Google AdWords Introduces Dynamic Sitelinks

By Jacob Brown | @jakebrownppc | Sr. Account Analyst at Hanapin Marketing

On Thursday, Google announced that dynamic sitelinks are now available for your ads in AdWords.

How Do They Work?

Dynamic sitelinks will be automatically placed under your regular ad whenever it seems apparent to Google that the user is looking for a specific product or service that your site provides. The examples that Google gives in the article include if a person is shopping for a TV or planning a trip.

Google admits that dynamic sitelinks will not be shown too often, and they encourage advertisers to continue using regular sitelinks along with leaving the dynamic sitelinks feature on.

Why Should You Use Dynamic Sitelinks?

  • Extra Extension To Your AdAny added content to your ad copy is helpful according to a case study given here by Hanapin’s Sam Owen, sitelinks may not be clicked on very often, but the presence of sitelinks raises the click-thru rate of your ad.
  • Clicks on dynamic sitelinks are starting out as FREEIf users click on the dynamic sitelink in your ad, the click costs you nothing. This in itself is a great reason to begin using dynamic sitelinks, as who doesn’t like free clicks? (Note: If the headline or other extensions are clicked while a dynamic sitelink is present you are still charged)
  • Low Effort Google explains that dynamic sitelinks simplifies campaign management for advertisers, while continuing to ad value to users’ ads. Google automatically generates dynamic sitelinks for your ads unless you decide to opt-out. So, there is no work on your end to go ahead and utilize dynamic sitelinks.

Reporting on Dynamic Sitelinks

It appears that reporting on ads with the dynamic sitelinks can be found in the “Labs Tab” under “Annotations” according to a tweet by Lisa Sanner, PPC Enthusiast from Point It.

Lisa Sanner Tweet

The Labs Tab was brought out on April 22, 2014. It is not available to all advertisers on AdWords as of yet, as Google continues to roll this tool out to paid search marketers.

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