Back in 2009, Google allowed advertisers to incorporate Ad Sitelinks into their AdWords ads, allowing them to have additional links within an ad to additional content on their site, allowing users to choose the part of the advertiser’s website that they land on.

For instance some one searching for ‘hd helmet cameras’ might see an ad with a list of sitelinks to some of the top HD helmet cameras and choose to click on one of the models rather than the catch all landing page that the advertiser has chosen for the ad.

Earlier this month Google enhanced this feature to allow sitelinks to be embedded within the lines of description within an ad instead of as a list of links underneath.

In order to have a sitelink embedded into the text of your ad you must firstly enable them and then set up sitelinks that have the exact text that appears in your ad and you can do this with more than one.

For instance if an ad read:

Essex SEO Agency
Looking for an Essex based SEO
agency? Contact us today!
www.browsermedia.co.uk/essex-seo

‘Contact us’ could be set up as a sitelink and link directly to our contact us page, whereas if you were to click on the headline of the ad you would land on a more informative page about our services.

In order to be eligible for embedded sitelinks your ads must also appear above the main search results, in one of the top three slots.

However this is only one of the recent changes that Google has made to the format of its top placed ads as last month it also made an alteration to the headline of some ads to also include the advertiser’s domain.

In order to make some of its advertisers’ brands more prominent Google now displays the advertisers URL after the headline of the ad, excluding the www. and any subdirectories, separated with a vertical bar.

Both of these changes are very subtle, but if used properly could work well for advertisers to attract more profitable clicks.

It is always good to see that Google is evolving and improving the platform. What do you think?