Sitelink Extensions: A Versatile & Strategic Addition To Google Ads

Sitelink Extensions: A Versatile & Strategic Addition To Google Ads

Sitelink assets, known as sitelink extensions, are a versatile & strategic addition to Google Ads.

For instance, you can use the mighty sitelink in your advertising to promote low search volume themes, push lagging products out the door, maximize hot sellers, highlight certain product categories, answer common questions, and handle PR problems.

Best Practices for Using Sitelink Assets Extensions

1. Get clear on your objectives: You must consider your objectives before you begin. What do you hope to accomplish with these resources? Promoting goods or services? Compatibility of branded and non-branded keywords with the asset? Responses to questions assist in establishing how adaptable and helpful your sitelinks are for the searcher.

2. Use sitelinks as part of your larger strategy: Don’t consider your sitelinks in a vacuum. The landing page, supporting advertisement, and other assets should also be taken into account. Ensure that they all complement your overall plan.

3. Use a mix of sitelinks: Make sure to employ various sitelinks as they might be used for different purposes. For example, you should not use every sitelink in an advertisement to advertise things that are currently on sale. Use a combination. Highlighting a new product category creates leads, advertise product that are currently on sale, and points potential customers to helpful resources.

4. Create landing pages for your sitelinks: Instead of directing visitors to a standard page on your website, you should ideally direct them to landing pages that closely correspond to your sitelink.

5. Track sitelink performance and adjust: Setting up sitelinks is insufficient. In order to determine which links are gaining traction and which are not, you should also monitor them. This implies that sitelinks should perform well given their kind and goals, but it does not imply that they should all perform similarly.

Benefits of Using Sitelink Extensions

Sitelink extensions can improve your ads’ click-through rate (CTR), as they help capture users’ attention and give them more options to choose from. Typically, sitelinks take up lots of space above the fold (in the section of the search results page that appears before scrolling).

Additionally, users who click sitelinks may be more likely to convert by taking a desired action. As they get to the page they are interested in more quickly. This can lead to a reduced cost per action (CPA) and a higher return on ad spend (ROAS). 

Sitelink Assets

Four different types of sitelinks include two product-focused sitelinks, one sitelink connecting users with an engineer to learn about the product, and one sitelink enabling users to learn more about the products without speaking to an engineer.

Sitelink Assets Examples

Some specific examples of sitelink assets in Google Ads.

Example 1: Chromatography

Application Search: Chromatography is a laboratory technique for separating mixtures. Putting “application search” in a sitelink might make sense, helping prospective clients find what they’re looking for.

Sign Up and Save Big is a good sitelink for lead generation and potential revenue.

Technical Support in sitelinks. Tech support seems more targeted to current users rather than prospective users.

Guides and Posters. Sitelink is a bit unusual, might be appropriate for this product. People are downloading branded posters and posting them in their workplaces. It is a great way of building brand awareness.

Example 2: Neuroscience Courses

For people not ready to commit, study neuroscience and get a course brochure

For people getting close to committing online short course

For people ready to sign up, register online now

Example 3: Neuroscience Degrees

Academics overview: Sitelink seems more appropriate for a broad term search like search on the school’s name. If the searcher is looking for a specific degree program, then sitelink should be something specific to that particular degree program.

Scholarships: Scholarships don’t seem very helpful either. The topic is important, but probably doesn’t need to be addressed until the person determines that this school is a good fit.

Example 4: Code Security

Google search ads for code security products. The sitelinks in the two ads look like typical assets, and you did find for SaaS, cloud-based, or tech companies. They click through to a lot of helpful information, like product plans and success stories.

Most common risks sitelink in the second ad leads to a helpful article that would be great for engaging top-of-funnel leads. On the other hand, the Blog sitelink in the first ad, is not very descriptive or helpful