Eager to amplify your Google Ads so they grab the attention of potential customers more effectively? Absolutely!
A method to achieve this is by utilizing optional assets (previously referred to as extensions) within your campaigns.
One of the simplest Google Ads components to utilize is sitelinks.
Let's delve into understanding how sitelinks operate and determine if they're the appropriate option for your campaigns.
This article will cover:
- What do sitelinks mean in Google Ads?
- What distinguishes sitelinks from ad headlines?
- How many sitelinks are permitted?
- How to incorporate sitelinks into your Google Ads campaigns
- Ways to evaluate the effectiveness of sitelinks in Google Ads
- Do you consider implementing sitelinks in your Google Ads strategy?
What do sitelinks mean in Google Ads?
When setting up a search or video campaign in Google Ads, you define a final URL — this serves as the destination page for your advertisement.
However, imagine there being several distinct landing pages that could be beneficial for the user.
For instance, an e-commerce business might run an advertisement titled "Women’s Clothing," yet they could also wish to emphasize specific categories like "Pants," "Shirts," "Shoes," and "Dresses." By using site-links, you can present users with direct links to each of these distinct sections within your webpage directly from one single ad.
Sitelinks are additional links that may show up beneath your primary ad copy (for searches) or next to your video ads. These enable users to navigate straight to particular webpages on your site that could better address their current requirements.
What distinguishes sitelinks from ad headlines?
Sitelinks are optional additions to your ads. You have the choice to include them or leave them out. Additionally, even if you do choose to use sitelinks, Google might display them or decide against showing them.
Nonetheless, headlines are mandatory. A Search ad cannot appear without including a headline.
Regardless of whether the user chooses your headline or opts for one of your site links, you will still incur charges for those actions. Keep in mind that a click specifically refers to an action leading directly to your website visitation. Meanwhile, activities such as viewing videos count as engagements rather than clicks; these might have different pricing structures based on the specifics of your advertising campaign.
In Google Ads, headlines are essential (and mandatory) for the majority of advertisement formats including Search, Display, Demand Generation, Video, Performance Max, and App ads. Conversely, sitelinks are exclusively supported by Search and Video campaigns.
How many sitelinks are allowed?
The quantity of sitelinks displayed depends on the specific campaign type and the device being used.
For search advertisements, you must have a minimum of two sitelinks. Up to six can be displayed simultaneously on desktop, and up to eight can appear at once on mobile devices.
For video advertisements, you must have a minimum of two sitelinks, with as many as four potentially showing simultaneously.
You have the option to include additional sitelinks beyond those set as the limit for display. However, Google’s system will select which of these sitelinks appear and determine their number according to what it believes will most effectively support your campaign objectives.
How to incorporate sitelinks into your Google Ads campaigns
In your Google Ads account, go to the left-side menu and select Assets. Click on Assets once more, then press the blue plus sign (+). Notice that among various asset options like callouts, images, pricing details, promotional information, location data, and others, you'll find sitelinks as well.
Choose "Sitelinks," followed by selecting where you wish to add sitelink assets: at the account, campaign, or ad group level. Remember this structure. By setting up sitelinks at the account level, these can appear across all of your current and upcoming campaigns.
I frequently discover that configuring sitelinks at the campaign level offers a suitable equilibrium between maintaining control and ensuring effectiveness.
A beneficial aspect of sitelinks is their capability to be scheduled during particular time frames. This can be especially advantageous when you wish to emphasize a short-term deal or occurrence, coordinating well with additional elements such as promotional materials.
How to evaluate the effectiveness of sitelinks in Google Ads
To view the performance of your sitelinks, you can examine your asset reports within Google Ads using the same "Assets" section where you have the option to add new assets.
Look for your sitelink assets (you have the option to tap the Sitelin K filters across the top of the screen) and include a segmentation option. Click type Next, you can observe precisely where users click when your sitelink appears – whether on the sitelink itself or the ad headline. Additionally, you can track changes in metrics such as CTR and CVR when sitelinks are displayed compared to when they aren't shown.
Recently, Google has updated its system so that various headlines from your Responsive Search Ads can now function like sitelinks, directing users back to your ultimate destination URL. Essentially, this implies that regardless of whether you seldom set up additional sitelinks manually, Google could produce them for you using this new capability or through their own automated asset generation process.
Do you think site links should be utilized in Google Ads?
You might want to consider using sitelinks in your Google Ads for these reasons:
- Including additional site links comes at no extra charge for you. You will be charged the regular cost-per-click fee solely when somebody clicks on one of these site links.
- In my view, the main advantage of utilizing sitelink assets is that they expand the size of your ad. This enlargement makes it more probable for potential customers to notice your advertisement, thereby boosting the likelihood of clicks and visits to your site.
Since sitelinks don't hinder performance and come at no additional cost, I typically recommend that all companies utilize these features.
Ensure you have at least four to six sitelinks per campaign for both your search and video initiatives.
This piece is part of our regular biweekly installment under the title "Everything You Need to Know About Google Ads in Under 3 Minutes" featured every Wednesday here at Search Engine Land. Each week, Jyll delves into a distinct aspect of Google Ads features, providing insights for achieving optimal outcomes — everything encapsulated within just three short minutes.