Since launching in spring, Google AdWords’ structured snippet extensions have shown themselves to be a powerful tool in the AdWords arsenal.
Structured snippets add an extra line of information with your text ads which specifically highlight important information for searchers. When implemented well, this can boost click-through rates for ads.
Now, Google has made these structured snippets even more visible in the search results by doubling the amount of information that can accompany text ads.
To do this, advertisers can select two predefined “Headers” which act as structured snippets. Then, those headers can be customized with two unique sets of values. Depending on the search results, these snippets have the potential to be displayed at the same time.
Google does say that each structured snippet extension is treated as its own ad auction, and like other ad extensions, may not always appear together.
You can boost the chances of having both extensions display at the same time by being thorough and providing as much information as you can. With more information, the ad auction is better able to select the highest quality combination of extensions. Not only does this improve your chances of having both snippets show at the same time, it also increases your overall ad performance.