Exploring Meta’s Latest Sitelinks Update: Enhancing Navigation and User Experience

As a brand or agency owner, investing in paid ads for your business is a crucial part of your marketing strategy. 

While every brand owner and marketer should target organic search growth, it is also essential to pursue paid endeavors! 

Be it sponsored Google Ads or Meta Ads (erstwhile Facebook), you should be working on a tailored strategy for every social media platform that your target audience is known to prefer and frequent. 

If you have been advertising on Meta for a long time, you might have come across a recent update by them that holds major potential for a breakthrough in ad CTRs and ROIs!

Not very sure about what we are referring to?!

Well, we are indeed alluding to the recent introduction of site links in Facebook Feed ad placements (currently in the beta phase and not available for all ad accounts).

Are you wondering what this implies for your business? This blog is aimed at answering all such queries and concerns. 

Here’s what we will be dissecting in this blog:

• Understanding site links
• Features of Meta’s latest site links update
• Benefits of the update
• Implications for businesses & suggested strategy tweaks

By the end of this blog, you will be able to craft better Meta ad strategies, keeping the latest update in mind, and ultimately realize better ROIs from your paid marketing efforts. 

Source

Let’s make it “rain” oops! (count, guys!) 😉

Understanding site links

Site links are additional links that appear beneath the main search result snippet on search engine results pages (SERPs). They provide users with quick access to specific pages or sections of a website, allowing them to navigate directly to relevant content without browsing multiple pages. Site links typically appear for branded search queries or when the search engine determines that the additional links would be helpful to the user.

Let’s take a look at what site links look like in Google Ads.

This is what they will look like in FB feed placement Ads.

How Meta Ads use sitelinks differently from organic search

Here are three key ways in which meta ads utilize sitelinks differently from organic search results. 

1. Through control and customization

In organic search, sitelinks are auto-generated by Google’s algorithm based on site structure and user intent. Marketers have limited control.

In contrast, Meta Ads give advertisers direct control over sitelinks (aka Ad Extensions or Facebook Ad Links) via the Ad Manager interface. 

So, here is what you can do. 

• Choose link titles and destinations.
• Manually adjust the order and visibility.
• Test sitelinks as part of A/B creative strategies.

Pro Tip: Meta sitelinks let you tailor the experience to campaign goals—organic can’t.

2. Through display and placement

Google organic sitelinks appear under the main result as indented sub-links, often limited to 2–6 links.

Meta sitelinks appear as interactive buttons or inline link cards within the ad creative, visible in formats such as carousel, collection, or multi-destination ads on platforms like Facebook and Instagram.

Pro tip – They’re more visually integrated and mobile-first—ideal for engagement and CTA stacking. 

3. Through purpose and strategy

Google’s organic sitelinks improve navigation and trust. Whereas, Meta sitelinks drive conversion actions by giving users multiple, intent-specific options (e.g., Shop Now, Learn More, Contact Us).

Pro tip – Think of Meta sitelinks as conversion accelerators, not just navigational helpers.

Now, let’s discuss what key features of Meta’s latest site links update. 

Key features of Meta’s latest site links update

Facebook has introduced a major update that enables advertisers to showcase additional business and product details directly within their ads.

With this latest update, you can now incorporate site links into your Facebook Ads within the Facebook Feed placement. This is a game-changer, as it empowers advertisers to include multiple landing pages within a single ad, similar to the functionality offered by Google Ads.

These site links will appear beneath your main hero image or video, providing users with quick access to specific landing pages. When users click on a site link, they will be seamlessly redirected to the designated landing page within Facebook’s in-app browser.

Additionally, Meta (formerly Facebook) may suggest site links sourced from your primary website. You have the option to review and confirm these suggestions or manually add your own site links.

To utilize this feature, your ads must use ‘Website’ as the conversion location and fall under Traffic, Engagement, Leads, or Sales objectives. Simply navigate to the ad level, locate the new ‘Ad sources’ section, and enter your website URL to integrate site links into your ads automatically.

Keep in mind that a minimum of three site links is required, with the ability to add up to 20 site links to a single ad. Note that ads featuring site links can only be displayed within the Facebook Feed placement.

