Google Introduces Embedded Version of AdWords Sitelinks

If you’ve enabled the Ad Sitelinks extension on your AdWords campaigns, you may soon see your actual text ad copy hyperlinked, rather than seeing an additional line of text. Google today announced the new format, which it says it will use when ad copy matches exactly the Sitelinks text set up by the advertiser.

Image via Google

The embedded Sitelinks will appear when the ad doesn’t fit the criteria for a one-line or two-line Sitelinks display, but does meet other requirements — it must be one of the top ads appearing above search results, have a high quality score, and the Sitelinks URLs must point to pages that are a part of your main website. For a two-line display, the ad must be the “ideal answer” for the query, and is often a brand-name query. For a one-line display, it could be a brand search or perhaps use more generic terms. The new implementation will likely increase the overall number of ads that appear with Sitelinks, given that the criteria for displaying this type of extension are a bit more relaxed.

Embedded Sitelinks are being implemented globally, except for in China, Japan and Korea.

Related Topics: Channel: SEM | Google: AdWords


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  • brianfosse

    Wow – another ad extension variation! Don’t get me wrong, I like them, but this poses the question: which combination of extensions is best for me? We had product, location, sitelink and call extensions. Now we have embedded sitelinks. Also, don’t forget about seller ratings, which are impacted by extensions and display URL.

    I have an embedded sitelink test going in three high volume ad groups now. I’ll try and post some results in a few weeks.

  • brianfosse

    [Drum roll]… I’m seeing a decreased CTR on the ads that utilize embedded AdWords Sitelinks. Further testing of alternate variations could see a different result, but my first attempt was negative.

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