Sitelinks: extra links under your search ad

Sitelinks are extra links that can appear under your search ad, each taking people to a different page of your website. Instead of one link to your homepage, someone can jump straight to "Prices", "Book online" or "Opening hours".

They make your ad bigger on the page and give people a quicker route to what they want. There's no extra charge to add them: you pay the same for a click on a sitelink as for a click on the main ad.

Which platforms use them

• Google Ads: Search and Performance Max campaigns. Video and Demand Gen campaigns can show a few too.
• Microsoft Advertising: Search ads, using the same idea and similar limits.

The limits

• Link text: up to 25 characters. Shorter is better, because more links fit.
• Descriptions: two optional lines under each link, up to 35 characters each.
• How many show: on Google, up to 6 on desktop and up to 8 on mobile. Your ad needs at least 2 before any will show.
• How many to add: Google recommends at least 6, each with descriptions.

Google and Microsoft decide when to show sitelinks and how many, so they won't appear on every ad.

Adding sitelinks in Snifferdog

1. Open your campaign in the campaign editor.
2. In the Google Ads campaign, find Sitelinks in the brand section.
3. Select + Add Sitelink and enter the link text, the page address and, ideally, two description lines.
4. Repeat until you have at least 4, and ideally 6 or more.

Tips

• Base your sitelinks on your website's main menu. Those are the pages people look for.
• Point each sitelink to a different page, and make sure the page matches the link text.
• Use clear actions: "Get a quote", "View menu", "Book a table".
• Don't repeat your headline. Sitelinks with the same or very similar text won't show together.
• Check that every page loads quickly on a phone. See What makes a good landing page?

Read more: Google's guide, About sitelink assets.