On-page
schema or rich snippet markup is a way to enable search engines to better
understand the structured data contained on these web pages which in turn
provides better search results to users.
If Google
understands the content on your pages, we can create rich snippets—detailed
information intended to help users with specific queries.
Rich
snippets are additional data displayed within your ad listing that provide a
quick glance at what your page offers without forcing the surfer to click.
There are 3
ways to use rich snippet. Google suggests using microdata, but any of the three
formats below are acceptable.
Microdata (recommended)
Microformats
RDFa
Google
supports rich snippets for these content types:
Reviews
People
Products
Businesses and organizations
Recipes
Events
Music
Technically
this information isn’t strictly PPC, but it sure affects you if you are running
or using a product feed for things like Product Extension Ads or Product
Listing Ads and the feed suddenly disappears, disabling all your precious AdWords
attributes and rendering the Auto Targets tab useless.
This is how
a rich snippet looks like:
From where we can get Reviews in our PPC Ads?
Getting
reviews to display on your product and text
ads can be acquired from three main sources:
The first
and more popular option is via rich
snippets reviews,
The second
source is through the Product Search
Seller Rating extension
And the last
and more recent option is via reviews
from your Google Places profile page (which is currently only available
from AdWords express account but highly likely to be included in AdWords).
