Google AdWords has just rolled out a new ad extension that really gives advertisers more control of what key features they wanted highlighted in their text ads. Add these ‘structured snippets’ to list certain details in the order you want.

You may be wondering: What’s the difference between the callout and structured snippet ad extensions? Google says you should use the callout extensions to “highlight what makes your business/products/services unique” while the structured snippet ad extension should be used to “highlight a specific aspect of the product or service you offer”. The difference between the two extensions may be seem a little fuzzy so I’ve provided some examples below to show how you can leverage both sets of ad extensions.

Callout ad extension:

Structured snippet ad extension:

So how can you use the structured snippet ad extension in higher education? Do you have an MBA program with different concentrations? Use the structured snippets to list the different concentrations so the user is informed about their options.

Let’s say you offer a variety of digital marketing courses and are targeting keywords related to “digital marketing courses”. Use the structured snippets to list to different types of courses that you offer.

Similar to implementing other ad extension features for your search campaigns, the more features you add, the more your ad will stand out. Ad extensions can help improve click through rate and overall campaign performance.

Here are some additional details to make note of: The structured snippets ad extension do have a character limit of 25 character per list item and the amount of the amount of snippets shown will be dependent on character length as well as screen size.

Are you going to try out AdWords structure snippets ad extension?

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