Dmitriy К. Google Ad Expert

What to write in structured descriptions of Google Ads

Structured descriptions are one of the types of ads in Google Ads. They are similar to clarifications, but unlike them they distinguish not so much the competitive advantages of the advertiser as the individual characteristics of goods or services.

Structured descriptions work only in search ads. They are non-clickable and are displayed in part with the text.

To create structured descriptions, you need to go to the Extension section.

Ask the level at which they will work and select a campaign or a group of ads for which you create them. You can choose several options at once:

After that, select the language and one of the 13 categories that will characterize your product. The names of these categories cannot be changed.

Then fill out the fields Value by entering the characteristics of the advertised product/service. You need to enter at least three values, each up to 25 signs.

Now let's talk about when and how you can use structured descriptions for companies from different business topics.

Brands

Who and what?

Any companies that have several brands of the same product in the assortment. It is worth using it when trademarks of goods are recognizable and are important when choosing a product.

Examples

- Multicooks, bleeders, teapots: Polaris, Bosch, Smeg

- Clock: Michael Kors, Puma, East

- Tires: Brasa, Continental, Pirelli, Nokian

Areas

Who and what?

Networks of hotels, hostels with several branches in the city, network catering establishments, developers, car wash, service station, clinics. In this category, only areas of the city in which the company operates can be prescribed.

Example

- Areas of NY: Bronx, Manhattan, Brooklyn

Courses

Who and what?

Educational institutions can list their curricula.

Examples

- Language courses: English, German, French

- Preparation for exams: biology, chemistry, algebra

- Music school: piano, violin, guitar

Places

Who and what?

In this heading, you can indicate the cities in which the company works, so it is suitable for advertisers who provide services abroad, but only in individual settlements. These can be online stores, communication and advertising agencies, and food delivery services. It is appropriate to use branded requests.

Travel agencies and transport companies may indicate countries and cities where they organize trips.

Examples

- Offices in: NY, Washington, Miami

- Tours in: Thailand, Vietnam, India

- Rest in Thailand: Phuket, Pattaya, Chiang Ray

Models

Who and what?

Auto dealers and retailers. Suitable in cases where potential buyers easily distinguish between different models of the product.

Examples

- Audi: A6, A5, A4

- Computers Apple: IMAC, MacBook Air, Pro

Studying programs

Who and what?

Universities, educational centers that offer higher education programs, master's programs.

Example

Higher School of Economics: Design, Wednesday Design, Cybersecurity, Medievalism

Recommended hotels

Who and what?

Travel agencies and the bureau can write the names of their partners.

Examples

- NY hostels: Friends, 1912, Dear House

- Hotels in NY: Best Western Plaza, Central Park North

Styles

Who and what?

Clothing manufacturers, music sellers, interior design studios, construction companies, dance studios, etc.

Example

- Interior design: art deco, high-tech, Scandinavian

- Lestum manufacturer: classic, biker, country

- Dancing studio: ballroom, Latin-American, street jazz

Insurance protection

Who and what?

Insurance companies and intermediaries can list the types of insurance that they provide.

Example:

- General: property, housing, personal

- Personal: Tourist, medical, from the accident

- Housing: from fire, flood, hacking

Types

Who and what?

Here, companies can list the subcategories of goods or subtypes of services.

Example:

- Headphones: inserts, overhead, full -size, wireless

- Lenses: wide -angle, portrait, long -focus

- Shoes: boots, ankle boots, boots

Facilities

Who and what?

This section should be used by companies, when choosing services of which convenience are of significant importance. For example, hotels, fitness centers, and clinics.

Examples

- Hotels: pool, Wi-Fi, laundry, restaurant

- Fitness centers: sauna, towels, pool

- Taxi: Wi-Fi, payment with a card

Services

Who and what?

Companies that provide several services.

Examples

- Beauty salon: haircut, manicure, staining

- Entertainment Park: rope park, trampoline, rollerdrome, climbing

Show

Who and what?

This category is suitable for theaters, concert halls, sports halls, ticket operators. Concerts can be divided by genres.

Examples

- Rock: Limp Bizkit, Nickelback

- For children: Pirates, The famous duckling of Tim, Chicken

- Ballet: Swan Lake, Giselle

If you previously prescribed these aspects in additional links or clarifications, now you can transfer them to structured descriptions. If it turns out that these texts used to work better, then Google Ads will use a more efficient extension.

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