Understanding Dynamic Structured Snippets in Your AdWords Ads

By January 7, 2016Adwords
Dynamic Structured Snippets

Dynamic Structured Snippets Display Additional Details About Your Website with Your Ads

Over the past 12 months, Google has released a range of extensions designed to give business owners more power and flexibility with their AdWords ads, at no additional cost, including the Dynamic Structured Snippets extension. However, in our experience, a majority of retailers aren’t taking advantage of these newer features.

Dynamic Structured Snippets automatically display additional details about your website with your ads, which will help online shoppers learn more about your business at first glance. This additional information is featured beneath your ad text, and helps your potential customers decide whether your site contains relevant, and helpful information that they’re interested in.

You Don’t Have To Do Anything To Make Dynamic Structured Snippets Appear

Google can automatically include this extension in your ad whenever that ad is eligible and your landing page has a matching category for a search. These snippets are eligible to show on ads found on Google.com for “Search Network with Display Select” or “Search Network only” campaign types.

You also have the right to opt out (and back in) of this feature at any time.

How Your Ads Can Be Benefited By Dynamic Structured Snippets

Dynamic structured snippets can benefit your ad campaigns in two specific ways:

  1. Your potential customers can learn more about you, your products, and services without you’re having to change a single thing on your end. Google will analyze your site and do all the heavy lifting on their end.
  2. Enjoy a higher ROI. When this additional information appears, your ads’ relevance and clickthrough rates will increase because your ad will be focused on attracting clicks from highly motivated visitors.

If This Is Automatic, Why Aren’t My Dynamic Structured Snippets Displaying In My Ads?

It’s not a guarantee that your ads will show these automated extensions all the time. Google takes into consideration a variety of factors when determining whether an automated extension will appear (as well as the appearance of other extensions in your ads).

If, for example, another extension showing with your ads performs better than a structured snippet, Google will likely have those extensions appear in place of the snippets (and rightfully so!).

However, one way to increase the likelihood of dynamic structured snippets appearing in your ads is to make sure your website’s landing pages are optimized and customized specifically for the ads your displaying.

If you do have dynamic structured snippets appearing in some of your ads, you can access some performance data from the Ad extensions tab (choose Automated extensions report from the “View” drop-down menu). But your eligible ads will also show performance metrics through your existing search ad performance reports.

Are you taking advantage of all of the extensions Google has offered up over the course of 2015? If not, you’re missing out on a golden opportunity to maximize the impact of your AdWords ads in 2016.

OperationROI can help. Contact us today by calling us at 1-888-277-5429 or by filling out our contact form to learn more about how we can help you maximize your AdWords ROI with Google’s free extensions, including dynamic structured snippets.

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