Meet Dynamic Sitelinks, the latest ad snippet from Google AdWords. Dynamic sitelinks are another one of those add-ons — like seller ratings and consumer ratings annotations — in which advertisers don’t have control over what displays or when the content is triggered. Here’s what you need to know:
“it’s important to continue adding and optimizing sitelinks because impression share for dynamic sitelinks will be low. In fact, the sitelinks you set up will always show, except for the few instances when the dynamic sitelink might perform better.”
If the aim is to add that extra nudge to get someone to pull the trigger on the purchase or transaction they’ve been looking at, dynamic sitelinks could be interesting if the copy is effective. Yet, it’s hard to say what kind of impact they’ll have in the near future if impression volume is as low as Google makes it sound like it will be. And of course, not having control over what kind of content will get served up is always a bit nerve-wracking.
Dynamic sitelinks are rolling out globally now. Keep your eyes out for them.
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