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Google AdWords Introducing New Dynamic Structured Snippets

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googleadwordsheaderGoogle has added a new extension into the mix with the introduction of dynamic structured snippets, an automated snippet adding additional useful information into an ad based on data from the landing page’s website.

Currently, AdWords will show the snippet for retail, hotel and flight searches. They do plan to add additional verticals year this year.

These new snippets are automated. So advertisers can’t pick and choose what they like to display, but Google generally shows them on the field it improves the quality of the ad and increases its performance.

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Google is pulling this snippet of information from the landing page website, and advertisers do not need to add any additional code to their sites in order to display these new snippets. They are eligible to be shown on Google.com for “Search Network with Display Select” or “Search Network only” campaigns.

Advertisers can choose to disable these new dynamic structured snippets within their account, if they don’t want these snippets displaying. However, advertiser should remember that automated snippets are a part of Ad Rank. Advertisers wanting to disable them can fill out this form.

These new snippets are automated but it also means that all advertisers will see the displayed on their ads. Google does not want these impacting other at extensions running on the same at, so if one of your other at extensions performs better than how dynamic structured snippets would, Google will show that better performing snippet instead.

There’s no cost for these snippets to be displayed, just the usual charges for clicks on the ad itself. This change has already gone live on the selected verticals.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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