A-Z of Site Link Extension-The Best Approach To Sitelink Extensions In Google Ads PPC
Google Ads introduced site link extensions with a view to increase CTR of your ads. This will in turn help reduce your CPC (cost per click) because the higher the CTR, the lower the CPC. But, outcomes and data over the years has shown that, if best approaches to site extensions are not used, it may result in higher CTR with lower conversion rates. So in setting up a site link extensions, an intensive efforts must be employed to make sure that those clicks are actually driving conversions else, this will lead to a total waste of ads budgets
How To Set Up Site Link Extensions.
If you have a campaign that is running on Google ads and want to include site links extensions to the campaign, here are steps to follow: go the right hand side of your Google Ads platform, click on “campaigns” and then select the particular campaign you wish to have the site link extensions installed. Click on “Ads” and then click on “extensions”. When you click on extensions, a drop down of all extensions will appear, then scroll and select site link extensions. Take a look at fig a and fig b below
Fig a 
Fig b
Select The Right Website Links When setting up Site Links Extensions
selecting the web links to be included in the site link extensions define the success of your ads extensions and this where many PPC advertisers are making gross errors leading to waste of campaign budgets. The website links to be selected must be very relevant to the topic being advertised. This is because this link will form the landing page whenever the site link is being clicked.
For example, if you are advertising for the services of a “criminal lawyer in Brampton” and your target keyword is “criminal lawyer Brampton” you must select a related web link that relate to “criminal lawyer brampton” as your site link extension or you will end up misleading your website visitors. So using a landing page that contain “civil dispute in Brampton” will end up misleading the potential visitor since the keyword is targeting audiences searching for the services of a “criminal lawyer in Brampton” and not that of civil lawyer.
To create a good site link for the above example of a “criminal lawyer Brampton”, the following landing pages will make a good site link extensions that will compliment the main landing page for the ads.
i. About us-this will take the user to a page that explain the company’s stands and missing
ii. Contact Us-this is important especially when your brand is well know and the user can easily contact your services without much persuasions. In most cases, many web visitors need to see a little explanation regarding the keywords they are searching. So optimizing your “contact us” page with the targeted keywords is very important. For example, you can ask your client to include relevant keywords on their contact page. For example, Call +2348184281476 to have a free consultation with Criminal Lawyer in Brampton.
Remember is not just about increasing CTR through site links extensions but, its all about increasing CTR to increase your conversion rates and drive more return on ads spend. So you must be prudent in selecting your web links or you will miss-direct your potential audiences with the wrong landing pages.
