As we previously announced, we’ve been making improvements to Sitelink Extensions. Today we are pleased to announce that this feature is now available to all advertisers and developers in the US market and will be available in all other markets by the end of the year.
Enhanced Sitelinks is a new format of Sitelink Extensions that allows you to add up to two lines of customizable, descriptive text to your Sitelink Extension. The result is a larger, more relevant and descriptive ad, and a more captivating ad format by which to attract your target audience.
We have been piloting Enhanced Sitelinks with a select set of advertisers over the last few months. Their performance has been phenomenal, with U.S. advertisers on average observing a click-through rate lift of 27% with Sitelinks, with some advertisers observing a click-through rate lift as high as 68%. (Source: Microsoft Internal U.S. Data, Aug-Sept 2014.) and no significant CPC change. This is true for advertisers across different verticals, as well as different sizes and levels of sophistication.
Adding Enhanced Sitelinks
Through the API the Sitelink data object now allows you to specify two additional lines of description text. Note that only ads serving in the top position in the ad block above the search results will trigger Enhanced Sitelinks.
Independent of the description text, you can also choose the device preference for each Sitelink. Bing Ads will give preference to Sitelinks marked as preferred in mobile devices on mobile traffic. Note that Enhanced Sitelinks is currently not supported in mobile devices. You can select the Mobile preference without entering Sitelink descriptions.
With this announcement, all of the features detailed in our Summer Release are now live! We’re excited to deliver a ton of improvements to our API platform and we’re always happy to hear your feedback and comments.
Update (1/22/15): We are making this product available to Bing Ads customers in all markets! Now marketers from the United Kingdom, France, Germany, Australia, Mexico, Brazil, and more can create Enhanced Sitelinks in the languages Bing Ads supports, such as French, Spanish, and German, in their market. The only exceptions are Taiwan and Hong Kong, and we are working to launch Enhanced Sitelinks in those two markets soon.