Sitelink Assets

Sitelink assets add clickable links below a Search ad, each pointing to a different page on your site. Google formerly called them sitelink extensions. Each has link text of up to 25 characters in most languages (12 in double-width languages) and two optional description lines. Descriptions are optional but strongly recommended. Google says adding descriptions does not reduce the number of links that can show, and they are required to enable certain ad formats that can improve performance. A sitelink can serve with Search, YouTube Video, AdSense for Search, Performance Max, and Demand Gen campaigns. The links give the ad more room on the page, and they let one ad speak to several kinds of visitor at once.

How many show depends on the campaign type. For Search and Performance Max, you need at least 2 sitelinks for them to appear, and desktop ads can show up to 6 while mobile ads can show up to 8. In Video campaigns on YouTube, up to 4 can show, only on mobile. In Demand Gen, up to 4 can show. Google decides which to show based on the query, device, and predicted performance. Google suggests at least 6 sitelinks with descriptions for high-volume ad groups, and says 6 or more can improve Ad Strength. For account-level sets, it suggests at least 4 that fit all campaigns. Because Google picks which ones appear, write every sitelink so it makes sense alone and in any order.

Sitelinks only combine with others in the same account, campaign, and ad group or asset group branch, so a campaign-level set does not mix with an ad group set. Shorter text lets more links show. If you opt in to dynamic sitelinks, Google can generate descriptions or additional links for you, and Google recommends keeping them on because they give the system more chances to show assets. Sitelinks may not appear if Google Ads requirements are not met or if Google predicts low performance. They are also tied to schedules, so a sitelink with an expired date will not serve. Dynamic sitelinks can fill gaps, but review them, as they are chosen by the system and not by you.

The usual mistake is pointing every sitelink at the homepage or at the same landing page the ad already uses. That wastes the slot and trains people to ignore it. Another is vague text such as Learn More or Click Here, which says nothing about where the link goes. A third is writing sitelinks that duplicate headlines, so the ad repeats itself. Finally, many accounts set up sitelinks once and never review them, so they keep pointing to discontinued pages, which creates a poor experience and can cause disapprovals for broken links. Audit sitelinks quarterly for broken pages and out-of-date offers, since stale links erode trust fast.

This week, list the five or six pages visitors need most: pricing, a main service, reviews, locations, contact, and a current offer. Write link text under 25 characters and two short description lines for each. Add them at campaign level, with ad group sets only where services differ sharply. Check the asset report after a few weeks and replace the lowest-impression links. Keep schedules aligned with ad schedules, because Google notes mismatched schedules reduce how many sitelinks show. Use the asset report to see which links earn clicks, and move the best performers to campaign level where they can help every ad.