Need help deciphering Adwords Sitelinks Extension Stats

[James77]

Hi,

I've recently started using Adwords SiteLinks, but I am a bit confused about what the stats are telling me.

The below are my stats on one of my campaings for this week:

Campaigns 1 Summary:
Clicks: 944
Impressions: 8091
CTR: 11.67
Avg CPC: £1.35
Cost: £1,278.95

Campaign 1 Sitelinks:
Clicks: 905
Impressions: 6216
CTR: 14.56
Avg CPC: £1.34
Cost: £1,213.71

As I am not exactly sure how the Sitelinks stats work (as part of stats on the whole campaign), I am struggling to work out what insight I can gain from the above.

Can someone help me decipher these results into some useful points.

Many thanks

[seanmccauley]

It would appear the majority of your clicks occur when site links are shown below your adword rather than standard adword presentation; 905 vs 944. Also that site links appear on 75% of occasions that you ad appears; 6216 vs 8091 with the site links being absent on only 1875 occasions. Your sitelinks are appearing often which is good and as expected have a higher CTR and a lower CPC. However the CPC should be lower as a higher CTR should increase your Quality Score and reduce your CPC...