www.wordstream.com Open in urlscan Pro
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Home — Blog — Google Rolling Out New Structured Snippets Ad Extension


GOOGLE ROLLING OUT NEW STRUCTURED SNIPPETS AD EXTENSION

Author: Cleo Hage
Last Updated: December 4, 2022 | Paid Search Marketing

--------------------------------------------------------------------------------

Google is once again increasing real estate for advertisers on the SERP: They’ve
officially released a new ad extension called Structured Snippets, which was
recently in Beta and has now started to show up in the Google Ads UI.
(Previously, Google had released Dynamic Structured Snippets, which were
automatically added to your ad based on your site’s content categories, but this
version gives users more control since you can choose and edit the text in the
extension.) It appears to be a slow roll out, which is typical with these types
of releases, so you might not find the new extension available in your account
just yet.




WHAT ARE STRUCTURED SNIPPETS?

The Structured Snippets extension will show under your ad copy and above any
sitelinks, as shown below:



Here’s what you need to know about the new extension:

 * These extensions are similar to Callout extensions in the sense that they are
   not clickable; they just provide a little more information for the searcher.
 * There is a limiting factor involved, in that you have to set a “Header” for
   your extension, chosen from a predetermined list of 12 categories.
 * You are then allowed to add up to 10 “Values” that fall under the header,
   with 4 as the recommended minimum. Each value has a character limit of 25.
 * The same policy requirements that apply for sitelinks and callout extensions
   apply here but with one additional factor. Your values must fall in line with
   the theme of your header.

In the finished ad, your predetermined header that you selected will appear
followed by a colon and your values. This is why it is important that your
values are relevant to your header.

Here’s another example, from our client Namely, an HR platform:



As you can see they’re using the “Services” header to share extra information
about what they offer, such as a dedicated account manager and 24/7 support. So
this extension can be used to communicate both offerings and benefits.


CAVEAT EMPTOR: BIAS IN THE STRUCTURED SNIPPET HEADERS

As mentioned above, you’re limited to the below choices when selecting a Header:

 * Amenities
 * Brands
 * Courses
 * Degree programs
 * Destinations
 * Featured hotels
 * Insurance coverage
 * Neighborhoods
 * Service catalog
 * Shows
 * Styles
 * Types

These headers have a clear bias that favors industries with the highest average
costs per click. Take “Insurance coverage” – insurance keywords are among the
most expensive in Google Ads (formerly known as Google AdWords) and can run up
to $55 for just one click. After that, 4 out of the 12 headers are catered to
travel and accommodations, something that we see Google pushing in other ad
formats such as Google Flights, the equivalent of shopping ads but for flights,
and feeds that will dynamically serve Hotel & Rental listings.

After this, 2 out of the 12 Headers go to the Education market – no surprise
there since education is another of the top 10 most expensive paid search
industries. There is also a big win here for the retail folks, who can give more
detail on the brands they sell or the different styles of their products without
having to take away precious ad text space.



Unfortunately, if none of these headers apply to your industry, you won’t get
much use out of this ad extension.


ADVANTAGES AND DISADVANTAGES OF STRUCTURED SNIPPETS

As with any ad extension, the advantages of Structured Snippets are an increase
in your ad space and a bump in Quality Score by boosting your ad relevancy and
click-through rate. This extension gives you a great opportunity to highlight
important aspects of your product or service that you either couldn’t fit in
your ad text or just want to emphasize again. Due to the theme system of the
extension you are able to give your audience a further glance into what it is
that you are providing to create even more enticement. On top of all these wins,
this ad extension will still show alongside any other extensions that you have
live on your ad. But wait, there’s more! The Structured Snippets can also be
added on an account level.

The only downside to this extension is its limitations due to the headers. You
might not be able to showcase what you were hoping to if you can’t get it to
theme up with the header. If you can’t find a header that lines up with your
product or service at all, you either have to get really creative or cross your
fingers that Google releases more header options in the future.


SHOULD YOU ADD STRUCTURED SNIPPETS TO YOUR ACCOUNT?

Of course! Always add as many ad extensions as you can. This will only help
boost your real estate on the page as well as your ad rank and Quality Score.
Remember when Google changed their Ad Rank formula to include ad extensions in
2013? This is because the expected benefit in terms of CTR for ads with
extensions is so clear. The only reason you wouldn’t add this extension is if
you couldn’t find a header that falls in line with your account.



Learn more about how to use the new structured snippets extension in Google’s
support documentation.


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MEET THE AUTHOR


CLEO HAGE



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