When you run a Google ad campaign, you aim to get space to give the audience a better idea of your product or services.
Secondly, you want to be ahead of your industry rivals. Structured snippets, a kind of Google ad extension, are useful for fulfilling this goal.
By using Google snippets, you can use ads in the best way and capture the audience more effectively.
In this blog, we will help you learn everything you should know about snippets. We will also look at the structured snippet examples to give you a better idea.
So, let’s get straight to the point.
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What Do Structured Snippets Look Like?
Although structured snippets make up just one line of material in a text advertisement, they are actually composed of several separate elements.
The two main ones are the header and values.
The components of structured Google snippets are as follows:
Header: The header is the kind of snippet that most accurately describes a service, product, category, or feature that your company provides.
Values: Personalised text that lets you enumerate three or more characteristics, offerings, or goods associated with your header. There are only 25 characters allowed per item.
Device: You can choose mobile as your preferred option. Selecting “Mobile” will show that your extension or ad is mobile-friendly.
Option to Schedule: The days of the week and hours of the day your extension can run with your ad are determined by scheduling.
Advantages of Structured Google Snippets
By using structured Google snippets, you can have the following benefits:
Enhanced Visibility: Structured snippet extensions provide opportunities to highlight more details about your company. It makes you stand out from the competition and increases your online presence.
Increased Relevance: Your ad becomes more pertinent to your target audience since structured snippet extensions draw attention to its key features and benefits. Your target market will click on your ads more frequently if you do this.
Improved Ad Performance: You can highlight more details about your product or service offering using structured snippet extensions. As a result, your campaign will perform considerably better, and your bounce and clickthrough rates will decrease.
Better User Experience & Engagement: Structured snippet extensions provide concise summaries of your product (or service) offering. In this manner, the advantages of your goods become clear to your audience. In turn, your user experience and engagement are enhanced.
Higher Conversion Rates: Your audience is more likely to buy your products because they have access to important information about them. A higher number of purchases corresponds to a higher conversion rate for your business.
How Can Google Ads Include Structured Snippet Extensions?
Let’s now examine the process of generating structured snippet extensions within Google Ads.
To add a structured snippet extension, first navigate to Extensions from the Ads & extensions menu on the left, click the + icon, and choose to add it.
The level (account, campaign, or ad group) to which you wish to add the extension must be selected first when you are on the setup page.
After that, you can select a header type and a language. Over 40 languages and 13 different header types are currently supported by Google AdWords for structured snippet extensions.
Entering values for the header comes next after selecting a type and a language.
Google recommends including a minimum of 4 values per header and a maximum of 10 values per header. In the event that you add more than what is shown, Google will switch between the most useful values.
Extensions have an advanced options section where you may schedule the extension and restrict its visibility to a specific time period.
Generating numerous structured snippet extensions is a good practice. On desktop, Google will display a maximum of two structured Google snippets; on mobile and tablet devices, Google will display a maximum of one. It will check the most effective one if it just displays one.
Composing the Best Google Snippets
Below are some tips for creating eye-catching Google snippets:
1. Cut Out the Extra Details
Structured Google snippets are designed to be brief and to the point.
Assume that you have selected the Locations header. There is no need, and no space, to get that specific, even if your business operates in a million places.
Simply enumerate the most impactful qualities, and let your advertisement content take care of the rest. To know how that works, you can check out the common structured snippet examples on the Internet.
Also, if you are not sure about where to start, here is a blog on Google Ads Template: 9 Tips to Create Persuasive Ads.
2. Remember the Guidelines Carefully
You can have a structured snippet that may get disapproved by Google. There are several reasons why this occurs, so be sure you are aware of all the rules and that you are adhering to them strictly.
For instance, your header and values must line up; otherwise, Google won’t allow you to select Amenities and then begin talking about your product’s characteristics.
Similar snippet extensions from Microsoft are also subject to guidelines, such as ensuring that the snippet doesn’t reiterate the content of the ad.
Furthermore, it is imperative to adhere to all the guidelines relevant to any other aspect of content marketing.
You won’t get far with false, inaccurate, or unsuitable information, promises, or guarantees that violate industry compliance regulations. Therefore, it’s better to avoid such practices.
3. Don’t Use Redundant Characters
Superfluous punctuation and symbols can divert, perplex, or annoy a prospective client.
To increase the impact of your structured snippets, abide by Google’s guidelines and avoid these characters.
In the most common structured snippet examples, too, you will notice how marketers use fewer characters and still make the most impact.
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4. Envision the Result
Recall that a desktop computer will only display two headers and that a mobile ad can only have one.
This implies that you must make sure each structured snippet you provide has a significant impact.
Instead of listing every piece of data only tangentially related to your company and products, concentrate on headings and values that will grab the attention.
