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Highlight Product Aspects with Structured Snippet Extensions from AdWords

Posted on 8.31.2015

Google just introduced a feature that will enable advertisers to provide structured information that can be shown with text ads.

Google actually introduced dynamic structured snippets earlier in the year (2015), an automated extension that gave users information about the content on a website before clicking the advertisement. Now, Google is enabling advertisers to customize the information that shows in the format.

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Advertisers are now able to select a predefined "header" and input a list of customized values. Advertisers of hotel brands, for example, could create a structured snippet for "Amenities" and order them as they see fit.

Google emphasized in its official post on the development that structured snippets are different from the callout extensions and should be treated as such as they have distinct benefits. Callouts, for example, should be used to emphasize what makes a business, product or service unique, whereas structured snippets are best used to highlight a specific aspect of those products or services.

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