Google Ads site links are a commonly overlooked feature where advertisers can promote up to four additional links to their website within one single PPC ad. This feature can be handy due to its versatility and ability to go to different areas within a given site. It also allows you to target your ads with better efficacy. Perhaps more importantly, it gets them closer to a sale with fewer clicks.
Sitelinks (pictured below) are composed of two main components: the link itself and the description lines that follow it.
The link (AKA the headline) has a limit of 25 individual characters, while two description lines have a limit of 35 characters each. It is essential to understand that the descriptions are not links, and you cannot click them to enter your site.
Unfortunately, while the process of creating site links is straightforward, doing so with the limited number of characters available can be a challenge. Knowing that, here are some practical strategies that you can utilize to make the most effective site links possible.
- Remove filler words. While the maximum amount of characters for a site link title is 25, Google recommends that you use 18-20 for desktop site links and a mere 12-15 for mobile site links. Using this strategy prevents your site link from being cut off. Essentially, every single word you use within a site link gets you nearer to that 18-20-character sweet spot, so instead of “Learn to Advertise Effectively,” try “Advertise Effectively.
- Remove redundancies. As wordstream.com says, if all of your extensions value a single proposition, you fail to build a compelling case for your product. Essentially, if your site link features more than one instance reminding the reader that there is free shipping on whatever product you are advertising, consider removing a few to make room for other exciting features of your product.
- Substitute words for abbreviations. When it comes to site links, every character counts, so make the most of this by substituting for example with e.g. or using % instead of percent.
- Replace spelled out numbers with numerals. It is a grammatical norm to spell out your numbers when you are writing. However, the character count is critical when it comes to site links, so switch one to 1 and two hundred twelve to 212.
- Simplify your vocabulary. Initially, an individual may postulate that utilizing more niche vocabulary will promote eloquence within your site link. But this could not be further from the truth. The last thing you want is for the reader to not understand a word, which could lead to them losing interest and moving to another site.
- Remove adverbs. As you have likely picked up at this point, most of these suggestions are motivated by character count limitations within site links. One of the best ways to do this is to remove adverbs from your ad. While these may add emphasis to specific pieces of writing, character count overtakes them in effectiveness. So, remove all instances of words such as very, incredibly, or quickly within your site link.
If you can effectively use all these strategies, your site links should be much more effective, and the number of visits to your site should rise. In addition, when you learn to simplify your title and description while conveying as much information as possible, you should attract more viewers. Removing redundancies, filler words, and adjectives can help to do this.
Sitelinks are a vital tool that enables you to directly lead your viewer to more specific areas of your site. However, overlooking their conciseness can lead to their overall effectiveness being lowered and preventing potential site viewers from interacting with your site.
Sources
“10 Dos and Don’ts for Sitelink Extensions”. Wordstream.Com, 2021, https://www.wordstream.com/blog/ws/2016/09/06/sitelink-extensions-dos-and-donts.
About Sitelink Extensions – Google Ads Help.” Support.Google.Com, 2021, https://support.google.com/google-ads/answer/2375416?hl=en.
“What are Sitelinks, and how should you be Using Them?” Portent, 2021, https://www.portent.com/blog/paid-media/what-are-google-ads-sitelinks-and-why-should-you-use-them.htm
