Google announced the launch of new dynamic sitelinks for AdWords ads aimed at presenting users with more relevant links to your website from your search ads.
The links are automatically generated, and appear below your ad text. Relevancy of the links Google chooses to show is based on the user’s recent search activities, which the company says can help potential customers reach key pages more easily.
“When people are searching on Google to complete a task, like buying a car or planning a trip, they might perform several searches and click multiple search results,” the company explains. “Based on this activity, AdWords can determine which pages on your site are highly relevant to their current search. With dynamic sitelinks, we’ll annotate your ads with a link to those pages.”
“When people use Google to search for used cars, they may perform multiple searches and click on several search results before scheduling a test drive on a dealer’s site,” Google says. “While searching, they might see an ad for Joe’s Used Cars with a dynamic sitelink for the test drive page on Joe’s website, based on the customer’s current search activity.”
Dynamic sitelinks have already begun rolling out. They can appear on ads on desktop, tablets, and mobile. Note that your campaign type has to be set to “Search Network with Display Select” or “Search Network only” for your ads to be eligible for dynamic sitelinks.
Google will always show the sitelinks you’ve specifically set up, except for the few occasions when it thinks the dynamic sitelink can perform better. You can opt out of the feature entirely if you like. You’re always free to opt back in later.
You might be interested to know that clicks on dynamic sitelinks are free, though you’ll still be charge for clicks on the ad’s headline or other extensions.
Image via Google