Do you know that Google had just announced and rolled out free dynamic sitelinks for marketers and advertisers around the world? Dynamic sitelinks are generated automatically and they will show up just below your advertisement. These give advertisers the chance to get more SERP space and they also direct viewers right into specific pages. These sitelinks cost nothing when clicked. Still, it is choice of advertisers if they want to include these in their ads. Before making your choice, consider the following factors.
The Impact of Sitelinks on AdRank
Recently, Google included extensions in the AdRank formula. AdRank calculation is affected by the expected impact of your formats and ad extensions. The AdRank of your site plays an important factor on the eligibility of your ads to be displayed with different formats and extensions. If you will place two different ads, but with equal bids and quality, the higher position will be given to the ad which is likely to receive more positive impact from extensions.
The Impact of Sitelinks on Quality Score
Sitelinks can enhance user experience and this is explained by Google as “sitelinks connect people to the content they’re looking for by linking to specific pages on your website – directly from your ad, with just a single click”. Although sitelinks are hardly clicked, still, they do influence quality score. And the better user experience that they offer usually will mean higher quality ads.
The Use of Regular Sitelinks
If you haven’t set up your own sitelinks, you don’t have to worry because Google will generate them for you.
Should You Use Sitelinks?
Sitelinks can help increase not just your quality score, but your AdRank and CTRs as well. What if you are worried about spending money for irrelevant clicks? Well, this can happen when your CTRs become higher and you will receive irrelevant clicks. However, this can be avoided by tightening up your messaging and targeting.
Always remember that higher quality score can also result to higher ad rankings but lower costs for every click. You might want to follow a lower CTR strategy in an attempt to lower your costs. However, this will actually cost you more in the long run.
If you would still want to disable the dynamic sitelinks in your Adwords account, you can do so. Just use the handy form of Google to disable them. Of course, you can always enable them in the future if you want to.
Google has a lot of changes and you should be updated to them so that you can also keep your site up-to-date. Of course, it is also important that you have a great website. We can create one for you. Just visit us at eSearch Marketing and we will be happy to provide your needs.