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larger 2-line and 3-line formats?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

In today's announcement, AdWords policy update: Unique sitelinks policy will be more proactively enforced...


I read this:  IMPACT ON PERFORMANCE:  Having fewer eligible sitelinks could keep your ad from showing in the larger 2-line and 3-line formats, where more eligible sitelinks are required. Remember, larger formats are more visible and typically have higher average clickthrough rates (CTR). And if you don't have enough eligible sitelinks in your campaign, then your ads may not display sitelinks at all.


And wonder, is there a specific refernece to the 2nd and 3rd lines?  Aren't there also forth and fifth?




2 Expert replyverified_user

Re: larger 2-line and 3-line formats?

Top Contributor
# 2
Top Contributor

Hi Chris,


I would assume they are referencing the ads that are shown with Extended Headlines and other 'fancy' ad formats etc...generally these ads are also found in the Top 3 Ad Positions; the same positions where sitelink extensions are displayed.




Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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Accepted by RachelM (Google Employee)
September 2015

Re: larger 2-line and 3-line formats?

Google Employee
# 3
Google Employee

Hi ChrisatMH,


Thanks for your post. 


Ad Sitelinks can now appear in five different formats: three-line, two-line, one-line, embedded and enhanced:

- Three-line and two-line formats: Sitelinks are designed to trigger in situations where an ad provides the ideal answer for a search query. These ads are most likely to trigger on unique brand terms.
- One-line format: Sitelinks will trigger with more generic terms, but may also include brand terms.
- Embedded format: Sitelinks will trigger whenever your ad qualifies to appear above the search results and the text in your ad exactly matches one or more of your Sitelinks.


As far as I'm aware, you can add up to 10 different links as sitelinks within a campaign. These links will then show below the ad text as sitelinks in one of the formats above. 


I hope this helps.