Of all the many jobs available in Google Ads, I have some of my favourites. Sitelink Origins, formerly known as Sitelink Extensions, is at the top of the list.
Why? Because it is very versatile. You can do anything with them if you think about your strategy carefully.
For example, you can use strong sitelink in your ad to:
- Promote topics with low search volume.
- Push out overdue products.
- Maximize great sellers.
- Highlight specific product categories.
- Answer the frequently asked questions.
- Dealing with public relations problems.
And this is just the beginning! Sitelinks material can do just about everything.
Best practices for using sitelink asset extensions
If you really want to get the most out of your sitelinks, you need to think about your intent.
To help you out, I’ll put together some sitelinks guidelines.
1. Be clear about your goals. Before you begin, you need to think about your goals. What are you trying to achieve with these assets? Do you advertise products or services? Will the asset work well for both branded and non-branded keywords? Your answers to these questions will help determine whether sitelinks are versatile and useful to the searcher.
2. Use sitelinks as part of your larger strategy. Don’t think of sitelinks in isolation. You should also consider the accompanying ad, landing page, and other assets. Make sure they all work together in service of your overall strategy.
3. Use a mix of sitelinks. Sitelinks can serve multiple purposes, so make sure you use a variety. For example, you don’t want to use every sitelink in an ad to promote products for sale. Instead, use a combination. One can promote a product that is for sale, one can generate leads, one can highlight a new product category, and one can direct potential customers to useful information.
4. Create landing pages for your sitelinks. Ideally, you want to send users to landing pages that closely link to your sitelink rather than just a regular page on your website.
5. Track and adjust your sitelink performance. It’s not enough to set up sitelinks. You should also track them to see which links are getting traction and which aren’t. This does not mean that all sitelinks must perform equally (more on this below), but it does mean that they must perform well for their type and goals.
Why is it better to use a mixture of sitelink assets
Let’s dig deeper into the idea of using a mix of sitelinks by taking a look at an example.
In a new customer account, we created four different types of sitelinks:
- Two of our sitelinks focus on the product (depending on customer demand).
- A sitelink connects users to an engineer to learn more about the product (“Talk to an engineerIt has more focus on sales.
- A sitelink allows users to learn more about products without speaking to an engineer (“What is it?“).
“What is it?” A sitelink outperforms a “talk to an engineer” sitelink when measured by CTR. While we need more data before we make any changes, I expect we’ll eventually swap out the Sales Departments “talk to an engineer” link with something else.
The fact that an educational link (“What is it?”) works better than a sales link (“Talk to an engineer”) isn’t too surprising in this case. The product is a new cutting-edge robot that not many people know about yet. They want more information before they talk to someone.
By using a mixture of sitelinks and evaluating the performance of each, we gained a lot of valuable information that helps guide our strategy for this account. So using a mix of sitelinks is always a good idea. You never know what you’ll discover!
Examples of sitelink origins
Now, let’s look at some specific examples of sitelink origins in Google Ads.
Example 1: chromatography
Screenshot from Google, January 2023Application search: This ad is for a high-tech product that can be used in a wide variety of applications. (Chromatography is a laboratory technique for separating mixtures.) So it might make sense to put “App Search” in your sitelink here. It helps potential customers find what they are looking for.
Sign up and save big: Good sitelink for generating leads and potential revenue.
Technical Support: I’m not a big fan of putting tech support in sitelinks. Technical support seems to be more targeted at existing users rather than potential users. But who knows, maybe they really want to help existing users get technical support via their ads.
Guides and posters: Again, this sitelink is a bit unusual, but it might work for this product. People may download and post branded stickers in their workplace. If so, this is a great way to build brand awareness.
Example 2: Neuroscience courses
Screenshot from Google, January 2023Love everything about these sitelinks! Advertising uses them to reach people at all stages of the buyer’s journey.
For people who are not ready to commit:
- Neuroscience study: Sitelinks are extensive and informative. It is useful for people who are just beginning to explore their options for studying neuroscience.
- Get the course brochure: This website link is also useful for people in the research phase. And while we mostly live in an online world, some people still prefer to consume printed books, brochures, etc. With this website link, the school covers its rules.
For people who have come close to committing the following:
- Online short course: This is the course offered by the school. It’s a great sitelink for those who are almost ready to sign up.
For people who are ready to register:
- Register online now: This is the strongest call to action for those willing to commit. It takes people directly to the registration page.
Example 3: Neuroscience degrees
Let’s look at another example from the world of neuroscience education: this time for a neuroscience degree program.
Screenshot from Google, January 2023Unlike the previous two examples, the sitelinks in this ad are not strong.
Academics overview: This sitelink seems more appropriate for a broad term search, such as a school name search. If a searcher is looking for a specific degree program (which seems like an intent based on the term and the advertisement), then the sitelinks should be something specific to that specific degree program.
Scholarships: Just like with the sitelink above, Scholarships doesn’t seem very helpful either. The topic of scholarships is important—but you probably don’t need to address it until a person decides this school is a good fit.
Example 4: Code security
Next, let’s look at two Google search ads for cipher security products.
Screenshot from Google, January 2023The sitelinks in these two ads look like the typical assets you’d find for SaaS companies, cloud-based companies, or technology companies. They click through to loads of helpful information, like product plans and success stories.
I especially like The most common risk Website sections link in the second ad. It leads to a helpful article that would be great for engaging potential customers at the top of the funnel.
On the flip side, I’m not a huge fan of Blog Website sections link in the first advertisement. “Blog” is simply not very descriptive or informative.
However, there are no right or wrong sitelinks here. And it would be interesting to test my theory that blog content is not a high performing asset!
The origins of sitelinks are more than an afterthought
I hope I have convinced you of the usefulness and versatility of sitelinks when you create them with specific goals that align with your broader strategy.
So don’t create sitelink assets as an afterthought.
Because if you give them the careful attention they deserve, they will serve you well.
NB: Google Sitelink Origins was formerly known as Sitelink Extensions and Renamed September 2022.
More resources:
- 14 Types of Google Ads Extensions and What They Do
- Complete Guide to Google Ads Editor
- A step-by-step guide to earning a Google Ads Certification
Featured image: Thaspol Sangsee/Shutterstock
