sitelinks

name	sitelinks
description	Generate Google Ads sitelink extensions. Use when the user asks to create, write, or generate sitelinks, ad extensions, or site links for a Google Ads campaign.
allowed-tools	Read, Write, Bash

/sitelinks — Generate Google Ads Sitelink Extensions

Sitelink Specifications (Google Ads Requirements)

Element	Max Characters	Required
Sitelink title	25	Yes
Description 1	35	No (but strongly recommended)
Description 2	35	No (but strongly recommended)
Final URL	2048	Yes

• Minimum: 2 sitelinks per campaign (Google recommendation: 4–8)
• Maximum: 20 sitelinks per campaign (Google rotates and tests)
• Sitelinks can be set at account, campaign, or ad group level
• Each sitelink must point to a different page than the ad's Final URL
• Each sitelink must point to a different page than other sitelinks (no duplicate URLs)

Input Required

Ask the user for the following (skip any already provided):

1. Campaign / Ad group — where to apply sitelinks
2. Landing page registry key or ad group context — to understand what pages are available (load .claude/skills/landing-pages/SKILL.md to see registered URLs)
3. Language — EN / DE / FR / ES / AR / PL (default: infer from campaign)
4. Number of sitelinks — default: 8 (gives Google more options to rotate)
5. Scope — campaign-level (shared across ad groups) or ad-group-level (specific)
6. Current sitelinks (optional) — if refreshing existing ones

Execution Steps

Step 1: Analyze Available Pages

• Load landing pages registry from .claude/skills/landing-pages/SKILL.md
• Identify pages that would make good sitelinks (pricing, features, demo, case studies, etc.)
• Load brand voice from .claude/skills/brand-voice/SKILL.md
• Load ICP from .claude/skills/icp/SKILL.md to align sitelinks with buyer journey
• Load cached page analyses where available

Step 2: Map Sitelinks to Buyer Journey

Aim for a mix that covers the funnel:

Journey Stage	Sitelink Example	Typical Page
Awareness	"How It Works"	/features
Consideration	"Customer Stories"	/case-studies
Consideration	"Compare Plans"	/pricing
Decision	"Start Free Trial"	/signup
Decision	"Book a Demo"	/demo
Support	"Help Center"	/support
Trust	"About Us"	/about
Specifics	"[Feature Name]"	/features/[name]

Don't just list pages — each sitelink title should be a compelling micro-CTA.

Step 3: Generate Sitelinks

For each sitelink, create:

• Title (≤25 chars) — action-oriented, specific, no generic filler
• Description 1 (≤35 chars) — expand on the title's promise
• Description 2 (≤35 chars) — add a proof point or secondary benefit
• Final URL — resolve from landing pages registry (language-aware)

Output format:

Sitelink 1:
  [XX ch] Title: "See Pricing & Plans"
  [XX ch] Desc 1: "Transparent plans from $99/mo"
  [XX ch] Desc 2: "No hidden fees. Cancel anytime."
  URL: https://example.com/pricing

Step 4: Validate

• All titles ≤25 chars
• All descriptions ≤35 chars each
• No duplicate URLs across sitelinks
• No sitelink URL matches the ad's main Final URL
• Each sitelink points to a distinct, relevant page
• Titles are unique — no two say the same thing

Step 5: Export CSV

Save to output/sitelinks_[campaign]_[date].csv in Google Ads Editor format.

CRITICAL: Write CSV as UTF-8 with BOM (encoding="utf-8-sig" in Python).

Campaign,Ad Group,Sitelink text,Description 1,Description 2,Final URL

If campaign-level (no ad group specified):

Campaign,Sitelink text,Description 1,Description 2,Final URL

Step 6: Present and Suggest

Show the sitelinks with character counts, then suggest:

• Which sitelinks to pin (if any should always show)
• Mobile vs. desktop considerations (mobile shows fewer — prioritize top 4)
• Seasonal rotations (e.g., "Holiday Offer" sitelink for Q4)

Quality Rules

1. No generic titles — "Learn More" or "Click Here" waste the sitelink
2. Unique value per sitelink — each must offer a distinct reason to click
3. Descriptions matter — sitelinks with descriptions take more ad real estate
4. Complement the RSA — sitelinks should cover angles the headlines don't
5. CTA-oriented titles — verbs outperform nouns ("See Plans" > "Pricing Page")
6. Brand consistency — tone must match brand voice

Language-Specific Tips

English (EN)

• Shortest titles — plenty of room in 25 chars
• CTA conventions: "Get", "See", "Try", "Compare", "Read"

German (DE)

• Compound nouns are a challenge even at 25 chars
• "Preise vergleichen" (18 ch) > "Preisvergleich ansehen" (22 ch)
• CTA conventions: "Jetzt", "Mehr erfahren", "Ansehen"

French (FR)

• Articles consume chars: "Voir les tarifs" (15 ch)
• CTA conventions: "Découvrir", "Voir", "Essayer"

Spanish (ES)

• "Ver precios" (11 ch), "Probar gratis" (13 ch)
• Avoid ¿/¡ in titles to save characters

Arabic (AR)

• RTL — sitelink titles render right-to-left automatically
• "اكتشف الأسعار" (14 ch), "جرّب مجاناً" (10 ch)
• Keep Latin brand names as-is within Arabic titles

Polish (PL)

• Verb-first works well: "Sprawdź cennik" (15 ch), "Zobacz demo" (11 ch)
• Diacritics = 1 char each

Multilingual Sitelinks

When generating sitelinks for multiple languages (used with /ads-multi):

• Resolve each sitelink URL per language from the landing pages registry
• Same sitelink structure across languages but native copy (not translations)
• Flag any sitelinks where the target page doesn't exist in a given language