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Google Ads Sitelink Assets Guide

Sitelink assets in Google Ads are a powerful feature designed to improve the efficiency and effectiveness of your advertising campaigns.

These assets, previously known as sitelink extensions, provide additional links within your ad that direct users to specific pages on your website.

This functionality allows advertisers to present more options to potential customers, thereby increasing the likelihood of engagement and conversion.

Let’s get right into it!

Sitelink assets in Google Ads are additional links that you can include in your search ads, directing users to specific pages on your website. These links appear below your main ad text, giving users more options to navigate to different sections of your site that may be relevant to their interests or needs.

Sitelink assets offer several key advantages:

  1. Increased Click-Through Rate (CTR): By providing multiple links, sitelink assets can significantly enhance the chances of a user clicking on your ad.
  2. Improved Ad Relevance: They help make your ads more relevant by directly addressing the user’s search intent with specific landing pages.
  3. Enhanced User Experience: Offering direct paths to specific pages like product categories, promotional offers, or informational content ensures a better user experience.

Sitelink assets appear below the main ad text and can include additional information such as descriptions, which add value by explaining the benefits or features of the linked pages. These links can be tailored to match the search query, thereby making the ads more relevant and compelling.

Sitelink assets are displayed based on several factors including the ad’s relevance to the search query, the quality score, and the ad’s position. Typically, sitelinks are more likely to appear in top-ranking ads on the search results page.

Adding sitelink assets in Google Ads is a straightforward process, here’s how to add sitelink assets:

  1. Sign into your Google Ads account.
  2. Click Campaigns, then click Assets from the dropdown menu.
  3. You should now find a table with all of your assets. Click the plus button, then click Sitelink.
  4. From the Add to dropdown menu, select on which level you’d like to add your sitelink asset: Account, Campaign, or Ad group.
  5. Under Asset, choose your asset.
    • To create a new sitelink, select Create new.
    • To use an existing sitelink, select Use existing and select the sitelinks that you’d like to add.
  6. Fill out the Sitelink text, Description line, and URL.
    • Note: Entering additional text about your link in the “Description” fields is optional, but highly recommended. When you fill out both lines of description, your sitelink may be eligible to show with these details.
  7. Repeat step 6 as needed. Note that you can click Add sitelink to add additional sitelinks before your save.
  8. Once your done, click Save.

You can also edit, schedule, pause or remove your sitelink assets.

Google Ads offers several types of sitelink assets that can be tailored to meet specific advertising objectives.

Understanding these types helps advertisers to select the most appropriate format for their campaigns, thus maximizing the effectiveness of their ads.

Standard sitelink assets are the basic format that allows advertisers to add additional links to their ads.

These links direct users to specific pages on the advertiser’s website, providing more opportunities for engagement beyond the main ad link.

Standard sitelinks include a headline and, optionally, a short description that appears below the link.


  • Headline Text: Limited to 25 characters (12 characters for double-width languages like Chinese, Japanese, and Korean).
  • Description (Optional): Provides additional context about the link, enhancing user engagement.

Enhanced sitelink assets build on the standard format by adding more detailed descriptions.

These descriptions can include up to two lines of additional text below each sitelink, making the ads more informative and attractive.


  • Extended Descriptions: Each sitelink can include up to two lines of descriptive text, offering more information and improving click-through rates.
  • Increased Visibility: The additional text makes the ad take up more space on the search results page, potentially leading to higher engagement.

Dynamic sitelink assets are automatically generated by Google Ads based on the content of your website.

Google dynamically creates and displays sitelinks that are most relevant to the user’s search query, without requiring manual input from the advertiser.


  • Automated Creation: Google creates these sitelinks automatically, reducing the manual workload for advertisers.
  • Relevance: Dynamic sitelinks are tailored to match the search intent, enhancing the likelihood of user engagement.

Mobile-optimized sitelink assets are designed specifically for ads displayed on mobile devices.

