Sitelinks help people find information deeper in your site so they can get to where they want to go faster. Today, Google enabled adding specific text to sitelink descriptions from within the AdWords account.
"This will allow you to control the descriptions that display when this sitelink format shows," google stated.
The new sitelink format with additional detail is available only in enhanced campaigns. "After upgrading to enhanced campaigns, you will have the option of adding extra text to your sitelinks - simply fill out both lines of the "Description" field when creating a new sitelink or editing an existing sitelink," google added.
Note that "your ads won't always show sitelinks, and when they do, the format that appears could vary."
Google says that the core guidelines for sitelinks remain the same,"
- Sitelinks cannot violate the duplicate sitelink URL policy
- Sitelink text cannot use keyword insertion
- Sitelink text cannot be the same as other sitelinks in the same ad group/campaign or the main ad that's serving
- In addition to this 4 sitelink view, there is also a 2 sitelink variation."
For additional information about sitelinks, check out the sitelinks AdWords Help Center article.