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Bing Structured Snippets: A Complete Guide to Leveraging This Powerful Tool

Bing Structured Snippets: A Complete Guide to Leveraging This Powerful Tool

Bing recently rolled out a new ad extension called Structured Snippets that allows advertisers to showcase important details about their business in expanded ad real estate. Like similar tools in Google Ads, Structured Snippets present an opportunity to highlight valuable information in a compelling way directly on the search results page.

In this in-depth guide, we’ll explain exactly how to use Bing Structured Snippets effectively. We’ll cover setup, best practices for content creation, measurement, and more. By the end, you’ll have a full understanding of this helpful new extension and how to leverage it for your SEM goals.

Let’s get started!

What are Bing Structured Snippets?

Structured Snippets are blocks of structured information that can be added to your Bing text ads to provide additional context for users.They appear directly below the main ad copy in a smaller font.

Some key points about Structured Snippets:

  • They are not clickable, like normal ad extensions. Their sole purpose is to display supplementary details about your business or offerings.
  • Bing dictates the headers you can use, like “Brands”, “Features”, “Types”, etc. You fill in snippets of information under these predefined categories.
  • Up to 10 snippets can potentially show space permitting, with a minimum of 3 required.
  • Content should not duplicate what’s in the main ad but provide extra value to users.

The goal is to give searchers a quick glimpse at specific products, services or other facets of your business that may interest them directly on the search results page.

Setting Up Structured Snippets in Your Account

To access Structured Snippets, navigate to the “Ad Extensions” tab at the campaign or ad group level in your Bing Ads account. Then follow these steps:

  1. Select the “Structured Snippets” extension.
  2. Choose a header like “Brands We Carry” that fits your business.
  3. Enter at least 3 snippets of 120 characters or less underneath that header.
  4. You can add up to 20 total snippets that will rotate between campaigns and ad groups.
  5. Be sure snippets don’t repeat ad copy but provide extra informational value.

It’s that simple to get started. You can always come back later to test different headers, tweak snippet copy or add/remove snippets as needed.

Best Practices for Snippet Creation

Now that you know how to set them up, here are some tips for creating high-quality snippets:

  • Keep it brief. Follow the 120-character limit so snippets stay scannable.
  • Use bulleted lists. This format makes snippets easy to parse visually for readers.
  • Focus on benefits. Don’t just name brands/features; explain why they are valuable to the customer.
  • Test different angles – Rotate headers like “Popular Items”, “Services,” etc. to see what works best.
  • Stay fresh: Update snippets every few months to keep ads feeling current to searchers.
  • A/B test: Try tweaking snippet copy or headers to optimise for engagement and outcomes.

With the right, well-crafted snippets, you have an opportunity for increased ad visibility and discovery on the SERPs. Take the time ensure your content is as effective as possible.

Using Snippets to Support Your Goals

The ultimate goal with any ad extension should be to drive outcomes that further your business goals. Here are some ways you can leverage snippets:

Increase awareness: highlight signature offerings, capabilities or specialisations not present in main ads.

Generate consideration: Feature top-sellers or new products/services through a “What’s Hot” or “New Arrivals” header.

Encourage exploration. Emphasise cross-sell opportunities under headers like “Complementary Products” or “Related Services”.

Spark sales: directly promoted discounted items or time-sensitive deals in snippets.

Encourage contact: Include your phone number in a footer snippet for easy access.

Measure response: Use snippet content as landing page content to see what styles perform best.

By strategically aligning snippets to business objectives, you gain a more impactful presence on the search results page. Continually refine and optimise snippets as part of the larger campaign approach.

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Measuring Snippet Performance

To know which snippets are most valuable, you need to set up tracking and measurement. Depending on your goals, here are some suggestions:

Track click-throughs: Watch for above-average CTR snippets as an initial gauge of appeal.

Monitor conversions: attribute sales or leads to specific snippets by directing them to unique landing pages.

Analyse impressions: Notice spikes in served impressions for insight into what Google finds relevant.

Survey customers: poll site visitors to learn what snippets caught their eye and drove action.

Correlate tests: continuously run A/B snippet copy and header tests, evaluating outcomes.

Having metrics in place allows you to regularly refine snippets based on data, not just hunches. Performance dictates which variations stay and which get replaced.

Frequently Asked Questions

Here are answers to some common queries about Bing Structured Snippets:

Q: Can snippets contain links or calls-to-action?

A: No, snippets are purely informational and not clickable like other extensions. They should simply supplement ad copy with valuable details.

Q: How often should snippets be updated?

A: Most experts recommend refreshing at least 20% of yoursnippets every 2-3 months to keep content feeling fresh. Continually test new variants as well.

Q: If I have hundreds of products, how can I showcase them all?

A: Focus on high sellers, new arrivals, and frequently searched-for terms. Group the rest under broad buckets like “Our Full Product Line” to keep snippets scannable.

Q: Can snippets help improve ad rank, like description extensions?

A: Not directly, but by showcasing your offer’s relevance better, they can increase ad engagement and help ads maintain top positions over time.

Q: How much character space is actually available?

Snippets have a hard 120-character limit, but effective usage usually involves keeping content much shorter to aid scannability.

Q: Can I link snippets to landing pages?

A: No, snippets are purely informational. Directing users typically involves crafting ad copy that encourages clicking through to your site.

I hope this FAQ section addresses common snippet questions! Let me know if any others come up.

Key Takeaways

To summarise, here are the most critical things to remember about leveraging Bing Structured Snippets effectively:

  • Set them up at the campaign/ad group level through the “Ad Extensions” tab.
  • Carefully craft headers and snippets that provide extra value beyond ad copy.
  • Continually test different snippet variants through A/B testing and careful measurement.
  • Align snippet content strategically with overriding goals like increased awareness or sales.
  • Refresh snippets regularly, replacing at least 20% every few months.
  • Keep snippets brief, at 120 characters or less yet information-rich.

By fully utilising this new search ad format, you gain valuable additional real estate to engage customers on the SERPs. With the right approach, snippets can significantly boost your Microsoft advertising results.

I hope you found this ultimate guide on Bing Structured Snippets helpful! Please let me know if any part needs more explanation or if you have additional questions.

External Resources

[1] Official Announcement from Bing Ads on Structured Snippets:

[2] Official Google Guide for Tracking Ad Extensions:

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