In the second of our AdWords articles this month, we take a look at the use of structured snippet extensions to show additional information with text ads. This should be of interest to AdWords managers, as all ad extensions typically boost the performance of an ad and are also a factor in supporting ‘AdRank’. Although ad extensions aren’t always eligible to show, the more that are provided, the better the auction is at selecting the best combination of extensions to improve performance, so these new ones are a useful addition.
Earlier in the year, Google introduced dynamic structured snippets in AdWords. This automated ad extension can give customers a better sense of the content on a website before an ad is clicked upon. Whether it’s highlighting a list of hotel amenities or top clothing brands, dynamic structured snippets can make search ads more relevant and helpful while saving time by simplifying campaign management.
Since their release, Google has received feedback requesting a function to enable customisation of the information that shows in this format, which is why structured snippet extensions became available to all AdWords accounts during September. The advertiser-provided structured information that shows with text ads can range from amenities to brands to product types. A predefined “Header” can now be selected to then input a list of customised values that make the most sense for a business. For example, a hotel brand promoting hotel property can now create a structured snippet for “Amenities”, such as ‘Free Wi-Fi’, ‘Swimming Pool’ and order them accordingly.
There is a similar extension already available called ‘Callouts’ but their uses differ by having distinct attributes. Callouts should be used to highlight what makes a business, service, or product unique, whereas complimentary structured snippets highlight a specific aspect of the particular product or service. The use of both gives an excellent depiction of what a business provides, whilst simultaneously contributing to boosting the performance of an ad.
More information about Structured Snippet Extensions for AdWords can be found here. If you’d like to know more and how they can be used as part of your AdWords campaigns, please get in touch.