More Real Estate on the Page… That’s a Plus

Katherine Bennett - July 13, 2010

In the world of Google search ads, advertisers know the drill. Twenty-five characters for a headline, and thirty-five characters for description lines 1 and 2, as well as the display url. It seems like a very limited amount of space for a company to get their message across, until now. Google has recently opened up Ad Sitelinks to all advertisers.

According to Google, “Ad Sitelinks allow you to extend the value of your existing AdWords ads by providing additional links to specific, relevant content deeper within your sitemap.” Ad Sitelinks give companies the power to share more about their business and what it has to offer. In the examples below, 1-800-Flowers is able to show searchers that they offer birthday flowers & gifts, gift baskets and even Martha Stewart flowers & gifts. These are all options that might not have been promoted without Ad Sitelinks.

There are two format options for Ad Sitelinks. There is a one line format and a two line format. Google determines how your sitelinks will appear based on ad relevancy and other factors. Let’s take a look at how site links show with a search ad. Example 1 shows a one line format and Example 2 shows a two line format.

Example 1:
 

Example 2:
 

In both examples the Ad Sitelinks appear in blue below the paid search ad. Keep in mind advertisers have to rank between positions 1-3 and be in the light peach colored box above the organic listings in order for Ad Sitelinks to be eligible to show.

Ad Sitelinks empowers advertisers to set themselves apart from the competition by letting them present more services and options to searchers within a search ad. Plus, it gives more real estate on the page and most advertisers will gladly take it.