Back in February, Google announced that they would be testing enhanced sitelinks for advertisers with desktop adverts. Over the past few months, they have continued to test and improve their systems which create the sitelinks and results have proven very positive for advertisers using the enhanced sitelinks.
As such, the enhanced sitelinks are now being rolled out globally which is great news for AdWords advertisers.
What can we expect?
In a recent blog post, Google shared some of the early results received from their tests. Advertisers can expect to see significantly higher Click through Rates CTR) if they are using the enhanced sitelinks vs the regular two and three line sitelinks.
The old two and three version of sitelinks looks like the below.
Using the new enhanced sitelinks, advertisers can expect to see ads with the following extensions.
How to enable enhanced sitelinks
Enhanced sitelinks are not available for all ad spaces, they are reserved for advertisers with ads in the top ad spots above the organic search results. In order to get there, you will need to ensure that your ads have a good Quality Score and you are bidding high enough to secure a top spot.
In order to have enhanced sitelinks shown for your ads you need to have between six and ten sitelinks within your campaign, each pointing to a unique landing page. If you have multiple sitelinks currently set up pointing to the same landing page, login and change this now or you won’t benefit from the updated version.
Finally, you need to have multiple active ads in your account with the same landing page URLs as your sitelinks. Try to have at least one ad live to match each unique sitelink so Google has quality score history surrounding the landing page.