Since sitelinks have been launched in early 2009, they have revolutionalised the way many PPC campaigns are run. The sitelinks allowed campaigns to more specifically target or push certain messages in term providing marketeers with even more touchpoints with potential customers. Since then sitelinks have been expanded and pushed out to multiple devices and have to be considered one of the success stories of recent times in terms of Google product enhancements.
Its intereresting therefore that Google have announced embedded sitelinks which have been rolled out globally bar China, Japan and Korea. With Embedded Sitelinks, there are no additional lines appended to your text ad. Instead, 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. This means that potential customers should be able to pick the part of your ad that applies directly to their current interests and visit the most specific page for that topic.
To use embedded sitelinks, the campaign must be enabled for Ad Sitelinks. Further to this the ad must appear in the paid search ads which appear above the organic search results, and part of your ad text must exactly match one or more of your Ad Sitelinks. Additionally, embedded sitelinks will only show for ads that don’t meet one or more of the requirements for one- or two-line Ad Sitelinks.