Dynamic Sitelinks Gone Wrong

Back in July, Google launched dynamic sitelinks, which are sitelinks that Google automatically appends to ads.

Google touts dynamic sitelinks as a “(tool) adding value to your ads while saving time and simplifying campaign management.” But for many advertisers, it’s yet another example of the dumbing down of PPC. And for B2B advertisers, dynamic sitelinks often spell disaster.

In B2B, it’s common not to use sitelinks, because there’s one specific landing page you want to drive traffic to. In fact, many times sitelinks are a worst practice for B2B.

With dynamic sitelinks, Google, in their infinite wisdom, is choosing random pages to display as dynamic sitelinks. In fact, even if you are using sitelinks, they may be overridden if “Google thinks it’s best.”

This is disastrous for many B2B advertisers who deliberately aren’t using sitelinks. Often, there is only one relevant landing page for PPC – one that’s been optimized for conversion. Other pages on the website likely are informational in nature and have no way to generate a conversion. So, we deliberately decide not to use sitelinks for these advertisers.

Here’s an example:

dynamic sitelink 1

The destination URL for this ad is a page specifically optimized for conversion. The dynamic sitelink extension goes to neither an e-commerce nor a lead gen page.

Here are a couple more examples:

dynamic sitelink 2

dynamic sitelink 3

The first one is showing the About page. I don’t know about you, but I haven’t seen many About pages that are designed to drive conversions. The home page would be a better choice in this instance.

The second example is for one product with one relevant page. Google has chosen a page featuring a totally different product – freezers instead of milk coolers. While Google may think that’s relevant, it’s not – this client has asked us to focus on milk coolers only, not freezers.

If you’ve ever worked with B2B clients, you’ll know that for many of them, it’s like pulling teeth to get even one optimized landing page created. Now, your hard work is potentially going to waste by Google deciding to pick random pages to show alongside your carefully crafted landing page.

Granted, we all know that few people click on the sitelink itself – most clicks happen on the actual ad, which goes to the landing page. But the problem I have with these random dynamic sitelinks is that they make the ads look weird. Instead of adding to the experience, dynamic sitelinks potentially detract from it – risking CTR and other key metrics for advertisers.

And what about advertisers who’ve tested sitelinks and found they hurt performance? Yes, it does happen – and now those advertisers are stuck with a “feature” that they know doesn’t work for them.

Google does offer an opt out form for those who don’t want dynamic sitelinks added to their campaigns. You’ll have to fill it out for every single advertiser.

And even then, it may not help.

We filled out the form for the advertisers in the examples above. We heard nothing from Google for nearly 2 weeks. When we finally did hear back, Google’s response was to “just wait.” Not “we’re opting these accounts out,” but “wait.”

That’s unacceptable. Guess what, Google? We paused all these campaigns until we can get the situation sorted out. You’re not getting another dime until we know we can serve relevant, high-performing ads for our clients.

I know that for many advertisers, dynamic sitelinks are a great thing. For ecommerce advertisers, they’re undoubtedly a huge timesaver. But they’re not for everyone. All Google needs to do is give us the explicit choice: let us opt in or opt out at the campaign level. Then everyone would be happy.

What’s your take on dynamic sitelinks? Boon or bust? Share in the comments!

Special thanks to my coworkers, Jessi Link and Mark Herman, for providing the background and screen shots for this post.

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