TheAdsgency
January 15, 2025

What Are Sitelink Extensions on a Google Search Ad?

In the competitive world of digital marketing, maximizing the effectiveness of your Google Ads is critical. One of the most impactful ways to enhance the visibility and performance of your ads is by leveraging sitelink extensions. But what exactly are sitelink extensions, and how can they boost your advertising efforts? This comprehensive guide will explore sitelink extensions in detail, helping you understand their benefits and how to use them effectively.

Understanding Sitelink Extensions

Sitelink extensions are additional links that appear beneath your main ad text on a Google search results page. These links provide users with direct pathways to specific pages on your website. Instead of clicking on the primary ad headline and landing on a general homepage or broad page, users can choose from various options tailored to their search intent.

For example, an ad for an online shoe store might feature sitelinks that lead to specific categories like “Men’s Running Shoes,” “Women’s Sandals,” or “Shoe Sale.”

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Key Characteristics of Sitelink Extensions

  • Additional Visibility: Sitelinks significantly increase the amount of clickable space your ad occupies, making it more prominent.
  • Multiple Links: You can add up to 8 sitelinks per ad (though typically 4 will show on desktop and 2-4 on mobile devices).
  • Enhanced Navigation: Sitelinks provide a more navigable experience by allowing users to access relevant pages directly.
  • No Extra Cost per Click: Clicks on sitelinks are charged just like standard headline clicks.
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Benefits of Using Sitelink Extensions

1. Improved Click-Through Rates (CTR)

Including sitelink extensions can lead to higher click-through rates by offering users more relevant choices. When users see options that match their specific needs, they are more likely to engage with your ad. Learn more ways to increase your CTR with this guide.

2. Increased Ad Real Estate

Sitelink extensions increase the physical size of your ad on the search engine results page (SERP). Larger ads are more noticeable, making your ad stand out from competitors.

3. Enhanced User Experience

By guiding users directly to the most relevant content, sitelinks reduce the number of clicks needed to find information, improving user satisfaction and potentially leading to higher conversion rates.

4. Additional Insights and Reporting

Google Ads provides detailed performance metrics for sitelink extensions, allowing advertisers to analyze the effectiveness of each link and make data-driven optimizations.

How to Set Up Sitelink Extensions in Google Ads

Adding sitelink extensions is a straightforward process. Follow these steps to implement them in your campaigns:

While Creating an Ad in Your Campaign Setup

Step 1: Navigate to the Sitelink Tab

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Step 2: Open the Sitelinks Tab

You will be able to see the Sitelinks you are currently using for this ad and edit this list by clicking on Edit.

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Step 3: Create a New Sitelink

You can see a list of your already created Sitelinks, but you can add one by clicking the Create button.

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Step 4: Fill in the Form 

Add all relevant information for your new Sitelink and save it.

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Step 5: Save

Save one more time to add your new Sitelink to your ad. Now all you will have left to do is to publish/save your ads for it to be live.

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From Your Account Admin Panel

Step 1: Access Your Google Ads Account

Log in to your Google Ads account and navigate to the Tools tab, then Asset Library here you will see all you existing extensions, and can add new ones clicking on the + New button selection a Sitelink type of extension.

how to create a new site link in admin panel

Step 2: Create Sitelink Text and URLs

  • Sitelink Text: This is the clickable link text (up to 25 characters).
  • Description Lines: Add two optional description lines (up to 35 characters each) to provide more context.
  • Final URL: The destination URL where users will land after clicking.
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Step 3: Review & Save

After adding your sitelinks, review them for accuracy and save the changes. Now you can view your new Sitelink in your list of Sitelinks.

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Best Practices for Using Sitelink Extensions

1. Use Descriptive and Action-Oriented Text

Make your sitelinks compelling by using action-oriented language. Instead of generic phrases like “Learn More,” use more specific text like “Shop Men’s Running Shoes” or “Get 20% Off Today.”

2. Align Sitelinks with User Intent

Ensure that your sitelinks correspond to different stages of the customer journey. Use links that guide users to product pages, contact forms, FAQs, or promotional offers.

3. Keep Links Relevant

Avoid adding sitelinks that are irrelevant to your ad’s main message. Each link should provide unique value and context to the user.

4. Regularly Update and Test

Monitor the performance of each sitelink and make adjustments as needed. Experiment with different link texts and destinations to find the best-performing combinations.

5. Leverage Description Lines for Extra Context

Including description lines enhances the visibility and usefulness of your sitelinks, providing additional information that can influence clicks.

Common Mistakes to Avoid

1. Using Too Many Generic Links

Generic sitelinks dilute the effectiveness of your ads. Tailor each link to a specific and relevant purpose.

2. Linking to the Same Destination

Each sitelink should lead to a unique page. Avoid sending all sitelinks to your homepage or a single landing page.

3. Ignoring Mobile Optimization

Many users browse on mobile devices. Ensure your sitelinks are mobile-friendly and consider using mobile-preferred sitelinks.

Conclusion

Sitelink extensions are a powerful tool that can transform your Google Ads campaigns. By providing additional pathways to relevant content, they enhance user experience, increase visibility, and improve CTRs. Implementing and optimizing sitelink extensions effectively requires thoughtful planning, but the rewards in terms of higher engagement and conversions are well worth the effort.

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