Eliot Li

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Enhanced Sitelinks Are Now Globally Available

Following the launch of Enhanced Sitelinks in the US back in September, I am excited to announce that we are making this product available to Bing Ads customers in all markets! Now marketers from the United Kingdom, France, Germany, Australia, Mexico, Brazil, and more can create Enhanced Sitelinks in the languages Bing Ads supports, such as French, Spanish, and German, in their market.

Enhanced Sitelinks is serving on PC and tablet traffic on most of YBN O&O traffic now. We are also launching device preference for Sitelinks, which allows you to specify which Sitelink should have preference on mobile traffic, in these markets at the same time. The only exceptions are Taiwan and Hong Kong, and we are working to launch Enhanced Sitelinks and device preference in those two markets soon.

Benefits of Enhanced Sitelinks

In case you are not familiar with the product, Enhanced Sitelinks allow you to add two lines of customizable, descriptive text to your Sitelink Extension. Customers viewing your ad appreciate the additional details provided by Enhanced Sitelinks, and our research shows that they’re more likely to click on your ad and stay longer on your landing page. This often translates to a better Click-Through Rate (CTR), as well as a better conversion rate for your campaign.  

 

 

Learn More! Detailed step-by-step instructions on how to use Enhanced Sitelinks can be found on this Help page or this SlideShare deck

Eligibility to Serve

Like other Sitelinks or other Ad Extensions, Enhanced Sitelinks are not guaranteed to serve, even if eligible. Whether Enhanced Sitelinks serve depends on a number of factors, such as the relevance of your ad, relevance of the Enhanced Sitelinks, user location, space available on the page, and so forth. As always, we are experimenting with different algorithms to provide the best user experience as well as advertiser ROI. For that reason, you may find that your Enhanced Sitelinks have not served when you expect them to. Rest assured we are working hard to make sure your potential customers have the best ad experience.  

Best Practices

As mentioned in my previous post, only high-quality ads serving in the top position in the ad block above the search results will be eligible to trigger Enhanced Sitelinks. The best candidates for using Enhanced Sitelinks would be high performing campaigns such as your brand term campaigns. Due to bigger font sizes of Enhanced Sitelinks, it is undesirable to serve long Sitelinks in this format. For this reason, Bing Ads requires Sitelinks to be no more than 25 characters if description texts are added, which makes it eligible to serve as Enhanced Sitelinks. If you have Sitelinks longer than 25 characters that you want to make eligible for Enhanced Sitelinks, you can shorten the Sitelinks first, and then add the relevant description texts.

While it is not necessary to add description texts to all Sitelinks in a Campaign or Ad Group for Enhanced Sitelinks to serve, we encourage you to add description texts to at least the first four Sitelinks, and preferably as many Sitelinks as possible so we can choose the best Enhanced Sitelinks to serve in a given context.

Stay Tuned!

With this launch, you can use Enhanced Sitelinks no matter where your customers are. We will continue to roll out new products globally and keep you updated here on the blog. If you have any questions, please do not hesitate to contact your account manager or Bing Ads customer support.

Thank you,

Eliot Li

Program Manager, Bing Ads Platform

 

 
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Create Richer Ad Experiences with Enhanced Sitelinks (US Launch)

As marketers, you know how important it is to capture the attention of potential customers searching for your product or service online. Today we are pleased to provide another powerful new way to do just that – with the launch of Enhanced Sitelinks!  With Enhanced Sitelinks, you can create a bigger and bolder ad, capturing more user attention and improving your brand equity.

This feature is available to advertisers in the US now, and will be available in other markets before the end of the year.

What This Looks Like

Most of you are probably familiar with Sitelink Extensions (visit our Help page or this SlideShare deck for details). We have seen our advertisers benefit from this feature tremendously.  Enhanced Sitelinks is a new format of Sitelink Extensions that allows you to add up to two lines of customizable, descriptive text to your Sitelink Extension.  The result is a larger, more relevant and descriptive ad, and a more captivating ad format by which to attract your target audience.

We have been piloting Enhanced Sitelinks with a select set of advertisers over the last few months.   Their performance has been phenomenal, with U.S. advertisers on average observing a click-through rate lift of 27% with Sitelinks, with some advertisers observing a click-through rate lift as high as 68%. (Source: Microsoft Internal U.S. Data, Aug-Sept 2014.) and no significant CPC change. This is true for advertisers across different verticals, as well as different sizes and levels of sophistication. 

Adding Enhanced Sitelinks

To create Enhanced Sitelinks that will capture the attention of your audience, follow these quick and simple steps:

 

Step 1: In the Ad Extensions tab, choose Sitelink Extensions.

Step 2: Select the sitelink extension you want to add Enhanced Sitelinks to by checking the box on the left-hand side of your screen.

