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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.

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

Examples: Links to different tabs on the same webpage, links to different anchors or fragment identifiers on the same webpage

Note: Approximately 80% of the content on a page should be unique for that webpage to count as a different destination.

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.

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

Related policies and common disapprovals

The following AdWords policies are especially relevant to sitelink extensions and are often associated with disapprovals. Learn about what happens if you violate our policies.

Unclear relevance

All information should be relevant to what you’re advertising. For example, all submitted ad 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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