About sitelink extensions

To add more links to your ads, you can create sitelink extensions. Sitelink extensions take people to specific pages on your site (for example, a specific product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy. In this article, you’ll learn how sitelinks extensions work and appear in eligible campaigns.

For instructions on how to set up sitelink extensions, see Add sitelink extensions.

Benefits

  • Update easily: Change link text and URLs whenever you want, keeping them up-to-date for sales and special offers. You don't need to make new ads or edit them to include sitelinks.
  • See detailed data about your clicks: 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 to see the number of clicks that occurred on the individual sitelink versus another part of the ad (for example, the headline, other sitelinks, or another extension).
  • Use conversion tracking for landing pages: Set up conversion tracking for the landing pages people visit when they click the sitelinks below the ad. You should optimize your landing pages for a "light" conversion events (such as a website visit or an "add to cart").
  • Edit your sitelink extensions without losing data: Edit your sitelink extensions without resetting their performance statistics.
  • Customized sitelinks for mobile: Create mobile-optimized sitelinks to show on mobile devices.
  • Schedule with start and end dates: Specify the dates, days of week, or times of day your sitelinks are eligible to show.

How sitelink extensions work

You can add sitelink extensions at the account, campaign, or ad group level. You specify the link text (what shows to people) and the URLs (the pages they click to).

In some cases, Google 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 Google 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 sitelink extensions appear

Sitelink extensions appear in a variety of ways, depending on the device, position, and other factors. Sitelink extensions are compatible with search campaigns and video campaigns on YouTube.  

Search campaigns

  • Sitelink extensions appear in ads at the top and bottom of Google search results.
  • You need at least 2 sitelinks extensions for the sitelinks to appear in the ad. The number of sitelinks that can appear are different depending on where people see the ad:
    • Desktop: Your ad can show up to 6 sitelinks. Sitelinks may appear on the same line or fill up to 2 lines of your ad.
    • Mobile: Your ad can show up to 8 sitelinks. These sitelinks appear side-by-side on a single line in a carousel format. People can swipe left or right on the carousel to browse your various sitelinks. If your ad appears in the very top position, your sitelinks are eligible to show in a prominent row, with only one sitelink on each line.

Example: Sitelinks in a search ad (computer)

Walter's Bakery for Dogs
Ad www.example.com
Artisanal Biscuits and Cakes. Doesn't Your Dog Deserve It?

Video campaigns

  • Sitelink extensions appear below eligible ads that play before, during, or after another video on YouTube. Sitelinks only appear below eligible ads on mobile devices.
  • You need at least 2 sitelinks extensions for the sitelinks to appear in the ad.
  • Your ad can show up to 4 sitelinks. People can browse and select the sitelinks while watching the ad.  

    Note: Sitelinks don’t appear in video campaigns running on Google video partners.

Example: Sitelinks in a video ad on YouTube (mobile)

Cost

Search campaigns

Sitelink extensions are free to add—you’re only charged for clicks from people viewing your ad. The cost of a click on a sitelink equals the cost of a click on the headline in the same ad. In other words, you'll be charged the same amount no matter which link in the same ad—the landing page or a 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 2 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.

Video campaigns

You’re charged on a cost-per-thousand impressions (CPM) basis from people viewing your ad. You pay each time that your ad is shown 1,000 times. Adding sitelinks to your video campaigns may decrease your cost-per-action (CPA).

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue