GOOGLE ADS STRUCTURED SNIPPETS SOFTWARE

Our callouts are:įor this individual campaign, we’ll target “network management/monitoring” keywords. This company offers a network management solution for mid- to large-size businesses.

GOOGLE ADS STRUCTURED SNIPPETS SOFTWARE

Scenario 2: Software as a Service (SaaS) Provider As a side note, like sitelinks and callouts, not all structured snippets will be displayed at once. Again, we can go more granular, but we would have to weigh the time needed vs. Our ad copy speaks directly to “full frame sunglasses,” while we have relevant callouts, sitelinks and structured snippets. Here is what an example ad would look like for a search for “full frame sunglasses.” This image and two below are courtesy of Andrew Hogan’s ad extension preview tool.Īn example ad for “full frame sunglasses” Our structured snippets will also be set at the campaign level, where we’ll be using the “Brands” header: At the campaign level, our sitelinks can speak to gender and accessories (for now, we won’t use ad group level sitelinks): Our ad groups include:Īt the account level, we’re going to use the five features listed above as callouts. To begin, we’re going to create a sunglasses frame style campaign. For the purpose of this scenario, we’ll assume that the positive reviews are being utilized by these two extensions. However, the seller ratings and review extensions would cover these value-adds.

If this client had many positive reviews and received third-party recognition, we could use these features as callouts. This merchant sells sunglasses for both men and women. Now, let’s look at three scenarios of this structure in use. Sitelinks can only be set the at the campaign and ad group levels. Though not represented in the graphic below, callouts and structured snippets can be set at the account, campaign and ad group levels. Let’s look at a visual representation of how these three extensions can be structured, based upon my preferred layout. Using Sitelinks, Callouts And Structured Snippets In Harmony Used correctly, they can give advertisers the ability to create powerful ad copy. All of these extensions are similar, but slightly different. I mention sitelinks because of the dynamic they have in relation to callouts and structured snippets. Or “24/7 support” may have led to the customer service page. Advertisers still used sitelinks to showcase additional relevant pages, but they also used them to highlight the business.įor example, “free shipping” may now be a callout, but at one point it could have been a sitelink leading to the shipping page. They were the callout extension before this extension existed. There is one more wrinkle to this extension discussion - sitelinks. With structured snippets, advertisers can choose from 12 headers, thus allowing for more granular segmentation at the campaign and ad group levels. Since they tend to be higher-level facts about your business, account level is fine. I’ve mainly used callout extensions at the account level. Comparing callouts and structured snippets

Google ads structured snippets