Welcome to the help center for Search Ads 360, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Manage Microsoft Advertising sitelinks

Create and apply Microsoft Advertising sitelink extensions

Apply sitelinks to campaigns and ad groups

You can create Microsoft Advertising sitelink extensions in a few different ways:

The individual sitelink extensions can be applied to multiple campaigns and ad groups. When you edit a sitelink, the change displays in all the campaigns and ad groups that the sitelink is applied to.

Create a sitelink extension in Search Ads 360

  1. Navigate to a Microsoft Advertising engine account.

    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Click the Extensions▼ tab and select Sitelink extensions..

  3. On the Sitelinks tab click + New sitelink extension, which appears above the reporting table.

    The settings panel for the new sitelink extension appears.

    Don't see the "New sitelink extension" button?
    Make sure you scoped to an engine account. If you navigated to a campaign or ad group, you won't see the button.

    Enter properties for the sitelink.

  4. Optional. In the editor, select the Account Level Extension check box if you want campaigns and ad groups that allow sitelinks to automatically inherit the sitelink.

  5. Optional. To apply the sitelink directly to campaigns or ad groups and override inheritable sitelinks, under Campaigns or Ad groups, select the campaigns and ad groups that you want to display the sitelink extension.

    To search for a campaign or ad group, enter the name of the campaign or ad group in the Search box above Campaign or Ad group.

    Ad groups inherit sitelinks from campaigns by default, so you only need to apply sitelinks directly to an ad group if you haven't specified sitelinks for a campaign, or if you want to override the inheritance.

  6. Click Save.
    The new sitelink extension appears in the reporting table.

Sitelink properties

  • Sitelink text: Enter the additional text that appears in an ad and links to a specific page on your website.

    The maximum number of characters depends on whether you specify sitelink descriptions:

    • 35 characters (15 Chinese characters) if you do not specify sitelink descriptions
    • 25 characters (11 Chinese characters) If you specify sitelink descriptions
  • Mobile preferred (Optional):  Select this check box to indicate that the sitelink should only appear on mobile devices.
    If a campaign or ad group contains only sitelinks set to Mobile preferred (not recommended), the sitelink may also appear on desktop and laptop computers and tablets.

  • Account level extension (Optional): Select this check box to set up an account-level sitelink that will be inherited in all campaigns and ad groups that don't have a sitelink directly applied.  To inherit a sitelink, the campaign or ad group must also allow sitelinks to be displayed.

  • Description 1 and Description 2 (Optional): Additional descriptive information about a sitelink that is displayed in an ad.  Your sitelink may be eligible to show with these details. 

    If you enter text in the Description 1 field, you are required to enter text in the Description 2 field also.

    Character limit: 35 characters  (15 Chinese characters) each. 

  • Sitelink URL: Enter the website that appears after a customer clicks the link.

  • URL template (Optional): Enter a Search Ads 360 URL template if you want to override a template specified at a higher level. 

  • Start/end date (Optional):  Click the arrow to select a date to schedule the sitelink to be eligible to appear in ads.

Apply or remove sitelinks from campaigns or ad groups (Optional): 

In addition to specifying sitelink settings, you can also use the sitelink settings editor to apply or remove sitelinks from campaigns and ad groups.

Search for a campaign or ad group and apply the sitelink

  1.  In the Search box under Campaigns or Ad groups, enter the name of a campaign or ad group.
  2. Select the check box next to the campaign or ad group.

    The campaign or ad group is added to the selected list on the right.

Apply a sitelink to all campaigns or ad groups

  • To apply a sitelink to all campaigns or all ad groups in the account, under the Search box, select the check box next to Campaign or Ad group.

    All the listed campaigns or ad groups are added to the selected list on the right.

    The Campaign or Ad group check box is available only if the entire list of campaigns or ad groups in the account is displayed.

Remove sitelinks from a campaign or ad group

  • In the selected list on the right, select the remove icon , or in the list on the left, clear the check box next to the item.
  • To remove all items from the list on the right, click Clear all.


Changes to Microsoft Advertising sitelinks aren't logged in the change history report.


Was this helpful?
How can we improve it?
Clear search
Close search
Google apps
Main menu
Search Help Center