These sitelinks are shorter to fit better on smaller screens and improve mobile user experience.


  • Shorter Text: Optimized for mobile viewing with character limits adjusted to ensure better display on mobile screens.
  • Mobile Preference Setting: Advertisers can specify that certain sitelinks should only appear on mobile devices.

To make the most out of sitelink assets, it’s essential to follow best practices that align with your advertising goals and improve the performance of your ads.

Relevance and Specificity

Ensure that the sitelinks you create are relevant to the ad and specific to the user’s search query. Each sitelink should direct users to a landing page that closely matches their intent.

Key Points:

  • Match Search Intent: Choose sitelink destinations that align with what users are likely searching for.
  • Avoid Redundancy: Do not use multiple sitelinks that direct to the same landing page.

Text Optimization

Keep the text for each sitelink concise and clear. The headline text should be within the character limit to avoid truncation, and descriptions should add value by providing useful information.

Key Points:

  • Concise Headlines: Stick to the character limit to ensure full visibility.
  • Informative Descriptions: Use the optional description fields to provide additional context.

Use a mix of sitelinks to cover different aspects of your offerings. This variety can include links to product pages, promotional offers, informational content, and more.

Key Points:

  • Diverse Content: Include links to different types of content to cater to various user interests.
  • Balanced Approach: Avoid focusing too much on a single type of page (e.g., all product pages or all informational pages).

Monitoring and Adjusting

Regularly monitor the performance of your sitelink assets and make adjustments based on data. This includes tracking click-through rates, conversion rates, and other key metrics.

Key Points:

  • Performance Tracking: Use Google Ads reports to monitor sitelink performance.
  • Data-Driven Adjustments: Adjust sitelinks based on performance data to optimize results.

Strategic Implementation

Implement sitelink assets at the campaign or ad group level to ensure they are relevant to the ads they accompany. This helps in maintaining high relevance and improving overall ad performance.

Key Points:

  • Campaign/Ad Group Level: Apply sitelinks at a granular level for better relevance.
  • Strategic Alignment: Ensure sitelinks align with the goals of the specific campaign or ad group.

Scheduling and Customization

Take advantage of scheduling options to run sitelink assets during specific periods, such as during promotions or seasonal campaigns. Customize sitelinks for mobile devices to improve mobile user experience.

Key Points:

  • Timed Campaigns: Schedule sitelinks to align with promotional periods.
  • Mobile Optimization: Create mobile-specific sitelinks and use the mobile preference setting.

Strategic Implementation

Implementing sitelink assets strategically is essential for maximizing their impact on your Google Ads campaigns.

A well-planned implementation can lead to better user engagement, higher click-through rates, and improved conversion rates.

When setting up sitelink assets, it’s crucial to align them with the specific objectives of your campaign.

This involves understanding the goals of the campaign, whether it’s driving sales, generating leads, or increasing brand awareness.

Key Steps:

  1. Define Campaign Goals: Clearly outline what you want to achieve with your campaign. For example, if the goal is to drive sales, your sitelinks should direct users to product pages, special offers, or promotional discounts.
  2. Select Relevant Sitelinks: Choose sitelinks that support your campaign goals. For a lead generation campaign, include links to contact forms, informational content, or free resource downloads.

To maximize the relevance and effectiveness of sitelink assets, it is best to apply them at the campaign or ad group level rather than at the account level.

This approach allows for more targeted and specific sitelinks that match the keywords and themes of individual campaigns or ad groups.

Key Steps:

  1. Campaign Level: Apply sitelinks that are broadly relevant to the entire campaign. For example, a campaign promoting a product line can include sitelinks to different product categories, customer testimonials, and buying guides.
  2. Ad Group Level: Apply sitelinks that are specific to the keywords and themes of each ad group. For instance, an ad group targeting specific products can have sitelinks to those product pages, detailed specifications, and related accessories.

Scheduling sitelink assets can enhance their effectiveness by ensuring they appear during the most relevant times.

