Unleash the power of Callouts and Structured Snippets! These tools don’t just enhance your Google Search ads. They supercharge them. They make your ads bigger, bolder, and far more effective in a matter of minutes. Don’t settle for mediocre ads when you can captivate and convert with just a few strategic tweaks!

You’ve set up your Search campaigns, created your headlines and descriptions, and added your final URL. So, is your ad complete? Not quite!

Assets (previously called Extensions) are optional but very useful additions to your Google Search campaigns.

This article will cover two types of assets that any business can use: Callouts and Structured Snippets.

Unleashing the Power of “Assets” in Google Ads!

Before we talk about Callouts and Structured Snippets, it’s good to see the overall view.

In Google Ads, “Assets” are extra bits of information you can add to your ads. Consider them as bonus details that can make your ads more attractive and informative, giving people more reasons to click.

There are over a dozen Assets to choose from. You can usually apply them at the account, campaign, or ad group level. It depends on how specific you want to be.

Are You Ignoring the Power of Callouts in Google Ads?

Callouts are short, punchy phrases. They highlight key selling points or unique aspects of your business. These elements make them an essential tool in your advertising arsenal. They play a crucial role in capturing the attention of potential customers. They do this by succinctly summarizing what sets you apart from the competition. They’re similar to a headline. They do not show up as a blue clickable link. Instead, they appear in plain black text after your description(s) in your Search ad. This placement allows you to reinforce your message. It also entices users to engage further with your offerings. Effective callouts can convey value propositions, promote special features, or emphasize customer benefits, ultimately driving higher engagement rates and conversions.

Callouts can have up to 25 characters each. In double-width languages like Chinese or Japanese, they can have up to 12 characters. Google might show up to 10 of them at a time. 

I like to use callouts for information that doesn’t quite fit into my headlines or descriptions. I also use them for key details that I want to emphasize. For example, “Free Shipping”, “Open 24/7”, “Pet Friendly Business”, etc.

Are You Missing Out on the Power of Structured Snippets in Google Ads?

Structured snippets give you the opportunity to add a categorized list of items to your ad. This feature enables potential customers to quickly understand the offerings in a clear and concise manner. In this way, they’re more like a description. They provide an additional level of detail. This enhances the overall message of the advertisement. Like callouts, these snippets can appear in plain black text. They follow your description(s) in your Search ad. This effectively draws attention to key features or benefits. This extra information not only helps in setting expectations. It also informs users about the specific aspects of your product or service. This increases engagement and potentially drives more qualified traffic to your site.

To create a Structured Snippet, you first need to choose a header from Google’s predetermined list. In English, those headers are:

• Amenities
• Brands
• Courses
• Degree programs
• Destinations
• Featured hotels
• Insurance coverage
• Models
• Service catalog
• Shows
• Styles
• Types

If you’re not sure what header to use, “Types” is the most versatile and can apply to almost any business. For example:

• A shoe store could use “Types” to list “Sneakers, Boots, Sandals, Heels.”
• A repair shop could list “Types” as “Washer, Dryer Repair, Water Heater Repair”

Once you have your header, then you can add between 3 to 10 items to your list. Each item can have up to 25 characters.

Are Your Callouts and Structured Snippets Actually Making an Impact?

The goal of adding Assets is to boost your ad’s click-through rate. You can view the performance metrics for your Assets, like Callouts and Structured Snippets. Do this by going to Assets > Assets and reviewing the metrics for each one.

Remember, Callouts and Structured Snippets are not required to show, and they are not clickable themselves. They simply make your ad bigger by adding more text.

Reporting will show you how many impressions your ads received. This information comes from when these assets showed. It also reports how many clicks you received from these assets. You will generally see a higher click-through rate from these assets than your ad group or campaign average.

You can get a more detailed breakdown of clicks on various parts of your ad. To do this, segment your asset report by “Click Type.” This is especially helpful when evaluating clickable Asset performance, like Sitelinks or Promotions or Price.

5 Shocking Secrets You Didn’t Know About Callouts and Structured Snippets

Now that you know what these Assets are, let’s cover some crucial and perhaps counter-intuitive details.

1. Hierarchy matters, specificity rules: Callouts or Structured Snippets applied at the ad group level will take precedence. They override those at the campaign level. Ad group settings take precedence over account-level settings. Similarly, campaign-level assets will override account-level ones. This allows you to adjust your campaign and ad group structure based on your needs.
2. Structured snippets need at least three values: When you create a Structured Snippet, you must include at least three items. They are essential in your list of values. Otherwise, it isn’t really a list!
3. Watch out for dynamic assets: Google may automatically create Callouts and Structured Snippets from your website. To check, go to your Assets tab and look in the Source column. If it says Automatically Created, those are dynamic assets. If it says Advertiser, you created them. To disable dynamic assets, adjust your “Account level Automated Asset Settings.”
4. Search Network only: Callouts and Structured Snippets are compatible with the Google Search Network only.
5. No guarantees: Adding Callouts and/or Structured Snippets to your Google Ads doesn’t ensure they will always show with your ad. Google may not display these features due to factors like ad rank, relevance, and space. Your headlines and descriptions in Responsive Search Ads remain the most critical parts of your ad.

Are Callouts and Structured Snippets in Google Ads Worth Your Time?

I strongly recommend that you add Callouts and Structured Snippets to your Google Search campaigns.

Why? Because there’s really no downside!

The larger and more informative your ads are, the more likely you are to get a click. This increases the visibility of your product or service in search results, capturing the attention of potential customers. When your ads include more details, such as benefits, promotions, or unique selling points, users engage with them more. These details make your ads more appealing.

This creates a positive ripple effect. A higher click-through rate draws in more prospective customers. It also signals to Google that your ads are relevant to your target audience. This can lead to a better Quality Score. Google uses this metric to determine the relevance and quality of your ads, keywords, and landing pages. A higher Quality Score results in lower Cost-Per-Click (CPC) rates. This means you can achieve more efficient results from your advertising budget.

Additionally, incorporating Callouts and Structured Snippets effectively differentiates your ads from competitors, giving you an edge in crowded markets. This added information can reassure potential customers and help them make informed decisions, leading to higher conversion rates. Overall, by investing in these ad extensions, you are likely to see improved performance across your campaigns. This encourages sustained growth and success in your digital marketing efforts.