skill-031-sitelink-relevance-performance

Skill 031: Sitelink Relevance and Performance Review

Purpose

Sitelinks are the most impactful ad extension, potentially increasing CTR by 10-20%. Irrelevant, outdated, or incomplete sitelinks waste this opportunity. This review ensures sitelinks are relevant to user intent, have descriptions, and perform effectively.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/ext_sitelinks.md - Sitelink extensions with linking info
• data/account/campaigns/*/campaign.md - Campaign settings for context

Reference GAQL:

SELECT
  campaign.name,
  asset.sitelink_asset.link_text,
  asset.sitelink_asset.description1,
  asset.sitelink_asset.description2,
  asset.final_urls,
  campaign_asset.status,
  metrics.impressions,
  metrics.clicks,
  metrics.conversions
FROM campaign_asset
WHERE campaign_asset.field_type = 'SITELINK'
  AND segments.date DURING LAST_30_DAYS

Use /google-ads:get-custom for sitelink performance metrics.

Analysis Steps

1. Check sitelink completeness: All should have link text (25 chars), Description 1 (35 chars), Description 2 (35 chars), working URL
2. Assess relevance: Link text matches landing page, descriptions expand on link text, URLs are specific (not homepage)
3. Review diversity: Cover different user intents (shopping, information, action, support)
4. Analyze performance: CTR by sitelink, identify top/bottom performers
5. Check for issues: Broken URLs, outdated content (expired promotions), policy violations

Thresholds

Condition	Severity
Sitelink without descriptions	Warning
Sitelink links to homepage	Warning
Sitelink CTR < 0.2%	Warning
Fewer than 4 sitelinks	Warning
Outdated promotion sitelink	Critical

Output

Short (default):

## Sitelink Audit
**Account:** [Name] | **Sitelinks:** [X] | **Issues:** [Y]

### Critical ([Count])
- **"[Sitelink text]"**: [Issue] -> [Fix]

### Warnings ([Count])
- **[X] sitelinks** missing descriptions -> Add descriptions
- **"[Sitelink]"**: Links to homepage -> Use specific URL

### Performance
| Sitelink | CTR | Conv | Status |
|----------|-----|------|--------|
| [Top] | X% | X | Keep |
| [Bottom] | X% | X | Replace |

### Recommendations
1. [Priority action]