AdWords Tips

How To Get Even More Google Sitelinks!

By Larry Kim June 18, 2013 Posted In: AdWords Tips Comments: 17

Google has today made it easier than ever to get new bigger and better Google Sitelinks for your ads, which help people find information deeper in your site so they can get to where they want to go faster.  

Previously it was already possible to specify clickable anchor text for all of your Google Sitelinks. And with today's update, AdWords is going even further by enabling you to designate specific text for your Google Sitelink descriptions from within your AdWords account. This will enable more granular control over the descriptions that display when your Google sitelink is shown to searchers.

What Do Google Sitelink Ads Look Like?

We're glad you asked. Here’s what the new super-sized Google Sitelinks ad look like:

Google Sitelinks

These huge new sitelinks are like the AdWords equivalent of the T-Rex Burger!

AdWords Sitelinks

Google says that ads containing the new, larger Google Sitelinks with additional detail generate significantly higher click-through rates and were deemed to be more relevant and useful versus the same ad containing traditional 2- and 3-line Sitelinks.

[MORE: Google AdWords Ad Extensions Cheat Sheet]

New Huge Google Sitelinks Only Available in Enhanced Campaigns

The new Google Sitelink format containing extended descriptions is available only in enhanced campaigns. This provides a tempting incentive to search marketers who still haven’t upgraded to EC’s, just one month ahead of the auto-upgrade deadline of July 22.

All upgraded campaigns have the option of adding extra text to your sitelinks – to enable google sitelinks, just fill out both lines of the "Description" field when creating a new sitelink or editing an existing sitelink. It’s like turning your ad into 5 ads!

New Google Sitelink

As expected, Google disclaims that your ads won't always show Google Sitelinks, and when they do, the format that appears could vary.

Comparing the Benefits of Google Sitelinks and Google Sitelinks From AdWords 

It used to be that sitelinks ads generated from Google AdWords extension were very different from sitelinks generated from Google Search. Google Search generated sitelinks were out of a website owner's control - you could not will Google to put it on every page of your website, nor could you select the descriptions you wanted to show up in the individual site links that show up. While it was possible to communicate which sitelinks you would like Google to remove or edit where you think Google is drawing the description text to change sitelink descriptions, it was very much like experimenting with a black box.

The new Google Sitelink ads now follow the same design and format as the natural Google site links that Google will occasionally showcase in an organic search results page. Sure, one's got a white background color and the other one is a slight beige, but the level of control advertisers now have over what they think is most important on their website has significantly increased compared to the past. The old Google Sitelink ad did not allow you to add site link descriptions. 

google ad sitelink old

Adobe using the old sitelink ads

As a result of lacking ad text descriptions, the sitelink headings had to be descriptive. Any good ad copywriter would tell you that the headline and sub headlines should draw in a user's attention, and now the playing field has changed between organic Google sitelinks and paid Google sitelinks. Paid Google sitelinks are better in that they give marketers more control with the same amount of exposure on the SERPS. For any websites where Google refuses to generate an organic Google sitelink, AdWords Google Sitelinks are undisputedly the best alternative. For websites that already have sitelinks, having two sitelinks doubles your dominance and control over your brand messaging.

Google Sitelink Policy

The core guidelines and tips for sitelink extensions remain the same with the new larger ad format:

  • Google site links cannot violate the duplicate sitelink URL policy
  • Site link text cannot use keyword insertion
  • Site link text cannot be the same as other sitelinks in the same ad group/campaign or the main ad that’s serving
  • Site links show up in groupings of 2 and 4 at a time

Have you upgraded to Enhanced Campaigns yet? Do you plan to try out the new T-Rex sitelinks?

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Comments

Thursday June 20, 2013

sunday (not verified) Said:

This is awesome! I am sure many marketers are really going to key into this. A lot of marketers have been skeptical about switching to the Enhanced Campaign but with the understanding that one can get even more Google sitelinks, the lure for EC becomes natural.
I believe the Google Sitelinks have the propensity of helping to click-through-rates!

Thursday June 20, 2013

Akash Agarwal (not verified) Said:

Its really helpful to know that, how to get more Google sitelinks. The sitelinks policy u provided is really awesome. Thanks for sharing such nice information.

Friday June 21, 2013

Martyn Wright (not verified) Said:

As with a few of the other recent AdWords updates, this looks to be a great booster of traffic but suffers from the major flaw of not being able to make bulk changes yet.

Once this is available in AdWords Editor, this will be a lot more useful, but at the moment, for accounts with hundreds of sitelinks, it may be a case of cherry picking which ones to apply these to.

 

Friday June 21, 2013

MArkG (not verified) Said:

Thank you for this article. Along with your ppc report analysis I now have something to focus on this Friday! Well actually too much. Thank you for keeping me busy :-)

Saturday June 22, 2013

Sarah Green (not verified) Said:

Great news about Google Sitelinks!  I have read a lot lately about the hesitancy of switching to the enhanced campaign, but your post definitely shows the benefits.  Also, thanks for the information and link for the Google Sitelink Policy. Personally, I like the looks of the new larger sitelinks.  I will definitely be trying out the new T-Rex sitelinks soon.

Sunday June 23, 2013

news (not verified) Said:

Thank you for this article.

Monday June 24, 2013

ARTiSAN Management (not verified) Said:

Google tried something similar a while back although it seemed to quietly fade away. This is a great feature and as mentioned above another incentive to upgrade to the enhanced campaigns ahead of schedule.

We've set these up as a trial on a few client accounts. For the main client brand terms we can get them to display (enter 'ultimate finish' in Google UK to see what I mean) however we've not had any success so far elsewhere. We're sure these will only be displayed if the ad is in P1 (another incentive to increase bids ??). I'd suggest doing a trial before spending an age setting these up. Remember how Goggle encouraged us all to set up seperate campaigns for desktop, mobile and tablets ... then took away the function!!

 

Tuesday June 25, 2013

Gerard (not verified) Said:

Thank you for the information its very helpful.

Sunday August 11, 2013

Shyam (not verified) Said:

information  very helpful.

Thursday September 12, 2013

Ben (not verified) Said:

Sitewide links are a great idea it shows authority to users and reinforces the brand's visibility by promoting more than one link. It's useful for that brand however it does take up a big space on Page 1 which doesn't give much oppourtunity to other domains to stand out.

Friday November 08, 2013

majed (not verified) Said:

Thank you for this article.

Tuesday December 03, 2013

Mitch (not verified) Said:

By using using site links i have managed to increase my CTR and improve my quality score. Be sure to use ad group level site links you can ad more relevnets this way.

 

Wednesday December 18, 2013

hawa (not verified) Said:

That's really great information! Thanks a lot

Monday December 23, 2013

dimi (not verified) Said:

thanks for the article ,

should i pay for additinal links like contacts

Friday January 17, 2014

manpreet (not verified) Said:

really nyc article.waiting eagerly for sitelinks to my website.

Wednesday February 19, 2014

Spook SEO (not verified) Said:

Hi Larry!

This is such a good news for us! It is really so nice to know that AdWords is enabling us to designate specific text for our Google Sitelink descriptions from within our AdWords account. I believe that people with this account will also be very happy. Thank you for sharing this!

Sunday April 13, 2014

Ringo (not verified) Said:

Do you know anyone or company providing service that help to get google sitelinks from Search? Not Ads?

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