Sweating the Details With Dynamic Structured Snippets

As PPC marketers, we’re detail orientated. It’s mandatory. (Try to find a job posting for a PPC marketer that doesn’t say applicants must be “detail orientated.” You won’t find one.)

After all, in our line of work, details matter. Often, it’s in the nitty gritty (the stuff that’s easy to overlook or ignore) that we find new ways to maximize ROI.

(To friends and families who must live with our extreme attention to detail: we apologize. To clients: you’re welcome.)

Not surprisingly, then, we’re very, very picky about what we put in our PPC ads. We write and rewrite our ad copy. We analyze, we ponder, we argue. Once ads go live, we monitor, adjust and then adjust again.

Consequently, we had some concerns about the automatically generated text that comes with AdWords dynamic structured snippets. And from what we’ve seen so far, the results have been mixed. Learn more about our experience with dynamic structured snippets in Pauline Jakober’s latest Search Engine Watch article.

P.S. It looks like AdWords isn’t yet done with structured snippets. It recently announced it will be rolling out a new variation of snippets, called structured snippet extensions. Stay tuned for more on this topic!

Dynamic structured snippets

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“Dear Pauline:

I am writing to you to express my feelings towards the work you have done for Sunvent Industries and our Google Adwords and Microsoft adCenter Campaigns.

I wanted to let you know how impressed I am with your dedication and service to improving our PPC campaigns. Not only have you saved us a tremendous amount of money that would have been otherwise wasted, you have honed in on our keywords and campaigns in general making them so much more efficient.

The leads we now receive are almost all pertinent to what we actually manufacture here, rather than having call after call from potential customers that are not even looking for a product we carry. This has made it much easier for us to deal with phone calls and email inquiries as they are far more relevant. We are able to close more sales due to the fact that those that contact us are actually looking for a product we can provide to them.

Your tracking, dedication and reporting is extremely helpful to us. At times I feel that you are working only for us as you are so focused on our company’s success. This is greatly appreciated and I look forward to a continuing, long lasting relationship.”

Lori Joseph, President, Flood Solutions & Sunvent Industries

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