Thu, Dec 12, 2019
Read in 4 minutes
Sitelink extensions are great for advertisers. Here are the reasons why you should care about them.
If you are familiar with Google Ads, you should know what exactly sitelink extensions are. But if not, I’ll tell you (just because I’m nice like that).
Sitelink extensions are those extra links - usually 4 of them, or less - which are shown below a sponsored ad on the Google Search page.
These ‘extra links’ are an avenue for google search advertisers to let (potential) users take other actions or visit other (more specific) pages on their website, instead of just the homepage/landing page.
For example, you run a google search ad with your website as the primary landing page (let’s say your website lets users buy different kinds of furniture). Your sitelink extensions could be links to:
While you are targeting users with interests in furniture, sitelink extensions help you help your users narrow down their interests to more specific things (in this case, the different kinds of furniture) which are listed above.
You get the concept, yeah?
So what exactly are the advantages of these extensions? Let’s take a look:
**Let me tell you my story. **
Sometime back, I faced a problem of my sitelink extensions not showing. Instead of showing the extensions I created, the system was picking up random extensions from the website and showing them below the ad.
Problem was, these extensions the system chose to show were not at all relevant to the keywords people were searching. So, after some back and forth struggling with the Google algorithm, I discovered the root cause of the issue!
**ALL THE SITELINK EXTENSIONS I CREATED HAD THE SAME LANDING PAGE. Sigh! **
So as a rule of thumb, make sure the sitelink extensions you create have different landing pages. Because to have created additional links means there are other, more specific sections of your business you want your (prospective) customers to explore. Hence, they have to be different landing pages.
IMPORTANT: Google is at liberty to show or not show your sitelink extensions to users. They get to determine who sees it or not.
Given the purposes that sitelink extensions serve, here are a few suggestions on how they should be:
Example: For your furniture website which we cited above, your typical sitelink extensions could be:
+Buy Dining tables and chairs
+Get living room furniture
+Order Bed and lamp stands
Did you notice that these extensions above are telling the users to take a particular action? Exactly what I want you to get.
I hope that you will try to use sitelink extensions in your next Google Search Ad, if you haven’t already.