Google Guidance on Sitelinks
Despite being a powerful driver of clicks on the search results pages, most advertisers don't take advantage of AdWords' Sitelinks offering. Based on data released by Google however, they most certainly should be.
According to the Inside AdWords blog, adding Sitelinks boosts the average click through rate on an advertisement by 10-20 percent and 20-50 percent when the search is one of the advertiser's branded terms.
It's pretty obvious that Google wants advertisers to implement Sitelinks and it certainly seems to have a positive impact on CTR, but there's a lot to learn and know about their usage to ensure efficiency and effectiveness. Fortunately, Google provided some guidance to ensure AdWords advertisers do just that, including some basics on reporting for Sitelinks, testing, and when the extension appears on mobile devices.
Are you an Adwords advertiser currently using Sitelink or have you used them in the past? Share your experience with Website Magazine readers by submitting a comment below.