Step 3: In the “Edit” drop-down menu, select “Edit an extension.”

Step 4: Click on the Sitelink you want to add a description to.

Step 5: Add the descriptions to your Sitelinks.

Step 6: You can also choose the Device preference by checking the Mobile box.  Bing Ads will give preference to those Sitelinks in mobile devices. Note that Enhanced Sitelinks is currently not supported in mobile devices.  You can select the Mobile preference without entering Sitelink descriptions.  

Step 7: Click “Save” and repeat for other Sitelinks.

In addition to the Bing Ads web UI, you can also add descriptions to existing Sitelinks through Bing Ads Editor and Bing Ads API. 

Best Practice

Only high-quality ads serving in the top position in the ad block above the algo results will trigger Enhanced Sitelinks. Therefore, make sure you focus your efforts on high performing campaigns such as your brand term campaigns first.

We are still experimenting with how to optimize the user experience for Enhanced Sitelink across the Yahoo Bing Network (YBN).  For that reason, a portion of the network has not yet been enabled for Enhanced Sitelinks until we have determined the optimal user experience. We expect most of the US traffic in YBN will be enabled to serve Enhanced Sitelinks in the coming weeks.

Thank you,

Eliot Li

Program Manager, Bing Ads Platform

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Mobile Sitelinks Now Available on Bing Ads

In this smartphone age, and as your customers move their daily activities to mobile, your marketing efforts need to follow them. Since December 2013, we have enabled over 60 percent of the Yahoo Bing Network (YBN) mobile traffic to run Sitelinks in the US. Today, we would like to share with you that in the coming weeks, we will be ramping up to 100 percent mobile devices.

At Bing Ads, we are very much aware of your marketing needs and are working tirelessly to meet them. Over the last year, we have:

•    Doubled the number of mobile clicks delivered to you by growing our network, and increased our mobile market share.
•    Released new features specifically to help you optimize your mobile campaigns.
•    Completed numerous algorithm improvements to ensure a quality online marketplace for you and your audience alike.

We are delighted to see that many of you are responding by adding mobile devices to your campaigns in order to reach your customers more effectively.

Following the success of Sitelink Extensions on PCs, we have been working on expanding this product to mobile. We are continuing to invest in developing the optimal experience for different mobile devices and will increase traffic enabled for Sitelinks. In addition to launching Sitelinks for Mobile in the US, we are also launching it in several EU markets, including the UK, France, and soon, Germany, as well as others.  

With the launch of Sitelinks for Mobile, along with Location and Call Extensions, Bing Ads offers a powerful suite of ad products on all devices. Regardless of your industry or size, YBN can help you engage your customers on their mobile devices effectively and effortlessly. Check out the links below to get started with adding Sitelinks to your mobile campaigns.

Thank you,
Eliot

Learn more about…
•    Creating and optimizing Sitelink Extensions to improve click through rates (CTR)
•    Mobile Advertising, and how it can help you reach more of the right audience
•    Targeting your campaign for mobile devices

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Bing Ads Sitelink Extensions Now Available in Taiwan, Hong Kong, and Southeast Asia

Since the 2012 launch of sitelink extensions in the US, we’ve been aggressively expanding its availability globally.

Starting with the UK in the 1st quarter of 2013, we've made sitelinks available to advertisers in France, Germany, Canada, Western Europe, the Nordic countries, Latin America and India. A number of markets, including Brazil, Australia, and New Zealand were launched in 2013 as well.

We're happy to report that we've seen strong adoption of sitelink extensions by advertisers across all of these markets.  Many of you have added sitelinks to your cross-border campaigns in an effort to better reach audiences outside your home markets. (If you have any feedback or suggestions on how we can improve this feature, feel free to leave it in the comments below!)

A number of our advertisers in Taiwan and Hong Kong have been using sitelink extensions on the Panama platform prior to the migration to the Bing Ads platform in December 2013, and we are aware of how important this feature is to you. We have been working hard to prepare for the launch of sitelinks in these two markets and I am glad to announce the wait is over!  Sitelink extensions were launched in Taiwan, Hong Kong, and all Southeast Asia markets on January 21st. 

For advertisers in Taiwan and Hong Kong, if you have been using sitelinks on Panama prior to the migration, please reach out to your account manager to migrate your sitelinks to Bing Ads if you have not done so already.

If you have never used sitelinks before, they are a simple means to increase clicks, and I strongly encourage you to give it a try.  Don’t forget to add sitelinks to your cross-border campaigns as well.  We have sitelinks serving in most markets on the Yahoo Bing Network; your campaigns could benefit from it no matter where they run!

Learn more about how to optimize your campaigns using sitelink extensions, or how to enable and edit sitelink extensions.

Thank you,

Eliot

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