Moreover, the ‘Ad sources’ section allows you to include product images within the ad creative, offering users more comprehensive information about your business, products, and services directly within the ad.

This update marks an exciting opportunity for advertisers to enhance the effectiveness of their Facebook Ads by providing users with more relevant and engaging content. Explore the possibilities of site links today and elevate your advertising strategy on Facebook!

Key features of the update include:

1. Dynamic site links: Meta’s algorithm now dynamically generates site links based on user intent, search context, and browsing history. This ensures that the site links displayed are relevant and tailored to each user’s preferences, making navigation more intuitive and personalized.
2. Improved accessibility: Meta has enhanced the accessibility of site links by optimizing them for screen readers and assistive technologies. This ensures that users with disabilities can also benefit from the improved navigation and find relevant content more easily within the Meta platform.
3. Enhanced visual design: The visual design of site links has been updated to make them more visually appealing and user-friendly. Clearer labels, icons, and call-to-action buttons help users identify and click on the site links that are most relevant to their needs, enhancing the overall usability of the platform.

Now that we are familiar with the features of this update, let’s discuss how to set up Facebook Sitelinks in Ads Manager. 

Setting Up Facebook Sitelinks in Ads Manager

Here is a step-by-step guide to adding sitelinks in Meta Ads Manager. 

Step 1: Choose the right ad format
Sitelinks are only available for certain placements and objectives. To use them:

• Select an ad objective like Traffic, Conversions, or Leads.
• Use the Manual Setup option when creating your ad.

Step 2: Go to the ‘Ad Level’ section
Once you’ve chosen your campaign and ad set:

• Scroll down to the Ad Creative section.
• Choose your Facebook Page and Instagram Account. 

Step 3: Add sitelinks via the ‘Destination’ panel

• Under the Destination section, toggle on Multi-Destination URLs (formerly known as Sitelinks).
• Click Add Website URL.
• You’ll now be able to add up to 5 sitelinks with:
  • A link title (max ~25 characters)
  • A URL (unique landing page)
  • Optionally, a display link and description

Step 4: Preview and adjust for mobile vs. desktop

• Use the Ad Preview tool to see how sitelinks appear across different placements.
• Make sure text isn’t truncated and links are formatted cleanly.
• If a sitelink doesn’t show in preview, it likely won’t show in delivery either. 

Step 5: Publish and Monitor Performance

• After launching, go to Ads Manager → Columns → Customize Columns
• Add metrics like:
  • Outbound Clicks (per sitelink)
  • Landing Page Views
  • CTR by link title (via breakdowns)

Now that we are familiar with the Facebook sitelinks setup, let’s delve into its benefits and implications for businesses.

How is the update beneficial for your business?

The latest site links update from Meta offers several benefits for both users and businesses:

1. Enhanced user experience: The updated site links contribute to a more seamless and intuitive user experience, reducing friction and enhancing satisfaction with the Meta platform.
2. Increased engagement: Businesses can drive higher engagement and interaction with their content by leveraging the improved site links to direct users to specific pages, features, or products.
3. Better visibility: Sitelinks increase the visibility of relevant content and features within the Meta ecosystem, helping businesses showcase their offerings and attract more users.

Impact of Sitelinks on Meta Ad CTR and Conversions

Here is how sitelinks impact Meta ad CTR and conversions based on numbers. 

Meta doesn’t publish exact sitelink CTR data, but industry case studies suggest: 

• CTR increases by 3% when sitelinks are used effectively. 
• Conversion rates improve up to 4.5%, especially in retargeting and product-specific campaigns. (Source)

Also, here are some optimization tips. 

• Use clear, benefit-driven language in sitelink titles (e.g., “Free Sizing Guide,” “See Bestsellers,” “Book Demo”).
• Match each link to a different funnel stage (awareness → consideration → action).
• Rotate sitelinks to test what drives the most clicks and conversions—Meta supports dynamic testing. 

Now, let’s discuss the practical implications of these sitelinks. 

Implications for businesses & suggested strategy tweaks

The introduction of site links in Facebook Ads presents several implications for businesses and offers opportunities to enhance their advertising strategy. Here are the implications and strategies for incorporating this update to improve Facebook Ads strategy:

. Enhanced visibility and engagement: By adding site links to Facebook Ads, businesses can increase the visibility of their products, services, and promotions. Site links provide users with direct access to specific landing pages, improving the overall user experience and increasing the likelihood of engagement and conversion.

