Wouldn’t it be nice if Bing Ads automatically identified deep links within your advertised website and displayed them in your ads? Up until now, advertisers were forced to set up site links using a Bing Ads extension manually. Microsoft announced Dynamic Sitelinks earlier this month.
What Are Sitelinks?
If this is your first time hearing about site links, let me give you a brief explanation on them: site links are primarily annotations consisting of relevant anchor text hyperlinks to an advertised website’s deep pages. Ads without site links contain just a single clickable link, where ads with site links may contain up to three different links to various pages within site.
The two leading pay-per-click (PPC) marketing platforms – Google Adwords and Bing Ads – both allow the use of site links. It’s an easy way to improve user experience while subsequently generating targeted traffic for the advertiser. An internal study conducted by Microsoft found that ads with dynamic site links experienced an average click-through rate (CTR) increase of 14%. With more visitors click on your ads, you’ll experience more sales/conversions.
Another reason why PPC advertisers should embrace the use of site links is that it takes up the invaluable search engine real estate. Ad extensions make your ads larger, which means there’s less room for your competitors’ ads.
Dynamic Sitelinks differ from standard site links in the sense that they are automatically created (hence the name dynamic). Microsoft uses its search algorithm to identify deep pages within websites (like testimonials), at which point it will then automatically create the Dynamic Sitelinks for the advertised site.
Mass Bisson of Bing Ads announced the introduction of Dynamic Sitelinks in a blog post, saying the following:
“Like Ad Extensions, Dynamic Sitelinks is another way to help your potential customers evaluate what your website has to offer before clicking through, which saves them time and provides you more customer opportunities. However, Dynamic Sitelinks is an ‘annotation,’ which means that Bing Ads dynamically creates the content for you from content already on your page.”
It’s important to note that Bing’s Dynamic Sitelinks will only work on ads that are not currently using the site links extension. The site links extension offers greater control and flexibility over choosing your links and their respective text, so this is the preferred method for advertisers. If you don’t have the time to set up a site links extension in all of your campaigns, however, Bing’s new Dynamic Sitelinks is there to handle the job.
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