By Matthew Forrest | July 29, 2014

Last week Google rolled out Dynamic Sitelinks, automatically generated links that appear below your ad text in search queries. This new feature will direct potential customers to your most relevant landing page based on their recent search activity. Your existing sitelinks – if applicable – take precedent, except when Google thinks the dynamic sitelink will perform better. In fact, Google stresses the importance of continuing to add and optimize sitelinks since impression share for dynamic sitelinks will likely be low.

Google’s example of when a dynamic sitelink would appear is as follows:

When people use Google to search for used cars, they may perform multiple searches and click on several search results before scheduling a test drive on a dealer’s site. While searching, they might see an ad for Joe’s Used Cars with a dynamic sitelink for the test drive page on Joe’s website, based on the customer’s current search activity.”

Although dynamic sitelinks are expected to boost average ad performance, advertisers will not be forced to transition to dynamic sitelinks and the option to opt out is still available. But why would you want to opt out of dynamic ad extensions? I can’t think of a reason. Ad extensions boost ad rank and better ad ranks, mean higher average positions and lower CPCs. Manually setting sitelinks is always recommended to give you the most control over how your ad appears, but they will play nicely with dynamic sitelinks so no opt out is necessary.

Key Takeaways:

  • Dynamic sitelinks automatically add links that will appear below your ad text
  • Dynamic sitelinks will be based on your potential customers’ recent search activity
  • If you already use sitelinks, they will usually take precedent
  • Do not opt out – you’re likely to see a boost in ad rank