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Create richer ad experiences with Enhanced Sitelinks

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You’re excited to learn more about Enhanced Sitelinks but first a refresher on the value of Sitelink Extensions.

Sitelink Extensions 101

• Double the size of your mainline ads.• Mobile preferred sitelinks have preference over other sitelinks to

serve.

• Enable your high quality campaigns with Sitelink Extensions. • Test both short & long Sitelink Extensions.• Use dynamic URL parameters for finer grain tracking.• Use offers, specific pricing details, call-to-actions.• Review your bids to help ensure your Sitelink Extensions appear.

Feature specific

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Why adopt

Best practic

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• Display up to six links to deeper pages on a website. Enter up to ten Sitelink Extensions per campaign.

• Tailor the text URL for each Sitelink Extension.

• Load using Bing Ads on the web, API or Bing Ads Editor.

• Measure using detailed sitelink reporting including Ad Extension by Keyword, Ad or Details reports.

Now you can create richer, more relevant ads that increase traffic to your website. With Sitelink Extensions you can add direct links to key pages on your website and now with Enhanced Sitelinks, you get more attention from users by further increasing the size of your ads on the search page through two lines of customizable, descriptive text added to each sitelink. Let’s explore this new ad experience…

A local boutique has strong sales but is having a hard time driving awareness of designer price reductions that can be purchased on-line and at their annual sale.

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Enhanced Sitelinks create a bigger and bolder ad, allowing you to capture attention and drive more traffic to your site.Now that boutique can add Enhanced Sitelinks, a customizable short description, getting the word out on their sale.

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Enhanced Sitelinks in action

Add up to two lines of descriptive text under your

Sitelink Extension

On average advertisers observe a

click-through rate lift of 27% with Sitelinks with some advertisers observing a lift as high as 68%.1

1. Source: Microsoft Internal U.S. Data, Aug-Sept 2014

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I: Getting started

II. Tips III. Competitive insights

It’s time to stand out with Enhanced Sitelinks.

We’ll show you how.

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Getting started

Starting Point: Updating existing Sitelink ExtensionsStep 1: Once logged into Bing Ads, navigate to the “Ad Extensions” tab; • You’ll see the list of ad extensions you’ve createdStep 2: Select the campaign you want to add Enhanced Sitelinks to by checking the box on the left-hand sideStep 3: In the “Edit” drop-down select “Edit an Extension”

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Getting started

Step 4: Select the sitelink you want to add a description to by clicking it• You’ll see the sitelink information display on the right-hand sideStep 5: Add the descriptions to your sitelinks; add up to 35 characters each• You must add both lines of text for Enhanced Sitelinks to be enabled• Enhanced Sitelinks will not display on mobile due to real estate

restrictions• If you’re creating a new sitelink extension you can complete this step

during that processStep 6: Click “Save” and repeat as necessary and enjoy your richer ad experience!

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I: Getting started

II. Tips III. Competitive insights

Here are a few tips for success

High quality ads in the mainline 1 position (first ad found on the search results page) will trigger Enhanced Sitelinks.

The number of Enhanced Sitelinks served depends on ad quality and relevance of the Sitelink Extensions.

Achieve best results when used with high traffic keywords such as brand terms.

Update your existing Sitelinks to Enhanced Sitelinks quickly within the Bing Ads on the web, API or Bing Ads Editor.

You must enable all Sitelinks with the enhanced descriptions in order for any Enhanced Sitelinks to serve.

And more tips for success

For best results experiment with both description length and copy.

There’s a 25 character limit for the Sitelinks to be served as Enhanced Sitelinks due to the larger font size; less than 25 characters is a best practices for Enhanced eligible Sitelink Extensions.

Enhanced Sitelinks will only show in mainline ads which are the first position ads above the top organic search results. They do not serve in the sidebar position, on the right-side of the search results page.

No unique reporting is available for Enhanced Sitelinks.

I: Getting started

II. Tips III. Competitive insights

Stacking up Enhanced Sitelinks experiences

Stacking up Enhanced Sitelinks experiences

Stacking up Enhanced Sitelinks experiences

Ability to add 2 lines of text, up to 70 total characters to each Sitelink

Ads with Enhanced Sitelinks can only run in the mainline 1 position

Up to 4 Enhanced Sitelinks can be displayed with any ad

Enhanced Sitelinks can be created within the user interface or API

Stacking up Enhanced Sitelinks experiences

Learn more or contact us for more information

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