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We consider the implications of this update, what it means for advertisers and how the changes can be used.
What are Embedded Sitelinks?
These are Sitelinks which utilise copy in your ad text which exactly match Sitelinks you have created for that campaign. This means part of your description line text will appear as a hyperlink.
Plus, of course if your Sitelink matches the search query entered then it will be a bold hyperlink.
Embedded sitelinks will only appear in the top ads (not on the right-hand side), and those which are not utilising ad extensions elsewhere.
How should we use this new layout?
Google are recommending using all 10 of your available Sitelinks, ensuring your number of characters is lower (as with the normal recommendations of Sitelinks). This then enables exact matches on Sitelinks to your ad copy.
This new feature was announced in some European countries first, now available globally excluding China, Japan and Korea.
Sitelinks are created at Campaign level, should we then consider breaking down campaigns even further? You could follow ad group structure to make Sitelinks as relevant to ad copy as possible. What impact will this have on the structure of your accounts? Well, this is something we will have to wait and see.
There is very little official information from Google so far, but as soon as you see some let us know!
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