Manage Google Ads sitelinks

Create and apply Google Ads sitelinks to campaigns and ad groups using a bulksheet

You only need to apply sitelinks directly to a campaign or ad group if:

  • You haven't set up account-level sitelinks. That is, the sitelinks aren't set up to be inherited by campaigns and ad groups.
  • You want to apply different sitelinks to a campaign or ad group and override the account-level sitelinks.
 

The overall process for creating and applying sitelinks to Google Ads campaigns and ad groups is as follows:

  1. Download an editable report (bulksheet) that contains sitelinks that you can use as an example.
  2. In the downloaded bulksheet, create the sitelinks:
    1. Add a column and name it Row tag.
      You'll use the Row tag column to assign a temporary ID to the new sitelinks.
    2. Add rows and enter information in the sitelinks columns for each new sitelink.
  3. To apply the sitelink to a campaign or ad group, paste the temporary ID from the sitelink's Row tag column into the campaign or ad group row.
  4. Upload the bulksheet.

The process for editing and applying sitelinks to Google Ads campaigns or ad groups is similar to the process for creating sitelinks, except you don’t need to add a row tag ID.

Download a report that contains Google Ads campaigns, ad groups, and sitelinks

  1. Navigate to a Google Ads 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 Campaigns or Ad groups tab.

    You are required to download all campaigns and ad groups. That is, you can't select the campaigns or ad groups to include in the report.
  3. Optional. Add the Google Ads sitelinks column to your report to see which campaigns or ad groups include sitelinks.

    1. Above the performance summary graph, click Columns.

    2. In the Search for columns box, enter Google Ads sitelinks.

    3. Click the + sign to add the column to the report.

  4. Above the reporting table, click the download icon Download icon.
  5. In the Download report panel, under Include types, select the Sitelinks (Google Ads only) check box.

    If you selected campaigns, and you also want to apply sitelinks directly to ad groups, select the Ad groups check box.

    It's not necessary to change any of the other pre-selected options. For example, leave the Campaigns check box selected. Under Columns, don't change the Editable columns (for re-upload) selection.

  6. Click Download.

    Search Ads 360 generates the report and either downloads the file to your browser's download directory or sends an email, depending on the delivery option you selected.

    If you selected to download a report and the report is very large, it may take a while for Search Ads 360 to generate the report. You can still use Search Ads 360 while the report is generating. A status bar indicates the progress of the report generation. When it's complete, a Download link appears in the status bar. Click the link to download the report.

     

Create and apply sitelinks to campaigns or ad groups

Complete the following steps to create and apply sitelinks directly to campaigns and ad groups using a bulksheet. Sitelinks that are directly applied to a campaign or ad group override account-level sitelinks.
 

In the downloaded report/bulksheet:

  1. Add a Row tag column to the bulksheet.

    You can insert the column before or after the other columns that are already in the bulksheet - the order of the columns doesn't matter.

  2. Add a row for each sitelink that you want to create:

    1. Copy an existing sitelink row to a blank row.
    2. Edit the information in the sitelink columns. For example, in the Action column, replace edit with create.
  3. In each new sitelink row, in the Row tag column, specify a row tag ID.

  4. Save the bulksheet and then upload it into Search Ads 360.

 

Bulksheet columns for creating and editing sitelinks

Enter the following information in the sitelink row unless otherwise noted.

Column name  Description 
Action

Enter create to create a new sitelink.

Enter edit to edit a sitelink.

Row tag

Enter a temporary identifier for the sitelink. The identifier should be unique within the bulksheet, but because it is not stored in Search Ads 360, it can be reused in a different bulksheet to create other sitelinks.

The row tag can include alphanumeric characters and _(underscores), but cannot include wildcard characters such as @ or *. The row tag can start with upper or lower case letters or an _ (underscore). For example,

  • _Sitelink_tag_4 is a valid row tag.
  • 4_Sitelink_tag_@ is not a valid row tag.
Account level extension

You don't need to make any changes in this column. The column is included to indicate whether the sitelink is an account-level sitelink. 

Account-level sitelinks are automatically inherited by campaigns and ad groups unless sitelinks are directly applied to a campaign or ad group. Sitelinks also aren't inherited if the campaign or ad group doesn't allow sitelinks to display.

Sitelink display text (Required) Enter the link text that you want to display in the ad.
Sitelink Description1 and
Sitelink Description2
Optionally enter ad text in both columns.
Sitelink landing page URL

(Required) Type the URL for the website that appears after the user clicks the link.

