Now, you can use Google’s structured snippets extension to highlight certain features of your products and services.
This extension was implemented in August 2015 and its aim was to give customers a better idea of the content on your website, before they click on your ad.
And it doesn’t matter if you want to list the best pieces of your glassware or eminent shoe brands, these dynamic snippets make your ads more relevant and cooperative, as well as supporting your campaign management and saving your time.
But how do they work?
Well, these extensions are found under text ads as a “header and attribute list”.
When they appear with your ad, they can display up to 2 headlines on one computer at a time. As against this, ads on tablets and mobiles show only one headline.
Google AdWords would automatically decide the best header or combination of headers to display.
But the main question that arises here is: What’s the difference between structured snippets and featured texts?
Well, if you obey Google’s words, callouts are used to highlight the elements that make your products and services unique, while structured snippets highlight only a specific attribute of the services or products that you offer.
Also, you should know that you can use both together, but with caution not to duplicate the highlighted content.
Benefits of structured snippets:
Structured snippets have a character limit of 25. And these have certain benefits, such as:
Helping customers find your best products and services instantly
Improving your ROI
Helping you personalize your ads based on date and time, etc.
How to receive the best benefits:
With these marketing elements, you can follow the following best practices to create or optimize your content:
Offer at least 4 values per heading
Shorter snippets, to be easier for mobile device users
Provide more than a single set of header values, increasing the chances that your ad will show.
· Choose the correct format. For example, in these, you can highlight an entire group of your products and / or services.
But again, when using structured snippets, there are some necessary requirements that you need to follow.
So for all those who were working to keep their Google ads and get results from them, structured snippets could be a really healthy look for you. Just follow Google’s guidelines and you can get the healthiest returns on your ad bucks.