Google has announced that it’s adding Sitelinks to AdWords. Sitelinks are the subcategories that appear beneath the main link on certain top natural search results. These are automated by Google and appear based on the site’s link structure and whether Google’s algorithms consider them to be relevant to the user’s query. They essentially offer users a short-cut to more specific parts of the website, based on their relevance to the user’s search.

With the introduction of Ad Sitelinks, advertisers will be able to add these “deep” links within pay per click search results.

The main advantage of having Ad Sitelinks is that advertisers can direct web users to specific parts of their site, directly from the Google search page. For example, if a supermarket had a special Christmas promotion on cocktail sausages, a Sitelink could be placed below the main website link, taking the user directly to the webpage where the special offer can be found, thus taking them closer to making a purchase. An Adwords ad can have up to four Sitelinks.

At this stage, it’s not available to everyone, only to advertisers whom Google says “meet a certain high quality threshold”. Companies can check if Ad Sitelinks is available to them by doing the following:

1) Log into your AdWords account
2) Click on the Campaign Settings tab and go to the “Show additional links to my site” section under “Ad extensions”
3) List the names and URL’s of up to 10 internal links (prioritizing the most important links first)
4) Click “Save” when you’ve finished adding links
5) If a user search triggers your ad to run with Ad Sitelinks, Google’s system may include up to four of your additional links on your ad, along with the main landing page.

Examples of companies already using the service include Play.com, Adidas and Direct Line Insurance.

The aim of adding Sitelinks is as Google says, “to increase choice and relevancy” of search ads, and this certainly adds an extra element to a company’s online, PPC advertising and lead generation strategy. From a user’s point-of-view they make it easier and quicker to identify the most relevant part of a website and reach it with the least amount of clicks.

You can find some more in-depth questions and answers about Sitelinks in general here

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