Detailed and precise ads can help people in making more informed decisions. Website owners provide sitelinks to help people go deeper into the website and find information faster.
In February 2012, Google had improved sitelinks by using text from:
- My Client Center
- Other ads in your account
to create sitelinks with additional detail.
Today, Google has taken a step further by announcing that webmasters will be able to nominate specific text for their sitelink descriptions from within their AdWords account. It will help them in having a control on the descriptions that are displayed in the sitelink format.
Google also said that during the testing phase, users reported that sitelinks with additional details were more relevant and useful. Moreover, the click through rate for these sitelinks was higher than for the same ad with traditional 2 and 3-line sitelinks.
The new sitelink format is available for enhanced campaigns only. The enhanced campaigns let webmasters reach out to the people with the right ads and in the right context (location, time, and device type). All this is done without setting up or managing numerous campaigns. However, Google has also announced that all the campaigns will be upgraded to enhanced campaigns on July 22nd.
Once you have upgraded to enhanced campaign, you will get the option to add extra text to your sitelinks. This can be done by filling out both the "Description" columns, while creating a new sitelink or editing the existing one.
Google has also told that the ads will not always show sitelinks and when they do, there could be a difference in the format.
The core guidelines for sitelinks are however the same with following improvements:
- Sitelink text cannot have keyword insertion
- Sitelink cannot violate the duplicate sitelink URL policy
- Along with 4 sitelink view, there are 2 sitelink variation also
- Two sitelinks in the same ad group/campaign or the main ad cannot have the same text
To know more about sitelinks, you can check out the sitelinks article.Google Makes Improvement in Sitelinks; Giving More Flexibility to Webmasters!,