Sitelink

Sitelinks make the ad bigger and send people straight to the page they want: pricing, a service, reviews, contact. They cost nothing extra per impression.

Google can show up to six on desktop and eight on mobile, so a campaign with fewer pays the same for a smaller ad.

1. Open Campaigns, then Assets, and filter by type: Sitelink.
2. Add sitelinks at account level to cover every campaign.
3. Add campaign-level sitelinks where a campaign needs its own pages.
4. Check how often each is shown and clicked.

A language school adds six sitelinks: Course Prices, Free Level Test, Evening Classes, Online Lessons, Student Reviews and Contact Us, each with two short description lines.

• Adding fewer than four.
• Linking sitelinks to the same page as the ad.
• Leaving sitelinks to pages that no longer exist.

The audit checks Oppy runs on this, each with its own page.

• Search campaigns showing fewer sitelinks than Google can use
• Free space in the result, unused

• Asset: A piece of an ad that Google can show: a headline, a description, an image, a video, a sitelink, a callout, a phone number or an address.
• Callout asset: A short line of text shown under a search ad, such as 'Free returns' or 'Open on Sundays'.
• Final URL: The page an ad sends people to.