Enhanced Sitelinks Roll Out Globally to All AdWords Advertiser; Issuers Can Now Freely Support Cards' Uses in Google Wallet

Enhanced sitelinks was announced on desktop search ads back in February this year, and is now rolling out in all countries where AdWords is available. In a blog post, annoucing the release Google notes, "Over the last several months, we've continued to improve the ad systems for creating enhanced site links.""Early testing showed that enhanced […]

Enhanced sitelinks was announced on desktop search ads back in February this year, and is now rolling out in all countries where AdWords is available. In a blog post, annoucing the release Google notes, "Over the last several months, we've continued to improve the ad systems for creating enhanced site links."

"Early testing showed that enhanced sitelinks could make ads that appear above the organic search results even more useful. And they could lead to significantly higher clickthrough rates for an advertiser than regular 2-line and 3-line sitelinks," Google said.

Writing further Google says, "enhanced sitelinks are displayed by combining multiple sitelinks and closely related search ads automatically into a larger nested format," so they might vary in appearance. As a result, you might not see them show 100% of the time even when you're eligible.

enhanced adwords sitelinks now available to all advertisers

Click costs and reporting work the same with enhanced sitelinks as with other forms of sitelinks. "If you decide to optimize your account around enhanced sitelinks, we suggest that you always evaluate your changes against multiple performance metrics (e.g., volume and cost effectiveness), not just whether CTR is increasing," adds Google.

Below are some tips to prepare AdWords campaign to show enhanced sitelinks:

  1. "Enhanced sitelinks can only show when your ad is above the organic search results. If a "top vs, other" report shows that your ads have few impressions in a top ad position, you can try increasing your Quality Score, increasing your max CPC bid, or a combination of the two," Google explains.
  2. Add 6-10 sitelinks, each with a unique landing page.
  3. Have multiple active ads in your account with the same landing page URLs as your sitelinks. One ad to match each unique sitelink is the bare minimum.

You can refer to this Help Center for more details about sitelinks.

With the new version of the "Google Wallet app" now available, Card issuers can instantly and freely support their cards' use in Google Wallet.

"Issuers no longer need to connect their systems directly to ours. We've completely eliminated the cost and complexity for issuers to offer their customers their cards in a mobile wallet. What was previously an effort that could take many months, cost millions, and require complex orchestration among many parties has been reduced to a few simple steps," Google stated.

Even though direct integration is no longer a prerequisite for having your banks' cards in Wallet, Google suggests issuing banks to take some steps to give their customers great experiences with the Google wallet.

  • "Provide us with card art - our mobile wallet shows card art from issuing banks that have provided us with imagery. Card art is an important representation of your bank's brand, and by adding your card art to Google Wallet, you help Wallet users recognize their cards.
  • Implement Save to Wallet API for Payment Cards, that allows you to add a button to your website so that your customers can easily save their cards to Google Wallet in just a few clicks," Google explains.

Below are screens showing Barclaycard US account:

saved and selected card in google wallet