Show additional links below your ad text

The sitelinks ad extension shows links to specific pages on your website beneath the text of your ads (and in addition to the main landing page), helping customers get to what they're looking for on your site with just one click. Sitelinks appear in ads at the top and bottom of Google search results. You can add sitelinks when you create your campaign. You can edit your link text and URLs, and see how ads that contain sitelinks perform in the Ad extensions tab.

Example

You own a neighborhood bakery with an artsy website. The site looks great, but orders aren't coming through it, and people can't seem to find your business hours. By adding sitelinks, people can get directly to the store hours, order page, menu, or whatever else they're looking for.

Ads on search results pages displayed on desktop computers and tablets can show from two to six links in addition to the display URL. Ads on search results pages displayed on mobile phones with full Internet browsers can show up to four additional links (not available for WAP phones).

In some cases, we might supplement your sitelinks with descriptions that you've provided about those pages. Either you can add those details yourself when creating or editing sitelinks, or we can automatically use information within your account related to individual sitelinks—for example, from various ads in your account. By showing additional information with your sitelinks, your ads can be more relevant to potential customers.

Why use sitelinks

Here are a few reasons to consider adding sitelinks to your ads:

  • Show shortcuts: Link directly to popular or high-converting sections of your website.
  • Minimize work: You don't need to make new text ads or edit them to include sitelinks.
  • Update easily: Change link text and URLs whenever you want, keeping them up-to-date for sales and special offers.
  • Flexibility: You can add sitelinks to a campaign or ad group, depending on which ads you want them to show with.
  • Detailed reporting: Find out how many clicks occurred on your ad when sitelinks appeared. Break down the statistics by campaign, ad group, or ad. Segment your statistics using “This Extension vs. Other” to see the number of clicks that occurred on the individual sitelink versus another part of the ad (e.g., the headline, other sitelinks, or another extension).
  • Data retention: Edit your sitelinks without resetting their performance statistics.
  • Customized sitelinks for mobile: Create mobile-optimized sitelinks to show on mobile devices, or disable specific sitelinks on the devices you choose.
  • Scheduling with start and end dates: Specify the dates, days of week, or times of day your sitelinks are eligible to show.

Keep in mind

Sitelinks are limited to 25 characters in most languages, or 12 characters in double-width languages. Double-width languages are languages that use double-width characters, like Chinese, Japanese, and Korean.

Review all sitelink extensions policies.

Guided tour: Add sitelinks

Click "Show me how" to be guided through how to create sitelinks in your account. Or, you can follow the instructions below.



Show me how

Creating and managing sitelinks
Creating new sitelinks

Keep in mind

Don't see sitelinks? This feature is for these campaign types only:

  • "Search Network with Display Select"
  • "Search & Display Networks"
  • "Search Network only"

Learn about the different campaign types available.

To create campaign-level sitelinks:

  1. Choose the campaign you'd like to add the extension to.
  2. Click the Ad extensions tab.
  3. Choose Sitelink Extensions from the View drop-down menu.
  4. Next to the Sitelink settings link, click Edit
  5. You'll see all the sitelinks that are in this account.
    • To use an existing sitelink, click the sitelink.
    • To create a new sitelink, click the New button.
  6. Fill out the sitelink text and URL.
  7. The Description field is optional. When you fill out both lines of description, your sitelink may be eligible to show with these details. Learn more in the Sitelinks with additional detail section below.
  8. Click Save to save your sitelink setting for your campaign.
  9. At the bottom of the campaign’s sitelink extension window next to “Show this extension on,” select the devices where you’d like the sitelinks in the campaign to appear. You can choose to show the sitelinks across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  10. Click Save.

Tips

  • Keep link text short. This increases the amount of links that can show and gives AdWords more sitelinks to choose from.
  • Look at your website's navigation bars for easy sitelink ideas.
  • The order of your sitelinks and how they perform factor into how frequently a sitelink is chosen to show in an ad.

Ad group-level sitelinks

Before you create ad group-level sitelinks, keep the following in mind:

  • By default, an ad group uses the sitelinks of the campaign it's part of.
  • If you create one kind of sitelink for an ad group, it will override the same type of campaign-level sitelink.
  • You can also disable a sitelink for an ad group. This removes any sitelink you created in the ad group and stops any campaign-level sitelink from showing with those ads. In other words, no sitelink of the selected type will show for the ad group.

