Why would an advertiser use sitelinks?- If you are not using site links in your AdWords or search campaigns, you are missing out a lot. Here’s why?
Your ads for keywords and brand items are displayed to a wide section of the audience but you have limited space to win them over. Sitelink gives you much more space to woo your audience, flaunt your benefits and convince them to click through and reach a specific page on your website that meets their needs.
What exactly are site links?
Sitelinks are powerful extensions that give you the benefit of showing multiple parts of your website from your ad message. This means that sitelink can take people to various specific pages on your site like your store hours, a particular product, or others rather than just driving them to a predetermined landing page.
Sitelinks work in a variety of ways but that depends on the device, position, and other factors. A sitelink extension when appears with your ads on a computer, it shows further 2-6 links which may appear in the same line or fill up to two lines of your ad.
When are sitelinks displayed?
Sitelinks appear when Google considers your ad as the best result for a search. The format may vary and sitelinks that you created may not be displayed together. Your sitelinks won’t always display, however, they will show up when customer searches for your unique brand item and when your ads are in high-quality and on top-position.
What do sitelink costs?
Setting up the sitelinks carries no cost. You only have to pay the cost per click as your standard ad. And when someone clicks more than one link, it will be treated as duplicate or invalid by AdWords and you won’t be charged again.
How do we set up sitelinks?
Follow these steps to enable and create sitelinks for your campaign or ad group.
- Within Google AdWords:
- First, go to the AdWords campaign.
- Click on the Ad extension tab.
- Select “Sitelinks”.
- Click on “Edit”, next to the Sitelink settings link.
- Either create a new sitelink or click on an existing sitelink to edit it.
- Fill in the necessary details like the “Sitelink Text” and “URL”.
- The “Description” field is optional, but recommended.
- Within Bing Ads:
- First, go to the Bing campaign.
- Click on the “Ad Extensions” tab.
- Then, click on the “Sitelink Extensions” tab.
- Click on “Create”.
- Fill in the details- “Sitelink Text” and “URL” fields.
Why would an advertiser use sitelink?
You must be wondering- Why would an advertiser use sitelinks? Well, the benefits are huge. Have a look:
- Sitelinks helps in increasing your presence on SERP:
As said before, sitelinks helps in increasing the size of your ad, thereby making it stand out against your competitors.
- Sitelinks can help in enhancing the CTR by 10-15%:
A relevant sitelink can help your customer in finding additional information about what product or services your website has to offer rather than spending hours to find what they are looking for. This in return helps in building a rapid decision, thus increasing your CTR.
- Sitelinks can increase the conversion rates:
When you are providing your users with the suitable link and landing pages to satisfy their search intent, you are potentially paving a way towards a conversion point faster. By implementing the sitelinks strategically, you have a greater chance of increasing the conversion rates.
- No change in cost:
With sitelinks, your cost-per-click does not increase. Sitelinks are free to use. When a user clicks on a sitelink, Google charges you the same cost as when clicked on the text ad’s main headline.
How can we make the most of sitelinks?
Sitelinks help you create richer and more relevant ads and when you employ some tactics, your sitelinks will perform even better.
- Creating sitelinks for popular pages like About Us can help the users connect better with you.
- You can create sitelinks for promotion pages.
- Mention benefits like free shipping in the sitelinks.
- Sitelinks for call to action like Get a Quote, Make an appointment, etc.
- Focus on setting unique URLs for your sitelink, else they won’t show.
- Create multiple sitelinks and review their performance.
- Keep the text simple and short.
To conclude
Sitelinks are your powerful way to increase click-through and conversion rates. And with no extra cost associated with it, all advertisers should use sitelinks for their Google Ads Campaigns. However, it’s important that you execute them properly to avail the benefit of extra value on top of your standard PPC ad.