Google continues to build on its structured snippets feature in AdWords, which launched in August. Now, up to two lines of structured snippets can display in AdWords text ads.
In the example above, structured snippets are used to showcase both Styles of shutters and Services the advertiser offers. From the blog post:
Now if you select two predefined “Headers” and define two lists of customized values, they can both show with your ads at the same time — whether that’s a combination of styles and brands or destinations and featured hotels. For example, if you’re a retailer that offers window treatments, you might create one structured snippet for the most popular shutter styles and another for the services you offer.
Google adds that each structured snippet enters the ad auction separately, which means both may not show simultaneously. And, like all other AdWords extensions, the more structured snippets you include, “the better the auction is at selecting the best combination of extensions to help improve ad performance.”
The options of headers currently available are:
- Degree programs
- Featured hotels
- Insurance coverage
- Service catalog
In November, Google debuted a short-term set of headers specifically for Black Friday and Cyber Monday promotions.
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