Sitelinks are a great, free way to get more real estate, get exposure for more landing pages, and prompt users to take more actions on AdWords ads. (For a list of Sitelinks options, check out the AdWords help page.) But there are a bunch of criteria to meet and considerations to take to ensure that your sitelinks show up. In this short guide, we’ll cover device requirements, ad group/campaign hierarchy, and factors that affect serving.

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Device requirements for sitelinks:

Tablets and desktop:
-One-line sitelinks: 2 sitelinks per campaign or ad group
-Two-line sitelinks: 3 sitelinks per campaign or ad group
-Three-line sitelinks: 5 sitelinks per campaign or ad group

Mobile:
-1 sitelink per campaign or ad group

Ad Group/Campaign hierarchy:

By default, all ad groups use the campaign-level sitelinks.
If you also create ad group-level sitelinks, the campaign-level sitelinks will be ignored when ads from that ad group serve; only the ad group-level sitelinks will be considered. This is true even if there are problems with the ad group-level sitelinks, such as all of them being disapproved.

Factors that affect serving:

-Your keyword’s Quality Score and max. CPC bid
-The position of your ad on Google SERPs
-The relevance of the landing pages of your ads and sitelinks
-The relevance of other ads on the page
-Other ad extensions enabled in your campaign
-The search term used by a potential customer

Any other great things to look out for with Sitelinks? Let us know in the comments!

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Ada Pally
Ada Pally has worked in marketing since 2002 and online marketing since 2005. Prior to joining 3Q Digital in November of 2011, Ada worked as both an in-house marketer and a consultant advising companies on digital strategies. Her focus on measurement while developing brand integrity has performed across industries and for companies of all sizes. Ada specializes in paid search, display, SEO and email marketing, combining her dual degrees in English and Marketing to create SEM strategies that perform for the entire business.