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What they do
Ad sitelinks add value to your existing AdWords ads by providing additional links to specific, relevant content deeper within your sitemap. Rather than sending all users to the same landing page, ad sitelinks display up to six additional destination URLs for users to choose from.
Ad sitelinks are designed to appear when an ad provides the "best” result for a search query, and they are most likely to appear for searches for unique brand terms for top-ranked ads with higher quality scores. (However, they may not always be shown for every top-ranked ad.)
Why you'd use them
You can create richer, more relevant ads that improve the value of your brand terms and other targeted keywords. For example, with ad sitelinks you can point to specific information on your site such as gift registries, special deals, holiday or event-related promotions, and store locators. On average, advertisers who use ad sitelinks have seen their ad clickthrough rates improve by 30%.