Back in November 2009, Google had launched Ad Site Links to help advertisers get improved results from their top performing ads. According to Google, advertisers have experienced huge gains when Site links was introduced to some accounts as beta, and it helped increase the click through rate on an average by 30% or more.
Google has now enabled the option to set up Ad Site links for any campaign in your account. Earlier advertisers were needed to be eligible for adding site links in their account.
Example of Site Link:
If a user’s search query matches the keyword in a Site links enabled campaign, Google will determine if your ad is eligible to be shown. Below is the screen shot of Site Link Ad.
Note: An Ad Site links option is in the Campaign Settings tab. It appears as “Show additional links to my site” which is under the “Ad extensions” section. Refer to the screen shot below.
You should keep in mind that Ad Site links can be done on a campaign level only. The ad site link extension created should be relevant to all the ads present in that campaign.