Google has recently introduced a new ad asset called Business Links, which builds on the familiar functionality of sitelinks but with some exciting upgrades. This feature is still in its pilot phase but promises to be a valuable tool for advertisers looking to enhance their search ads with more engaging and informative links. In this blog, we’ll explore how Business Links differ from traditional sitelinks, how they work, and what this could mean for the future of ad extensions.

What Are Business Links?

Think of Business Links as sitelinks with a boost. While sitelinks provide additional links below your ad, Business Links offer more customization and flexibility. Here’s how they stand out:

Up to Three Headlines: Unlike sitelinks, which only allow a single headline, Business Links allow up to three headlines per link. Each headline can be up to 30 characters, offering more space to capture user attention.

Description: A single 90-character description, allowing you to give context or highlight additional benefits.

Final URL: The URL that users will be directed to when they click on the Business Link.

Expanded Character Limits: The increased character allowance means advertisers can provide richer, more detailed information within the ad extension itself, potentially leading to better click-through rates.

Enhanced Visual Presentation: The exact presentation of Business Links is still evolving, but Google has hinted at enhancements that make these links stand out more prominently, which could increase user engagement.

How to Add Business Links to Your Campaigns

Adding Business Links is easy as it is:

1. Go to Campaigns > Assets > Assets sub-menu > Business Links.
2. Business Links can be added at the account, campaign, or ad group level, giving you flexibility in how they are applied across your advertising strategy.
3. Keep in mind that this feature is currently in a pilot phase and may not be available to all advertisers yet.

How Business Links and Sitelinks Coexist

While Business Links and sitelinks may seem similar, they are designed to work alongside each other, rather than as replacements. Here’s how they interact:

• They Compete Together: Business Links and sitelinks both participate in the auction, meaning that either could appear in your ad based on factors like relevance and bid.
• They May Appear Together or Separately: In some cases, you may see both Business Links and sitelinks in a single ad, offering users even more navigational choices.

What’s Next for Ad Extensions?

While Google hasn’t confirmed if Business Links are intended to replace sitelinks in the long term, this pilot certainly raises some questions. Business Links offer more robust features, which might set a new standard for ad extensions if they are rolled out more widely.

As Business Links continue to develop, advertisers should keep a close eye on their performance and availability. If the pilot phase proves successful, we could see this feature playing a major role in the future of search advertising, offering advertisers enhanced ways to communicate with potential customers.