According to Google AdWords data, sitelinks have been shown to increase the average click-through rate (CTR) on ads by as much as 20%. We have also seen a jump in CTR when we have implemented them in our clients’ accounts and recommend it for all pay per click campaigns.
Below, you will find step-by-step instructions for adding sitelinks to your AdWords account as well as a few best practices to use in order to improve the effectiveness of this feature.
1. Log in to AdWords and go to either a campaign or an ad group (depending on the level of sitelinks you are adding).
2. Click on the “Ad Extensions” tab.
3. If you are not sent to the Sitelinks Extensions page, select the dropdown with the various extension types and select “Sitelinks Extensions”.
4. You will then see any sitelinks that are currently being used.
5. To add new sitelinks, click on the “+ Extension” Button. To add new sitelinks to a campaign or ad group that already has them, scroll down to the “Edit sitelink extension” box and click on “New Sitelink”.
6. A box will pop up where you can add each of the fields.
7. Once you have created the sitelink, select the arrow next to it to add it to the campaign or ad group. Repeat this process for each sitelink and click the “Save” button.
Now that you know how to set up sitelinks, here are a few best practices to follow to get the most out of this feature:
1. Be Targeted
When sitelinks were first introduced, the only option was to create a set that applied to an entire campaign. However, AdWords recently introduced the ability to set up separate sets for each ad group. Much like it is a best practice to create multiple targeted ad groups containing related keywords, creating sitelinks that are as targeted as possible will help to grab searchers’ attention (and clicks).
2. Add Details
In addition to a headline, Google also allows advertisers to include a short description that can appear in search results. Since one of the advantages of sitelinks is the fact that they take up more real estate on the search result page, adding descriptions for each sitelink will only help since these descriptions extend the amount of space the ad takes up on the page.
Photo via Inside AdWords Blog
By following these best practices, you can increase the effectiveness of your sitelinks and give your account a further boost. Have you used sitelinks in your AdWords accounts? Let us know about your experience in the comments below.
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