Sitelinks are a way for advertisers to extend their ads with deeper, more relevant content to searchers in the form of additional links within a text ad. Sitelinks extensions provide up to four extra links to pages within your website versus one link to one landing page from a standard text ad. In addition, Google recently released a new form of sitelinks called Enhanced Sitelinks which includes closely related search ads pulled from your AdWords account.
The search engine has announced that it will begin to strictly enforce its sitelink policy which requires each sitelink within a campaign to direct users to a different landing page. Google said that they have identified advertisers using multiple sitelinks that point to identical URLs within the campaign.
New sitelinks or any changes to existing sitelinks will go through the approval process and the advertising platform will verify that each sitelink has a unique URL. Google says which sitelinks that do not meet the policy will be restricted from showing.
Advertisers are recommended to ensure that destination URLs for sitelinks are unique. Google says that existing sitelinks will not go through the approval process immediately, but will be reviewed within a few months.
Last week we reported that Google AdWords updated its location targeting capabilities to include Nielsen DMA (Designated Market Areas) regions to more precisely match TV-based audience data and campaigns. Bing Ads has announced that they are planning to migrate from metro areas to DMA regions as well, and the migration will be complete by the end of October.
Bing Ads says that all advertisers that are using metro areas for its location targeting settings will automatically be migrated to DMA targeting. The network advises advertisers to create a list of metro areas that they are currently targeting and map out corresponding DMA regions. Bing Ads has an available list of DMAs for advertisers to gauge whether there will be an increase or decrease in traffic.
Advertisers have been recommended to closely monitor traffic within the next several weeks to identify if there has been an increase or decrease in clicks. Advertisers may have to adjust campaign budgets accordingly to accommodate for additional traffic. On the other hand, if advertisers are noticing a decrease in clicks, they can target additional DMA regions or cities to stabilize traffic.
Bing Ads has been updating its advertising platform to mirror that of Google AdWords and has made it simpler for advertisers to use its network.
Bing Ads, formerly Microsoft adCenter, is testing a new format for its ads which combines the first two lines of text, the headline and description line one, to make one long headline.
Below is a screenshot of two different ads on the search engine results page of Bing. The first ad is the standard format that has the headline and URL shown on the first line. The second ad showcases the new format that includes the ad headline and first description line.
This new ad format is being tested on Bing and will be rolled out to Yahoo shortly. The extended ad will appear when an ad is in the top three ad positions on the search engine results page. Microsoft says that the goal of the new ad format is to improve click through rates for advertisers. Microsoft has been testing new ad formats since this summer, when we previously spotted Product Listing Ads (PLA) and ads with seller reviews.
This extended ad format has been available in Google AdWords for quite some time now. Google says that when the first description line ends with a period, question mark or an exclamation point, it will be added to the first line of the ad with a hyphen as a separator. Below is a screenshot of the extended ad format on Google.