Google Ads sitelinks give users more ways to act on your ad without forcing everything into one headline and one landing page. Someone may want to shop a category, check pricing, contact your team, or explore an offer before they are ready to convert. Well-planned sitelinks help surface those paths directly in the ad. This guide covers how sitelinks work, where they appear, and how to use them more effectively.
Quick summary:
- Google Ads sitelinks add extra links to your ads and help users reach more relevant pages directly.
- Sitelinks can appear across eligible Search, Performance Max, Video, and Demand Gen campaigns.
- Manual and dynamic sitelinks give advertisers different levels of control over how additional links are shown.
- Relevant sitelink text, specific landing pages, clear descriptions, and regular updates can improve the overall ad experience.
- Google does not guarantee that every sitelink will appear, so asset quality, campaign context, and Ad Rank still matter.
What is a sitelink in Google Ads?
Sitelink assets are additional links that can appear with your Google Ads and direct users to specific pages on your website. These sitelinks can direct users to specific pages of your website, such as product pages, contact us pages, or store hours. This not only provides users with more options but also increases the overall visibility of your ads.
Sitelinks can also appear in organic (unpaid) search results, like this:
Where can Google Ads Sitelinks appear?
Google Ads sitelinks can appear across Search, Performance Max, Video, and Demand Gen campaigns, with the format varying by campaign type, device, and placement.
Search and Performance Max campaigns
In Search campaigns, sitelinks usually appear below the main ad and give users extra paths to explore, such as a product category, pricing page, contact page, or special offer.
On desktop, several sitelinks may appear together beneath the ad, while mobile users are more likely to see them in a swipeable format. Ads in stronger positions may also get more space for sitelinks, making them easier to notice.
Performance Max can also use sitelinks to give Google more landing page options to match with different user intents. The more relevant sitelinks you provide, the more flexibility the system has when deciding which additional links to show.
Video campaigns on YouTube
Sitelinks can appear below eligible YouTube video ads on mobile devices, giving viewers direct access to specific pages such as product details, pricing, offers, or contact pages.
You need at least 2 sitelinks for them to be eligible to show, and a video ad can display up to 4 sitelinks. Users can browse and select these links while watching the ad. Sitelinks are not shown on Video campaigns running through Google video partners.
Demand Gen campaigns
Demand Gen campaigns can use sitelinks to add extra navigation options across eligible placements. This can be especially useful when your campaign promotes more than one product, offer, or content destination.
Rather than relying on a single landing page, sitelinks let users choose the path that best matches what they want to explore next.
Keep in mind that adding sitelinks does not guarantee they will appear every time. Google decides when and which sitelinks to show based on factors such as Ad Rank, placement, expected performance, and the other assets available for that ad.
2 types of Google Ads sitelinks
Google Ads offers two main types of sitelinks that advertisers can use to enhance their ads: Manual Sitelinks and Dynamic Sitelinks.
- Manual sitelinks: These are created by the advertisers themselves. Advertisers have full control over the link text and the landing page URL. This allows for greater customization and alignment with the ad’s message and the advertiser’s goals. For example, an advertiser could create a sitelink that directs users to their store’s “Sale” page during a promotional period.
- Dynamic sitelinks: These are automatically created by Google AI to help users reach relevant pages on your website without requiring you to build each link manually. They may appear alongside or instead of your manual sitelinks when Google predicts they can improve ad performance. You can still review, pause, or remove individual dynamic sitelinks if they don’t match your campaign goals.
What are the benefits of using Google Ads Sitelinks?
Google Ads Sitelinks offer several benefits that can significantly enhance your online advertising efforts:
Increased ad visibility
Sitelinks expand the size of your ad, making it more noticeable on the search results page. This increased visibility can help attract more attention to your ad and improve its performance.
Highlight product’s features and benefits
Sitelinks provide additional information that complements your main ad copy. They allow you to highlight specific benefits or features of your product or service that may not be included in the main ad. These sitelinks not only provide more information to potential customers, but they also emphasize the benefits that make your offering unique and attractive.
