I’ve previously written about my affinity for Google AdWords Sitelinks. By offering users up to 4 potential landing pages grouped below the ad, you are allowing them to click the most relevant link and make the conversion process easier. This extension is especially great for branded searches because they can be vague. For example, if I type in “Nike shoes,” Google doesn’t know whether I am looking for men’s shoes or women’s shoes and will serve the generic branded ad. Sitelinks gives the user the choice to visit the most appropriate page.