Google Ads Account Sitelinks 101: Creating and Managing

Google Ads account sitelinks are a crucial feature that can boost your website's visibility and drive more traffic to your site.

You can add up to 10 sitelinks to your Google Ads account, but be aware that the more sitelinks you add, the more complex your ad can look.

To create effective sitelinks, you need to understand how they work and what types of sitelinks are available.

There are two types of sitelinks: standard sitelinks and callout extensions, each serving a different purpose.

To set up sitelinks in your Google Ads account, start by logging in to your Google Ads account and navigating to the "Ads & extensions" tab. Then, click on the "Extensions" tab at the top of the page and click the blue "+" button to select "Sitelink extension" from the dropdown menu.

You can add sitelinks at the account, campaign, or ad group level, and it's a good idea to create at least 4 sitelinks for optimal performance and visibility. To add sitelinks, go to Assets within the Campaigns menu, click the plus button, and then click Sitelink. From the "Add to" dropdown menu, choose the level where you'd like to add the sitelink.

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Here are the steps to add sitelinks at the account, campaign, or ad group level:

Before you begin setting up your sitelinks, it's essential to know which campaigns they're compatible with. Sitelinks are compatible with Search campaigns, Video campaigns on YouTube, AdSense for Search, and Performance Max campaigns.

You should create sitelinks at the account level first. This can help you get to optimal sitelink coverage sooner, but make sure they're relevant to all of your campaigns, asset groups for Performance Max, and ad groups.

Keep in mind that sitelink text is limited to 25 characters in most languages, or 12 characters in double-width languages like Chinese, Japanese, and Korean.

Here are some best practices to keep in mind:

Remember, descriptions don't reduce the number of links that can show.

To create and manage sitelinks in Google Ads, you need to log in to your Google Ads account and navigate to the "Ads & extensions" tab.

Click on the "Extensions" tab at the top of the page and then click the blue "+" button to select "Sitelink extension" from the dropdown menu.

You can choose to add sitelinks at the account, campaign, or ad group level.

To add sitelinks, go to Assets within the Campaigns menu, click the plus button, and then click Sitelink.

From the "Add to" dropdown menu, choose the level where you'd like to add the sitelink.

Fill out the "Sitelink text", "Description line", and "URL" fields.

To maximize results, create at least 4 sitelinks at the account level and make sure they're relevant to all your campaigns and ad groups.

You'll also need at least 2 sitelinks on a mobile device.

Here are some best practices to keep in mind:

Remember to keep your sitelink text concise, typically no more than 25 characters, and link to unique, relevant pages on your website.

You can add sitelinks at the "account", "campaign", "asset group", or "ad group" level. You specify the link text and the URLs.

Sitelinks created at higher levels of your account hierarchy are eligible to serve with sitelinks created at lower levels when they're predicted to improve your performance. For example, if you have sitelinks at the campaign and account level, your account level sitelinks will be eligible to serve alongside the sitelinks defined at the campaign-level.

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You can add sitelinks at the "account", "campaign", "asset group", or "ad group" level. You specify the link text and the URLs.

Sitelinks created at higher levels of your account hierarchy are eligible to serve with sitelinks created at lower levels when they're predicted to improve your performance. For example, this can happen if you have sitelinks at the campaign and account level.

You can provide descriptions for your sitelinks, which can be used by Google to make your ads more relevant to potential customers. Google can also use information within your account to automatically generate these descriptions.

Google might supplement your sitelinks with descriptions you've provided, or it might use information from various ads in your account. This can help your ads appear more relevant to people who see them.

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Sitelinks appear in a variety of ways, depending on the device, position, and other factors.

You can find sitelinks in ads at the top and bottom of Google search results.

Sitelinks are compatible with Search campaigns, Video campaigns on YouTube, and Performance Max campaigns.

To see sitelinks, you need at least 2 sitelinks for desktop and at least 2 sitelinks for mobile.

Here's a breakdown of the minimum number of sitelinks required for sitelinks to appear in ads:

The number of sitelinks that can appear varies depending on where people are served the ad.

If you have existing sitelink assets at the account level, they may appear in all eligible campaigns. This can be a convenient way to reuse sitelinks across multiple campaigns, but it's worth noting that only sitelinks in a specific "branch" of the account > campaign > ad group or asset group hierarchy can appear together.

Sitelinks defined at all levels within the same "branch" of the account > campaign > ad group or asset group hierarchy are eligible to serve together. This means that sitelinks created at the account level can be used in all campaigns, but sitelinks created at the campaign level can only be used in that specific campaign.

To maximize performance, provide at least 6 sitelinks with descriptions for all your high-volume ad groups, asset groups, and campaigns. This will give Google Ads a wider pool of sitelinks to choose from, which can lead to better ad performance.

Here are the different levels at which you can add sitelinks:

By default, an ad group or asset group uses the sitelink assets of the campaign and account it's part of. If you want to use sitelinks at a different level, you'll need to specify the level when you add the sitelink.

Sitelinks can be billed differently depending on your campaign type or format, so be sure to review the details to understand the costs associated with sitelinks and campaigns.

Advertisers have seen a significant increase in click-through rates and conversions after adding sitelinks to their campaigns, with an average increase of 10-20%.

In a case study by Portent, a client in the automotive industry experienced a 25% increase in click-through rate, 12% increase in conversion rate, and 36% increase in total conversions after implementing sitelinks.

These improvements were attributed to the enhanced visibility and relevance provided by well-crafted, targeted sitelinks.

Sitelinks can be billed differently depending on your campaign type or its format and goal.

Campaigns may have varying costs associated with sitelinks, so it's essential to review the details to understand the costs involved.

