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Create Richer Ad Experiences with Enhanced Sitelinks (US Launch)

As marketers, you know how important it is to capture the attention of potential customers searching for your product or service online. Today we are pleased to provide another powerful new way to do just that – with the launch of Enhanced Sitelinks!  With Enhanced Sitelinks, you can create a bigger and bolder ad, capturing more user attention and improving your brand equity.

This feature is available to advertisers in the US now, and will be available in other markets before the end of the year.

What This Looks Like

Most of you are probably familiar with Sitelink Extensions (visit our Help page or this SlideShare deck for details). We have seen our advertisers benefit from this feature tremendously.  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

To create Enhanced Sitelinks that will capture the attention of your audience, follow these quick and simple steps:

Step 1: In the Ad Extensions tab, choose Sitelink Extensions.

Step 2: Select the sitelink extension you want to add Enhanced Sitelinks to by checking the box on the left-hand side of your screen.

Step 3: In the “Edit” drop-down menu, select “Edit an extension.”

Step 4: Click on the Sitelink you want to add a description to.

Step 5: Add the descriptions to your Sitelinks.

Step 6: You can also choose the Device preference by checking the Mobile box.  Bing Ads will give preference to those Sitelinks in mobile devices. Note that Enhanced Sitelinks is currently not supported in mobile devices.  You can select the Mobile preference without entering Sitelink descriptions.  

Step 7: Click “Save” and repeat for other Sitelinks.

In addition to the Bing Ads web UI, you can also add descriptions to existing Sitelinks through Bing Ads Editor and Bing Ads API. 

Best Practice

Only high-quality ads serving in the top position in the ad block above the algo results will trigger Enhanced Sitelinks. Therefore, make sure you focus your efforts on high performing campaigns such as your brand term campaigns first.

We are still experimenting with how to optimize the user experience for Enhanced Sitelink across the Yahoo Bing Network (YBN).  For that reason, a portion of the network has not yet been enabled for Enhanced Sitelinks until we have determined the optimal user experience. We expect most of the US traffic in YBN will be enabled to serve Enhanced Sitelinks in the coming weeks.

Thank you,

Eliot Li

Program Manager, Bing Ads Platform