Google has introduced a advertising option you won’t want to miss! As part of Google’s Adwords advertising platform features of ad extensions, Dynamic Sitelinks has been made available to all businesses at no additional charge. Sitelinks help people reach a web page on your site by clicking to the very page specific to what they are searching — directly from your ad, with just a single click.
I discussed ad extensions in March with the article, “Understanding Ad Extensions in Google AdWords” as a means to improve your advertising performance. Ad extensions are advertising features to visually improve your text ads to people searching on a specific topic related to your business. Using ad extensions you maximize your budget, get more clicks, and improve the click-through rate (CTR) of your ads. More clicks means more traffic to your website and improved ad performance means higher keyword quality scores. Better keyword quality scores means lower cost per click, which you can read more about at “High Quality Scores Mean Lower Pay-per-click Costs“.
Dynamic Sitelinks are automatically generated and appear below your Google ad and will connect potential customers to relevant pages on your website. This is another ad extension feature adding value to your advertising campaign while saving time and simplifying campaign management.
The best part of course is the cost nothing if they’re clicked, visually enhance your text ads and give you more real estate space in the search results.
Image Source: Google.com
Dynamic Sitelinks Help Advertisers And Google
I cannot remember a time when Google did something for free without getting some benefit from their generosity.
This reminds me of the local business support center Google launched some time ago because businesses were not claiming and updating their local business listings. It was important to Google that this happen in order to serve accurate information to local consumers and generate more advertising revenue. The support center initiated outbound calls to businesses around the country as well as accepted inbound calls to facilitate getting this process going. To this day, too many businesses have not claimed or updated their listings (not just at Google, but around the web), so the support center is still available and has been enhanced with more services.
The same actually applies to the ad extensions. The adoption by businesses of ad extensions has not been very significant forcing Google to help businesses engage in these enhanced features that help both the advertiser and Google.
Depending upon what study you read, there is within a 10% increase in ad CTR when a business uses ad extensions. If the customer clicks on the Dynamic Sitelink in your ad there is no charge, however, if they click anywhere else within the ad you will get charged. This is where ad extensions in general benefit Google because the increase in clicks means more revenue to Google.
Read more from this article at Web Marketing Today’s, “Dynamic Sitelinks Improve AdWords’ Performance“.