Google AdWords Sitelinks Now Uses Related Ads

Google announced a new version of their AdWords Sitelinks. They call them “enhanced” sitelinks for AdWords.

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.

Here is the example given:

Say you’ve created sitelinks for your pizza restaurant campaign, and your ad displays sitelinks as shown here:

Now, let’s say your account also includes the following text ads:

With this enhancement, your ad could now look like this:

Google said in their tests it has lead to a much higher click through rate, saying the CTR was “significantly higher.”

Here are more details on AdWords Sitelinks.

Related Stories:

Related Topics: Channel: SEM | Google: AdWords


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

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  • Eloi Casali

    In b4 SEO rage

  • David Rothwell

    The new AdWords Enhanced Ad Sitelinks are one of the most significant developments yet in ad serving – but questions still remain about how they are actually implemented.

    Google’s wording seems to indicate they will pull them from anywhere in the account – which is consistent with what they do with keywords.

    More here

  • Eloi Casali

    The primary thing Adwords looks at is the destination URL (which causes issues for people with 3rd aprty tracking tools btw …)

    THEN, it will go and look at ad copy similarity.

    Basically the REQUIREMENT is the same URL
    and the REFINING is through the ad copy.

    >> Should not take into consideration ads that are paused.

    I am setting up ‘fake’ adgroups (no keywords) with ads highly relevant to my sitelinks to try and control which ad it pulls and displays. should work, unless it only uses ads-whose-keywords-are-in-an-auction.

  • Drew Nichols

    Does anyone know if this program is still in place.  I tried several keywords and never was able to replicate it.

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