Sitelink asset requirements

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Sitelinks display additional links with your ad. Sitelinks are subject to the standard Google Ads policies and the requirements below.

Link text repetition

The following is not allowed:

Using the same link text for more than one sitelink

Note: Reusing link text is not allowed even if each sitelink points to a different destination.

Learn how to fix a disapproved ad or asset.

Duplicate URLs

The following is not allowed:

Multiple sitelinks in the same campaign or ad group that point to the same landing page or the same content

Sitelinks that point to the same landing page or the same content

Examples: Links to different tabs on the same webpage, links to different anchors or fragment identifiers on the same webpage

Note: Approximately 80% of the content on a page should be unique for that webpage to count as a different destination.

Learn how to fix a disapproved ad or asset.

Third-party URLs

The following is not allowed:

Sitelink URLs that don’t match the domain of the ad’s final URL

Note: While links should normally point to the same domain as the ad URL, we do allow links to point to third-party sites, under limited circumstances. Some examples include links to select online retailers (Amazon, Best Buy), a Facebook page, Twitter account, YouTube video, LinkedIn profile, or Instagram account. In such cases, the link text must be descriptive of what someone would find at the link destination. It should also include the full domain name in the text.

For example, “Watch our video on Youtube.com” should lead to your video on YouTube.

Learn how to fix a disapproved ad or asset.

Punctuation and symbols in sitelinks

The following is not allowed:

Punctuation and symbols in the link text or description that serve no purpose other than to draw attention to the ad

Examples: Exclamation marks, punctuation at the beginning of the text, adding a ► symbol

Learn how to fix a disapproved ad or asset.

Related policies and common disapprovals

The following Google Ads policies are especially relevant to this ad format and are often associated with disapprovals. Learn about what happens if you violate our policies.

Unclear relevance

All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product. Refer to the policy on Unclear relevance for more information.

For sitelinks, this means that link text should clearly and accurately indicate what kind of product, service, or other content is found at the link’s destination.

Trademarks

Google may remove ads or assets in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. Refer to the Trademarks policy for more information.

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