This is particularly useful for seasonal promotions, limited-time offers, or time-sensitive campaigns.

Key Steps:

  1. Set Timeframes: Define the start and end dates for your sitelink assets to match your promotional periods.
  2. Day and Hour Scheduling: Schedule sitelinks to appear during specific days of the week or hours of the day when your target audience is most active.

Given the growing use of mobile devices for search, customizing sitelinks for mobile can significantly improve user experience and engagement.

Key Steps:

  1. Shorter Text: Use shorter, more concise text for mobile sitelinks to ensure they display correctly on smaller screens.
  2. Mobile Preferences: Indicate mobile preferences when setting up sitelinks to ensure they are optimized for mobile users.

Sitelink assets can be applied in various scenarios to meet different advertising goals.

Here are some common use cases for incorporating sitelink assets into your Google Ads campaigns.

Promoting Product Categories and Services

Sitelink assets are effective for directing users to specific product categories or services, making it easier for them to find what they are looking for.


  1. E-commerce Sites: Include sitelinks to popular product categories, best-sellers, new arrivals, and special discounts.
  2. Service Providers: Add sitelinks to key services, case studies, client testimonials, and booking forms.

Highlighting Seasonal Promotions and Sales

Sitelinks can effectively highlight seasonal promotions, special sales, or limited-time offers, drawing more attention to these events.


  1. Retail Campaigns: Use sitelinks for Black Friday deals, holiday sales, and clearance events.
  2. Service Promotions: Feature special service discounts, seasonal packages, or introductory offers.

Directing Users to Informational Pages

For campaigns focused on educating users or providing detailed information, sitelinks can direct users to relevant content such as blog posts, FAQs, and how-to guides.


  1. Educational Content: Include sitelinks to blog articles, tutorials, whitepapers, and webinars.
  2. Support Resources: Add sitelinks to FAQ pages, user manuals, and support forums.

Sitelinks can be tailored to match both branded and non-branded keywords, enhancing the ad’s relevance to different types of search queries.


  1. Branded Searches: For branded keywords, include sitelinks to key brand pages, such as the company’s homepage, about us, and contact pages.
  2. Non-Branded Searches: For non-branded keywords, use sitelinks to specific products, categories, or informational content relevant to the search query.

Examples for SaaS Industry

In the Software as a Service (SaaS) industry, sitelink assets can significantly improve the effectiveness of Google Ads campaigns by directing potential customers to relevant sections of a company’s website.

Here are detailed examples of how SaaS companies can use sitelink assets to enhance their advertising efforts.

Highlighting Key Features

Sitelink assets can be used to highlight the key features of the SaaS product, making it easier for potential customers to understand what the software offers.


  1. Feature 1: Real-Time Collaboration
  2. Feature 2: Automated Reporting

Free Trial and Demos

Offering free trials or demos is a common strategy in the SaaS industry to attract new users. Sitelink assets can direct users to sign-up pages for these offers.


  1. Free Trial
    • Sitelink Text: Start Free Trial
    • Description: Experience all features with a 14-day free trial. No credit card required.
    • URL: YourDomain.com/free-trial
  2. Live Demo
    • Sitelink Text: Request Live Demo
    • Description: Schedule a live demo with our experts and see the software in action.
    • URL: YourDomain.com/live-demo

Building Trust Through Case Studies and Testimonials

Sitelinks can be used to direct users to case studies and testimonials, which help build credibility and trust with potential customers.


  1. Case Studies
    • Sitelink Text: Customer Case Studies
    • Description: See how our software has helped businesses like yours succeed.
    • URL: YourDomain.com/case-studies
  2. Customer Testimonials
    • Sitelink Text: Read Testimonials
    • Description: Hear from our satisfied customers about their success stories.
    • URL: YourDomain.com/testimonials

Pricing and Plans

Providing clear information about pricing and plans can help potential customers make informed decisions. Sitelink assets can direct users to detailed pricing pages.


