Back in November Google introduced Ad Sitelinks which allows you to put 4 additional links to your site into your adwords ad.

Google RNIB AdWords Sitelinks

Ad  Sitelinks give you more screen real estate in a prime location and early indications are that it results in more clicks. However to take advantage of it you need to have a good AdWords Account CTR. My experience is that you need a CTR of around 3% spread across all your ad Campaigns to be offered the Ad Sitelinks option. You can check if you qualify by logging onto your adwords account, go to Campaign > Settings > Networks, device and extensions. Here, if eligible, you can enter a brief description and the associated url for the appropriate pages on your site.

Location of Ad Sitelinks settings in AdWords

Google deals with the question `What ads qualify ? and they specifically say ” Ad Sitelinks are most likely to trigger on unique brand terms”. My experience has been that this is the case on all accounts that I have done this for.

Now on your main brand term you can occupy a large amount of google SERPS screen real estate – your AdSitelinks, regular site links and (in many cases) a site specific Search Box plus Local Listings. Anyone looking for you under your brand term should be able to find you.