What Are Structured Snippet Extensions?

Adsbot Growth Team
what are structured snippet extensions

Are you looking for ways to optimize your Google Ads? Do you want to make sure that your ads stand out from the competition? If so, then learning about structured snippet extensions is a must. Structured snippet extensions are a great way to add additional information in your ad, and this blog post will show you all you need to know about using them.


What are Structured Snippet Extensions?

Structured snippet extensions are best described as an ad extension that can be added to your search ads on Google and Bing. They allow you to add extra information about your products and services to your ads in order to give potential customers more context about a specific aspect of your business. Structured snippets are made up of a header, such as categories, products, brands, and services, as well as up to 10 values. For example, if you are advertising for BlueWinston, you might create a structured snippet with the header “Brands” and the values “Adidas”, “Nike”, “Puma”. This will help potential customers quickly understand the brands that BlueWinston offers.


How Structured Snippet Extensions Work

Structured snippet extensions allow advertisers to highlight additional relevant details about their products or services. They are customizable and let you select a header, such as categories, products, brands, etc., that are relevant to what you are advertising. Once you have made your selection, the snippet will then be added to your ad and will appear in the search engine results pages (SERPs). The goal of these extensions is to provide potential customers with more context on a specific aspect of your products and services. Consequently, they can make an informed decision before clicking on the ad.


Benefits of Structured Snippet Extensions

The benefits of structured snippet extensions are multiple. Structured snippets are an effective way to get more visibility and clicks by providing extra information about your business. They increase your clickthrough rate (CTR) and give your ad an extra boost in Quality Score; while allowing you to add more context to your ads. Additionally, they are customizable and can highlight specific aspects of your business that are relevant to the advertisement.


What is the Goal of the Structured Snippet Extension?

The goal of structured snippet extensions is to attract more customers by providing supplemental information about your products and services before they click on the ad. Providing additional context to ads helps to improve Quality Score, as well as increase ad space. Which allows your products and services to be more easily found by forthcoming customers. Structured Snippet Extensions also support your competitive strategy; increased ad space also makes your competitor go one line below!


How to Create Structured Snippet Extensions in Google Ads?

When you have decided on the header and values, it’s time to create your structured snippet extensions in Google Ads. Create structured snippet extension steps that are easy to follow and all listed for you. Arranging structured snippets within Google Ads is straightforward – simply go to the account level and select ‘Ad Extensions’ and then ‘Structured Snippets.’ Once there, enter your chosen header (e.g., categories, products, brands) and then enter up to 10 values that are relevant to what you are advertising. You can also link these to a specific landing page if you have a specific landing page that is targeting parallel with the ad copy. Once you have entered all the details, hit save, and your structured snippet extension will be live – it’s that easy!


Structured Snippet Extension Examples

Structured snippet extension examples for extras can include WiFi, Swimming Pool, Gym, and more. Google Ads also offers structured snippet extensions for Courses, Destinations, Featured Hotels, and more. To create your structured snippet extensions in Google Ads, simply enter a header and list two to ten corresponding values. For example, you could have a header such as “Brands” and values such as “Toyota, Honda, Ford, VW”. When used correctly, structured snippet extensions can be an influential tool that provides customers with valuable information about your business or service. 


What are the Limits of Structured Snippet Extensions?

The limits of structured snippet extensions are that they have a maximum of 20 per campaign or ad group, with each “Value” having a 25-character limit and each “Header” being limited to 12 characters. Do not forget you need to add at least four snippet texts under each “Header” for the extension to be eligible for showing in search results.


What is the difference between structured snippets and callout extensions?


Structured snippets and callout extensions are both ad extensions available in Google Ads that provide additional information about your business or product to users. However, there are some key differences between structured snippets and callout extensions:

  1. Purpose: Structured snippets are used to provide specific information about your products or services, such as the types of cuisine served in a restaurant or the services offered by a business. Callout extensions, on the other hand, are used to highlight unique selling points or benefits of your products or services.
  2. Format: Structured snippets are pre-defined categories, such as “types of cuisine,” “amenities,” or “brands.” Callout extensions, on the other hand, are custom text descriptions, up to 25 characters each, that you can use to highlight specific benefits of your products or services.
  3. Display: Structured snippets are displayed as a list of items below the main ad. Callout extensions are displayed as additional lines of text below the main ad.


Optimizing Your Structured Snippet Extensions

After you have created and implemented your structured snippet extensions, it is important to optimize them for maximum performance. This includes ensuring the content of your extensions is accurate and relevant, as well as ensuring that the extensions are placed in the most effective positions. Besides, you should consider running tests to evaluate the performance of different structured snippet extensions and adjust your strategy according to the test performance. To get the most out of your structured snippet extensions, make sure you are regularly monitoring and optimizing their execution.

When Should You Use Structured Snippet Extensions?

When using structured snippet extensions, always evaluate the needs of your audience and what information would be most valuable for them. For a sample, if you have a range of products or services, you can use structured snippet extensions to list the categories or features to provide more context for potential customers. Moreover, if you want to target users based on location, you can add structured snippet extensions to highlight local availability. This will allow you to interact better and connect with potential customers and give them more information about your business while you are attracting them to convert into conversions.

Common Mistakes to Avoid With Structured Snippet Extensions

Avoid common mistakes with structured snippet extensions with these tips. A common mistake is to use generic headers or list items that don’t convey what is being offered – this is misleading information and will end with a decrease in the number of conversions. Make sure the header of your structured snippet is specific and allows visitors to understand what you are offering and that the items listed are clear. Further, it’s important to remember that structured snippets are similar to existing callout extensions, but they serve a different purpose. Structured snippets should be used to highlight unique and specific aspects of what you have to offer that differentiate you from competitors.


Best Practices for Structured Snippet Extensions

Best practices for structured snippet extensions include taking advantage of the 10-value limit as much as possible, using well-written and informative snippets suitable to your product or service, and of course, using descriptive and actionable words. Also, it is important to ensure that your snippet headers are consistent across all ad groups and campaigns, which will help make them more recognizable to potential customers. Finally, it is important to review your structured snippets regularly and adjust them accordingly to ensure they are always relevant and effective for your campaigns.


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