Sitelink extensions

What's the policy?

Sitelink extensions allow you to include additional links in your standard text ad. The rules that apply to text ads generally apply to sitelink extensions too. To ensure your extensions are accurate and appropriate, we also have additional requirements when using sitelink extensions, as shown below.

Link text requirements

  • Link text length: The link text for each link must be 25 characters or fewer. For languages that use double-width characters (like Chinese, Japanese, and Korean), the link text must be 12 characters or fewer.
  • Accurate and clear link text: Your link text must directly relate to the content on your ad's landing page. When users see your ad, they should be able to understand what kind of product, service, or other content they'll find on your advertised site.
  • Unique link text: You can't use the same name for more than one sitelink, even if each sitelink has a different destination URL.
  • Use of punctuation and symbols: We don't allow symbols in link text that serve no purpose other than to draw attention to your sitelinks, like adding a ► symbol in your sitelinks. Your link text can't include the following: exclamation marks, punctuation at the beginning of the text, repeated punctuation, or emoticons.
  • No keyword insertion: You can't use the keyword insertion feature within your link text.
  • No unauthorized trademarks: We don't allow any trademarked terms in your link text unless the trademark owner has requested authorization and we've approved the use of that trademark.

Destination URL requirements

  • Destination URL length: The destination URL of your links must be 2048 characters or fewer.
  • No download links: Clicking a sitelink should never initiate a download.
  • Each sitelink must point to different content: We don't allow two or more sitelinks in the same campaign or ad group to point to the same landing page or the same content. We also don't allow sitelinks that direct to the same landing page as the ad's destination URL. Here are some guidelines to help you make sure that your sitelinks point to different content:
    • Tabs on the same page count as the same page.
    • Links to anchors or fragment identifiers on the same page count as the same page.
    • We recommend that 80% of the content on a page be unique for that page to count as a different page.
  • Third-party links: In limited circumstances, sitelinks may point to third-party sites such as your Google+ page, Facebook page, Twitter, YouTube, or LinkedIn. If doing so, the link text must be descriptive of what someone would find on that landing page. For example, "Watch our YouTube video" should lead to your video on YouTube.

Business requirements

Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Sitelinks and the content they point to must be "family safe." Any sitelink that contains "non-family" or "adult" content isn't allowed.

Examples

Sitelinks Allowed?
Free download
Download now
Click to download
Not allowed
We don't allow sitelinks that initiate a download when clicked. However, we do allow sitelinks that take users to a page where they can then download something.
♡ Chocolates
♡ Cookies
♡ Cakes
Not allowed
Google doesn't allow the gimmicky use of symbols (like "♡") in the link text of your sitelinks.
Chocolates
Cookies
Cakes
Allowed
The link text in these sitelinks don't use any gimmicky symbols, so they're okay to use, as long as they take people to relevant pages.

What can I do if my extension gets disapproved?

Like all ads, extensions also go through an approval process to ensure they're acceptable for use within AdWords. If an extension doesn't follow our policies, we may disapprove it. When this happens, you'll get an email from us informing you about this disapproval. If you get this email, please review the steps below to help you troubleshoot the issue with your disapproved extension.

  1. Check which sitelinks were disapproved.
    1. Go to your Ad extensions tab and change the view to "Sitelink Extensions."
    2. Scroll down and look through the Status column to see if any of them say "Disapproved."
  2. Edit the disapproved sitelinks.
    1. With your mouse, hover over the table row that contains the disapproved sitelink. A pencil icon should appear.
    2. Click the pencil icon and then edit (or remove) that sitelink. To avoid getting disapproved again, make sure you remove any references to any unacceptable content.
    3. Click "Save."
  3. After editing your sitelink, the status should change to "Approved," which means that your link is eligible to show next to your ad.

What happens if I violate this policy?

  • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
  • Sitelinks won't run: Sitelinks within the same campaign or ad group that direct to the same landing pages won't be able to show with your ads. To get such a sitelink to show, update its destination URL so that it directs to a unique page.
  • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
  • Account suspension: Your account may be suspended if you repeatedly violate our policies or commit a particularly serious policy violation. If this happens, all ads in the suspended account and any related accounts will stop running and we will no longer accept advertising from you. To help prevent a suspended account, we encourage you to fix any ads, extensions, and sites that violate our policies as soon as you can. Learn more about suspended accounts.

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.

Contact information

If you still have questions about this policy, you can contact us using this link:
Contact AdWords Support