Google Introduces Embedded Version of AdWords Sitelinks

By Pamela Parker

Published: June 7, 2011 at 7:16 pm

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.

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About the author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.