Sitelinks allow you to give your ad more information about your business, improve your ad’s viewability, click-through rate and Quality Score. This article will cover how to add sitelinks and how they work.

Why use sitelinks?

Sitelinks help you gain more space for your ad and you can direct people directly to subpages of your website. Sitelinks let you direct interested people, for example, directly to your contact page, deals page, page for a specific product, and more.

Sitelinks also help you improve your chances of winning an AdWords auction. Take, for example, a situation where two advertisers have the same quality level and offers. In this case, an advertiser with better ad extensions will receive a better position for their ad on Google.

Sitelinks will appear in ads above search results. Therefore, they will not appear in the ads that appear on the right side of the page. Sitelinks will appear below your actual ad.

The cost of sitelinks

Sitelink clicks will be charged based on your CPC bid, which is the same as when you click your ads.

If someone clicks more than one sitelink on your ad at the same time, Google will only charge you for up to two clicks per impression.

Adding sitelinks

You can specify sitelinks at the campaign or ad group level, so include products or services in your sitelinks that are appropriate for that campaign or ad group. So at least define your own sitelinks for each of your campaigns.

To add sitelinks to your campaigns, select the Ad Extensions tab, then Sitelinks.

Then select + new sitelink.

Link text: In this example, the person is redirected to a contact page, so the contact text is written as a contact. The link text can be up to 25 characters long.

No symbols, exclamation points, or emoticons are allowed in the link text. Google also does not accept link text that starts downloading a file when clicked.

Landing Page – Select the URL you want your website’s sitelink to go to as your landing page. For example, here is a redirect to the contact page and the destination URL is selected as the destination URL.

Description – Enter text in this section that describes the sitelink and where it goes. For example, in this case it is written “contact us and we will find the most suitable solutions for you”. A description line can be up to 35 characters long.

Then select “save”.

It’s a good idea to add at least four sitelinks to each campaign.

Sitelink Scheduling

In the advanced sitelink settings, you can specify specific days or times that you want your sitelink to appear. Select “Start and End Dates” under “Schedule” and select the days and times in the schedule area that you want your sitelinks to appear.

Why are your sitelinks not showing?

Your sitelinks may not always appear, even if your ad is in the top three in Google search. Google considers a number of factors that determine whether sitelinks show with your ad. But the better your ad’s click-through rate, the more likely your sitelinks will appear.

Factors that affect the viewability of your sitelinks include: your CPC bid, the quality of your keywords, the search term used by the searcher, other ad extensions in your campaign, and the relevancy of the ads. landing pages for your ads and sitelinks.

How can you improve the visibility of your sitelinks?

  • Add multiple sitelinks to your campaign.
  • Don’t put multiple sitelinks on the same landing page, but redirect each sitelink to a different page.
  • Create sitelinks that direct customers to pages related to your product or service.
  • Improve your keywords’ Quality Scores


Remember to use sitelinks in your Adwords campaigns? Otherwise, I recommend going to the Ad Extensions tab and adding sitelinks to each of your campaigns. This will improve your Quality Score, click-through rate, get more space for your ad, and direct people to the page you want.