  1. Pricing Plans
    • Sitelink Text: View Pricing Plans
    • Description: Choose a plan that fits your business needs and budget.
    • URL: YourDomain.com/pricing
  2. Compare Plans

Support and Learning Resources

Providing access to support and learning resources can enhance user experience and help with customer retention. Sitelinks can direct users to these valuable resources.


  1. Help Center
    • Sitelink Text: Visit Help Center
    • Description: Get answers to your questions with our comprehensive help articles.
    • URL: YourDomain.com/help-center
  2. Training and Tutorials
    • Sitelink Text: Access Tutorials
    • Description: Learn how to use our software with step-by-step tutorials.
    • URL: YourDomain.com/tutorials

Promoting Educational Webinars

Webinars and online events are effective ways to engage potential and existing customers. Sitelink assets can help promote these events.


  1. Upcoming Webinars
    • Sitelink Text: Upcoming Webinars
    • Description: Join our experts in upcoming webinars to learn more about our software.
    • URL: YourDomain.com/webinars
  2. On-Demand Webinars

While sitelink assets can significantly improve the performance of your Google Ads campaigns, there can be instances where they do not function as expected.

Troubleshooting these issues promptly ensures that your ads maintain their effectiveness.

There are several reasons why your sitelink assets might not appear in your ads:

Low Ad Rank

Ad rank plays a critical role in the visibility of sitelink assets. If your ad rank is low, your sitelink assets are less likely to appear.


  • Improve Quality Score: Enhance your ad relevance, expected click-through rate (CTR), and landing page experience to boost your Quality Score.
  • Increase Bids: Raising your bids can help improve your ad rank, making it more likely for your sitelink assets to appear.

If the sitelinks are not relevant to the user’s query or the content of the ad, Google Ads may choose not to display them.


  • Align Sitelinks with Keywords: Ensure that the sitelinks are closely related to the keywords and themes of the ad group or campaign.
  • Test and Optimize: Continuously test different sitelink variations to find which ones resonate best with user queries.

Duplicate or Inconsistent URLs

Using the same URL for multiple sitelinks or having inconsistent URLs can prevent sitelinks from displaying.


  • Unique URLs: Make sure each sitelink directs to a unique and relevant landing page.
  • Consistency: Ensure that the URLs are consistent with the final URL of the ad.

Technical Issues

Technical issues within the Google Ads platform or with your website can also prevent sitelinks from appearing.


  • Check Google Ads Status: Verify if there are any ongoing issues with Google Ads by checking the Google Ads Status Dashboard.
  • Website Functionality: Ensure that all landing pages linked to your sitelinks are functional and free of errors.

Policy Violations

Sitelink assets must comply with Google’s advertising policies. Any violations can lead to sitelinks not being shown.


  • Review Policies: Regularly review Google’s ad policies to ensure compliance.
  • Correct Violations: Address any identified violations promptly to restore sitelink functionality.

Measuring the impact of sitelink assets is crucial for understanding their effectiveness and optimizing future campaigns.

Google Ads provides various tools and metrics to help you analyze the performance of your sitelink assets.

Key Performance Metrics

To assess the performance of your sitelink assets, focus on the following key metrics:

Click-Through Rate (CTR)

CTR measures the percentage of users who clicked on your sitelink out of the total number of users who viewed your ad.


  • High CTR: Indicates that your sitelink assets are compelling and relevant.
  • Low CTR: Suggests that the sitelinks may need optimization or that they are not resonating with your target audience.

Conversion Rate

The conversion rate measures the percentage of users who completed a desired action (e.g., purchase, sign-up) after clicking on your sitelink.


  • High Conversion Rate: Shows that the landing pages linked to your sitelinks are effective in driving conversions.
  • Low Conversion Rate: May indicate a disconnect between the sitelink content and the landing page or an issue with the landing page itself.

Cost Per Click (CPC)

CPC measures the amount you pay for each click on your sitelink.