This way, you may get the chance to persuade the potential audience to click.
5. Activate Structured Dynamic Snippets
Dynamic structured snippets are no different from other extensions in that you must turn them on in order to benefit from automatic extensions. Enabling these automatically-generated snippets makes sense for the following reasons:
Since they’re free, your ads receive more material without requiring more resources or time.
These are compatible with your manually created Google snippets.
If you don’t like specific auto Google snippets, you can stop or uninstall them.
6. Change Up Your Method
Since Google selects which of your snippets to show, it is logical to include as many options as possible.
You may experiment with different strategies and monitor the outcomes to find out what works, what looks good, and how you can improve.
If you are worried that experimenting may cost you a fortune, read our blog on “How Much Do Google Ads Cost In 2023?” to get an idea.
7. Recognize Your Limitations
Not all text ads will include structured Google snippets; when they do, they won’t be clickable.
That means there won’t be any opportunity for numerous links within one ad.
Furthermore, the algorithm may favour alternative options and ignore a certain header and value combination if it determines that combination is ineffective.
Are you perplexed after reading this much information? Relax! Our blog, “Google Ads Management: A Guide to Managing Google Ads,” has you covered.
Structured Snippet Examples
The first one from the structured snippet examples is a unique one.
1. Structured Snippet Lookalike
As you can see, there is no header in this ad. So, the cleaning services smartly used textual information that appears like structured Google snippets.
They may have done it without using any extension, yet it deserves to be on the list of structured snippet examples.
That is because it shows that you can be creative and use all the available space in the ad to highlight the services.
2. Insurance Coverage
This is one of the great structured snippet examples that shows how one can be brief and informative at the same time.
You can see that the headline is Insurance Coverage and Plans. The values in the snippet are Short Term Medical, Dental, Vision & More. Because of the length restriction of the text added, some of the values are cut off.
However, the information in this one from the structured Google snippet examples is enough for the audience to understand the company’s offerings.
3. Destinations
This ad is for booking a train journey through Canadian Train Vacations. The company uses the Destinations header to highlight the places the trip offers.
In this header, you can fill in the following options:
- Tourist Attractions
- Continents
- Countries
- States
- Cities
These structured snippets examples help customers locate their destinations. So it is easier for the clients to understand their itineraries.
4. Type
You can display variations within a product category using the Types header. The structured snippet examples like those above are a nice option because they are universal. The brand Ralph Lauren utilizes this header to list the types of homeware they provide to the audience.
If someone plans to use these types of structured snippet examples, they can use the attractive categories they have in the store.
Once the user clicks on the link, they view all the types of products the brand has to offer.
5. Amenities
For club and hotel websites, adding amenities as snippets makes the most sense.
One of the structured snippets examples showcased the special amenities that the guests can enjoy.
For the guests looking for convenience and comfort, this header exhibits the excess basic necessities of the individuals. Workout facilities, pool, and Internet are all things that you can add to this header.
6. Models
Additionally, you can display the real product models that you stock in your business.
When searching the Internet for cars, laptops, watches, etc., you will see such structured snippet examples.
Although in this structured Google snippet, the brand Rolex has written a lot.
Because of that, the header that mentions the model of the watches is hidden.
With this ad extension, some stores are a little more inventive. Similar to this one, which includes a list of accessories like batteries and replaceable batteries.
FAQs
Are there any recommended methods for applying structured snippets?
Choosing pertinent headers, effectively portraying your company, and routinely updating snippets to reflect changes in promotions or services are all examples of best practices for utilizing structured snippets.
Is it possible to use structured snippets with other ad extensions?
Yes, you may give a thorough description of your company and products by combining structured snippets with other ad extensions like callouts, site links, and call extensions.
Can I access structured snippets on every advertising platform?
Although Google Ads is the main platform for structured snippets, other advertising platforms may offer comparable functionality, each with its own implementation and criteria.
How can I assess a structured snippet’s effectiveness?
You can measure the success of structured snippets by monitoring metrics such as clickthrough rates, conversion rates, and overall ad performance before and after deploying them. Utilizing Google AdWords’ reporting tools can also reveal information about how viewers interact with your structured snippet-containing ads.
Summary
By using structured snippet examples, you have an excellent way of showcasing your service catalogue, courses, products, and other highlighted products.
To make the most of the Google snippets, you should try to match the audience’s intent.
For instance, by viewing the search queries for your ad group and query, you can use the Google snippets more effectively.
Many people make the mistake of not paying heed to the user intent. Hence, they end up adding more redundant content to the ads.
Consequently, it becomes impossible for such brands to seize a special spot in an industry.
If you are dealing with the same issue, The Dreams Agency can give you the best ads management services.