Add sitelink extensions

As of mid-March 2022, we're making updates to help you engage more potential customers and make ad extensions easier to manage.

Engage more people with automated extensions:

  • Dynamic sitelink extensions may now show with manually created sitelink extensions when predicted to improve performance.
  • Reporting for individual dynamic sitelink extensions will now be available.
  • You will be able to control which sitelink extensions (manually created or dynamic) are served by pausing or removing individual sitelink extensions.

Show more of the ad extensions that you create:

  • Sitelink extensions created at higher levels of your account hierarchy will now be eligible to serve with sitelink extensions created at lower levels when they're predicted to improve your performance.
  • For example, if you have sitelink extensions at the campaign and account level, your account-level sitelink extensions will now be eligible to serve alongside sitelink extensions defined at the campaign level.

Learn more about these changes to extensions

You can add sitelink extensions to your ads that take people to specific pages on your site (for example, a specific product or shop hours). In this article, you’ll learn how to add sitelink extensions to eligible campaigns.

Before you begin

  • Sitelink extensions are compatible with search campaigns and video campaigns on YouTube and AdSense for Search.
  • When setting up your sitelink extensions, bear these best practices in mind:
    • Keep link text short: Short links mean that more links can show, so be sure to stay within limits. Sitelink text is limited to 25 characters in most languages or 12 characters in double-width languages like Chinese, Japanese and Korean.
    • Create links that reflect your site: Check your website's navigation bars for easy sitelink ideas.
    • Add descriptions: Descriptions for each link make your ad more helpful to people viewing your ad and are required for unlocking ad formats that are shown to increase your performance. Descriptions don’t reduce the number of links that can show.
Note: If you don't have time to write descriptions for your sitelinks, Google Ads can automatically generate them for you, as long as you’re opted into dynamic sitelink extensions.

Sitelink extensions at the account level

  • If you have any existing sitelink extensions at the account level in your Google Ads account, they appear in all eligible campaigns.
  • Sitelink extensions at the campaign level or at the ad group level in Google Ads always override any sitelink extensions at the account level.
  • If you don’t want a sitelink extension at the account level to appear in an eligible campaign, you can remove it from the account or add other sitelink extensions that you prefer at the campaign or ad group level instead.

Sitelink extensions at the campaign and ad group level

  • By default, an ad group uses the sitelink extensions of the campaign it's part of.
  • If you create sitelink extensions for an ad group, they override sitelink extensions at the campaign level. You can also choose to not show sitelink extensions for an ad group.
  • To restore the default of using sitelink extensions at the campaign level, remove any sitelink extensions at the ad group level.

Instructions

Add sitelink extensions

  1. Click Ads and extensions in the page menu on the left, then click Extensions.
  2. Click the plus button , then click Sitelink extension.
  3. From the 'Add to' drop-down menu, choose the level you’d like to add the sitelink: Account, Campaign or Ad group.
  4. To use an existing sitelink, select 'Use existing' and select the sitelinks that you’d like to add.
  5. To create a new sitelink, select 'Create new'.
  6. Fill in the sitelink text and URL.
  7. Enter additional text about your link in the 'Description' fields (optional, but highly recommended). When you fill out both lines of description, your sitelink may be eligible to show with these details.
  8. Click Save to save your sitelink setting for your campaign.

Tip:

To maximise results, create at least four sitelinks at the account level and make sure that they’re relevant to all your campaigns and ad groups. You’ll also need at least one sitelink on a mobile device.

Edit sitelink extensions

To edit sitelinks at the account, campaign or ad group level, take these steps:

  1. Click Ads and extensions on the page menu on the left, then click Extensions.
  2. Click the Sitelink summary card header.
  3. Find the specific sitelink, click the pencil icon Edit next to it and click Edit.
  4. Make changes to the sitelink.
    • Remember that any changes you make are also applied to any ad group, campaign or account that shares this sitelink.
  5. After you've finished editing, click Save.

Schedule sitelink extensions

  1. Choose the campaign that has the sitelink that you'd like to edit.
  2. Click Ads and extensions in the page menu on the left, then click Extensions.
  3. Click the Sitelink summary card header.
  4. Find the specific sitelink that you want to edit, and click the pencil icon Edit next to it.
  5. Click the 'Advanced options' drop-down menu.
  6. Set a start and end date to show your extension only during a specific timeframe.
  7. Under 'Extension scheduling', select the days and times you’d like your extension to show. Click Add Schedule to schedule additional days and times.
  8. Click Save.

Find out why your sitelinks aren’t showing

If you create a sitelink at a more granular level, that sitelink always trumps the higher level sitelink extensions. For example, by default, if you create sitelinks for an ad group, that sitelink serves over campaign-level sitelinks. It’s important to ensure that a new sitelink is associated at the correct level for it to serve. You can also choose to not show sitelinks for an ad group.

Follow these steps to confirm your sitelink extension is associated at the appropriate level:

  1. Click Ads and extensions in the page menu on the left, then click Extensions.
  2. Click on the Sitelink summary card header.
  3. View the level where the sitelink extension is associated. If the sitelink extension is associated at the account level, for example, and there are more granular level sitelink extensions, this account level extension is unlikely to serve.
  4. To restore the default of using campaign-level sitelink extensions, remove your ad group level sitelinks. Select the box to the left of the sitelink extension and click Remove in the blue bar. Your campaign-level sitelinks will return.
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