Structured Snippets Have Come to Bing Text Ads

Bing Ads Has Structured Snippets For Text Ads…Now What?

Taking a page out of Google’s playbook, Bing Ads has finally released Structured Snippets for text ads, and has started to roll them out.

These Structured Snippets won’t be clickable (they aren’t in Google, either). They’re designed to display certain aspects of a brand’s products or services. For example, retailers’ snippets might feature certain brands they carry, while a restaurant’s snippets might feature the types of food they offer. As Bing explains it, Structured Snippets help advertisers to highlight the products and services that matter to them and their audiences.

How To Create Your Bing Ads Structured Snippets

You can access your Structured Snippets from your Ad Extensions tab at the campaign and ad group levels.

First, you’ll choose your header (such as Brands, Types, etc.). There are 13 different headers that advertisers can choose from. You’ll then enter a minimum of three snippets. In fact, Bing will show as many snippets as space allows (up to 10). Make sure not to duplicate content already contained within the ads. Campaigns and ad groups can associate with up to 20 Structured Snippets.

Callout And Structured Snippet Extensions

For ad groups and campaigns with both Callout and Structured Snippet extensions associated, Callout Extensions will be prioritized on ad delivery, but the two will show simultaneously. Like Structured Snippets, Callouts are not clickable and the language used should differ from what’s used within the ad copy.

The Benefits Of Using Bing’s Structured Snippets

Structured Snippets are a great way to increase ad real estate, and can help you draw the attention of visitors to your key product offerings. Of course, they provide less freedom than other extension types, due to the prescribed headings.

But with careful crafting, they certainly can be used to highlight benefits. OperationROI can help. Our team of Bing Ad experts can help you create Structured Snippets that resonate with your audiences. We’ll continue to test a variety of headings and value combinations to ensure your Structured Snippets deliver the most conversions for your dollars. Contact us today at 1-888-277-5429, or by filling out our contact form, to learn more.