Sitelinks tip: Set your sitelink descriptions or Google, Bing Ads can do it dynamically
If you have manual sitelinks without descriptions set up in your accounts, you’re not alone. But now is a good time to start adding those manual descriptions. Here’s why.
But, there’s a twist.
The engines may show dynamically generated descriptions if you’ve only added sitelink text (the part that is hyperlinked) — and not accompanying descriptions — in your accounts.
Glenn Eckett, head of search for Solopress, noticed instances of dynamic sitelink descriptions showing with less-than-impressive outputs. One dynamic sitelink description read, “Check the Product’s Description. en.” Yuck.
When manual sitelink descriptions were first introduced, they typically only showed with ads on brand queries. (Originally, Google pulled sitelink descriptions from other ads in the account.) As a result, many advertisers didn’t waste time building out sitelink descriptions in their non-brand campaigns.
Times have changed, and now it’s common to see full sitelinks with descriptions in the top ad position on all kinds of non-branded queries.
To do a quick spot check of whether you’ve got dynamic sitelink information showing with your ads, see the Automated Extension reports in Google Ads and Bing Ads.
There are a couple of things you can do to keep dynamic sitelink descriptions from showing with your ads.
About The Author
Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.
via Search Engine Land https://selnd.com/1BDlNnc
January 11, 2019 at 11:04AM