Once again Google has out done itself by implementing a simple feature that we all should have seen coming. Yes I’m talking about the Ad Sitelinks. I have been noticing them testing this on organic listing in search engine result pages for the last couple of months but paid little attention to it as it seem to come and go. As such there was no point targeting something that was not yet set to stay.

What are Ad Sitelinks? Well this is the ability to ad multiple links to a brands products on the same text ad. See screen shot below.

What are the benefits of this you might ask? Well if you have keywords that describe multiple products you can now offer users links to all of these products. An example of this would be if you are a diving training center and your target keywords include “diving courses”. You could then add links to the different diving courses on the same text ad such as “Open Water Diver” , “Advanced Diver”, “Master Diver” etc. This will thus enable you to more accurately guide your users to find what they are looking for thus also increasing your click through and conversion rates.

This could also solve issues for companies that offer multiple products and weren’t able to advertise these product concurrently on their branded terms before. So if you take the ebay example above they will now be able to advertise multiple products on the branded search term “ebay”. Solving an issue that has long plagued Adwords.

There are some requirements that need to be met first though which might proof difficult to reach but will in essence keep this unique to adverts that are highly relevant.

1. Your ad is in the first position above the search results
2. Your ad has a substantially higher clickthrough rate than any other ad on the page
3. Your Ad Sitelinks URLs direct users to pages that are part of your main website and allow users to navigate freely.

The proof is in the pudding and I have rolled this out on campaigns that this could be greatly beneficial for. Nothing else than to wait and see the effects this has.

For more info please feel free to download the promotional document from Google here AdWords Sitelinks