Why use structured snippet ad extension in your Google Ads
Google Structured Snippet extensions are a great way to add additional information to your search ads, allowing you to highlight specific aspects of your business or product. These extensions can be used to showcase your products, services, or even specific promotions you're running.
There are several different types of structured snippet extensions, including:
- Services: Use this option to list the services your business offers. For example, a dental office might use this to list services such as teeth whitening, orthodontics, and cosmetic dentistry.
- Products: Use this option to list the products your business sells. For example, an online retailer might use this to list products such as clothing, electronics, and home goods.
- Brands: Use this option to list the brands your business carries. For example, a department store might use this to list brands such as Nike, Adidas, and Puma.
- Amenities: Use this option to list the amenities your business offers. For example, a hotel might use this to list amenities such as a fitness center, pool, and free breakfast.
- Courses: Use this option to list the courses your business offers. For example, a vocational school might use this to list courses such as welding, automotive repair, and cosmetology.
When deciding which structured snippet extension to use, consider what information will be most relevant to your target audience. For example, if you're advertising a hotel, amenities will likely be more relevant than products. And if you're advertising a vocational school, courses will be more relevant than brands.
It's also important to note that structured snippet extensions can only be used in conjunction with text ads, and not with other ad formats such as image or video ads.
Google Structured Snippet Extensions are a type of ad extension that allows advertisers to add a short, predefined list of items to their text ads. These extensions can be used to highlight specific features, services, or products offered by the advertiser. For example, if you were advertising a hotel, you could use structured snippet extensions to list the amenities available at the hotel, such as a pool, gym, or restaurant.
Structured snippets are a great way to make your text ads more informative and engaging. They allow you to provide additional details about your business or products that may not fit within the limited space of a text ad. Plus, they allow users to quickly scan the ad and see if you offer the product or service they are looking for.
One example of a structured snippet is a restaurant ad that includes a menu extension that highlights the different dishes available at the restaurant. Another example is a clothing store ad that includes a size extension that highlights the different sizes of clothing available in the store.
Think of structured snippets as a way to add an extra sprinkle of information on top of your text ads. They help to make your ad more appetizing and can entice more customers to take a bite.
Are these the same as dynamic structured snippets ad ?
Google Structured Snippet Extensions and Dynamic Structured Snippets are not the same.
Google Structured Snippet Extensions are a type of ad extension that allows advertisers to add a predefined list of items to their text ads. These items are chosen by the advertiser and remain the same for all users who view the ad.
Dynamic Structured Snippets, on the other hand, are a type of ad extension that automatically generates a list of items based on the content of the advertiser's website. These items are chosen by Google's algorithm and may be different for different users.
What’s the Difference between Structured Snippet Extensions vs. Callout Extensions?
Structured Snippet Extensions and Callout Extensions are both types of ad extensions that can be used to enhance text ads on Google. However, they have different purposes and formats.
Structured Snippet Extensions allow advertisers to add a predefined list of items to their text ads. These items are chosen by the advertiser and remain the same for all users who view the ad. These extensions are used to highlight specific features, services, or products offered by the advertiser.
For example, if you were advertising a hotel, you could use structured snippet extensions to list the amenities available at the hotel, such as a pool, gym, or restaurant.
Callout Extensions, on the other hand, allow advertisers to add additional text to their text ads.
These extensions can be used to highlight unique selling points or promotions offered by the advertiser. For example, an advertiser could use a callout extension to highlight free shipping or a special offer. Callouts are short and concise, usually less than 25 characters, and can be used to add a sense of urgency or scarcity to the ad.
What do structured snippets look like?
Structured Snippets are typically made up of a header and a list of items.
The header is a brief phrase or sentence that describes the category or theme of the items in the list. For example, "Amenities" or "Menu" could be headers for a hotel or restaurant ad, respectively.
The list of items is a set of phrases or sentences that provide specific details about the features, services, or products offered by the advertiser. Each item in the list is usually a short phrase or sentence, and they are separated by a bullet point or other delimiter.
The structured snippet is usually placed at the bottom of the ad, and it's designed to be easy to scan and read.
Here is an example of a structured snippet extension for a hotel ad:
Header: Amenities
- Indoor pool
- Fitness center
- On-site restaurant
- Free Wi-Fi
- Room service
In this example, the header is "Amenities" and the list of items includes an indoor pool, fitness center, on-site restaurant, free Wi-Fi, and room service.
It's worth noting that Google has set some guidelines for the usage of structured snippets, such as the header and items should be specific, relevant, and accurate; also, the header should be less than 25 characters and each item less than 35 characters.
Why would I use Structured Snippets?
There are several reasons why you might use Structured Snippets for your text ads:
- Increased visibility: Structured Snippets allow you to add more information to your text ads, making them more informative and engaging. This can help to increase the visibility of your ads and make them stand out from the competition.
- Highlighting specific features: Structured Snippets allow you to highlight specific features, services, or products offered by your business. This can help users quickly determine if your business offers what they are looking for.
