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Get 280 Characters for your PPC Ads

Account Manager Dave Rosborough shows you how to use Sitelinks to extend your PPC Ads to 280 characters of descriptive ad text.

June 27, 2012

Amanda @Amanda_WestBook

Amanda is an Account Executive at Hanapin Marketing, a search engine marketing firm focused on generating results through pay-per-click advertising.

Justin Sous

Nice job here, Dave.

I was hoping to hear your opinion on how/why Google decides to show only some of your sitelinks. Is it relevancy? Is it landing page? Is it site link copy diversity? What light can you shed on this?

Cheers!
- http://twitter.com/daverosborough Dave Rosborough
  
  Hi Justin,
  
  It all comes down to relevancy, ad position, among other factors. Google states that:
  
  “The following best practices will help increase your chances of showing sitelinks:
  
  -Your ad should have one of the top positions above Google search results.
  -Your ad should have a very high Quality Score.
  -Your sitelink URLs must direct customers to pages that are relevant to your product or service.”
  
  Hope that helps, thanks for reading.
Ben

Google actually states that: “We don’t allow two or more sitelinks in the same campaign or ad group to point to the same landing page or the same content.”