Google is currently piloting a new asset called Business Links. This feature enables targeting of diverse, customized user intents within a single Search ad.
They adapt seamlessly to different customer journeys by using different link headlines to enhance ad consideration, engagement, and overall performance.
How Business links work
Imagine them as sitelinks, but:
- Capture Multiple User Intents: Create a variety of headlines to address different user intents within the same Business link, reaching a broader audience with relevant messaging.
- Optimize Ad Relevance and Performance: With Business links, Google AI assists in generating additional headlines and enhancing ad content to improve query relevance and performance in real time.
How to add Business links
Business links can be created at the account level, campaign level, and ad group level in Google Ads only.
If available in your Google Ads account, you can find them under Campaigns > Assets > Assets > Business Links.
They consist of three parts:
- Headline – required, up to 3 headlines per Business link, with a 30-character limit each
- Description – required, 1 description per Business link, with a 90-character limit each
- Final URL – required, 1 final URL per Business link
Business links have the same serving behavior as sitelinks, but they don’t replace them. Both compete in the auction and can be displayed together or independently.
Also note, that Business links offer increased character limits for headlines and descriptions than sitelinks.
Google recommends creating at least 6 Business links.
You can view the performance of individual Business links in the Assets > Associations tab, just as you would for other assets.
Business links enhancements
Business links enhancements feature leverages Google AI to generate additional headlines and improve your link headlines and descriptions, boosting ad query relevance and performance.
By default, Business links enhancements are enabled. They can be easily disabled in campaign settings under “Business link enhancements”.
Conclusion
While Google isn’t currently positioning Business links as a replacement for sitelinks, this pilot does raise questions about the future of sitelinks.
For now, both options are available, giving advertisers more flexibility to test and optimize for performance.
Since Business links are in the pilot phase, they aren’t widely available yet. If you’re interested in participating, consider reaching out to your Google representative.
Read the official article here: About business links for Search ads discovered by Hana Kobzová.
