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Search Publishers

Home > English > Search Publishers > Google > How To Articles: Google > Sitelinks

Sitelinks

Introduction

Sitelinks are handy ad extensions that you can use to include extra links below your text ads. Much like their natural search counterparts, they can drive clicks to deep content on your website.

Generally speaking, sitelinks are typically only displayed below ads with higher-than-average CTR, position and quality score. For example, ads that feature branded terms or a domain name. 

Note: This guide includes instructions for managing sitelinks from either MarinOne or Marin Search.

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How To


From MarinOne

  1. The first step, as usual, is to log into MarinOne. 
     
  2. Navigate to the Ads tab in the top navigation. Instead of clicking into the tab, click the down arrow icon just to the right of the tab and select Ad Extensions
     

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  3. Once on the Ad Extensions grid, use the Extension Type column to differentiate between Sitelinks and other extensions. You can apply a filter to this column if you'd like to look at only Sitelinks.
     

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  4. Above the grid, you'll see a toggle for either Ad Extension View or Association View.
     

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    1. Ad Extension View will show you each of your extensions a single time, with performance data rolled up across all campaigns and groups that your extension is tied to. 
       
    2. Association View will show a single line-item for each extension + campaign/group association. For example, if your "Schedule a demo" sitelink is used in five different campaigns, you'll see five separate line-items for this sitelink, one for each campaign it's associated with. 
       
  5. While we don't yet offer full Sitelink management in MarinOne, you can bulk upload Sitelinks. Simply click the Upload button and use the drop-down to select Sitelinks
     

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  6. For Device details about your Sitelinks, navigate to the Devices tab and choose Ad Extension from the Level drop-down. The grid here offers the same toggles for Ad Extension View and Association View that you'll find from the Ad Extensions grid.

    As with the Ad Extensions grid, use the Extension Type column to differentiate between Sitelinks and other extensions. You can apply a filter to this column if you'd to look at only Sitelinks.
     

    sl9.jpg
     

From Marin Search

From the Campaigns tab, click into a Google campaign using the hyperlinked campaign name. From there, click on the Ad Extensions sub-tab. 

From the grid, you can see details about a sitelink's link text, preview URL, device preferences, and sitelink status. You can also create a report of your existing sitelinks by clicking on the Create Report button.

Note: Group-level sitelinks can also be added and managed using the same workflow. Currently, this is available only for Google. For more information, please refer to Managing Sitelinks via Bulk Upload.

How To Add New Sitelinks 

To add new Google sitelinks within the Marin Search platform, just follow these steps. 
 

  1. Go to the main Campaigns tab.
     
  2. Click on one of your Google campaigns.
     
  3. Choose the Ad Extensions sub-tab.
     
  4. Ensure that the Viewing drop-down box is set to Sitelinks Extensions.
     
  5. From here, you can type in your Link Text and Preview URL, etc.. Be sure that there are no blank Link Text or  Preview URL fields before saving a new or edited sitelink, or you may encounter an error. 

    sl4.jpg
     

    Note: In the above screenshot, the Sitelinks Tracking: ON/OFF  setting is no longer indicative of your account's sitelink tracking setup and should therefore be ignored. To learn more about tracking sitelinks, check out our dedicated Support Center article.

    Note: The first sitelink for a given Publisher Client Account (PCA) must actually be created on the publisher's side first, then followed up by a campaign sync to pull in the sitelink and publisher feed to the Marin Search platform. You can learn more about this in our dedicated article How to Perform a Manual Sync.  

    Note: Microsoft sitelinks are read-only in this view

How To Delete Or Edit Sitelinks 

To delete individual site links from a set, follow these steps:
 

  1. Navigate to the Ad Extensions sub-tab.
  2. Click the minus (-) button next to the individual sitelink you'd like to delete.

 

To edit any of your sitelinks, simply follow the steps listed above to access the Ad Extensions screen, and make your changes in the right-hand pane, then click Save Ad Extensions

Managing Sitelinks In SmartGrid

In addition to above workflow, sitelinks are also accessible from the SmartGrid. To access, click on the SmartGrid tab and click on the Sitelinks sub-tab. If you do not see the Sitelinks sub-tab but you are using sitelinks in your Marin Client Account, please reach out to your account team to have the Sitelinks sub-tab enabled in SmartGrid enabled.

To create new sitelinks from SmartGrid, click on the Plus (+) button. Deleting sitelinks is not currently supported in the SmartGrid workflow, however you can unlink sitelinks using a bulk upload. To learn more, check out our article about Managing Sitelinks Via Bulk Upload.

Google - this extension vs. other


The Google Ads interface allows you to toggle between This Extension vs. Other. If you select This Extension, the clicks metric will show the clicks for only that extension, but if you select Other, you will see the total clicks for that extension plus the clicks of other extensions that are being shown with the same ad. This means that Other will always show a higher number of clicks when compared with This Extension. This can be found by going to the Extensions page, clicking on Segment, then selecting This Extension or Other

In Marin, we only show This Extension by default and there is not currently a way to see the clicks for Other, though we are working to eventually enable this view. As a result, the clicks shown in the Marin interface might not match what you can see in the Google Ads UI if you have selected the Other view. This only impacts the clicks column and does not impact impressions or any other metrics. 

Microsoft Enhanced Sitelinks


Microsoft Enhanced Sitelinks allow you to add up to two lines of additional text to your sitelink extensions. This sitelink format must be created in Microsoft and then synced into Marin.

Note: MarinOne and Marin Search do not currently support group-level sitelinks for Microsoft. 

Useful links


There are lots of advanced features and functions of sitelinks, which you can explore in more depth from our Support Center. Below are a handful of sitelinks-related articles to get you started. 
 

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