Structured snippet extensions are a type of ad extension that allows you to showcase additional information about your business in your ads. This information is typically presented as a bulleted list, and can include things like your business hours, product categories, or services offered.
Use of Structured Snippet Extensions in PPC Campaigns
Structured snippet extensions can be used in both Google and Bing PPC campaigns. In Google Ads, they can be added at either the campaign or ad group level. In Bing Ads, they can only be added at the campaign level.
When creating a structured snippet extension in Google Ads, you will need to select a header, which is the title of the list that will be displayed in your ad. You will then need to create a list of items that will be displayed under that header. Each item in the list can have up to 25 characters.
In Bing Ads, you will need to create a list of up to 8 items, each with a maximum of 38 characters. You will also need to choose a title for your list, which can be up to 15 characters long.
Benefits of Using Structured Snippet Extensions
There are several benefits to using structured snippet extensions in your PPC campaigns:
- They can help you stand out from the competition. With so many businesses competing for attention online, anything you can do to make your ads more eye-catching and informative can give you an advantage.
- They can provide valuable information to potential customers. If someone is searching for a clothing store, for example, knowing you carry their favourite brand can be the deciding factor in whether they click on your ad.
- They can help you improve your quality score. Google uses quality score to determine how relevant and useful your ads are to users. The better your quality score, the lower your costs and the better your ad position. Including structured snippet extensions in your ads can help improve your quality score by giving Google more information about your business and what you offer.
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Drawbacks to Using Structured Snippet Extensions
There are a few potential drawbacks to using structured snippet extensions in your PPC campaigns:
- They can take up valuable real estate in your ads. Structured snippet extensions take up additional space in your ads, which means you may have less room for other important information.
- They can be difficult to set up. Creating structured snippet extensions requires careful planning and organisation. If you’re not careful, your extension could end up being confusing or inaccurate.
- They’re not available in all countries. Currently, structured snippet extensions are only available in the United States, United Kingdom, Canada, and Australia. If you’re targeting customers in other countries, you won’t be able to use this feature.
Tips for Creating Effective Structured Snippet Extensions
Some tips for creating effective structured snippet extensions include:
- Keep it simple. Don’t cram too much information into your extension. Stick to the essentials and make sure the information is easy to understand.
- Be accurate. Don’t exaggerate or misrepresent the information in your extension. Be truthful about what you’re offering and make sure your claims are backed up by evidence.
- Target your audience. Write your extension in a way that’s relevant to your target audience. Use the language they’re likely to use when searching for your product or service.
- Use keywords wisely. Choose your keywords carefully and include them in your extension in a way that makes sense. Don’t stuff your extension with too many keywords, or you risk making it difficult to read.
- Test, test, test. Always test your extensions before you launch them live. Try different versions and see which ones perform the best. Then, you can implement the winning version across your campaigns.
Should You Use Structured Snippet Extensions in Your PPC campaigns?
Whether you should use structured snippet extensions in your PPC campaigns depends on your goals and objectives. If you’re looking for a way to stand out from the competition and give potential customers more information about your business, then structured snippet extensions could be a good option for you. However, if you’re concerned about the potential drawbacks outlined above, consider other options. If you’re not sure whether structured snippet extensions are right for your business, contact a PPC agency or consultant to get their professional opinion.
Frequently Asked Questions
How many structured snippet extensions can you have?
Your ad can show up to two structured snippet extensions. The maximum number of structured snippets that can be associated with a single campaign or ad group is 20.
Are structured snippet extensions available on all devices?
Yes, structured snippet extensions are available on all devices.
Do structured snippet extensions cost anything?
No, structured snippet extensions don’t cost anything. You’ll only be charged when someone clicks on your ad.
Can I use the same header for multiple structured snippet extensions?
Yes, you can use the same header for multiple structured snippet extensions. For example, if you’re running a clothing store, you might choose “Brands” as your header and then list some of the brands you carry in your store.
Can you use multiple headers in structured snippet extensions?
No, you can only use one header per extension. However, you can create multiple extensions with different headers to target different keywords.
What are structured snippets vs callout extensions?
Structured snippets are similar to callout extensions, but there are a few key differences. Structured snippets allow you to specify the header and provide a list of items under that header. Callout extensions don’t have headers and only allow you to provide a list of up to four items.
What is a snippet in SEM?
A snippet is a piece of information that appears on search engine results pages (SERPs). It typically includes the title of the page, a brief description, and the URL. Snippets are designed to give users a glimpse of what they can expect to find on a website before they click on the result.
What content can be used for structured snippet extension?
The content for structured snippet extension must be factual, relevant to the query, and updated regularly. The content can’t be promotional or include calls to action. In addition, the header must be relevant to the items on the list.