Google is rolling out Enhanced Sitelinks in AdWords to all countries where AdWords is available.
The product was first announced in February, and Google suggests that early indications are that they can make AdWords ads quite a bit better for users and advertisers.
“Early testing showed that enhanced sitelinks could make ads that appear above the organic search results even more useful,” says Senior AdWords Engineer Pramod Adiddam. “And they could lead to significantly higher clickthrough rates for an advertiser than regular 2-line and 3-line sitelinks.”
Google has said in the past, that in general, ads with sitelinks have 30% higher clickthrough rates.
“Click costs and reporting work the same with enhanced sitelinks as with other forms of sitelinks,” says Adiddam. “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.”
Enhanced Sitelinks can only show when ads are above organic search results. Google suggests adding 6-10 sitelinks, each with a unique landing page, and having multiple active ads in your account with the same landing page URLs as your sitelinks.
Enhanced sitelinks are generated automatically so they might vary in appearance, and you might not see them all the time.