AdWords Sitelinks are extensions of sponsored links, integrated into paid search results, that direct users to specific pages of a website. They offer a richer user experience by providing deep links to internal sections of the site. For example, in search results, the first link might be an AdWords Sitelink, while the second link is a standard link from organic search results.
These Sitelinks were first introduced in 2009 in the French market and have since become widespread. For an advertiser to use them, they must achieve a certain click-through rate, generally estimated between 13% and 15%. AdWords Sitelinks are primarily reserved for queries containing the brand or website name, thus appearing alongside the first search result. This raises debate about their actual impact and value, as the additional clicks they generate can sometimes come at the expense of organic clicks on subsequent organic results.
It is important to note that the use of Adwords Sitelinks is a paid visibility strategy that can influence the distribution of clicks between sponsored and organic results.
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