Back in November, Google AdWords introduced two new features, Ad Sitelinks and Product Extension. Both are tools that you can use to enhance your PPC ads and direct traffic to internal pages within your site.
With Ad Sitelinks, you can choose internal links to display beneath a new or existing ad in your campaign, up to 4 destination URLs. Doing so will allow you to pick pages that you would like users to find easily from your PPC ads and direct visitors deeper within your site without having to send all users to the same landing page.
Currently, only some accounts are eligible for this feature, based on the quality of the ads in the account. To check if this feature is available on your account, look under the Campaign Settings tab under the Ad Extensions section.
Ad Sitelinks Example
The Product Extension feature also allows you to direct traffic to internal pages by displaying images of your product. You can include titles and prices with your images. You are charged the same cost per click as other PPC ads, and are not charged if a user expands the ad to view the images but does not click through to your site.
To set this feature up, you must have the images, titles, and keywords in your Merchant Center account that you would like to use, and then link your Merchant Center account to your AdWords account. This can be done by adding your AdWords customer ID to your Merchant Center account. Then, go to Campaign Settings and under the Ad Extensions section and select “Use product images and information from my Google Merchant Center Account”.
