Dynamic Sitelinks are rolling out around the world; are you familiar with them yet? They are one of the latest developments in Google AdWords, taking the form of an add-on similar to other automatically generated content like consumer and seller ratings.
Here’s the lowdown on Google AdWords Dynamic Sitelinks:
Relevance. Dynamic Sitelinks link up to relevant content on the advertiser website. However, even though the content of an ad can embody a call to action, Dynamic Sitelinks don’t necessarily have a call to action.
Triggering. Dynamic Sitelinks are automatically triggered and generated when it becomes apparent through searching and browsing behavior that the user is performing a specific action such as shopping for a type of product, researching a project or planning a vacation. However, they will not ever be triggered simultaneously with standard sitelinks; because of this, advertisers should not just sit back and expect Dynamic Sitelinks to take care of things completely.
Placement. Dynamic Sitelinks will appear below the ad copy on any type of desktop, laptop or mobile device.
User control. Dynamic Sitelinks can be disabled if the user chooses. However, since Dynamic Sitelinks are automatically generated, the advertiser does not control when content is triggered or what gets displayed.
Cost. For now, Dynamic Sitelinks and the clicks that come from them are free. In the future, it’s likely that they will be priced like PPC.
Performance assessments. Performance reporting for Dynamic Sitelinks is available, but limited.
If an advertiser is looking to add extra incentive to get a user to engage, Dynamic Sitelinks could help. However, ads should already be impactful. At this time, impression volume is low for Dynamic Sitelinks, and some users won’t like the lack of control over how and what content will be served.
Again, Dynamic Sitelinks won’t be shown along with standard sitelinks, so advertisers should not be complacent and lean on them too much; standard sitelinks should be continually added to and optimized. Standard sitelinks will always be the default impression, except when Dynamic Sitelinks are determined likely to have better performance.
The verdict? Enjoy the benefits of Dynamic Sitelinks but make sure that you have defined your own sitelinks for important internal pages.