Understanding the Google Ads Sitelinks Update in August 2024

With the recent August 2024 update to Google Ads, many advertisers have experienced changes in their sitelink performance. Users might notice that sitelinks, which are additional links displayed beneath the main ad, are not showing up as expected. This article aims to guide you through the common issues and how to optimize your sitelinks to ensure maximum visibility and engagement.

What Are Google Ads Sitelinks?

Google Ads sitelinks are secondary links that can appear underneath your main ad. These links help users navigate to specific pages of your website, providing a more personalized and streamlined user experience. Sitelinks are triggered by the content of your ad and can enhance the value of your ad by directing users to valuable pages such as product listings, customer support, or promotional offers.

Changes After the August 2024 Update

The recent August 2024 update to Google Ads has introduced several changes aimed at improving the overall user experience, search relevance, and ad performance. Many advertisers have reported that the sitelinks are not showing up as often or as expected. This change can be attributed to Google's efforts to ensure that sitelinks only appear when they provide relevant information and improve user engagement.

Reasons for Sitelinks Not Displaying

There are several potential reasons why Google Ads sitelinks may not be showing after the August 2024 update. Here are the most common ones:

Lack of User-Relevant Information

Google is optimizing sitelink performance based on user engagement and relevance. If your sitelinks do not provide enough useful information or are not strongly related to your main ad, they may not show up. For example, if you have sitelinks to internal pages that are not as useful to users as other options, they may be demoted or not displayed.

Inadequate CTA Alignment

A clear call-to-action (CTA) is crucial for sitelinks. If the CTA does not align with the user's intent, the sitelink may not be displayed. For instance, if you have a sitelink promoting a new product that is not yet ready, the sitelink may be ignored in favor of more relevant options.

Low Quality Score

Your overall Google Ads account quality score can impact the visibility of sitelinks. If your quality score is low, Google may not prioritize your sitelinks for display. Improving your ad copy and landing pages can help increase your quality score, which in turn can lead to better sitelinks performance.

Optimizing Your Sitelinks

To ensure your sitelinks perform well after the August 2024 update, consider the following optimization strategies:

Focus on Relevance

Ensure that your sitelinks are highly relevant to the main ad and the user's intent. Use language that clearly describes what each link will lead to, and only include information that adds value.

Improve Call-to-Action Clarity

Make your CTA clear and compelling. Use strong action words like "Order Now," "Shop Products," or "Contact Support" to entice users to click.

Monitor and Adjust

Regularly monitor which sitelinks are being displayed and which ones are not. Use Google's Ad Performance Report to identify underperforming sitelinks and make adjustments accordingly. You can also use A/B testing to experiment with different sitelinks to see which ones perform best.

Conclusion

The August 2024 update to Google Ads has introduced changes to sitelink performance, aiming to enhance user engagement and relevance. By focusing on the relevance of your sitelinks, improving your CTA, and regularly monitoring your performance, you can ensure that your sitelinks are being displayed optimally and driving more value for your business.