Google Launches New Embedded Format for Ad Sitelinks

By Amanda Sides | Jun 27, 2011
More Articles by Amanda

During the spring/early summer conference season, a lot of new information was rolled out by both industry experts as well as the paid search platforms themselves. One of the recent developments for Google AdWords is in regards to the Ad Extensions feature. For advertisers who currently have Ad Sitelinks enabled, you’ll be happy to hear that there is now another way Google can show these Ad Extensions.

Here’s a quick summary of the different Ad Sitelink formats provided by Google AdWords:

Two-Line Format

This format allows up to four of your sitelinks to show across two additional lines under your ads.  This format is typically used for highly relevant branded terms.

2-Line Format


One-Line Format

This format allows up to four of your sitelinks to show on one line under your ads.  This format is typically displayed for high quality ads where the extra information will benefit the searcher. Note: Using shorter text for sitelinks will allow Google to show more of them in this format.

1-Line Format

One-Line Format

Embedded Format

If your ad qualifies for the new embedded format of Ad Sitelinks, there will be no additional lines of text underneath your existing ad.  “Instead,” Google states, “text in your ad that exactly matches one or more of the sitelinks in your campaign will automatically be linked to that sitelink’s destination URL.”  Google is experimenting with this format to try to give advertisers that don’t quite meet the requirements for the other two sitelink formats a chance to take advantage of their benefits. I haven’t stumbled across any embedded sitelinks, but here is an example Google provides:

Embedded Format

Embedded Format


Most of the time, sitelinks are meant to provide additional information for your searchers, so why would you include a sitelink that exactly matches text in your current ads?  It will be interesting to see what kinds of ads show with this sitelink format, and see how advertisers feel about them if they qualify.

Has anyone seen an example of this sitelink format during a typical search? How do you feel about them? Let me know @amandadchaney!


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  • Ankush Kohli

    Wow…that’s nice update by Google. Google is using quality organic parameters in adwords as well.

    Thanks for the post Amanda.