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What are they? As you can see above, Sitelink Extensions allow you to promote additional landing pages below your standard ad text. Applying a few more lines to your ad gives you more real estate on the SERP, helping your ad to stand out against your competition. Sitelinks also give the searcher an opportunity to go to a more specific page on your site. For example, in the ad above, the search is for Ray Ban sunglasses and the landing page goes to a fairly generic page. If the searcher knows that they want a particular style, such as aviators, they will be more apt to click on the sitelink and go to a specific page for that style. Google has shown that adding sitelinks to your ads increases your click-through rate, even if people aren’t clicking the sitelink links!
Who should use them? Nearly every advertiser’s CTRs can benefit from sitelinks. If you’re skeptical, try implementing them for only one campaign or ad group to measure their impact. Keep in mind, Google will only show your sitelink extensions if you are in a top position, so you may not always see them.