Sitelinks
Sitelinks are shortcuts to important information on your website. They allow users to go directly to the page of the website they're interested in.
You can add up to eight sitelinks to ads. These links lead to pages of the advertised website, product or service pages on Yandex Market or social media. Sitelinks are displayed both on Yandex search results pages and in the ad networks (YAN and ad exchanges). The number of sitelinks that display may vary based on the website and device. The maximum number of sitelinks is shown in exclusive format ads in search results.
Why are sitelinks useful?
They improve your CTR without requiring additional expenses
Based on Yandex data, ads with sitelinks attract more visitors. At the same time, sitelinks do not require extra advertising expenses – a sitelink click-through is paid in the same way as clicking on an ad. If a user clicks on more than one link in your ad, you will only pay for one click.
They make navigation simpler
With sitelinks, your ad has additional elements that help users go directly to the sections of your website that they are interested in.
They offer more space for promo text
Sitelinks give you more space to talk about your offers, describe favorable delivery terms, or add other information if there is not enough space for it in the main ad text.
How to add or edit sitelinks
You can add sitelinks in the campaign, group, or ad settings. To do this, under Additional ad elements, select Sitelinks, click Add, and fill in the fields.
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At the campaign level: Specify sitelinks for the entire campaign to apply them to all groups and ads in that campaign.
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At the ad group level: Specify sitelinks for an individual group to use them in all ads in that group. If haven't set any individual settings for that group, the settings are inherited from the campaign by default.
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At the ad level: Specify sitelinks for an individual ad to apply them only to that ad. If haven't set any individual settings for that ad, the settings are inherited from the campaign or group by default.
Settings at the ad group level take precedence over those at the campaign level. Similarly, ad settings take precedence over settings at the group and campaign levels.
For example, if your campaign contains five ad groups, you can use campaign-level settings for four of them and apply different settings to the last group.
You can add descriptions to sitelinks to make clear where the sitelink leads. Please note that the sitelink descriptions only show up in expanded format ads on a desktop or tablet.
The sitelink text and description can include letters, digits, and symbols, except “!”, “?”, “[”, “]”. The text must not contain emojis. The length of a sitelink should be 30 characters or less. The maximum description length is 60 characters.
You can add sitelinks to multiple ads at once using XLS/XLSX files, bulk updates, Direct Commander, or the Yandex Direct API.
Direct Commander supports sitelink settings only at the ad level. Because of this, making changes in Direct Commander resets the sitelinks you added at the campaign and group levels in Yandex Direct and re-adds them at the ad level. This also applies to changes made using XLS and XLSX files.
Under Sitelinks, you'll see links to key pages on your site, like pages with discounts or descriptions of certain products. You can edit, replace, or delete them.
You can add descriptions to sitelinks to make clear where the sitelink leads. Please note that the sitelink descriptions only show up in expanded format ads on a desktop or tablet.
The sitelink text and description can include letters, digits, and symbols, except “!”, “?”, “[”, “]”. The text must not contain emojis. The length of a sitelink should be 30 characters or less. The maximum description length is 60 characters.
Sitelinks must meet moderation requirements. If sitelinks do not meet the requirements, the ad will be displayed without them.
We recommend adding sitelinks that lead to different pages of your site. If the website contains only one page, the sitelinks can lead to different parts of that page.
Sitelinks are displayed in the order in which they were added.
Sitelink impressions on mobile sites
Sitelinks are also displayed on mobile sites. If sitelink texts do not fit in the line, a horizontal scroll bar will appear.
Exclusive placement
An ad is displayed in the exclusive placement if:
- It has sitelinks with descriptions. We recommend adding the maximum number of sitelinks with descriptions to improve your ad performance.
- Your bid and ad quality allow you to get traffic volume of more than 100.
Sitelinks usage tips
Yandex recommends using sitelinks so that they serve the interests of potential customers first of all.
For example, links can lead to website pages that contain additional information about a particular product:
Or to a detailed description of an offer:
Using sitelinks, you can segment your offer by categories:
Questions?
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