Sitelinks extensions are a useful feature in Google AdWords that allows pay per click advertising specialists to include additional links to their standard text ad. This is a great way to promote different web pages of a site through a single ad.
According to the existing sitelink policy, each sitelink within the ad must lead to a unique landing page on the site. However, Google has reported an increase in the number of sitelinks leading to the same landing page. It’s a violation of the policy and this is why Google will soon begin proactive enforcement of the policy. So, in the coming months, the sitelinks that do not meet the policy standards will be restricted from showing in the results.
Using different sitelinks that lead to single landing page is a malpractice meant to promote the most important web page. This practice has benefited the pay per click advertising efforts of many advertisers but it violates the policy standards and leads to a decline in the quality of results shown on the search engine.
Advertisers who want to improve their PPC performance need to adhere to the policy and add 6-10 unique sitelinks to their campaigns. If you include lesser sitelinks, the possibility of your ad showing above your competitors would diminish. Inadequate number of sitelinks would also adversely affect your ad’s visibility level and click through rate (CTR).
As of now, Google will not take any action against the campaigns that use different sitelinks leading to same landing page because making the changes would need time, but advertisers should take this as a warning and start working on their sitelink strategy. The policy would be enforced on new sitelinks and the ones that are edited and need a review from Google.
To get best results out of your sitelinks extensions, writing great sitelink copy is crucial so that they inspire the users to click it and take a favourable action.
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