Since coming out of beta testing in November, Google Sitelinks has become part of an interesting pay-per-click (PPC) tactic for advertisers who want to protect the keywords for their brand from other online retailers and/or competitors.
Sitelinks allows advertisers to place additional links underneath their existing text ads. Instead of sending users to the default landing page, Google Ad Sitelinks will display up to 4 additional Destination URLs which allows potential customers to choose where on your site they would like to visit. This gives users more control and allows them to get where they want much quicker than having to navigate from the home page to the specific section of your site they wish to visit.
In order to have access to this type of enhancement, your ads must meet a certain high quality threshold. If your account qualifies, you will find this special feature under your Campaign Settings tab under the “Networks, devices, and extensions” header. If enabled, you will have an option to click Edit next to the Ad Extensions section. From there, you will be prompted to add up to 10 specific Destination URLs with custom link text. Depending on the term searched by users, Google will decide which links are most appropriate to be shown and they will be displayed underneath your current ad copy.
Google Sitelinks are becoming increasingly popular with advertisers interested in both driving sales to their website and branding their company. According to Google, companies need to have “extremely high” quality scores and top positioning to be considered for Google Sitelinks. This is Google’s way of assuring that the true cream of the search query will rise to the top and attract the most attention to the Sitelinks feature.
In the days of fierce Internet competition, Google Sitelinks has become increasingly attractive to advertisers who need to protect themselves against retailers or competitor attempting to outbid them for the pay-per-click auction of their brand’s keywords. The only drawback that I can see is that searchers will more often click on the sponsored link instead of the advertiser’s organic listing. Good for Google, maybe not so good for the advertiser.
This is yet another reason to have a professional PPC Management Company in place to see whether using Google Sitelinks is profitable for your company.