If you will remember back to earlier this earlier in Februrary, Google introduced enhanced ad sitelinks. Now comes a new announcement of enhanced sitelinks rolling out globally. Yes, enhanced sitelinks will now be available for all countries where Adwords is available.
Enhanced Sitelinks look at the other text ads in your account and when it makes sense, they will combine those text ads for your single ad and make it into an AdWords listing with sitelinks. Google said they “incorporate text from ads in your account that are related to your sitelinks,” to make up the new sitelinks.
Preparing your campaigns
You can follow these tips to prepare your campaign to show enhanced sitelinks.
- Enhanced sitelinks can only show when your ad is above the organic search results. If a “top vs. other” report shows that your ads have few impressions in a top ad position, you can try increasing your Quality Score, increasing your max CPC bid, or a combination of the two.
- Add 6-10 sitelinks, each with a unique landing page.
- Have multiple active ads in your account with the same landing page URLs as your sitelinks. One ad to match each unique sitelink is the bare minimum.
Like other forms of sitelinks, enhanced sitelinks are generated automatically so they might vary in appearance. And you might not see them show 100% of the time even when you’re eligible.
Reporting and optimizing
Click costs and reporting work the same with enhanced sitelinks as with other forms of sitelinks. If you decide to optimize your account around enhanced sitelinks, Google suggests that you always evaluate your changes against multiple performance metrics (e.g., volume and cost effectiveness), not just whether CTR is increasing.