What You Need to Know About Dynamic Sitelinks

Google’s new rollout of dynamic sitelinks for ads will undoubtedly improve click-through rates to your website.

If you haven’t used them before, sitelinks are used as extensions of your ads in AdWords in order to drive users to your website. Located under the main text of the ad, they allow you to customize the text of the link to help customers to quickly find what they are searching for on your site. Since they are custom, the links can be directed to specific landing pages relating to the link’s text. Google AdWords tracks these clicks so you have specific reporting to show how well the sitelinks are performing.

As of 7/24/14, Google officially rolled out dynamic sitelinks. These are automatically generated links that will better match your website content with what people are looking for based on search activity. Added bonus: they’re free! Don’t worry though; any sitelinks you created previously are still there and working. However, they may not show if the dynamic sitelink performs substantially better.

Here’s how they will show up on a laptop and mobile device respectively:

sitelinks

See the text “Schedule a Test Drive at Joe’s Used Cars” at the bottom of the first listing? That is the dynamic sitelink.

Obviously Google is not losing out on this free deal. You will still pay for conversions, and for any clicks on the rest of the ad. The bonus for the AdWords user is that these, like regular sitelinks, can boost your click-through rate by around 10%. This is great news for anyone who did not previously set up sitelinks – your ad has just been further optimized without any effort on your part!

One thing to note is that your ads will be eligible for dynamic sitelinks if the AdWords campaign is set as to include “Search Network”, or “Search and Display.” Realistically, this addition will affect the top three ad results in a Google search, as these are typically the results that would display sitelinks before this new feature was rolled out.

If, for some reason, you do not want to have dynamic sitelinks, the option is present to have them disabled. Be sure to check out AdWords Support where you can find the form for opting out, and some general tips for sitelinks.

My advice, however, would be to absolutely take advantage of these free dynamic sitelinks that Google is offering to improve the click-through rate to your website. Let us know how it works for you!

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Daniel serves as one of our expert online marketing specialists. When he's not enjoying the great outdoors, he'll be tackling subjects on the blog related to PPC, analytics and more.

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