Want to give your Google adWords campaign an immediate boost? Be sure to give their sitelinks feature a try.
Sitelinks are links to other pages in your website besides the main landing page for your ad. They’re short text links that appear just below your ad.
You can specify up to 10 sitelinks. Google chooses which ones to show, if any, whenever they serve your ad. We’ve generally found that Google serves sitelinks about one third of the time.
Google states that “advertisers who use site links have seen their ad click-through rates improve by 30%.” When we compare ads with sitelinks to those without, the sitelinks often double or triple the click-through rate, sometimes more. Conversion rates tend to be higher too.
Interestingly, the overwhelming majority of clicks go to the main landing page, not the sitelinks. The extra links appear to boost results by making the ad more visible and giving a better sense of what the vendor offers.
No matter which link a potential customer clicks on, the cost per click is the same. If one person clicks multiple links in one ad, only one click is charged for.
Links that feature products – such as “bestsellers,” “growing aids,” or “new products” – tend to be shown more than those that lead to information – such as “our guarantee” or “catalog request.”
If you’re running an adWords campaign, give sitelinks a try!
