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Sitelink extension requirements

Sitelink extensions display additional links with your ad. Sitelink extensions are subject to the standard AdWords policies and the requirements below.

Link text repetition

The following is not allowed:

Using the same link text for more than one sitelink

Note: Reusing link text is not allowed even if each sitelink points to a different destination.

How to fix: Link text repetition
  1. Read the policy above to learn what we don't allow. Look for sitelinks that use the same link text.
  2. Edit your extension to make it comply with this policy.
    • On your Extensions page, hover over the extension you want to edit.
    • Click the pencil icon next to your extension to edit it.
    • Click Save when you're done.

    Once you edit and save your extension, it's sent for review. Most extensions are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've correctly edited the extension, we can approve it to start running.

If you aren't able to fix these violations or choose not to, remove your extension to help prevent your account from becoming suspended in the future for having too many disapproved extensions.

Duplicate URLs

The following is not allowed:

Multiple sitelinks in the same campaign or ad group that point to the same landing page or the same content

Sitelinks that point to the same landing page or the same content

How to fix: Duplicate URLs
  1. Read the policy above to learn what we don't allow. Here are some guidelines to help you diagnose the problem:
    • Links to different tabs on the same webpage count as the same destination.
    • Links to different anchors or fragment identifiers on the same webpage count as the same destination.
    • Approximately 80% of the content on a page should be unique for that webpage to count as a different destination.
  2. Edit your extension to make it comply with this policy.
    • On your Extensions page, hover over the extension you want to edit.
    • Click the pencil icon next to your extension to edit it.
    • Click Save when you're done.

    Once you edit and save your extension, it's sent for review. Most extensions are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've correctly edited the extension, we can approve it to start running.

If you aren't able to fix these violations or choose not to, remove your extension to help prevent your account from becoming suspended in the future for having too many disapproved extensions.

Third-party URLs

The following is not allowed:

Sitelink URLs that don’t match the domain of the ad’s final URL

Note: While links should normally point to the same domain as the ad URL, we do allow links to point to third-party sites, under limited circumstances. Some examples include links to a Google+ page, Facebook page, Twitter account, YouTube video, or LinkedIn profile. In such cases, the link text must be descriptive of what someone would find at the link destination. For example, "Watch our YouTube video" should lead to your video on YouTube.

How to fix: Third-party URLs
  1. Read the policy above to learn what we don't allow. Look for sitelinks that don’t lead to the same domain as your ad’s final URL.
  2. Edit your extension to make it comply with this policy.
    • On your Extensions page, hover over the extension you want to edit.
    • Click the pencil icon next to your extension to edit it.
    • Click Save when you're done.

    Once you edit and save your extension, it's sent for review. Most extensions are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've correctly edited the extension, we can approve it to start running.

If you aren't able to fix these violations or choose not to, remove your extension to help prevent your account from becoming suspended in the future for having too many disapproved extensions.

Punctuation and symbols in sitelink extensions

The following is not allowed:

Punctuation and symbols in the link text or description that serve no purpose other than to draw attention to the ad

Examples: Exclamation marks, punctuation at the beginning of the text, adding a ► symbol

How to fix: Punctuation and symbols in sitelink extensions
  1. Read the policy above to learn what we don't allow. Note that the requirements are more restrictive than those described in the Editorial policy. For example, no exclamation points are allowed in sitelink extensions.
  2. Edit your extension to make it comply with this policy.
    • On your Extensions page, hover over the extension you want to edit.
    • Click the pencil icon next to your extension to edit it.
    • Click Save when you're done.

    Once you edit and save your extension, it's sent for review. Most extensions are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've correctly edited the extension, we can approve it to start running.

If you aren't able to fix these violations or choose not to, remove your extension to help prevent your account from becoming suspended in the future for having too many disapproved extensions.

Related policies and common disapprovals

The following AdWords policies are especially relevant to sitelink extensions and are often associated with disapprovals.

Unclear relevance

All information should be relevant to what you’re advertising. For example, all submitted ad creative fields must represent the same advertiser and be relevant to the promoted product. See the policy on Unclear relevance for more information. For sitelink extensions, this means that link text should clearly and accurately indicate what kind of product, service, or other content is found at the link’s destination.

Trademarks

Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. See the Trademark policy for more information.
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