Google has rolled out Enhanced Sitelinks globally after announcing them in February earlier this year. These take text from your ads which are related to your sitelinks and come up with new sitelinks. Since the announcement in February, Google was testing them and said that in the early phases of the tests, enhanced sitelinks “could make ads that appear above the organic search results even more useful. And they could lead to significantly higher clickthrough rates for an advertiser than regular 2-line and 3-line sitelinks.”
Advertisers can prepare their campaigns to feature enhanced sitelinks by following some tips. For instance Google said that Enhanced sitelinks can be seen in search results if the ad is above organic listings. So, advertisers who know that their ads are placed high in search results, can increase their Quality Score or raise their CPC bid as well. Another tip is to “add 6-10 sitelinks, each with a unique landing page.” Google also advises advertisers to have at least one ad that matches every unique sitelink.
Google added more on how click costs function with enhanced sitelinks, “If you decide to optimize your account around enhanced sitelinks, we suggest that you always evaluate your changes against multiple performance metrics (e.g., volume and cost effectiveness), not just whether CTR is increasing.”
You can find more about the enhanced sitelinks here.Google AdWords Enhanced Sitelinks Rolled Out Worldwide!,