Ads Format
Ad Site-links requirements
On this page, you can find information about the following:
Technical requirements
Link text guidelines
Destination URL guidelines
Family status
Technical requirements
Link text is limited to 35 characters. Languages using double-width characters (such as Chinese, Japanese, and Korean) can have 17 characters.
The Destination URL is limited to 1024 max characters.
Link text guidelines
Link text must adhere to existing AdWords ad creative guidelines:
Accurate and clear link text
Your link text must directly relate to the content on the landing page for your ad. When users see your ad, they should be able to understand what kind of product, service, or other content they will find on the site you are directing to.
Use of symbols
Symbols used in link text that do not serve any purpose other than to draw attention to the Ad Sitelinks are not allowed.
No Keyword insertion
You cannot use the keyword insertion feature within your link text.
Examples
Correct Link Text Correct
About Us
Directions
Gift Ideas
The link text accurately describes what contents the user will see when they click the link.
Incorrect Link Text Incorrect
To see more what we offer.
The symbols are intended to draw attention.
The text does not indicate what contents the user will see when they click the link.
Destination URL guidelines.
The Destination URL must adhere to existing AdWords site guidelines.
Each link must lead to different landing page
To protect the user experience, we don't permit multiple Ad Sitelinks Destination URLs within one AdWords campaign that all lead to the same landing page.
Family status
Google assigns a family status to all ads and associated extensions to make sure that ads are shown to an appropriate audience. Ad Sitelinks extensions and their associated site's content must be Family Safe. Any ads that contain Non-Family Safe or Adult material will not be accepted.
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