To create an ad group-level sitelink:

  1. Choose the ad group you'd like to add the sitelink to.
    1. Click the Ad extensions tab.
  2. Choose View: Sitelink Extensions from the drop-down menu.
  3. Next to the Sitelink extension settings link, click Edit.
  4. Choose Use ad group sitelink to create sitelinks specifically for the ad group.
  5. You'll see all the sitelinks that are in this account.
    1. To use an existing sitelink,click the arrow next to the sitelink you'd like to add to the ad group.
    2. To create a new sitelink within the ad group, click the New button.
  6. Fill out the sitelink text and URL.
  7. The Description field is optional. When you fill out both lines of description, your sitelink may be eligible to show with these details. Learn more in the Sitelinks with additional detail section below.
  8. Click Save and return to the ad group sitelink extension window.
  9. At the bottom of the ad group sitelink extension window next to “Show this extension on,” select the devices where you’d like the sitelinks in the ad group to appear. You can choose to show the sitelinks across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
  10. Click Save.

Tips

  • Choose Use campaign setting to use the campaign sitelinks. Keep in mind that campaign-level sitelinks will be used for ad groups by default, so this option is only useful if you'd like to remove a previous setting.

  • Choose Disable sitelink extensions to remove the ad group sitelinks and hide the campaign sitelinks for this ad group. This means that the ad group won't show your sitelinks.
Editing sitelinks
To edit campaign-level or ad group-level sitelinks:
  1. Choose the campaign or ad group that has the sitelink you'd like to edit.
  2. Click the Ad extensions tab.
  3. Choose View: Sitelink Extension from the drop-down menu.
  4. From the Sitelink extension settings section, click Edit.
  5. You'll see all the sitelinks in this campaign or ad group. Scroll to the campaign-level or ad group-level sitelinks to find the sitelink you want to edit. Click the arrow on the right to select.
  6. On the sitelink you selected, click the down arrow that appears next to the pencil icon and choose Edit.
  7. Make the changes to the sitelink you selected.
    • The Description field is optional. When you fill out both lines of description, your sitelink may be eligible to show with these details. Learn more in the Sitelinks with additional detail section below.
  8. After you're done editing, click Save.
  9. The sitelink will be edited for any ad groups and campaigns that share the sitelink.

Tips

  • Keep link text short. This increases the amount of links that can show and gives AdWords more sitelinks to choose from.
  • Look at your website's navigation bars for easy sitelink ideas.
  • The order of your sitelinks and how they perform factor into how frequently a sitelink is chosen to show in an ad.
Removing a sitelink

To remove a campaign-level or ad group-level sitelink:

  1. Choose the campaign or ad group that has the sitelink you'd like to remove.
  2. Click the Ad extensions tab.
  3. Choose View: Sitelink Extension from the drop-down menu.
  4. Go to the Sitelink extension settings section and click the plusbox to expand the section.
  5. You'll see all the sitelinks in this campaign or ad group. Scroll to the campaign-level or ad group-level extensions, hover your cursor over the set of sitelinks that contains the one you'd like to remove, and click the pencil icon that appears in the upper corner.
  6. Under the Selected Sitelink extension heading, click the arrow next to each extension you'd like to remove from the campaign or ad group. If you're removing the sitelink from a campaign, this will remove the sitelink for all ad groups under the campaign as well.
  7. Click Save when you're done.

To remove all sitelinks of one type from a campaign or ad group:

  1. Choose the campaign or ad group that has the sitelinks you'd like to remove.
  2. Click the Ad extensions tab.
  3. Choose View: Sitelink Extensions from the drop-down menu.
  4. Go to the Sitelink extension settings section and click the plusbox to expand the section.
  5. You'll see all the sitelinks in this campaign or ad group. Scroll to the campaign-level or ad group-level sitelinks that you'd like to remove, and click the checkbox next to them.
  6. Click Delete.
Customizing a sitelink for mobile devices

Extensions show on all devices by default, but there are two ways you can customize sitelink extensions for mobile and desktop and tablet devices.

