Depending on your industry, the competition within Google Ads Search campaigns can be fierce. Anything you can do to set yourself apart from the crowd will generally help. One of the first things we review when a new client contacts us for help with their Google Ad Search campaigns is their use of Sitelinks.
What Are Sitelinks?
Sitelinks are additional links that appear below the main text of your Google Search Ad. These links give users more options to click on and can direct them to different pages on your website, beyond just the main landing page.
Sitelinks can be applied at the Account, Campaign, and even Ad Group levels. Each sitelink has clickable text (up to 25 characters) and can include two description lines (up to 35 characters each). Additionally, you’ll provide a URL for the page you want the sitelink to lead to.
Google Ads will display sitelinks in various ways. Sometimes, sitelinks will appear below your ad as simple text links without descriptions. Other times, they may appear in full, or they might not show at all—there’s no guarantee that Google will display your sitelinks every time.
Where Can I Find Sitelinks in Google Ads?
In the Google Ads desktop interface, sitelinks are located under Assets. Once you click on Assets, navigate to the “Sitelink” tab, where you can see how your sitelinks are configured at the account, campaign, or ad group level.
Best Practices for Google Ads Sitelinks
The key to using sitelinks effectively is relevance. For example, if you’re a lawyer running a campaign to attract car accident injury leads, all of your sitelinks should be related to car accident cases. Irrelevant sitelinks (like those for unrelated legal services) could confuse or put off potential clients.
This rule applies to any industry. For instance, if you’re a landscaping company running a campaign focused on paver patio estimates, your sitelinks should be about patios—not lawn mowing or aeration services.
Which Pages Should You Use for Sitelinks?
The pages you use for sitelinks will depend on the services you’re offering. Below are some ideas to consider:
Contact Us Page: For those who want to skip the details and reach out directly.
Testimonials: Highlight reviews or case studies to build trust.
Frequently Asked Questions (FAQ) Page: Provide quick answers to potential clients’ common questions.
Niche-Specific Articles: If your campaign is targeting a specific service, link to relevant blog posts or articles. For example, a paver patio campaign could link to an article like “Top 5 Benefits of Adding a Paver Patio to Your Home.”
Galleries/Portfolios/Case Studies: If your service results in a physical or digital product, show it off with a link to your portfolio or gallery.
Discounts: If you offer any special discounts or promotions, use a sitelink to direct users to that page.
Certifications/Awards: If certifications or awards set your business apart, link to a page that highlights them.
How It Works: Explain your process to put potential clients at ease. For example, a lawyer could outline the timeline of a typical case, or a landscaper could explain the steps from estimate to project completion.
A Word on Auto-Apply Sitelinks by Google
Google can automatically apply sitelinks by scanning your website. While this may sound convenient, we’ve found that auto-generated sitelinks often don’t add much value and can direct users to irrelevant or generic pages, like a blog or unrelated service pages.
We recommend turning off auto-apply for all assets within Google Ads. For detailed instructions on how to do this, check out our previous blog post linked below:
Dealing With Automatically Created Account Level Assets in Google Ads
Do Sitelinks Help Improve Ad Effectiveness?
Yes, they do. Based on our experience managing Google Ads campaigns, relevant sitelinks help improve click-through rates (CTR). They make your ad take up more space on the search results page, offer more clickable options to users, and increase the relevance of your ad to the user’s search.
If you have any questions about Google Ads sitelinks or would like assistance with your Google Ads Search campaigns, feel free to reach out to OEPMA. We’re here to help set you up for success.
