Sitelinks give users a choice of destinations on your website that they can visit directly from your text ads. If you are already using sitelinks to improve your AdWords campaign performance. Google just announced that starting today, it has begun more proactive enforcement of policy.
"Our existing policy has required each sitelink in a campaign to link to a different landing page. That means a user would have a meaningfully different experience on the landing page from each sitelink. Recently, though, we've noticed an increase in the number of sitelinks created with the same landing page URLs or identical content."
How it will work? Google explains, "We'll initially focus on new sitelinks and any sitelinks that you change. As your ads are being served, our systems will verify that your sitelinks meet the policy standards. Sitelinks that don't meet the standards will be restricted from appearing."
To increase more sitelinks shown with your ads, Google recommend loading 6-10 unique sitelinks into AdWords campaigns. "Having fewer eligible sitelinks could keep your ad from showing in larger 2-line and 3-line formats, where more eligible sitelinks are required," Google stated. "Remember, larger formats are more visible and have higher average clickthrough rates (CTR). And if you don't have enough eligible sitelinks in your campaign, then your ads may not display sitelinks at all," Google added.
Google also notes, that as it may take some time to manually check and fix duplicates among existing sitelinks and landing pages, so it is "delaying proactive enforcement with existing sitelinks for a few months."
Google also suggest to get started with campaigns that show sitelinks most often as these are probably campaigns with branded keywords. "You can then work your way down through each campaign in your account. If you want to be completely thorough, you'll need cross-check the landing pages on your Ads and Keywords tab with those of your sitelinks for each campaign," Google explains.
Here's how you can work through this using the AdWords interface:
- Log into the AdWords interface and click on the "Ad Extensions" tab.
- Select "Sitelinks Extensions" from the View drop-down menu.
- Sort your sitelink extensions by impressions or clicks by clicking on the column header.
- Click on each sitelink in the top campaign and follow it through to its landing page (there's no charge for these clicks).
- Fix any duplicates you find by hovering over the extension area and clicking the pencil icon (see image below).
For more details or help with sitelinks, check out this AdWords Help Center article.
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