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It is often said that when Pay Per Click (PPC) activists can manage their budget, they win half the PPC battle.

Even once budget management is under control, they should not increase their budget immediately. Instead, activists should find ways to maximize their advertising campaigns.

The hidden truth is that you have to spend more money to increase the performance of your ads. However, there is a way to get more clicks on your PPC ads by using site link extensions.

What is a site link extension?

The relevant question that arises in the context is: what is the site link extension? And the answer is, site links are the blue links that appear under a Google search result. And they link to other pages on the same website. So this is the reason behind the site-name links.

You will see site links appear on Search Engine Results Pages (SERPs). They help you quickly locate relevant information and web pages. And they’re emerging for both organic search results and paid ads.

Types of site links

Google displays site links in different ways. And the differences in site links are due to the number or appearance in the search results. For example, site links appear with outlines or images or as a carousel.

However, Google shows two predominant types of site links:

# research campaigns

Google displays at least two site links under the search ads. On desktops, up to six links can appear and up to eight links on mobile.

# video campaigns

The search giant displays at least two site links under YouTube ads. On mobiles, up to four site links can appear.

What are Google Ads extensions?

These are the extensions that expand your ads with additional information, giving audiences more options to engage with your business. Search giant Google offers several ad extensions, such as:

# Extension of annex link

Sitelink extensions display additional links to your website below the ad. And the links can be informational pages, product pages, or blog posts. Notably, Google site link extensions can also improve the click-through rate (CTR) of an ad.

# Place extension

The extension displays your address in a blue link below the ad. Location extension can help you drive visits to your store.

# Call extension

With call extensions, Google displays your phone number or a call button next to your ad. It helps your potential customers to call you directly from the SERP.

# Teaser extension

Google displays promotions to target keywords with high purchase intent.

Why is Sitelinks extension important

Sitelinks are ad extensions needed for display ads. As they take up more space on the SERPs, they attract more attention. And sitelink extensions, because of their extra space in search results, increase click-through rates. Other benefits of sitelinks in PPC advertising campaigns include:
– help generate analytical data
– easy configuration of Google ads
– planning of site links and device customization

How to use site links in paid search

Most importantly, you need to know how to use site links in your PPC ads to ensure that your site links are visible and well optimized.

Make sure the links on your site match the keywords that users are placing in their queries. Therefore, you need to evaluate the possible keywords and the corresponding intent.

Here are some tips on Google site links:

# Relevance

Google evaluates the relevance of your site’s links to your ad and to the searcher. The search giant estimates by trying to figure out the user’s response and how well your ad extension’s links match the solution.

Suppose you are a printer retailer. You must show your ad to visitors looking for a portable printer. As such, a relevant site link could be a product page for a portable printer or a guide to best practices for buying a portable printer.

However, it will be an irrelevant site link if you post your blog or full product catalog.

# Research intention

One of the factors in the relevance of site links is the intent behind the search or the keyword. Google understands the meaning and intent behind every search. For example, the search giant may even understand the difference between someone looking to buy a printer and a search for a suitable printer.

So you need to take into account the capabilities of Google and determine in what intent your keywords appear.

Determine if you are targeting keywords that contain information to help users with their searches. Likewise, check if you are targeting transactional keywords to help users buy.

You can use site links for branded searches, where people use navigation keywords to conduct searches. In other words, people come to your brand for products or services for which you are known to consumers. So make sure the links on your site reflect your brand’s offerings.

# Purchase funnel

A good way to determine search intent is to understand whether the user is ready to buy or to search. One indication is that if the keyword is transactional, the user is likely to make a purchase. On the other hand, if the keyword is informative, the user only searches.

Again, coming to the printer example, a user looking for a portable printer is not likely to click on a product page. Instead, he’ll be more interested in accessing buying guides or blogs to enrich his knowledge.

How to add sitelink extensions to your ads

You should carefully review the information that will appear on links on your site that are part of Google ad services.

This will help you if you take the following factors into account:

# Length

Make sure the site links are short and contain the necessary information. They should be around 20 characters long for desktop and around 15 characters long for mobile. If the length of the text becomes excessive, Google will truncate the text, thus cutting off important information.

# Tests

Be sure to experiment with different links, texts, and themes to determine which ones work best.

If you don’t have the in-house expertise to run such campaigns, delegate the task to an agency that offers effective PPC management services.

Steps to configure a sitelink extension

Finally, now is the time to know the steps to set up a site link extension. There are seven stages, which are as follows:
>> Select ads and extensions from the menu
>> Click on ‘Extensions’
>> Select the blue plus icon
>> Select « Additional link extension »
>> Create your link to your site
>> Click on « Add to ». Then choose where to display sitelinks (at the account level, a specific campaign or ad group)
>> Site links overview


Sitelinks increase the possibility of getting more clicks on your ads. Hence, you can enhance your PPC advertising campaigns with site link extensions. Also, be sure to continue to monitor them.

By Mohit Sarna

An investigator by profession who believes that smart work is essential and exploring the unknown is important. At work, he is always full of energy with new experiences to bring out the best. In person, realistic and nature lover who enjoys connecting with nature and snow capped mountains while traveling.

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