Google To Proactively Police Ad Sitelinks For Duplicate Landing Pages

Google has always banned the use of duplicate landing pages for AdWords sitelinks extensions. It just hasn’t been particularly aggressive about ensuring compliance, until now. This because the company has noticed many advertisers including two or more sitelinks that go to the same landing pages, or different pages with substantially the same content.

Starting this week, any new sitelinks that are added or changed will be checked to ensure they comply with the policy. In the next few months, Google will be going back through all sitelinks for currently-running campaigns to check for duplicates.

The company recommends that advertisers start now to go through all of their sitelinks to eliminate any duplicate content, beginning with the highest-volume campaigns and slowly working through all sitelinks extensions.

Google recommends loading six to 10 unique sitelinks into campaigns to increase the chances of their showing — especially in the bigger 2- and 3-line formats.

Related Topics: Channel: SEM | Google: AdWords | Top News


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  • Guilherme Marques Borges

    When you decide to be relevant to your client, usually you won’t do anything like that, on the campaigns I do, there was never such thing.

  • Jerry Nordstrom

    Its odd, Google has many adwords rules that come with the threat of the business equivellent to the death penalty – cancelling your account, but rarely does Google ever police or enforce the rules. Link Abuse, multiple account abuse, false and deceptive ads, on and on… So I wonder what the tipping point was here to make them take action? I hardly see any benefit to offering sitelinks all going to the same content, outside of grabbing a bit more SER real estate?

  • Justin Sous

    What’s also odd about this change is that if you look at site links data, rarely do the site links get clicked on. Users still click on the ad copy/headlines at a much higher rate.

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