Sitelinks are useful ad extensions within Google AdWords that give searchers more options and help advertisers get more clicks. Using sitelinks allows you to build upon your existing AdWords ads by providing additional links to specific pages within your Website. Sitelinks appear directly underneath ads at the top and bottom of Google search results. According to Google, the clickthrough rate of ads with sitelinks is on average 30% higher than ads without sitelinks.
In an effort to make sitelinks even more effective, Google has rolled out enhanced sitelinks, which incorporate text ads from within your campaign that are related to your sitelinks. Underneath your ad up to four additional ads can now be shown in place of the traditional sitelinks. Google takes your sitelinks and essentially turns them into ads using other text ads within your campaign, displaying multiple ads within one ad.
In Google’s enhanced sitelinks announcement, they show a clear example of what the new feature will look like.
In order to use enhanced sitelinks, your ads with sitelinks enabled must show above Google search results & your text ads must be closely related to the sitelinks in you campaign. Make sure your campaigns include tightly themed Ad Groups with ads that are closely related to your sitelinks.
Because these ads will now dominate the top of the results page & provide more detailed information about the Website, clickthrough rates are expected to dramatically increase for ads using enhanced sitelinks.