Pay per click experts know that carefully crafted sitelinks can perform phenomenally well for advertisers, leading them to either the best content on the site, or the content that is most likely to convert well or provide the highest ROI. However, advertisers who have carefully crafted those sitelinks could see them replaced by new dynamic sitelinks Google is launching.
Unfortunately, we know that some advertisers make a complete mess of their sitelinks, either choosing pages that don’t convert, not labelling their sitelinks well, or simply by not even using the correct punctuation or capitalization which makes an entire ad look less professional. Last month at SMX Advanced I shared some examples poorly done sitelinks (as well as some great ones), the presentation can be viewed here. There is definitely a wide range between ads that have great sitelinks and those that don’t.
Google seems aware of this and is now providing a solution for advertisers – new dynamic sitelinks. If Google feels it has sitelinks that will perform better than the one the advertiser has selected, or if the advertiser hasn’t selected any, Google will display their own dynamic sitelinks instead.
Because Google could potentially replace sitelinks you have chosen, it is a good idea to keep a close eye on the sitelinks Google is choosing for you, believing them to be better, incase they are completely off target from your ads or your website. While Google might believe it knows sitelinks that perform better, there could be glitches or sitelinks chosen algorithmically in error for a term you really don’t want to promote.
If you currently are using sitelinks, Google will not automatically replace them unless they feel their own dynamic sitelinks will perform better.
The new dynamic sitelinks have already begun rolling out, and they will be available worldwide. Advertisers do have the ability to disable sitelinks from within their account if they prefer their ads never show sitelinks.
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