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 shop 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.
- 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 that people visit when they click the sitelinks below the ad. You should optimise your landing pages for 'light' conversion events (such as a website visit or an 'add to basket').
- Edit your sitelink extensions without losing data: Edit your sitelink extensions without resetting their performance statistics.
- Customised sitelinks for mobile: Create mobile-optimised sitelinks to show on mobile devices.
- Schedule with start and end dates: Specify the dates, days of week or times of day that 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 that 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, you can make your ads more relevant to potential customers.
If you create a sitelink at a more granular level, that sitelink will always trump the higher level sitelink extensions. For example, if you create sitelinks for an ad group, that sitelink will serve over campaign-level sitelinks by default. It’s important to ensure that a new sitelink is associated at the correct level in order for it to serve. You can also choose to show no sitelinks for an ad group.
Bear in mind that extensions can be associated to any ad group or campaigns, or to the entire account. This means that a single extension can have multiple associations. You can learn more to find out why your sitelinks aren’t showing.
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.
- Sitelink extensions appear in ads at the top and bottom of Google search results.
- You need at least two 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 six sitelinks. Sitelinks may appear on the same line or fill up to two lines of your ad.
- Mobile: Your ad can show up to eight 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)
- 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 two sitelinks extensions for the sitelinks to appear in the ad.
- Your ad can show up to four 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)
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 – that 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.
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).