Improved click-through rate (CTR)
By providing users with more options and direct paths to what they’re looking for, sitelinks can significantly improve your ad’s click-through rate (CTR). This means more potential customers visiting your website.
Enhanced user experience
Sitelinks make it easier for users to navigate to specific pages on your website directly from your ad. This can enhance the user experience, leading to higher engagement and potentially higher conversion rates.
Increased Conversion Rate
By directing users to the most relevant pages on your website, sitelinks can help increase your conversion rate. Users who find exactly what they’re looking for are more likely to convert.
Google reports that advertisers who increase the number of sitelinks per campaign to 6 can see up to 3.5% more conversions on average at a similar cost per conversion. Google also found that advertisers who improve the Ad Strength of their Responsive Search Ads and sitelinks from “Poor” to “Excellent” see 15% more conversions on average.
How to add Sitelinks to your Google Ads Campaigns?
Step 1: Access to your Google Ads campaign
The first step you need to do is log into your Google Ads account. If you don’t have an account yet, you’ll need to create one.
Once you’re signed in, navigate to the campaign where you want to add sitelinks.
Step 2: Go to Assets
On the page menu on the left, go to Campaigns > Assets, then click the + button to create a new asset.
Step 3: Create a Sitelink Asset
From the drop-down menu, select “Sitelink Extension”.
You’ll need to enter the following information for each sitelink:
- Sitelink text: This is the clickable headline for your sitelink. It should be short, descriptive, and compelling enough to attract users’ attention.
- Description line 1 and 2 (optional): These are additional details that can appear with your sitelink. They should provide more information about the linked page and encourage users to click.
- Final URL: This is the URL of the page you’re linking to. It should be a relevant and specific page on your website.
Once you’ve entered all the necessary information, click “Save” to add the sitelink to your campaign.
You’ll also choose the sitelink asset level, such as account, campaign, or ad group.
Google Ads Sitelinks Best Practices
To make the most of your sitelinks, follow these Google Ads sitelinks best practices:
Define your goals
Before you start adding sitelinks to your campaign, it’s crucial to clarify your objectives.
- What is the purpose of these assets?
- Are they intended to promote products or services?
- Will they be effective with both branded and non-branded keywords?
Your responses to these inquiries will help you asset the versatility and utility of your sitelinks for the user.
Pro Tip: Before creating new sitelinks, check what already exists at the account level. Account-level sitelinks can still serve alongside campaign- or ad-group-level assets, so an overly generic link can appear with a highly specific campaign if you don’t review the asset hierarchy first
Use relevant sitelinks
Your sitelinks should be closely related to the content of your ad and the interests of your target audience. For example, if you’re advertising a clothing store, your sitelinks could lead to specific product categories like “Men’s Clothing” or “Sale Items”. This way, users can find exactly what they’re interested in, which can lead to higher click-through rates and conversions.
Be specific
Each sitelink should lead to a specific page on your website. For instance, instead of linking to your homepage, link to specific product pages, blog posts, or contact pages. This can help users find the information they’re looking for more quickly, improving their experience and increasing the likelihood of conversion.
Keep it short and descriptive
Your sitelink text should be concise, clear, and descriptive. It should give users a good idea of what they’ll find when they click on the link. For example, instead of using a generic sitelink text like “Learn More”, use specific and descriptive text like “Shop Women’s Shoes” or “Browse New Arrivals”.
Use a mix of sitelinks
Sitelinks can fulfill various roles, so it’s crucial to utilize a range of them. For instance, not all sitelinks in an ad should be used to advertise products on sale. Instead, diversify. One sitelink could promote a product on sale, another could generate leads, a third could spotlight a new product category, and a fourth could guide potential clients to beneficial information.
Pro Tip: Don’t judge sitelinks only by which one gets the most clicks. A high-CTR sitelink may simply attract broader curiosity, while a lower-volume link such as “Pricing” or “Contact Us” can bring users with much stronger purchase intent. Compare sitelink clicks with downstream conversions before deciding what to keep or remove.
