Sitelinks are the undisputed champions of AdWords ad extensions. Their remarkable versatility makes them invaluable for accounts across all industries. They work seamlessly on every device, empowering advertisers to communicate virtually anything. What’s even more impressive is that I’ve yet to come across an account where enabling sitelinks didn’t result in higher click-through rates (CTRs). Google itself confirms that simply having sitelinks typically lifts ad CTR by 10-20% (+20-50% on branded searches). Sitelinks are a guaranteed win. For years, I’ve been singing the praises of these extensions (as evidenced by one of my earliest blog posts ever, which covered this very topic). However, we’ve never truly delved into the best practices for using sitelinks effectively. Well, it’s better late than never, right? So, without further ado, let’s explore a list of dos and don’ts to help you unlock the full potential of these magical extensions. Is your text ad budget being used wisely? Find out now with our free Google Ads Performance Grader - get an instant account audit!

DO Favor Brevity

While Google allows up to 25 characters for sitelink descriptions, resist the urge to use them all. According to Google, concise link copy is more effective. The recommendation is to aim for 18-20 characters on desktop and 12-15 on mobile to avoid truncation on search engine result pages.

DON’T Neglect Them

Sitelinks are low-maintenance, but regular checkups are beneficial. Review the performance metrics for each sitelink in your ad extensions tab periodically, paying close attention to:

• Impressions: Low impressions for a sitelink might indicate Google is suppressing it. Consider revising and testing it again.
• Click-Through Rate: A high CTR suggests your link description is spot-on. Conversely, a low CTR implies it’s not connecting with viewers. Evaluate its relevance to your campaign/ad group themes and refine your copy to enhance its appeal.
• Conversion Rate: High conversion rates (CVRs) deserve a pat on the back. Low CVRs warrant scrutiny of your landing page. Is it presented optimally? Does the link text accurately set visitor expectations?

To gain even deeper insights, utilize the segment dropdown menu and select “this extension vs. other.” This comparison reveals the level of direct engagement your sitelink receives compared to other ad elements.

DO Extend Sitelinks to Bing Ads Campaigns

Surprise! Bing Ads offers almost all the same extensions as AdWords, and sometimes even more. (See the full list here.) Since the advantages of sitelink extensions in AdWords apply equally to Bing, take a few minutes to transfer your AdWords extensions over. No need to reinvent the wheel!

DON’T Opt for Account-Level Sitelinks

While Google recently introduced account-level sitelinks, allowing a single set across the board, this convenience comes at a cost. While undoubtedly intended to simplify usage and boost adoption (given their positive impact on ad CTR),

as with most things, the easiest path isn’t always the best. It’s far more effective to invest a bit more time creating sitelinks at the campaign or ad group level. This allows for customization that directly addresses the specific interests of your target audience.

To illustrate, if the Kate Spade ad above relied on account-level sitelinks, they would likely be generic or showcase only bestsellers. Instead, a more strategic approach is used, providing the user (specifically seeking purses) with links to closely related pages.

DO Experiment with Enhanced Sitelinks

Sitelinks offer two primary advantages. First, they command more space on the search results page, enhancing your ads’ visibility. Second, they allow you to convey more information to your audience. Imagine amplifying these benefits by securing even more real estate and sharing even richer details. Sounds good, right? You can achieve this with enhanced sitelinks! These larger, more robust sitelinks allow for two lines of description text per link, essentially creating mini-ads within your ad!

Google reports a remarkable 30% CTR increase when advertisers leverage this feature, making it a no-brainer.

DO Utilize Scheduling for Time-Limited Sitelinks

Sitelinks excel at promoting holiday sales, limited-time offers, and special deals. However, advertising a 4th of July sale on the 5th, when discounts are no longer valid, is pointless.

When using time-sensitive sitelinks, utilize the scheduling feature to define their display period. You can even specify particular times of day or days of the week for serving specific links.

DON’T Assume Constant Sitelink Visibility

Creating sitelink extensions doesn’t guarantee their constant display alongside your ads. Google decides whether to show extensions and which ones to prioritize, aiming for the “best options” based on user needs and context. However, we do know that extensions are more likely to appear with ads in top positions, and the number of extensions shown decreases as ad rank declines. So, if your ad rank is poor, your sitelinks might never see the light of day.

DO Regularly Verify Link Functionality

There’s nothing more frustrating than clicking on a promising ad only to be met with a dreaded 404 error page.

Lego’s creative take on a 404 error page. While most advertisers diligently update ads when changing landing pages, neglecting sitelink updates is a common oversight. Serving a broken link wastes clicks and money and reflects poorly on your brand, discouraging users from returning to your site. Therefore, regular checks on sitelink landing pages are essential to ensure they are active and functional.

DON’T Overdo Repetition

With numerous ad copy enhancement options available today, including new extensions (structured snippets, callouts, etc.) and Expanded Text Ads that practically double available space, it’s easy to go overboard. While increasing your ad’s word count is beneficial, it requires a strategic approach. If your extensions and ad creative harp on a single value proposition, you miss the opportunity to present a compelling, multifaceted case for your product.

Yes, we get it. Free Shipping. When incorporating new ad components, maintain a holistic perspective. While unlikely that all your extensions will show simultaneously, preparing for any combination is crucial. For further guidance on extension planning, refer to Matt Umbro’s post for insights on strategic extension preparation.

DO Comply with Ad Policy Guidelines

This might seem obvious, *eye-roll* but surprisingly often, sitelinks get disapproved due to policy violations. AdWords’ policies for sitelinks mirror those for ad headlines—no emojis, exclamation points, or symbols—period. Dynamic keyword insertion is also a no-go. When in doubt, consult the Advertising Policies help section to ensure your sitelinks are compliant.