- Increased click-through rates: By providing more information in your text ads, Structured Snippets can help to increase click-through rates (CTR) by providing users with more reasons to click on your ad.
- Targeting specific audiences: Structured Snippets can be used to target specific audiences by highlighting the features, services, or products that are most relevant to them.
- Cost-effective: Structured Snippets are an ad extension, which means that they are added to your existing text ads and don't require you to create separate ads. This can be cost-effective as you can add more information to your existing ads instead of creating new ones.
- Better ad relevance: Structured snippets can help to increase the relevance of your ad to the users by providing them with more specific and detailed information about your product or service.
When should I use Structured Snippet Extensions?
You should use Structured Snippet Extensions when:
- You want to highlight specific features, services or products offered by your business: Structured Snippet Extensions allow you to add a predefined list of items to your text ads, which can be used to highlight the specific features, services or products offered by your business.
- You want to provide more information in a limited space: Text ads have limited space, and you may not be able to fit all the information you want to provide in the ad. Structured Snippet Extensions allow you to add more information to your text ads without taking up more space.
- You want to increase the visibility and click-through rate of your ads: By providing more information in your text ads, Structured Snippet Extensions can help to increase the visibility and click-through rate of your ads.
- You want to target specific audiences: Structured Snippet Extensions can be used to target specific audiences by highlighting the features, services or products that are most relevant to them.
- You want to make your ads stand out from the competition: Structured Snippet Extensions can be used to make your text ads more informative and engaging, which can help them to stand out from the competition.
- You want to increase the relevance of your ad: Structured Snippet Extensions can help to increase the relevance of your ad by providing users with more specific and detailed information about your product or service.
When should I not use structured snippets in my ads?
There are a few situations in which you should not use structured snippets in your ads:
- If the information you want to provide is not relevant to your ad or business: Structured Snippets should only be used to provide information that is relevant to your ad and business. If the information you want to provide is not relevant, it can confuse users and negatively impact your ad's performance.
- If the information is already included in the ad: If the information you want to provide in the structured snippet is already included in your ad, it is redundant and unnecessary.
- If you don't have enough information to fill the structured snippet: Structured Snippets should only be used when you have enough relevant information to fill it. If you don't have enough information, it can make your ad look incomplete or unprofessional.
- If the structured snippet could be misleading: Misleading or false information in a structured snippet could lead to poor user experience and can also lead to being disapproved by Google.
- If it's not compliant with Google's policies: Google has set guidelines for the usage of structured snippets, such as the header and items should be specific, relevant, and accurate, also the header should be less than 25 characters and each item less than 35 characters. Violating these policies could result in your ad being disapproved.
- If you are using Dynamic Structured Snippets: Dynamic Structured Snippets generate a list of items based on the content of the advertiser's website, so you don't have to create a list of items.
4 Interesting Structured Snippet Extension Examples
Here are four examples of interesting structured snippet extensions in Google ads:
- A real estate agent could use a structured snippet with the header "Property Types" and list items such as "Homes", "Condos", "Townhomes" and "Commercial Properties" to highlight the types of properties they specialize in.
- An e-commerce store that sells clothing could use a structured snippet with the header "Sizes Available" and list items such as "XS", "S", "M", "L", "XL", "XXL" to highlight the sizes of clothing they have in stock.
- A travel agency could use a structured snippet with the header "Destinations" and list items such as "Europe", "Asia", "North America", "South America" to highlight the destinations they offer travel packages to.
- A car dealership could use a structured snippet with the header "Brands" and list items such as "Ford", "Chevrolet", "Toyota", "Honda" to highlight the car brands they sell.
These examples show how structured snippets can be used to provide specific, relevant, and interesting information to users that can help them to understand your business and products better and increase the chances of them clicking on your ad.
Remember that if you use structured snippets, you have to follow the guidelines set by Google for the usage of structured snippets, such as the header and items should be specific, relevant, and accurate; also, the header should be less than 25 characters and each item less than 35 characters.
How to Add Structured Snippet Extensions in Google Ads?
Here are the steps to add structured snippet extensions in Google Ads:
- Log in to your Google Ads account.
- Select the campaign or ad group where you want to add the structured snippet extension.
- Click on the "Ads & extensions" tab.
- Click on the plus button and select "Structured snippet extension" from the drop-down menu.
- In the "Header" field, enter the name of the category or theme that the items in the list will relate to. For example, "Amenities" or "Menu"
- In the "Values" field, enter the items that you want to include in the list. Each item should be on a new line.
- Click "Save" to add the structured snippet extension to your ad.
- Review your structured snippet extension and make sure that it follows the guidelines set by Google for the usage of structured snippets, such as the header and items should be specific, relevant, and accurate, also the header should be less than 25 characters and each item less than 35 characters.
- Once you have added the structured snippet extension, you can monitor its performance by viewing the metrics such as clicks and impressions in the "Ads & extensions" tab.
It's worth noting that you can also add structured snippets to your account at the account level, so you can use it across multiple campaigns and ad groups. Also, you can add multiple structured snippets to a single ad group or campaign, but make sure to be specific and relevant to the ad.
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