Google recently announced a new feature in AdWords: Ad Sitelinks. This feature allows advertisers to include up to 10 additional links in some of their search ads. These links can point to different pages on an advertiser’s Website, and up to four of the links could appear below the ad at any given time. Not all advertisers and campaigns are eligible to use Ad Sitelinks – the option to set up Google Ad Sitelinks will only appear for advertisers whose ads meet a certain high quality threshold.



Benefits of using Google Ad Sitelinks

Ad Sitelinks enable advertisers to promote different product offerings, seasonal and limited promotions, etc. with a single ad. They can also be beneficial when protecting a brand from competitors actively bidding on branded terms. This is because Sitelinks offers an opportunity for an advertiser to occupy up to 5 links in sponsored search results, which should improve their click-through rates.

How to enable Google Ad Sitelinks

Ad Sitelinks are turned on by default in an account’s campaign settings. To include additional links for your ads, please follow the instructions below:

1. Go to your Campaign Settings.
2. Check if your campaign is eligible to run Ad Sitelinks. For eligible campaigns, under the “Networks, devices, and extensions” section, you should see “Show additional links to my site within my ad” nested under “Ad Extensions.” Select the “Edit” link in this area.

3. List up to 10 additional links, and include unique ad copy for each (35 character max), then save your ad.

What you should know about Google Ad Sitelinks

Quality Score: The Quality Score for an ad using Ad Sitelinks is derived from the main destination URL of the ad - the destination URLs of the additional links should not impact the ad’s Quality Score.

Qualifications: The qualifications for using Google Ad Sitelinks are limiting and Google provides vague guidelines for eligibility, however your ad must have a high Quality Score and occupy the first position in sponsored search results in order for your additional links to display. Also, the Ad Sitelinks feature appears to be largely reserved for brand-specific terms.

Guidelines: The additional links must reside either on your Website or on a sub-domain. Again, you can submit up to 10 additional links, but only 4 will be eligible for inclusion at any given time – so use your most important links.

Andrew Bernero, Clickable SEM Guru

Note: Clickable employees volunteer several hours a week to helping other search marketers succeed. "Clickable Gurus" participate in numerous online search communities to provide straightforward answers to numerous questions, and, each week, one of the gurus posts a search-marketing tip to the Clickable Blog.

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