Structured Snippets 101

 In Local SEO
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Adwords Structured Snippets 2

Structured snippets are an ad extension provided by Google Ads for your advertisement campaigns online. This extension lets you fit in additional information about your product or service below your main ad. ‘Additional information’ can mean adding specifications to a non-specific or broad product offering. Read on for further examples, benefits and usage details.

Increased Visibility Chances

For maximum visibility and conversions, it is always advisable to use as many extensions as you can. As such, this extension is useful as it increases your chances of visibility.

Customization and Higher Reach

The recent update in structured snippets gives you more control as the snippets can now be customized by you rather than being auto-generated. As you can guess, this is a welcome change. Customizing the ad would not only let you add all the relevant details that you see fit, but it would also let you edit them later on! This makes sure your customer knows as much as possible about the features of your product or service. It also maximizes the potential to reach the right audience.

Quick Approval Process

Since it is a customized tool, it does need to go through an approval process before it can go live. The good news is, the approval only takes about a day! This is quite promising as a fast process is very important in advertising, especially if you want to beat your competitors.

Differentiation

Another benefit of structured snippets is differentiation from your competitors as this feature helps you stand out more. This competitive edge is gained through the additional information that you provide. This can include the specific kinds of product ranges, variants, or the type of services you offer, and highlighting their uniqueness.

Structure

There are four main parts to snippets:
1. Header
2. Values
3. Device Preference
4. Scheduling

Adwords Structured Snippets Ad Extension

Header

This is your snippet’s main category. This is further classified into subcategories that accurately classify your ad on the basis of the product or service you are offering.
The 12 subcategories that your product/service may fall under are as follows:

  • Amenities
  • Brands
  • Courses
  • Degree Programs
  • Destinations
  • Featured Hotels
  • Insurance Coverage
  • Neighborhoods
  • Service Catalog
  • Shows
  • Styles
  • Types

As you may notice, some of these categories are rather specific like “featured hotels,” “insurance coverage,” “degree programs,” and “neighborhoods”. That’s because these industries (hospitality, insurance, education, dealing with property etc.) have historically proven to be very profitable for Google Ads. As such, they have decided to facilitate them.
You may be at a disadvantage if your product does not fit snugly into the limited options that you see here (for now). However, you may still benefit from some of the broader categories like “brands,” “types,” and “service catalogue”. These can be explained as follows:

  • ‘Brands’ refers to various brands that your products belong to. For example, if you are advertising a car showroom, the brands you mention could be Toyota, Mitsubishi, Volkswagen etc.
  • ‘Styles’ refers to the different styles of clothing or accessories you offer. For example: if you sell hats, the styles you offer could be fedoras, bowler hats, cowboy hats or even graduation hats – you get the idea.
  • ‘Types’ lets you list other product lines or services you offer besides the ones that the main ad talks about.
  • ‘Service Catalogue’ – A valuable tip for using this feature is to not only use it to list the services that you offer, but also consider using it alongside your product offering. For example: talk about 24 hour customer support or any other offer you have that you think might be relevant and attractive to the customer. As such, this can be used for both product and service businesses.

Values

These are further specifications like product features or services. These correspond to your ad’s header. It is a custom copy so you can add the description that you want. Google recommends at least 3 and sets the maximum limit to 10. That catch is that each value can only have up to 25 characters so you have to be clever and concise when making this list.

Device Preference

This feature lets you optimize your ad for the mobile phone users. You will have to design a layout that supports the mobile software for the customers who are out and about. For example, a clickable link text that would lead them to your app. If you select this option, your ad may still appear on desktop version as well.
For example, if your products cater to the Swedish market, it would help to make the ad mobile-optimized because the busy Swedes mostly shop on the go through their phones.

Scheduling

This determines the starting and ending dates of your snippets and within that the timings and the specific days of the week your ad would run. Though the obvious option would seem to be running it 24/7, the customizable timings are actually quite useful when aligned with your ad campaign. Suppose you are only having a limited time sale. This would be the perfect tool to advertise your sale during that specific time period only.

This was all about Google Ad’s new ad extension – structured snippets. The new update lets you customize the snippets which gives you an edge over your competitors and helps you reach your audience better. Though the extension may have its cons, as new tools usually do, it is still worth a try as the benefits far outweigh the costs.

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