Google’s AdWords pay-per-click (PPC) platform just got a little better. Last month, Google quietly changed the way in which it shows sitelinks for search ads. Rather than showing a maximum of four sitelinks, search ads now show up to eight sitelinks — but only when those ads are viewed on a mobile device. So, what does this mean for advertisers?
What are Sitelinks?
In case this is your first time hearing about sitelinks, let me explain what they are and how they work. Basically, sitelinks are additional links — with anchor text — that appear underneath search ads. When a user clicks a sitelink, he or she will be taken to a specific page associated with the advertised website. Advertisers, for instance, can create sitelinks to their contact page, about us page, product pages and more.
“Sitelinks can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want to know or buy,” explained Google when discussing sitelinks.
Sitelinks are a completely optional feature of AdWords, and advertisers are not required to use them. With that said, there’s no cost to using sitelinks, making this an effective, no-cost way to optimize your AdWords campaigns.
Google Now Showing 8 Sitelinks for Mobile Search Ads
Google has typically shown four sitelinks for search ads, regardless of whether they are viewed on desktop or mobile devices. But the Mountain View company recently changed this feature by increasing this number to eight for mobile devices. So, when someone performs a Google search using a smartphone or tablet and finds your ad, they’ll see up to eight sitelinks.
With more sitelinks, advertisers will have an easier time capturing the attention of users and convincing them to click their ads. Presumably, this will lead to more conversions for advertisers. Of course, advertisers will still be charged for every click, so you may end up spending more now that eight sitelinks are shown for mobile AdWords ads.
Other AdWords Extensions
Of course, sitelinks is only one of many AdWords extensions from which to choose. There are more than a dozen other extensions available for advertisers. The Call extension, for instance, shows your business’s phone number for desktop ads and a click-to-call button for mobile ads. Feel free to experiment with different AdWords extensions to see what works best for your PPC marketing campaign.