Update sitelinks regularly
Keep your sitelinks up-to-date to ensure they’re always relevant and effective. For example, if you’re using sitelinks to promote a seasonal product or a limited-time offer, make sure to update or remove the sitelink once the season or offer has ended.
By following these best practices, you can maximize the effectiveness of your Google Ads Sitelinks and improve the performance of your ads.
Why you should use a mix of sitelinks instead of one sitelink only?
Just as diversification is a key principle in investment, it’s also crucial in digital marketing. Different sitelinks can serve different purposes – some may direct users to on-sale products, others may generate leads, highlight a new product category, or direct prospective clients to useful information. This variety ensures that you cater to a wide range of user interests and needs in the customer journey.
Let’s illustrate this concept with a slightly creative example.
Recently, I’ve worked with a client who runs a company manufacturing electronic devices. In their account, we set up four unique types of sitelinks:
- 2 sitelinks are product-centric, showcasing their latest electronic devices (as per the client’s request).
- 1 sitelink offers users a chance to have a virtual tour of their manufacturing unit (“Take a Factory Tour”). This sitelink has a more immersive approach.
- 1 sitelink provides users with an interactive experience to learn more about the products through a 3D model interface (“3D Model Experience”).
When I measured by CTR, the “3D Model Experience” sitelink outperforms the “Take a Factory Tour” sitelink. The fact that the interactive sitelink (“3D Model Experience”) is performing better than the immersive sitelink (“Take a Factory Tour”) is not too surprising in this case. The products are advanced electronic devices that are not yet widely recognized. People are seeking more interactive experiences before engaging in a tour.
Google Ads Sitelinks Examples
Now, look at some examples of Google Ads sitelink.
1. WorldRemit
WorldRemit is using Google Ads sitelinks effectively to provide users with quick access to different aspects of their service:
- £20 for you, £20 for them: This sitelink leads to a referral program where both the referrer and the referred get £20. It’s a common strategy to encourage existing users to invite others to use the service.
- How does it work?: This sitelink directs users to a page explaining the process of using WorldRemit’s services. It’s useful for new or potential users who are unfamiliar with how the service works.
- Money Transfer Service: This sitelink likely leads to the main service page where users can start transferring money.
- Transparent. Simple. Fast: This sitelink serves to emphasize the company’s values and leads to a page detailing WorldRemit’s commitment to these principles.
2. Nike
Nike offers a wide range of products, from shoes to clothing to sports equipment. All the sitelinks in this ad are used to direct users to these different product categories.
Google Ads Sitelinks FAQs
What are Google Ads sitelink assets?
Google Ads sitelink assets are additional links that can appear with your ads and direct users to specific pages on your website. They can help improve the visibility of your ads, increase click-through rates, and enhance the user experience.
What is the character limit for Google Ads Sitelinks?
The character limit for Google Ads Sitelinks is 25 characters for the sitelink text and 35 characters for the sitelink descriptions for most languages.
Why aren’t my Google Ads Sitelinks appearing?
Adding sitelinks doesn’t guarantee they will show every time your ad appears. Google decides which assets to display based on the auction, expected performance, and available space.
Some common reasons include:
- Your Ad Rank or ad position isn’t high enough for additional assets to show.
- You don’t have enough eligible sitelinks available.
- Your sitelinks are disapproved, paused, or scheduled outside the ad’s active period.
- Multiple sitelinks use very similar text, so Google may choose only one of them.
- Google predicts that another asset combination will perform better for that particular search.
You can check their status and associations under Campaigns > Assets to make sure they are active and attached at the right account, campaign, asset group, or ad group level.
Wrap-up
In conclusion, Google Ads sitelinks are a powerful tool for enhancing your Google Ads and improving your online presence. By providing additional, relevant links in your ads, you can guide potential customers to specific actions and information, thereby increasing click-through rates and conversions.
