How to Set Up Sitelinks (Ads) | Creating Them in Google Ads and Key Points

Have you ever seen multiple links lined up beneath an ad displayed in Google Ads search results? These are sitelinks. You can add links that convey information the ad text alone cannot, and that guide users directly to the intended page, and they are an important feature that also leads to a higher click-through rate. This article organizes what sitelinks are, then explains how to set them up in Google Ads and the points to note when doing so.

What are sitelinks (ads)

Sitelinks are a feature that lets you add multiple links to specific pages within your site beneath the ad text in Google Ads. You can set link destinations separate from the ad body, such as product pages, pricing pages, and contact pages, and guide users directly to the intended page.

Note that this feature was previously called "sitelink extensions," but Google announced a name change from "ad extensions" to "assets" in September 2022, and the current official name is "sitelink assets." It is often searched by the old name, but in the management screen you need to look for the "assets" label.

Merits of setting up sitelinks

• The ad's occupied area expands and visibility rises, so an improvement in click-through rate (CTR) can be expected.
• Separately from the ad text, you can guide users directly to a page that matches their purpose.
• The ad's relevance rises, and it also tends to lead to a higher Ad Rank.
• There is no cost for adding links themselves; charging occurs as usual only when clicked.

Sitelink submission rules (character count and number)

When setting up, keep the following submission rules in mind.

• Link text: within 12 full-width characters (25 half-width characters).
• Description: 2 lines per sitelink, each line within 17 full-width characters (35 half-width characters). Setting it is optional but strongly recommended.
• Minimum number required for display: 2 or more (both PC and mobile).
• Maximum number actually displayed: up to 6 on PC and up to 8 on mobile (how they display changes by device and ad position).

How to set up sitelinks in Google Ads

The basic steps to set up sitelinks from the management screen are as follows.

1. Log in to the Google Ads management screen.

2. From "Ads and assets" in the left menu, select "Assets."

3. Click the blue plus (+) button, and choose "Sitelink" from the displayed asset list.

4. In "Add to," select the level to associate with (account, campaign, or ad group).

5. Enter the link text, description (optional), and final page URL.

6. Confirm the content and click "Save."

To display the sitelinks you set on your ads, association with the target campaign or ad group is required. If you mistake the level to associate with, they will not display on the intended ad, so be careful when selecting the destination to add to.

Points to note when setting up

Prepare at least 2, ideally 4 or more

Sitelinks will not display unless you set at least 2. To increase display opportunities, prepare 4 or more if possible, and set a different link destination for each.

Set descriptions too

Setting descriptions is optional, but it makes the link content easier to convey and also expands the ad's occupied area. To raise the click-through rate, entering the description as well is recommended.

Match link text and link destination

If the link text content and the actual destination page diverge, it leads to user drop-off and review problems. Make text and link destination correspond reliably, such as a pricing page for "pricing."

Review effectiveness periodically

Rather than setting it and being done, check effectiveness such as click-through rate periodically and swap out low-performing sitelinks. It is also important to review the content in line with updates to destination pages and the start of new campaigns.

When sitelinks are not displayed

If they do not display despite being set, possible causes include: the number is fewer than 2, association with the campaign or ad group has not been done, review has not passed, or the Ad Rank or ad position is low. First check the number set, the association, and the review status.

Summary

Sitelinks are a feature that adds multiple links beneath the ad text and guides users directly to the intended page (the current official name is sitelink assets). While an improvement in click-through rate and Ad Rank can be expected at no additional cost, setting at least 2 and associating them are prerequisites for display. Match the link text and destination, set descriptions as well, and operate while reviewing effectiveness periodically.