![]() ![]() ![]() 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. This will only help boost your real estate on the page as well as your ad rank and Quality Score. ![]() Of course! Always add as many ad extensions as you can. Should You Add Structured Snippets to Your Account? 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. You might not be able to showcase what you were hoping to if you can’t get it to theme up with the header. The only downside to this extension is its limitations due to the headers. But wait, there’s more! The Structured Snippets can also be added on an account level. On top of all these wins, this ad extension will still show alongside any other extensions that you have live on your ad. 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. 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. Advantages and Disadvantages of Structured SnippetsĪs 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. Unfortunately, if none of these headers apply to your industry, you won’t get much use out of this ad extension. 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. 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.Īfter 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. 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. These headers have a clear bias that favors industries with the highest average costs per click. Caveat Emptor: Bias in the Structured Snippet HeadersĪs mentioned above, you’re limited to the below choices when selecting a Header: So this extension can be used to communicate both offerings and benefits. 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. ![]()
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