  • You can create mobile-specific sitelinks. For example, if you have mobile-specific product pages on your website and want to use a mobile-preferred sitelink to direct users there, just create your mobile-preferred sitelink and check the “Mobile” box next to “Device preference” in the “New sitelink” window.
  • You can limit which devices your sitelink extensions can appear on at the campaign or ad group level. For example, if you want the sitelinks for a specific campaign to appear only on desktops and tablets, just edit the extension settings at the campaign level and select “Desktop and tablet devices only” next to “Show this extension on.”

Here's how to create mobile-specific sitelinks:

  1. Choose the campaign that has the sitelink you'd like to edit.
  2. Click the Ad extensions tab.
  3. On the View drop-down menu, choose Sitelink Extensions.
  4. Go to the Sitelink extension settings section and click Edit.
  5. You'll see a list of all the sitelinks in this campaign.
  6. Find the sitelink you want to customize and click the arrow on the right to select.
  7. On the sitelink you selected, click the down arrow that appears next to the pencil icon and choose Edit.
  8. In the form that appears, choose Mobile next to device preference.
  9. Change the sitelink, as needed, to optimize for mobile.
  10. Click Save.

Note

  • Sitelinks with the device preference set to mobile will be given preference over standard sitelinks on mobile devices.
  • Standard sitelinks will be given preference over mobile-optimized sitelinks of the same type on desktop and laptop computers.
  • If a campaign or ad group has only mobile-optimized sitelinks, these may show on desktop and laptop computers. To avoid this, we recommend having standard sitelinks of the same type as the mobile-optimized sitelinks in your campaign
Scheduling a sitelink

Here's how to narrow the date or time range during which a sitelink could appear:

  1. Choose the campaign that has the sitelink you'd like to edit.
  2. Click the Ad extensions tab.
  3. Choose View: Sitelink Extensions from the drop-down menu.
  4. Go to the Sitelink extension settings section and click Edit.
  5. You'll see a list of all the extensions in this campaign.
  6. Hover your mouse cursor over the sitelink you want to schedule. Click the down arrow that appears next to the pencil icon and choose Edit.
    • Keep in mind that any change you make affects all campaigns or ad groups sharing this sitelink. To make the change only for this campaign, choose Copy and edit instead.
  7. In the form that appears, click the Start/end dates, scheduling section.
  8. Click inside the start and end date boxes to choose the dates when the sitelink should start and stop appearing.
  9. Use the Scheduling section to set the days of the week and times of day a sitelink should appear. All times are in the time zone of your account.
  10. Click Save.
Sitelinks format with additional detail

Let's say you're running a campaign with sitelinks. In some cases, we might supplement your sitelinks with descriptions that you've provided about those pages, so your entire ad unit looks like this example:

Either you can add those details yourself when creating or editing sitelinks, or we can automatically use information within your account related to individual sitelinks -- for example, from various ads in your account. By showing additional information with your sitelinks, your ads can be more relevant to potential customers.

How to add descriptions to your sitelinks

When creating a new sitelink or editing an existing sitelink, fill out both lines of the "Description" field in order for your sitelinks to be eligible to show with those details.

See the section above for instructions on how to create or edit sitelinks.

How sitelinks with additional detail work automatically

Example

You've created sitelinks for your pizza restaurant campaign, and your ad can show sitelinks similar to the following ad:

Example ad with sitelink extensions

Now, let's say your account also includes the following text ads:

Since the text ads in your account include information that's similar to your sitelinks, we might add some of that information to your sitelinks and show potential customers an ad unit that could look like the following:

Note: It's important to remember that we'll supplement your sitelinks with information that you provide. This means that you're in control of the information, such as ad text, that we show in your sitelink extension.

Keep in mind

We'll only show sitelinks with additional information if your sitelinks campaign meets specific criteria, including the following:

  • Your existing ads show with two or three lines of sitelinks and appear above Google search results.
  • You've filled out additional information for your sitelinks OR we've found other ads in your account that match your sitelinks.

How much sitelinks cost

The cost of a click on a sitelink equals the cost of a click on the display URL in the same ad. In other words, you'll be charged the same amount no matter which link in the same ad – destination URL or sitelink – 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 two clicks per ad impression. However, if someone quickly clicks on more than one link while viewing an ad, this gets treated as a duplicate or invalid click and you won't get charged.

