Getting the most out of Google’s new sitelinks
Your AdWords ads look different today than they did 10 years ago. They look different than they looked last year. Heck, they even look different than they did this summer!
In case you missed it, Google recently updated the way that we serve sitelinks, callouts and structured snippets in your ads. Sitelinks have become a swipeable carousel, while callouts and structured snippets now appear in the same area of the ad as your description text. (Note that the top ad above the search results is an exception here. That position is eligible to serve a stack of four sitelinks.)
In order to understand this change, I think it’s important to understand the purpose of sitelinks: They exist to get people where they want to go as quickly as possible. A click on a sitelink tends to be a better user experience, so we want people to click on sitelinks more often.