Audits sitelink assets account-wide: missing description lines, link texts with CTR far below the sitelink median, and campaigns serving with too few sitelinks to reliably show the full extension.
by Frederick Vallaeys (concept), Chiliad (rewrite)·chiliad.io
Proofreads every enabled RSA for outdated years, double spaces, repeated punctuation, placeholder text, policy-risky ALL-CAPS words and stray spaces — the embarrassing details reviews always miss.
Ad Strength distribution across all enabled RSAs plus a worklist of POOR and AVERAGE ads ranked by impressions — so rewriting effort goes where the traffic actually is.
Write RSAs in a Google Sheet — one row per ad, 15 headline and 4 description columns — and the script validates character limits and creates them in bulk. Copywriters work in the sheet; nobody pastes ads into the UI one by one.
Finds the silently broken ad insertions: countdowns pointing at past dates, keyword-insertion defaults that are empty or too long, and malformed braces that serve literally as ad text.
Finds RSAs with identical headline sets reused across multiple ad groups — the copy-paste ads that show the same generic message everywhere regardless of each ad group's keywords.
Finds promotion assets whose redemption window has passed but that are still attached to campaigns, plus promotions expiring within the week — so ad real estate never quietly goes dark.
Sitelink Performance Audit aggregates every sitelink asset that served during the window and reports three things: sitelinks missing one or both description lines (described sitelinks occupy more SERP space and engage better), sitelinks whose CTR sits far below the median sitelink CTR (stale or irrelevant link text), and campaigns serving with fewer than the recommended minimum number of sitelinks. Everything is ranked by impression volume so you fix the visible ones first.
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
MIN_IMPRESSIONS | 100 |
LOW_CTR_FACTOR | 0.5 |
MIN_SITELINKS | 4 |
EMAIL_ADDRESS | (empty) |
=== Sitelink Performance Audit (LAST_30_DAYS) === Sitelink assets that served: 18 Median sitelink CTR: 1.84% --- Sitelinks missing description lines (2) --- "Contact Us" impressions: 4211 "About" impressions: 1876 --- Sitelinks with CTR below 50% of median (1) --- "Careers" CTR: 0.31% impressions: 2540 --- Campaigns with fewer than 4 sitelinks (1) --- Competitor — Phrase - only 2 sitelink(s) Email sent to you@example.com
Metrics are for impressions where the sitelink was shown; Google counts clicks on any part of the ad, so sitelink CTR is best used comparatively (vs the median), not as an absolute. Only campaign-level sitelink assets that actually served appear — account-level assets show up through the campaigns they served in.