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Structured Snippets vs Callout Extensions-Most Comprehensive Comparison

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Structured Snippets vs Callout Extensions, which is better and will create more successful ads? This guide will explain all of the necessary things you need to know, before deciding which is best for your marketing strategy. These two extensions are very similar in comparison to all the others, which can make it hard to find out how to use them properly. To find out which extension may be better for digital marketing your business, it is important to understand what they are and how they are used.

What are Structured Snippet Extensions?

Structured Snippet Extensions are one of the many ad extensions in Google ads. They are very similar to callout extensions. The main way to make a distinction between the two is that structured snippets are chosen from a list, and callout extensions are written by you. Another way to see the difference is to remember that structured snippets are a way to highlight your products/services in an ad while taking up more real estate on the Google search results page. This is an unclickable extension, but you can give more context and insight into what exactly you offer. These are typically better at the campaign or ad group level since you are giving details about a specific product or service you offer.

Google ads give you a predetermined list of 12 headers you can choose from for your structured snippet:

  • Amenities
  • Brands
  • Courses
  • Degree Programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles

You are not allowed to create your own header, so this does limit the possibilities. However, it is very important that if you can use one of the options for your business, you should. You are also allowed to use up to 2 headers for each ad.

Once the header is chosen, you have to write at least 3 different values (features, services, products, etc) each with a 25 character limit. (The maximum amount of values you can write is 10.) There is a dynamic option for this extension where Google will choose for you, but to optimize your ads properly, it is better for you to do this on your own.

To get a more clear understanding of how structured snippets can improve your ads, it is important to look at a real example with analytics.

Customer Case Study

Naked Lime did a case study to test if the structured snippets extension lives up to their expectations. They used car dealership accounts with the styles, types, brands, and amenities headers to see if they would make a difference in the success of their ads.

Naked Lime Structured Snippet Case Study

They found that their click-through-rates and ad positions in their analytics analysis improved. Their cost-per-click varied, with it being lower with snippets in October but higher in November. However, it was not a significant difference and definitely worth the slight increase because their ad positions were higher. At the end of this case study, Naked Lime recommends the usage of this extension for dealerships when structuring their ads.

This can be compared to other types of businesses as well.

Structured Snippets Extension Examples in Search Ads

Structured Snippets vs Callout Extensions examples

With Zappos’ ad, they decided to focus on the types of shoes that they offer for their ad extensions; sneakers, slippers, heels, boots, flats, and running shoes.

Structured Snippet Insurance Coverage example

Geico was able to use the insurance coverage header to show the types of insurance that they offer in their ad extensions; auto, motorcycle, home, and boat.

Other values examples for this extension:

  • Services: PPC, Facebook Ads, Content, Web Design
  • Types: Cash Back Credit Cards, Travel Rewards Credit Cards, 0 APR Credit Cards
  • Brands: Living Proof, Olaplex, Amika, Drybar
  • Amenities: Pool, Gym, Free Wifi, Free Parking, Spa Services
  • Styles: Rustic, Modern, Contemporary

Structured snippets are invaluable in the hands of an expert. Our friendly team is here to help! 

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What are Callout Extensions?

Callout extensions are to highlight any promotions/special offers you have or your broad benefits. Callouts are best used at the account level when dealing with highlighting something broad and unique about your business. Any sort of promotion callout extension can be done at the campaign or ad group level. Similar to structured snippets, callout extensions have a 25 character limit and are unclickable as well. Google recommends that you limit this extension to 12-15 characters per callout. These are customizable and you have the option of adding up to 20 different ones.

It is best to aim for 8-12 callouts, to figure out what works best. Remember to keep them short. The shorter they are, the more callout extensions can appear on your ad.

Google can also set up these callout extensions based on your landing pages from the ads. However, this isn’t typically something anyone would want as more control over your ads is better in digital marketing. You don’t know what Google is going to decide is a callout based on your landing pages, so it could be anything and not accurately reflect what callouts are for.

eCommerce Case Study

Through a PPC Hero callout extensions performance study for two eCommerce accounts, they found significant increases to their click-through rates and conversions in Google analytics.

Example of increased CTR and conversions with callout extensions

In this example, they found a 40% increase in conversions and a 221% increase in their click-through rate for the first account. These are huge results. The second had lower results, but still a 28% increase in their conversion rate and a 38% increase in their click-through rate in analytics because of this extension. Nonetheless, it is still a significant change from their previous CTR and CVR without callouts.

Callout extensions are a proven method for creating better Google Ads if used properly. Below are some examples of this:

Callout Extension Examples in Search Ads

Callout Extension Example-Canva

Canva focused on some highlights to their company and website as a whole in this extension:

  • Priority support
  • 100% happiness guarantee
  • Simple to use interface
  • 200k+ companies on board
  • Free 30-day trial.

These are all broad and unique things Canva offers on their services. Callouts like this would be great to write in at the account level because it is so general.

Callout Extension Example-Wordpress

Here, WordPress emphasized the benefits of their services in their ad extensions:

  • Mobile ready
  • Live chat and email help
  • Upload photos and videos
  • Built-in SEO
  • Scalable and secure.

Once again, these callouts apply to all of WordPress’s services, so this is another example of something you may want to include at the account level.

Other phrase examples for this extension include:

  • 30-day guarantee
  • 25 years of experience
  • Free returns
  • Price matching
  • 2-Day Shipping

Still unsure how to implement callout extensions for your business? 

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Structured snippets vs Callout Extensions

These two types of Google extensions are very similar. They both offer advertisers ways to include more information about their businesses. These both help minimize work in creating your ads because they offer you more characters to write about your services/products. You can schedule structured snippets and callouts to run during certain days and times at the account, campaign, and ad group level. They are also both easy to update and can be done at the campaign and ad group levels. Structured snippets and callouts make your ads more visible and relevant to search queries. These extensions both can give you higher click-through rates in Google analytics, as mentioned earlier in the case studies.

The distinction between the two is what they highlight. Structured snippets are for providing practical information about the services/products and callouts are to highlight the benefits or promotions attached to your services/products.

Structured snippets vs Callout extensions infographic

Google goes more in-depth on the exact differences in these ad extensions as well. Once again, the information presented is the main difference between structured snippets and callouts.

Conclusion

So who wins the Structured Snippets vs Callout Extensions battle? Both of them. There isn’t a clear winner because they may not apply to all types of Google advertising.

It depends on the products/services and the budget of those who are creating the ads. Structured snippets and callout extensions each offer advertisers more space and the chance to give searchers more information on their products/services. However, given the limitation of choosing a header with structured snippets, some businesses may not be able to fit them into an ad.

Whenever possible, it would be best to use both to achieve your marketing goals.

Using as many extensions as you can help increase your conversions. However, all of the information must be relevant to searchers in order to be more successful. If you add structured snippets that don’t apply to your ad and landing page, then this will not help. The same goes for callouts. This can negatively affect your Google quality score. So, use both ad extensions if:

  1. Possible
  2. It will match the searcher’s intent, your ad, and your landing page

If you want to learn about more sitelink extensions and how to create your ads, check out this google ads guide.

If you can’t wait to implement structured snippets and callout extensions to boost your business, but don’t have the time to create them yourself, schedule a free consult with us. We make it easy for our clients in digital marketing!


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