format – Google Ads Site Links will trigger the more generic terms, but may also include the brand terms.
  •  Embedded format – Google Ads Site Links will trigger when the Google Ads qualifies to appear above the Google search result and the text in your Google Ads exactly matches with one or more of your business website links.

How you can create the Google Ads Site Links?

In order to create the Google Ads Site Links you have to follow these steps

  • Click on the Ads and Extension menu item from middle menu drawer so as to reveal the Ads, Assets, Extensions and Automated Extensions menu items.
  • Once you click on the Ads Extensions menu you will be shown the default extension screen for all the Ads extension types.
  • Choose to filter for the site links only for the easier viewing.
  •  To create a new site link, click on the blue plus icon to reveal the Ad extension options.
  • Now click on the site link extension to reveal about the site link creation screen.
  • When creating the new site link, you can choose to use it on the account level (i.e. for all the search and video campaigns) or select specific campaigns/ad groups. To make this choice, click on the drop down menu below the ‘Add to’ to reveal your option.
  • One great feature of the Google Ads Site Link creation screen is the site link preview section. To get the entire Google site link to show in the preview screen for the desktop, you will need to fill in all of the available text fields (except the Final URL).

This is how you can create a Google Ads Site Links on your business website.

Why Should Advertisers Use the Google Ads Site Links?

Implementing the site links as part of your Google Ads strategy can provide a ton of the additional value to your advertising efforts. Here are the top four reasons why you need to start using Google Ads Site Links –

  •  Google Ads Site Links increase your presence on the SERP. Google Ads Site Links can help to increase the size of your ad, making your ad to stand out against your business competitors.
  •  Google Ads with the site links can drive a 10-15% uplift in the CTR. By including the relevant Google Ads site links, a user is shown the additional information about what content your website has to offer. Google Ads Site Links helped the user to understand which sneaker brands the store carries. If a user favours any of these brands, they are more likely to interact with the Google Ad.
  •  Google Ads Site Links increase the conversion rates. By providing the users with pertinent links and landing pages to fulfill their search intent, you can potentially funnel your customers toward a conversion point faster. When implemented correctly, you may see an increase in the conversion rate of the website when the site links are present.
  • Google Ads Site Links do not increase your cost-per-click. Google Ads Site Links are free to use. If a user clicks on a Goggle site link, Google will charge you the same amount as you would be if the user clicked on the text ads main headline.