It's the first significant change to Adwords in what seems like, well... forever. Google announced today the addition of Ad Sitelinks, a new AdWords feature that will allow advertisers to extend advertisements by providing up to four additional destination URLs to content within a website on the actual sponsored section of the SERPs. 

This means that advertisers will no longer have to send users to a central landing page from ads initiated by search-based text ads. The addition essentially enables advertisers to specify up to ten links (Google will only show four though) send users to pretty much any content they want - whether it be seasonal, special or event-related and time sensitive. The idea is that when "users have more options, you the advertiser are able to create richer, more relevant ads that improve the value of your brand terms and other targeted keywords" according to Google.

Only advertisers which meet the "high-quality" threshold will be able to run Ad Sitelinks. If your account qualifies you'll find the option to set up the advertising extension in your Campaign Settings tab as "show additional links to my site". Here's a screenshot of how the ad sitelinks will appear