What's the policy?
Sitelinks extensions allow you to include additional links in your standard text ad. The rules that apply to text ads generally apply to sitelinks extensions too. To ensure your extensions are accurate and appropriate, we also have additional requirements when using sitelinks extensions, as shown below.Link text requirements
- Link text length: The link text for each link must be 35 characters or less. For languages that use double-width characters (like Chinese, Japanese, and Korean), the link text must be 17 characters or less.
- Accurate and clear link text: Your link text must directly relate to the content on your ad's landing page. When users see your ad, they should be able to understand what kind of product, service, or other content they'll find on your advertised site.
- No gimmicky use of symbols: We don't allow symbols in link text that serve no purpose other than to draw attention to your sitelinks, like adding a "►" symbol in your sitelinks.
- No keyword insertion: You can't use the keyword insertion feature within your link text.
- No unauthorized trademarks: We don't allow any trademarked terms in your link text unless the trademark owner has requested authorization and we've approved the use of that trademark.
- Destination URL length: The destination URL of your links must be 1024 characters or less.
- No download links: Clicking a sitelink should never initiate a download.
- Each sitelink must point to different content: 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.
- Third-party links: In limited circumstances, sitelinks may point to third-party sites such as your Google Plus page, Facebook page, Twitter, or YouTube. If doing so, the link text must be descriptive of what someone would find on that landing page. For example, "Watch our video on YouTube" should lead to your video on YouTube.
- Unacceptable businesses: At this time, we don't allow certain types of businesses to have sitelinks extensions. Examples include:
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Sitelinks and the content they point to must be "family safe." Any sitelink that contains "non-family" or "adult" content isn't allowed.