  • Optimal CPC: Strive for a balance between a low CPC and a high conversion rate to maximize ROI.
  • High CPC: If accompanied by low conversion rates, it suggests a need for optimization.

Tools for Measurement

Google Ads provides several tools to help you measure the impact of your sitelink assets:

Ad Extensions Report

The Ad Extensions Report in Google Ads allows you to analyze the performance of your sitelink assets at a granular level.


  • Performance Metrics: View metrics such as CTR, conversion rate, and CPC specific to your sitelink assets.
  • Comparative Analysis: Compare the performance of different sitelinks to identify top performers and underperformers.

Google Analytics

Integrating Google Analytics with your Google Ads account provides deeper insights into user behavior after they click on your sitelinks.


  • Behavior Flow: Track how users navigate your site after clicking a sitelink.
  • Goal Tracking: Measure the completion of specific goals (e.g., purchases, sign-ups) attributed to sitelink clicks.

Optimizing Based on Data

Using the data gathered from these tools, you can make informed decisions to optimize your sitelink assets:

A/B Testing

Conduct A/B tests to compare different sitelink variations and determine which ones perform best.


  1. Create Variations: Develop different versions of your sitelinks.
  2. Run Tests: Deploy the variations simultaneously and measure their performance.
  3. Analyze Results: Choose the best-performing sitelinks based on CTR, conversion rate, and other relevant metrics.

Continuous Improvement

Regularly review the performance data and make adjustments to your sitelink strategy as needed.


  1. Monitor Performance: Use Google Ads and Analytics to continuously track sitelink performance.
  2. Implement Changes: Make necessary adjustments to improve relevance and effectiveness.
  3. Repeat: Continually test and optimize based on new data.

By following these steps and utilizing the available tools, you can effectively measure and optimize the impact of your sitelink assets, ensuring they contribute positively to your overall advertising strategy.

Advanced Tips and Tricks

Advanced techniques can further enhance the effectiveness of your sitelink assets. These tips and tricks help in optimizing performance and ensuring that your sitelinks contribute significantly to your campaign goals.

Leveraging A/B Testing

A/B testing is an effective way to determine the most impactful sitelink variations. By testing different versions, you can identify which sitelinks drive the highest engagement and conversions.

Best Practices:

  • Create Distinct Variations: Test significantly different sitelinks to gather meaningful insights.
  • Analyze Performance: Focus on key metrics such as CTR and conversion rate to determine winners.
  • Iterate: Continuously test new variations to keep improving performance.

Integrating with Other Ad Assets

Combining sitelink assets with other ad assets can create a more comprehensive ad experience, providing users with multiple pathways to engage with your content.

Types of Assets to Consider:

  • Callout Assets: Highlight additional features or benefits.
  • Structured Snippets: Provide more specific information about your products or services.
  • Call Assets: Allow users to directly call your business.

Dynamic sitelinks are automatically generated by Google based on the content of your website. These can save time and ensure that sitelinks are highly relevant to the user’s query.


  • Automated Relevance: Google creates and displays the most relevant sitelinks without manual input.
  • Efficiency: Reduces the time and effort required to manage sitelinks.

Monitoring Competitor Strategies

Keeping an eye on your competitors’ sitelink strategies can provide valuable insights. Tools like SEMrush or Ahrefs can help you analyze competitor ads and identify opportunities for improvement.


  1. Identify Competitors: Determine who your main competitors are in the ad space.
  2. Analyze Sitelinks: Use competitive analysis tools to see what sitelinks they are using.
  3. Incorporate Learnings: Adapt successful strategies to your own campaigns.


Sitelink assets are a vital component of effective Google Ads campaigns. By providing additional pathways for user engagement, they help increase the relevance and impact of your ads.

Implementing sitelink assets strategically, measuring their performance accurately, and continuously optimizing them based on data are essential steps to maximizing their benefits.

Be sure to check out price assets as they can be quite useful too!

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.