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Sitelinks are extensions that display additional links with your ad when surfaced on Google. Today, Google Ads has expanded allowed third-party URL’s that can be used for sitelinks. For a number of years this has been available for selected social media platforms, this update now expanded this to selected retailers and businesses.


What are Third-Party Sitelinks?

Whilst usually you would use Sitelinks to deep-link searchers into other areas of your website, Google Ads does allow (under strict conditions) you to point users to your social media platforms too. These include:

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn
  • Instagram
  • Google+ … RIP


What’s updates have Google Ads made to Third-Party Sitelink policy?

The Policy used to look like this:

Google Ads - Third-Party Sitelink Policy 2018

Now it looks like this:

Google Ads - Third-Party Sitelink Policy 2019

The new policy will allow you to point to selected online retailers and businesses. These are as follows:

  • Amazon.com
  • BestBuy.com

PPC hubbub - LightbulbAs mentioned above, there is an additional requirement here to get the sitelink approved. You will have to be very clear to the user where you are going to be directing them. For example, if you are directing users to BestBuy.com, you will need to make it clear in the Sitelink copy that they will be going to BestBuy. This might look like ‘Buy Now at BestBuy.com’.


What does this mean for you?

More opportunity to convert your customers, particularly for Brand Owners who may traditionally have found it difficult to get users to buy direct. You are now giving your users more opportunity to convert your product via a retailer they already have payment options setup for e.g. Amazon.

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Dan Roberts

Founder & Author at PPC hubbub
Dan has worked in agencies for over 5 years and was awarded Rising Star at The Drum Search Awards for the work delivered for his clients and wider industry. Dan founded PPC hubbub after becoming frustrated with the lack of actionable insight from blogs.

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Dan Roberts
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