On this page
The short answer
Callouts, structured snippets and images each make a search ad physically bigger on the page, at no extra cost per click. Oppy lists the campaigns missing any of the three, as one row per campaign rather than three findings nobody would read.
Why it matters
A bigger ad pushes competitors down and gives the searcher more reasons to click. Callouts state short facts, such as free delivery or 24/7 service. Snippets list ranges, such as services or brands. Images catch the eye on mobile.
These are among the least exciting findings in an audit and among the most reliable. They cost nothing to add and rarely hurt.
How Oppy decides
The check first makes sure it read which assets each campaign can serve.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Ads |
| What it reads | Campaigns, their settings and their results |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Campaigns, then Assets.
- Filter by type: Callout, then Structured snippet, then Image.
- Note the level each is added at: account, campaign or ad group.
- List the Search campaigns that serve none of a given type.
What to do about it
Add four or more callouts with concrete facts, two or more structured snippets with a header such as Service catalog or Brands, and a few images. Account level is the quickest way to cover every campaign.
Then add campaign-specific ones where a campaign sells something different from the rest.
Terms on this page
Other checks in this area
The checks next to this one in Ads and creative, each with its own page.