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As shown below: structured snippets 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 IT Numbers 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. an HR platform: structured snippets example 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.
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發表於 2024-3-14 13:45:36