Be sure to start the URL with http or https. If you add a URL that doesn't start this way, you'll see an error when you try to upload the bulksheet.
Extension start date
and Extension end date
Optionally enter when you want the sitelink to be eligible to appear in ads. The format is yyyy-mm-dd (e.g., 2018-08-15)
Extension mobile preference

The default is All; enter Mobile if you prefer that the sitelink 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, laptop, and tablet computers.

You don't need to remove the existing values from the Extension ID or Sitelink clickserver URL column. When you specify create as the action, Search Ads 360 automatically generates a new sitelink ID and clickserver URL when you upload the bulksheet.

 

Sitelinks

In the sitelink row, leave the Sitelinks column blank.

To apply a sitelinks to a campaign or ad group, in the campaign or ad group row, add the row tag ID for each new sitelink. Separate the IDs with a vertical bar ( | ).

To remove an existing sitelink from a campaign or ad group, in the row for the campaign or ad group, remove the extension ID from the Sitelinks column.

Sitelink URL template

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

If the sitelink inherits a URL template that doesn't contain a URL placeholder, Google Ads ignores the higher-level template and directs clicks to the sitelink's final URL without applying the template. For example:

  1. You specify the following landing page URL for a sitelink:
    http://example.com/red-shoes
  2. You don't specify a URL template for a sitelink, but you do specify this URL template for a keyword:
    http://tracker.com?id=1234
  3. A search matches the keyword and Google Ads serves an ad along with the sitelink.
  4. A customer clicks the sitelink.
  5. Google Ads directs the click to http://example.com/red-shoes without applying the URL template inherited from the keyword.

If instead the keyword's URL template specified this:
http://tracker.com?url={escapedlpurl}
Google Ads would apply the URL template, and the click would redirect to:
http://tracker.com?url=http%3A%2F%2Fexample.com%2Fred-shoes

To edit an existing URL template that has been directly applied to a sitelink, edit the value in this column.

To remove an existing template, enter remove_content.

Sitelink final URL suffix

Optional. Enter Final URL Suffix parameters. 

The suffixes at lower levels override suffixes from higher up.

Search Ads 360 might add additional parameters to the Final URL Suffix that won't be visible or editable in the bulksheet.

 

Add row tags to the campaign and ad group rows to apply the sitelinks

To apply a new sitelink to a campaign or ad group, copy the extension's row tag ID to the campaign's or ad group's Sitelinks column.

To apply an existing sitelink to a campaign or ad group, copy the ID that Search Ads 360 has assigned to the extension into the campaign's or ad group's Sitelinks column. You can find the ID by adding the Sitelink ID column to the Sitelinks tab.

Manage campaign and ad group inheritance

If you downloaded campaigns or ad groups, you can enter any of the following in the Sitelinks column instead of entering a row tag:

  • (inherited) - Inherits all sitelinks from the account or campaign. This is the default value.
  • (disabled) - Prevents all ads in the campaign or ad group from displaying any sitelinks.

Upload the bulksheet

After you've updated the bulksheet, save it and Upload the bulksheet to Search Ads 360.

 

Edit sitelinks using a bulksheet

  • Edit the information in the sitelink columns for existing sitelinks, but leave the Row tag column blank.
  1. To apply sitelinks to a campaign or ad group, in the Sitelinks column for the campaign or ad group rows, enter one of the following:

    • The row tag ID for new sitelinks and extension IDs of existing sitelinks. Separate each sitelink with a | (vertical bar). The Sitelinks column can contain a combination of extension IDs for existing sitelinks and row tags for new sitelinks. For example, 00000000014504870| 00000000014504871| _Sitelink_tag_4
      Note: To replace the existing sitelinks for a campaign or ad group, include only the new row tags in the Sitelinks column.
    • (disabled): Prevents all ads in the campaign or ad group from displaying any sitelinks.
    • (inherited): Inherits all sitelinks from the account or campaign for each sitelink you want to add. This is the default value.

Example

Here's an example of creating a sitelink and applying it to a campaign with an existing sitelink. (To save space, not all of the required columns are displayed here.)

Row Type  Action  Campaign  Sitelinks Row Tag Sitelink display text Sitelink Description1 Sitelink landing page URL Sitelink final URL suffix
sitelink create     _Sitelink_tag_4 Learn more about sitelinks Desc 1 www.example.com src=google&kwd={keyword}&product=1234
campaign edit Campaign #1 30502000013800 | _Sitelink_tag_4          
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