Thursday, September 13, 2012

[G] Enhanced sitelinks rolling out globally

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Inside AdWords: Enhanced sitelinks rolling out globally

In February, we announced enhanced sitelinks on desktop search ads. We display enhanced sitelinks by combining multiple sitelinks and closely related search ads into a larger nested format.

Early testing showed that 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.

Over the last several months, we’ve continued to improve the ad systems for creating enhanced sitelinks and determining when they’re most useful. Now, we’ve begun to roll them out in all countries where AdWords is available.

Preparing your campaigns
You can follow these tips to prepare your campaign to show enhanced sitelinks.
  1. Enhanced sitelinks can only show when your ad is above the organic search results. If a "top vs. other" report shows that your ads have few impressions in a top ad position, you can try increasing your Quality Score, increasing your max CPC bid, or a combination of the two.
  2. Add 6-10 sitelinks, each with a unique landing page.
  3. Have multiple active ads in your account with the same landing page URLs as your sitelinks. One ad to match each unique sitelink is the bare minimum.
Like other forms of sitelinks, enhanced sitelinks are generated automatically so they might vary in appearance. And you might not see them show 100% of the time even when you’re eligible.

Reporting and optimizing
Click costs and reporting work the same with enhanced sitelinks as with other forms of 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.

Learn more and share
For more details about sitelinks, please visit the AdWords Help Center. If you’re feeling social, you can ask questions and share tips at the AdWords Community.

Posted by Pramod Adiddam, Senior AdWords Engineer

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