New in AdWords: Add Descriptions to Sitelinks

Google AdWords is introducing another new feature to encourage advertisers to convert their campaigns to enhanced campaigns. Google is now allowing advertisers to nominate specific text that will display for their sitelink descriptions within their ads. 

Back in February 2012, Google began showing sitelinks displaying additional detail on some Google AdWords advertisements. This was pulled from other ads in the count or for those advertisers who created sitelink information within their My Client Center.

Now, Google’s allowing advertisers to specify, or nominate, the specific text advertisers would like to appear for their sitelink descriptions. This gives advertisers much more control over what is appearing on their enhanced advertisements and to be specific about what text they would like to appear.

For example, here's how the new sitelink details look on a search for [ses san francisco]:

SES San Francisco AdWords Sitelinks

This is pretty important for advertisers to consider, since Google has found that click-through rates on ads that appear with sitelinks with further detail are much higher than traditional AdWords ads. They also states that the sitelinks offer additional detail that searchers often find more useful and relevant.

If you haven’t upgraded to enhance campaigns, the option will not be active until those campaigns have been upgraded. All upgraded campaigns will now find a new description field when creating or editing a sitelink.

google-adwords-new-sitelink-description

It is worth noting that not all advertisers will see sitelink extensions due to a variety of reasons such as quality score, positioning, landing page quality, other ad extensions within the same campaign, search terms used, and the relevance of competitor's ads on the same page.

With all campaigns being upgraded to enhance campaigns on July 22, it is worthwhile to start upgrading accounts now and take advantage of the new sitelinks before all advertisers have it enabled and competition for those sitelinks being displayed becomes much greater.

About the author

Jennifer Slegg began as a freelance writer, and turned to search engine optimization and writing content for the web in 1998. She has created numerous content-rich sites in niche markets and works with many clients on content creation, strategy, and monetization. She writes about many search industry and social media topics on her blog, JenniferSlegg.com and is a frequent speaker at search industry conferences on SEO, content marketing and content monetization. Acknowledged as the leading expert on the Google AdSense contextual advertising program, she runs JenSense, a blog dealing exclusively with contextual advertising. She is also the founder and editor of The SEM Post. She is known by many as her handle Jenstar on various webmaster forums.