Performance and reports

Let's say you'd like to see how your sitelinks perform, like the number of clicks or impressions that occurred when your sitelink was shown with your ad. You can use your sitelink performance data to see which sitelinks perform best and then optimize your sitelinks to help you reach your advertising goals.

Monitoring sitelink performance

You can analyze the performance of ads that contain sitelinks from your Ad extensions tab. The clicks column counts clicks both on your sitelinks and on your ad when your sitelinks appeared with it.

Here's how to see your sitelink performance data:

  1. Select a campaign with sitelinks. Then, click the Ad extensions tab.
  2. Choose View: Sitelink Extensions from the drop-down menu.
  3. You'll see a statistics table that contains data on the entire ad unit's performance when the sitelink appears. In other words, this data includes the performance of the sitelink, as well as the ad and any other sitelinks it appeared with.
  4. Analyze your performance data to see which sitelinks are performing well and optimize your sitelinks accordingly.

Segment your performance data

Use segments to take a closer look at individual sitelink performance. We recommend using the "This Extension vs. Other" segment to compare how many clicks your individual sitelink received versus the other sitelink or headline that appeared in your ad.

Here's how to segment your data by "This extension vs. Other":

  1. Click the Ad extensions tab of a campaign with sitelinks
  2. Click View: Sitelink Extensions from the drop-down menu.
  3. Click the Segment drop-down menu.
  4. Select "This Extension vs. Other".
  5. In the table, you'll see a row named "Other" and a row named "This extension." You can compare the statistics in these two rows to see how your individual extensions are performing and optimize them accordingly.

Here's how you can compare how many clicks your ad's display URL received versus its sitelinks:

  1. From the Ad extensions tab of a campaign with sitelinks, click the "Segment" dropdown menu.
  2. Select "Click type." Select Click type from the Segment dropdown

Tip

Customize the statistics table to break down your sitelink performance by campaign or ad group. To do so, click the Columns drop-down menu and choose Customize columns. Within the Level of detail section, you can add separate Campaign and Ad group columns to the table by clicking the Add link.

Tracking in Google Analytics

Autotagging your links will result in your landing page URLs being recorded with the additional sitelink parameter.

This means it will appear as a separate entry in your Top Content reports as well as be available for you in the AdWords section of Traffic Sources.

You can also analyze the performance of this landing page URL in your AdWords campaigns. Use the secondary dimension to see which ad text and landing page (sitelink) combination works best.

Note: The Goal Set 1 tab is selected, however if Ecommerce Tracking is enabled on your site, you can see Revenue and Transaction figures.

Why your sitelinks aren't showing

Keep in mind that your ads won't always show sitelinks. Also, when your ads show sitelinks, the format that appears could vary. For instance, anywhere from two to six sitelinks may appear on desktop ads.

We consider several factors when determining what types of sitelinks we'll display with your ad, and whether we'll display sitelinks at all. These factors include the following:

  • Your keyword's Quality Score.
  • The position of your ad on Google search result pages.
  • The landing page of your ads and sitelinks.
  • Other ad extensions that are enabled in your campaign.
  • The search term used by a potential customer.
  • The relevance of other ads on the page.

The following best practices will help increase your chances of showing sitelinks:

  • Your sitelink URLs within a campaign or ad group must each direct to a unique landing page, with unique content. Sitelinks within a campaign that point to the same content won't show.
  • Your ad should have one of the positions directly above or below Google search results.
  • Your keyword should have a very high Quality Score.
  • Your sitelink URLs must direct customers to pages that are relevant to your product or service.
  • Add the maximum amount of sitelinks you can to your campaign. Your campaign needs a minimum of two approved sitelinks with different landing pages in order for sitelinks to appear with your ads on desktop or tablet, and one approved sitelink with a different landing page from your ads to appear on mobile.
  • Keep sitelinks text short.
  • Make sure your sitelinks are all approved. Check the Status column next to each sitelink to make sure it says "Approved." Edit or remove any sitelinks that say "Disapproved."

Note

After you create your sitelinks, they might appear with your ads for a few weeks and then stop appearing. This change might occur because there could be a delay in the review process that we do to make sure your sitelinks meet our policies. If your sitelinks stop appearing, check the destination URLs of your sitelinks to make sure that each sitelink in your campaign directs customers to a unique landing page.

Next steps