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Your sitelinks in Performance Max (PMax) campaigns can influence the overall ad strength, a detail highlighted by a recent update. Digital Phablet reports that Google now incorporates sitelinks into its ad strength evaluation, reflected in the ad strength widget within Google Ads.
This change was observed by PPC News Feed and shared by Vojtěch Audy on LinkedIn, who posted a screenshot showing sitelinks listed alongside other creative assets in the ad strength indicator.
According to the official support document on Performance Max Ad Strength, the metric now accounts for new signals aimed at optimizing performance across diverse inventory types. It indicates that when creating or refining a Performance Max campaign, ad strength can serve as a valuable gauge of whether the asset group has enough breadth and depth to maximize results.
Specifically, the “Excellent” category for ad strength emphasizes the inclusion of various asset types, including optional ones that don’t directly impact inventory but bolster performance. Sitelinks are explicitly mentioned as part of this suite of assets, alongside logos, images, headlines, and descriptions. Achieving this level indicates a well-rounded and diverse set of assets, contributing to stronger ad performance.
Hana pointed out that Google Ads has discreetly updated its ad strength calculation for Performance Max campaigns, now factoring in sitelinks alongside images, videos, headlines, descriptions, and products—elements used collectively to assess and improve ad strength.
This update has sparked discussions on professional forums, where marketers are exploring how sitelinks are now an integral component of ad strength assessments, potentially influencing campaign strategies moving forward.
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