Managing online advertising campaigns is non-stop busy. But every once in a while, you have to slow down, step back and take a broader view of what you’re doing. And this is one of those times.
What prompted it? Google’s recent introduction of structured snippet extensions. Unlike dynamic structured snippets, these extensions give advertisers more control—which is what we want! But at the same time, it brings the total number of possible ad extensions to seven. (Seven!)
So instead of slapping up another piece of text and proceeding as usual, it’s time to pause, reevaluate ALL your ad extensions and make sure they’re working together.
Find out more about the introduction of structured snippet extensions, and how they might impact your PPC ad extension strategy, in Pauline Jakober’s Search Engine Land column.