If I add a sitelink to a Campaign and then another to an Ad Group within that Campaign, which one will show up for the user? Is it related to that specific query or is it based off of Quality Score/ Ad rank?
Answer: The ad group sitelink will override your campaigns sitelink.
Following image shows that how Sitelinks Ad Extension are look like.
So what the differences were. If you do the Campaign sitelinks, does that mean that the ad more specific to the query will display? Or will it just display underneath the main ad text as normal?
Answer: .Sitelinks just show below your ad text and the expected impact from those extensions is factored into your Ad Rank. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.
This adds more flexibility where you can add sitelinks to a campaign or ad group, depending on which ads you want them to show with. When you add an ad group sitelinks, the ad group will show it’s sitelinks only and will not show any sitelinks from the campaign it’s part of. So, instead of just setting generic sitelinks at the campaign level, you have the ability to set specific sitelinks at the group level.
You can also disable a sitelink for an ad group. This removes any sitelink you created in the ad group and stops any campaign-level sitelink from showing with those ads. In other words, no sitelink of the selected type will show for the ad group.