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

Bing’s initial pilot of Enhanced Sitelinks 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 Sitelink?

Bing’s Enhanced Sitelink allows advertisers to “add two lines of customizable, descriptive text to your Sitelink Extension.”

Why Use Enhanced Sitelinks?

The addition of Enhanced Sitelinks 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 Sitelinks are not guaranteed. The deciding factors include relevance of ad, relevance of the included Enhanced Sitelinks, 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 algo results with trigger Enhanced Sitelinks.” This means that Enhanced Sitelinks efforts should be focused on your top-performing campaigns.

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

How to Add Enhanced Sitelinks

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