Microsoft announced a new Dynamic Sitelinks feature for Bing Ads, which it says can help improve relevance and click-through rates for SMB advertisers.

Once again, Bing is following Google’s lead on ads, as the search giant launched a similar feature for AdWords in July.

“Dynamic Sitelinks are clickable text additions to your ad that help enrich and enhance the information you’ve already supplied through your headline and ad copy,” explains Microsoft’s Matt Bisson. “While you would pay for a click on your ad’s headline, as this is dynamically created for you any clicks that occur on the Dynamic Sitelinks appearing within your ad are at no cost to you whatsoever.”

“If your display URL domain has deep links information available, then you may be a candidate for Dynamic Sitelinks,” he adds. “Content that’s highly relevant to a user’s search query is pulled from your ads’ landing pages through the Bing algorithm as a means of providing your potential customers with a sneak peek at some of the more specific information that they’ll find, should they click through to your site. This supplementary information can help attract more clicks and increase user confidence in the relevancy of your ads at no cost to you, the advertiser.”

There’s an FAQ about Bing’s Dynamic Sitelinks feature here.

Image via Microsoft