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