Ian Howie started working in SEO and PPC in 1995, turning professional in 2002 and specializing in PPC since 2003. Ian co-founded London PPC agency 1upSearch in 2006 and he manages Wordtracker’s PPC Training Workshops and PPC campaigns. Ian has been Google’s guest in Mountain View, San Francisco and Dublin and Microsoft’s in the UK and Dublin. Follow Ian Howie's PPC on Twitter.
Until now, Sitelinks have only been shown below some sites in the organic search results. For example, Priceline.com’s organic listing looks like this:
Google has analysed the link structure of Priceline.com and has found shortcuts that will allow users to find the information they’re looking for more quickly.
Sitelinks within AdWords
Sitelinks within AdWords (Ad Sitelinks) means that you can specify the additional links that will take the user deeper into your website. So instead of sending everyone to the same landing page, Google will display up to 4 different destination URLs in your AdWords ad, so the user has more choice, and you get to create more relevant ads. Just like the organic Sitelinks, the Ad Sitelinks will only appear when your ad is in the top AdWords slot.
Ad Sitelinks can only be set-up at campaign level. Here’s how to set your Sitelinks up:
1. Click on the Campaigns tab:
2. Then Click on the Settings Tab:
3. Ad Extensions
If your campaign is eligible you see the Ad extensions option under Networks, devices and extensions. 
Click
on edit to bring up this screen:
Although Google will only display 4, you can add up to up to 10 links into the slots with a text description and URL for each one.
Some Ad Sitelinks Tips
1. Ad Sitelinks work best for brand terms so you can take visitors to specific places within your site through your Ad.
2. Ad Sitelinks also work well for general keywords. For example, in Priceline.com’s case the keyword Book Vacation means you can now show links for Hotels, Flights, Rental Cars and Vacation Packages.
3. SiteLinks are not suitable when you want to guide someone to a specific Landing Page. For example, if you are targeting Book Hotel in London, you would need to create a relevant ad, directing the user to a specific London hotel bookings landing page.
4. As Ad Sitelinks work at campaign level, make sure you check the Keywords, Ads and AdGroups within your campaign. I suggest creating an AdGroup with specific keywords as a new campaign so that Ad Sitelinks are NOT triggered.
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