The costs of sitelinks can be reviewed in the campaign details to understand the associated expenses.

Implementing sitelinks in your campaigns can have a significant impact on performance. Advertisers have seen a 10-20% increase in click-through rates and conversions after adding sitelinks.

A case study by digital marketing agency Portent revealed impressive results for a client in the automotive industry. This client experienced a 25% increase in click-through rate, a 12% increase in conversion rate, and a 36% increase in total conversions.

These improvements were attributed to the enhanced visibility and relevance provided by well-crafted, targeted sitelinks. By optimizing your campaigns with sitelinks, you can expect to see similar results.

Here are some key takeaways from the case study:

By implementing sitelinks and optimizing your campaigns, you can maximize your return on investment and drive better results.

Search and Performance Max campaigns offer a great way to showcase multiple links within your ad. Sitelinks are free to add, and you're only charged for clicks from people viewing your ad.

The cost of a click on a sitelink is the same as the cost of a click on the headline in the same ad. This means you'll be charged the same amount no matter which link someone clicks.

Sitelinks can offer more opportunities for customers to click on and within your ad, but you won't be charged for more than 2 clicks per ad impression.

Search and Performance Max campaigns are a great way to reach your target audience. You can add sitelinks for free, and you'll only be charged for clicks from people viewing your ad.

The cost of a click on a sitelink equals the cost of a click on the headline in the same ad. This means you'll be charged the same amount no matter which link in the ad someone clicks.

Sitelinks offer more opportunities for your customers to click on and within your ad, but you won't be charged for more than 2 clicks per ad impression. If someone quickly clicks on more than one link while viewing an ad, it gets treated as a duplicate or invalid click and you won't get charged.

By adding sitelinks, you can see a significant increase in click-through rates and conversions. On average, advertisers have seen a 10-20% increase in click-through rates and conversions after adding sitelinks to their campaigns.

Here are some impressive results from a case study by digital marketing agency Portent:

These improvements were attributed to the enhanced visibility and relevance provided by well-crafted, targeted sitelinks.

Video campaigns can be billed on a cost-per-thousand impressions (CPM) basis from people viewing your ad.

You pay each time that your ad is shown 1,000 times, which is a common pricing model for many video campaigns.

Adding sitelinks to your Video campaigns may decrease your cost-per-action (CPA).

Mapping to intent is a crucial aspect of campaign optimization.

If you have a combination of keyword intents, using sitelinks can reinforce the purchasing decision.

Use sitelinks to offer an educational resource for potential buyers if you have a long sales cycle.

Target middle-of-the-funnel keywords by offering a buyer's guide.

Give leads different options to convert, with or without a live demo.

When creating sitelinks, keep in mind that sitelink text should be short and descriptive, typically no more than 25 characters. Use relevant keywords that accurately reflect the content of the linked page to entice users to click.

To ensure your sitelinks are effective, focus on clarity in your sitelink text. Use concise, descriptive labels that clearly convey the content of the linked page. For example, "Shop Men's Shoes" is more effective than "Men's Collection."

Here are some key considerations for effective sitelinks:

By following these best practices, you can create effective sitelinks that drive more conversions for your business.

To make the most out of sitelinks in your Google Ads campaign, there are a few key considerations to keep in mind. Ensure that your sitelinks are highly relevant to both the main ad and the user's search query. This means directing users to specific pages that match their search intent, such as categories like "men's running shoes" or "trail running shoes" when they search for "running shoes".

Clarity in sitelink text is also crucial. Use concise, descriptive labels that clearly convey the content of the linked page. Avoid using vague terms like "Men's Collection" and instead opt for something like "Shop Men's Shoes".

Each sitelink should lead to a unique destination. Avoid duplicating links from your main ad or other sitelinks. This will help users navigate your site more efficiently and encourage deeper exploration.

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Here are the three critical benefits of using sitelinks:

To optimize your sitelinks, regularly monitor their performance using Google Ads reporting tools. Analyze click-through rates, conversion rates, and other key metrics to identify top-performing sitelinks and areas for improvement.

Conduct A/B tests to compare different versions of your sitelinks. For example, you might test two different phrases for the same link to see which generates more clicks. When running tests, change only one element at a time so you can clearly attribute any performance changes.

Pay special attention to mobile optimization. With the majority of Google searches now occurring on mobile devices, it's crucial that your sitelinks are easy to tap and navigate on smaller screens. Consider using shorter link text and ensuring the linked pages are mobile-friendly.

To continually optimize and refine your sitelinks, consider leveraging them for promotions and sales, addressing common customer queries, tailoring sitelinks to the buyer's journey, and keeping sitelinks fresh.

Here are some key strategies for optimization:

• Experiment with different sitelink variants to identify top-performing options.

• Monitor key metrics such as click-through rate (CTR) and conversion rate to gauge performance and spot improvement opportunities.

• Adapt to changing trends and customer needs by adjusting your sitelinks strategy accordingly.

By treating sitelink optimization as an ongoing process and leveraging data-driven insights, you can maximize the impact of this powerful ad extension and drive sustained results for your Google Ads campaigns.

To add, edit, schedule, or troubleshoot your sitelinks in Google Ads, you need to follow these steps.

First, go to the Campaigns menu and select Assets. From there, you'll find a table with all your assets.

Next, select Associations from the “Table view” dropdown menu. This will allow you to manage your sitelinks effectively.

To give you a better idea, let's consider an example. An e-commerce store selling fashion accessories might want to add sitelinks targeting specific product categories.

Here's a breakdown of the process:

By following these steps, you'll be able to manage your sitelinks efficiently and effectively.