Bing Rolls Out Enhanced Sitelinks to Global Audiences

Last September Bing released Enhanced Site-links for search engine advertisers in the United States. Now, Enhanced Site-links has been rolled out to Bing Ads customers in all markets, worldwide.

Bing’s initial pilot of Enhanced Site-links found that the feature was showing an average of a 27 percent increase in click-through rate (CTR) for those advertisers using the service.

What Is an Enhanced Site-link?

Bing’s Enhanced Site-link allows advertisers to “add two lines of customisable, descriptive text to your Site-link Extension.”

Why Use Enhanced Site-links?

The addition of Enhanced Site-links enables advertisers to provide their potential customers with additional details about their products/services and has been shown to improve CTRs.

Is There Any Guarantee?

Even if your ad is eligible, Enhanced Site-links are not guaranteed. The deciding factors include relevance of ad, relevance of the included Enhanced Site-links, space available on the SERP page, and the user location.

Following Best Practices

According to Bing, “Only high-quality ads serving in the top position in the ad block above the algorithm  results with trigger Enhanced Site-links.” This means that Enhanced Site-links efforts should be focused on your top-performing campaigns.

Your Site-links should be no more than 25 characters in order to be eligible. If your Site-links are more than 25 characters you must first shorten the Site-link and then add your description text.

How to Add Enhanced Site-links

Bing provides step-by-step instructions for adding Enhanced Site-links in a previous blog post titled “Create Richer Ad Experiences With Enhanced Sitelinks.”