Google has recently released a new ad extension for AdWords – structured snippets. This is similar to an ad extension released by Google in the month of March – dynamic structured snippet. It automatically pulls ads based on the categories on the website. But, the new format is offering more flexibility as it can be controlled completely by advertisers. This is a non-clickable extension enabling you to add contexts in the ad copy similar to callout extensions.
In the text, there is a header and a list of appropriate values applying on it. The main purpose of this extension is to offer more insights about products and services in the ad. This is a good opportunity for advertisers to improve CTR and drives more valuable traffic useful in increasing conversion rate in ads if used properly. This is another ad extension that would contribute to your Quality Score and hence it is essential to add in accounts.
In the extension, there is a predefined list of headers which are applicable in most of the business models: amenities, brand, courses, degree program, destinations, featured hotels, insurance coverage, neighbourhoods, service catalogue, shows, styles, types to choose. But, the headers in the extension aren’t customizable creating problems. Advertisers won’t be able to modify headers and hone ads suiting to the needs of specific brands. The structured snippets can be created on an account, campaign and even in ad group level.
Advertisers should be cautious in generating values and keep in mind the following:
- There is a character limit of 25 in each value. Like callouts, advertisers would get more values shown if it is kept short.
- A minimum three values are required but Google says four is ideal though, you can have up to 10. But, there is no evidence of Google rotating these and hence, adds your most important values first.
- There is provision to set device preference to create mobile preferred snippets. It will be better to keep them short.
- It goes like all other ad extensions, advertisers can set a schedule or start or end dates of a campaign if needed.
It is very easy to set up an account and it is suitable almost in every account. It is ideal for advertisers having listing products and service in ad copy to increase user experiences. But, listing products and service within description lines isn’t always good as it becomes difficult to utilize numerous attributes within the ad character limit.
This is a useful opportunity for advertisers to increase USPs in ads. Google decides which extensions to be shown based on expected CTR and so don’t expect to be shown always. Are you using this extension in your ads? Tell us your result giving a special comment below.