Before you begin
Common multiplier needed to match sitelinks with campaigns
If you use templates to apply sitelinks, your sitelink templates and campaign/ad-group templates need at least one multiplier in common. This enables the new Search Ads 360 to match generated sitelinks with the appropriate generated campaigns:
- Without at least one multiplier in common with the selected campaign templates and ad group templates, then all generated sitelinks will be attached to each campaign and ad group from the selected templates.
- When the sitelink template and the campaign/ad-group templates have common multipliers and the values for those common multipliers are the same (case insensitive), then sitelinks are generated for those specific campaigns/ad-groups.
For example:
- The campaign template uses a multiplier that is constructed from either the feed or custom columns that are referenced in the campaign-name formula or from feed columns that you specifically select, for example:
- Campaign name: f:"brand" & f:"origin_country" & f:"destination"
- Multiplier: Selected column: Brand
- When the new Search Ads 360 evaluates the templates and substitutes flight feed values into the formulas for Campaign name and sitelinks Final URL, the output generated is as follows:
- A campaign for Albatross Flights USA France
- A sitelink for example.com/albatrossflights/book
- A campaign for Golden Eagle Flights France UK
- A sitelink for example.com/goldeneagleflights/book
- Account-level sitelinks don't need a common multiplier. If you generate account-level sitelinks and you generate campaigns that inherit account-level sitelinks, then all of the campaigns will inherit all of the account-level sitelinks.
- If your sitelink templates don't specify account-level sitelinks and your campaign templates apply a specific sitelink template, choose one of these conditional options:
- If your sitelink template and campaign template have specified multipliers:
- When they don't have at least one common multiplier, the generated campaigns doesn't apply sitelinks.
- If your sitelink template and campaign template don't have specified multipliers:
- A sitelink template generates one sitelink when feed data is available. This sitelink is used by all campaigns that apply the sitelink template.
- A campaign template that doesn't specify a multiplier uses all sitelinks generated by the sitelink templates that have been applied.
- If your sitelink template and campaign template have specified multipliers:
Create a sitelink template
- Sign in to your Search Ads 360 experience.
- Navigate to the relevant sub-manager account.
- From the page menu, under “Tools & settings”, click the Templates drop down.
- Click Templates.
- Click the plus button .
- Click + Sitelink template.
- Follow the instructions in the sections below, starting with Sitelink template pre-stage.
Click Continue to complete each stage and proceed to the next one.
For information about configuring dynamic template elements, refer to the articles about custom columns in templates and Configure custom columns in templates. These dynamic elements are highlighted in gray in the table.
For dynamic settings, examples based on a flights theme are provided. Refer to the below flights feed table.
Example
In this example, the "Flights" feed table contains the following columns of product data supplied by a new Search Ads 360 customer, Example Airways.
Example Airways operates two brands. Albatross Flights sells transatlantic tickets between the US and European destinations, while Golden Eagle Flights markets route tickets within Europe.
The example feed table only contains information for one route for each brand to ease understanding.
Feed column name | Column description | Column value example 1 | Column value example 2 |
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"product_id" | Flight origin airport international air transport association (IATA) code –destination airport IATA code | CDignoredLHR | SEA-CDG |
"brand" | The brand name for the flight | Golden Eagle Flights | Albatross Flights |
"availability" | Flight ticket availability | Available | Not available |
"seats_left" | Number of unsold seats on the flight | 11 | 0 |
"origin_iata" | Flight origin airport’s IATA code | CDG | SEA |
"origin_name" | Flight departure location | Paris | Seattle |
"origin_country" | Flight origin country’s name | France | USA |
"destination _iata" |
Flight destination airport´s IATA code | LHR | CDG |
"destination_name" | Flight destination´s name | London | Paris |
"destination_country" | Flight destination country’s name | UK | France |
"price_usd" | The flight price in US dollars | 400 | 900 |
For sitelink templates, you can select parent types from Accounts, Campaign templates, and Ad group templates. Moreover, you can have any combination of these three parent types.
Click the headings below to learn about each stage in the template creation flow, including stage settings with dynamic content examples.
Sitelink template pre-stage
Stage | Panel | Applies to | Settings and description |
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"Pre-stage" | "Apply to" |
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Stage 1 Sitelink template settings
Stage | Panel | Applies to | Settings and description |
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Stage 1 "Template settings" |
"Template name"
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"Account", "Campaign templates", "Ad group templates" |
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"Add associations" |
For parent types not selected in pre-stage, an Add Associations tile is shown. Use this to select any additional parent(s) for these parent type(s). |
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"Data source" |
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"Multiplier" |
Multipliers define the columns from which the unique value combinations are derived. The unique value combinations determine the sitelink instances that are generated from sitelink templates. You must select feed columns to create one sitelink for each unique value combination.
The multiplier columns that you specify in sitelink templates are used to match with campaign and ad-group template multipliers to determine whether sitelinks will be applied uniquely to specific campaigns and ad groups or generally to all campaigns and ad groups. |
Stage 2 Sitelink settings
Stage | Panel | Applies to | Settings and description |
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Stage 2 "Sitelink settings" | "Final URL" |
For all advertising platforms and client accounts:
For specific advertising platform/client accounts:
For example: This can be static:
It can also be dynamic by applying custom columns:
Brand becomes the sitelink multiplier. For our flights example with two possible value combinations, the sitelink URLs generated would be:
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"Sitelink text" |
Enter the additional text that appears in an ad that links to a specific page on your website. This is a dynamic element defined using a custom column. For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
For example: It could be static.
It could also be dynamic by applying custom columns.
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"Description 1" |
For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
For example: Descriptions can be static.
They can also be dynamic:
Example output:
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"Description 2" |
For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
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"Sitelink URL options" |
Sitelink URL options define the tracking template for the URL of the page on which user activity and information is tracked. For all advertising platforms and client accounts:
Enter the URL you want the ad click to go to. For example: It can also be dynamic by applying custom columns. Example output:
Add a static or dynamic final URL suffix. The final URL with the suffix could be:
Define custom parameters that can be included in the final URL suffix for tracking user information. Each custom parameter requires a name and value. For specific advertising platforms and client accounts:
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"Advanced options" |
For all advertising platform/client accounts: Start date
End date
Days and hours
For specific advertising platform/client accounts:
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Stage 3 Confirmation
Stage | Panel | Applies to | Settings and description |
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Stage 3 "Confirmation" | "Sitelinks preview" |
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