One of the most effective ways to improve Google Adwords performance is also one of the easiest. Click-through rates often double, triple or better when sitelinks are shown with your ads. Sitelinks are links to additional pages of your website that appear below your main ad. They can be up to 25 characters long, and each one must link to a different page.
While sitelinks can boost your click-through rates tremendously, here’s the rub: Google doesn’t show them all the time. When you first add sitelinks to your account, Google typically shows them 10% to 15% of the time. If they do well enough, Google will show them with increasing frequency.
Add as many as you can (up to 20), either at the Campaign level or the Ad Group level. If people click on multiple sitelinks in one session, you’re only charged once, so there’s no downside.
You can create special sitelinks just for mobile ads. You can also specify start and end dates, days of the week, or times that your sitelinks may run, so it’s easy to use them for special promotions or seasonal offers.
To add sitelinks to your Campaigns, go to the Ad Extensions tab and click the red Extensions bar in the middle of the page. Setting them up only takes a few minutes, and could end up making an enormous contribution to your bottom line.