Sitelinks are additional links you include in your PPC (pay-per-click) ads to take people directly to specific pages on your website.<\/p>\n\n\n\n
They are a type of Google ad extension (now called ad \u201cassets\u201d). They show extra information on your ads.<\/p>\n\n\n\n
These extra links can help you promote different products, services, and sections of your website to your customers.<\/p>\n\n\n\n
You can also earn organic sitelinks, which look the same but appear on organic results instead of ads.<\/p>\n\n\n\n
You may see sitelinks for traditional lists of links. Or they may appear in carousel format with the option to expand.<\/p>\n\n\n\n
For sitelinks in search campaigns, at least two sitelinks will appear on desktop. But you can also show up to six sitelinks .<\/p>\n\n\n\n
On mobile, at least one sitelink will appear. And you can show up to eight. (At which point they will be displayed in a carousel format.)<\/p>\n\n\n\n
These sitelinks appear for ads that play before, during, or after YouTube videos. Here\u2019s an example:<\/p>\n\n\n\n
These additional links take your customers directly to specific pages on your website. There, they can learn more about your products or services. Or make a purchase.<\/p>\n\n\n\n
At least two sitelinks appear underneath ads on YouTube when played on mobile devices. And you can show up to four sitelinks .<\/p>\n\n\n\n
Location extension : Displays your business address (or nearest location to the customer) in a blue link underneath your ad. This is essential for any business with a physical location.<\/p>\n\n\n\n
Callout extension : Displays an offer or promotion like \u201cFree Delivery\u201d or \u201cSave Up to X%.\u201d This can be useful for ads targeting keywords with high buyer intent.<\/p>\n\n\n\n
To ensure your sitelinks are visible and well-optimized, you need to understand how to use them in your ads.<\/p>\n\n\n\n
For example, as a printer retailer, you might show your ad to someone searching for a portable printer.<\/p>\n\n\n\n
In this case, a relevant sitelink would be a product page for a portable printer or a guide to buying a portable printer.<\/p>\n\n\n\n
An irrelevant sitelink would be a link to your 3D printer machine or your full product catalog. These pages aren\u2019t what the searcher would be looking for with this query.<\/p>\n\n\n\n
The intent behind the search or keyword will also have an impact on the relevancy of your sitelinks.<\/p>\n\n\n\n
It can understand the difference between someone searching to buy a printer and someone researching which printer would be best for them.<\/p>\n\n\n\n
You\u2019ll need to understand this, too. Consider what keywords your sitelinks and ads are appearing for. And understand their search intent.<\/p>\n\n\n\n
Navigational intent : The searcher is looking for a specific website or a webpage (e.g., \u201cDell website\u201d or \u201cFacebook Login\u201d)<\/p>\n\n\n\n
Informational intent : The searcher is looking for information (e.g., \u201chow much does a printer cost?\u201d)<\/p>\n\n\n\n
Commercial intent : The searcher is looking to do research before making a purchase decision (e.g., \u201cbest portable printer\u201d)<\/p>\n\n\n\n
Transactional intent : The searcher is looking to make a purchase (e.g., \u201cbuy portable printer online\u201d)<\/p>\n\n\n\n
If you need help understanding the search intent of your keywords, you can use Semrush\u2019s keyword research tools.<\/p>\n\n\n\n
The tool will analyze your keywords and tell you their search intent. Plus, it will also give you other metrics like search volume and CPC (cost per click). Which are important for your paid campaigns.<\/p>\n\n\n\n
One part of determining search intent is understanding whether the searcher is ready to buy (using a transactional keyword) or is just researching (using an informational keyword).<\/p>\n\n\n\n
For most languages, 25 characters is the maximum limit. For double-width languages (like Chinese, Japanese, and Korean), it\u2019s 12 characters.<\/p>\n\n\n\n
Go past the limits, and you\u2019ll see that Google will truncate your text. Which might clip important information.<\/p>\n\n\n\n
Adding descriptions to sitelinks doesn\u2019t reduce the number of links you can show, so always add them for each sitelink for your ads.<\/p>\n\n\n\n
When you enable dynamic sitelinks, Google will automatically add links and descriptions to your ads that best match what a user is searching for.<\/p>\n\n\n\n
It will show several relevant deep links that bring users to conversion-focused sections or pages. With the goal of promoting user action.<\/p>\n\n\n\n
Once you have planned what your sitelinks will look like and refined your sitelink strategy, it\u2019s time to create sitelink extensions in your Google Ads account.<\/p>\n\n\n\n
1. Select \u201c Ads & assets \u201d in the sidebar menu on the left. And click on \u201c Assets .\u201d<\/p>\n\n\n\n
4. Create your sitelinks by filling out the forms on the left side of the page. The preview on the right side of your page will show you what your ads will look like with sitelinks.<\/p>\n\n\n\n
5. Click the \u201c Add to \u201d button above the forms. Google Ads will prompt you to select where to display your sitelinks (account level, specific campaigns, or certain ad groups).<\/p>\n\n\n\n
6. You can create more sitelinks by scrolling down and clicking \u201c Add sitelink \u201d below the form.<\/p>\n\n\n\n
It\u2019s important to keep an eye on how your sitelinks are performing so you can make tweaks to get the best results possible.<\/p>\n\n\n\n
If you have set up your sitelink assets but they aren\u2019t showing up for your ads, it could be because of following reasons:<\/p>\n\n\n\n
Incorrect setup : Check all the necessary fields are populated in the setup of your sitelinks<\/p>\n\n\n\n
Relevancy : Your sitelinks need to be relevant to the searcher\u2019s query or Google won\u2019t display them. Make sure your sitelinks are useful to users searching keywords relevant to your ads.<\/p>\n\n\n\n
With the promise of increased CTRs and more ad space on the SERPs, you might think that adding the sitelinks extension to your Google ads would also increase your CPC or overall cost.<\/p>\n\n\n\n
You only pay when someone clicks on a sitelink related to your ad. Just as you would if someone clicked on the ad itself.<\/p>\n\n\n\n
But because sitelinks increase the likelihood of a click (CTR), you might spend more overall than you would without a sitelink because you\u2019re also receiving more clicks.<\/p>\n\n\n\n
Similarly, adding a sitelink to your video campaign does not increase your cost. You are still charged once when your ad is shown 1,000 times (aka the \u201ccost per mille,\u201d or CPM).<\/p>\n\n\n\n
However, displaying sitelinks on your ad may actually decrease your cost-per-action (CPA) as people are more likely to click on your ad.<\/p>\n\n\n\n
Sitelinks make your ads stand out from regular ads and draw more eyeballs. This helps you improve your CTR.<\/p>\n\n\n\n
And if you want to learn other ways to improve the performance of your PPC campaigns, check out the following resources:<\/p>\n\n\n\n
Attract Maximum Customers to Your Ecommerce Store It is not only the way of shopping that has c ..<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"
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