Strategy: Businesses should strategically select landing pages for site links that align with their advertising objectives. For example, link to product pages for sales-focused ads or blog posts for engagement-focused ads. By offering relevant and compelling content, businesses can capture users’ interest and drive them further down the sales funnel.

. Improved user experience: Site links make it easier for users to navigate to different sections of a website directly from the ad. This streamlined user experience reduces friction and makes it more convenient for users to find the information they’re looking for, leading to higher satisfaction and engagement.

Strategy: Ensure that the landing pages linked in site links are mobile-friendly and optimized for conversions. Simplify the navigation process by highlighting key information and providing clear calls-to-action (CTAs) to guide users towards desired actions, such as making a purchase or signing up for a newsletter.

. Expanded opportunities for conversion: With the ability to add multiple site links to one ad, businesses can provide users with more options for conversion. Whether it’s exploring different product categories, learning more about the company, or accessing exclusive offers, site links offer flexibility and versatility in driving conversions.

Strategy: Experiment with different combinations of site links to identify which ones resonate most with your target audience. Monitor the performance of each site link, including click-through rates and conversion rates, to determine which ones are driving the most value. Optimize your site links over time based on performance data to maximize ROI.

. Increased brand visibility and authority: Site links not only provide additional touchpoints for users to interact with a brand but also reinforce the brand’s authority and credibility. By showcasing a range of products, services, or content offerings, businesses can position themselves as industry leaders and trusted sources of information.

Strategy: Utilize site links to highlight key features, benefits, or value propositions of your products or services. Showcase customer testimonials, reviews, or awards to further build trust and credibility with potential customers. Leverage site links as an opportunity to differentiate your brand from competitors and communicate your unique selling points effectively.

. Data-driven optimization: The addition of site links enables businesses to gather valuable insights into user behavior and preferences. By tracking user interactions with site links, businesses can gain valuable data on which types of content and offers resonate most with their target audience, allowing for data-driven optimization of future ad campaigns.

Strategy: Implement conversion tracking and analytics to measure the performance of site links accurately. Use A/B testing to experiment with different site link configurations, messaging, and visuals to identify the most effective combinations. Continuously monitor and analyze performance metrics to refine your Facebook Ads strategy and drive better results over time.

Difference between Google Sitelinks and Meta Sitelinks

Feature	Google Organic Sitelinks	Meta Ad Sitelinks
Control	Limited (algorithm-driven)	Full (manually created)
Display	Text-only, below result	Interactive buttons/cards in an ad
Purpose	Improve site navigation	Increase ad engagement and conversions
Optimization	Indirect (via structure, SEO)	Direct (via Meta Ads Manager)
Use Case	Long-term SEO benefit	Immediate campaign performance

Troubleshooting missing or inaccurate sitelinks in Meta Ads

Here are some pro tips to help you troubleshoot missing or inaccurate sitelinks in Meta Ads. 

1. Sitelinks not appearing on mobile – Certain formats (e.g., image ads) don’t support sitelinks across all placements. 

Solution: Use carousel or multi-destination formats designed for sitelinks.

2. Broken or duplicate URLs – Meta may suppress sitelinks that point to 404s or match the primary CTA.

Solution: Ensure each sitelink has a unique, functional destination URL. 

3. Irrelevant or low-quality link text – If link titles are vague or too long, Meta may truncate or deprioritize them.

Solution: Keep titles under 25 characters and make them action-oriented.

4. Performance filtering – Meta may auto-hide underperforming sitelinks.

Solution: Review ad diagnostics and replace underperformers regularly.

The road ahead

Incorporating site links into Facebook Ads presents businesses with an opportunity to enhance their advertising strategy, improve user experience, and drive better results. By strategically selecting and optimizing site links, businesses can increase visibility, engagement, and conversions, ultimately driving growth and success on the Facebook platform.

If you’d like to outsource your paid advertising requirements to Indian agencies and are curious about how much it costs to outsource PPC to India, our blog should help get clarity on that!