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4 Smart Tactics For Advanced Google Ads Audience Targeting

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4 Smart Tactics For Advanced Google Ads Audience Targeting

Gone are the days of solely relying on keywords to drive your PPC success.

With the relaxed keyword match types, the use of audiences in Google Ads has sophisticated tenfold.

Utilizing audience targeting is no longer an option for campaigns; it should be part of your overall campaign strategy.

Here, you’ll learn four advanced audience targeting tactics for refining your PPC targeting to leverage budget and maximize return on ad spend (ROAS).

1. Smarter Use Of Remarketing Lists For Search Ads (RLSAs)

Remarketing lists for search ads (RLSAs) allow you to customize your search ad campaigns based on the user behavior of previous website visitors, and tailor your bids/targeting options around these users when they’re searching on Google.

Example: Target people who spend over your average purchase revenue when searching for competitor brands.

This tactic will allow you to target and display ads to users that have generated a high conversion value for you historically whenever they are searching for one of your competitors on Google search, which could help you avoid losing customers to your paid competitors.

For example, an online grocery retailer could identify shoppers who spend over their average order value each week.

In this scenario, the advertiser could set up a separate campaign to target and bid on competitor terms but use RLSAs so that ads are only served whenever users within the list are searching.

This is a great way of ensuring your budget is only spent on retaining profitable customers.

If you’d like to apply this tactic to your account, you’ll first need to find the average purchase revenue per user being reported in your Google Analytics account by navigating to Monetization > Overview:

Screenshot by author, March 2022

Once you’ve found the average order value figure you’ll be able to create an audience list using the audience builder via Configure > Audiences in Google Analytics:

4 Smart Tactics For Advanced Google Ads Audience TargetingScreenshot by author, March 2022

You can set the event parameters and add any conditions:

4 Smart Tactics For Advanced Google Ads Audience TargetingScreenshot by author, March 2022

This tactic is particularly effective in industries where consumers aren’t loyal and may often flick between different retailers for the best deal (e.g., in grocery retail).

By applying this list you could tailor your ad copy and advertise loyalty discounts to these customers to prevent them from deserting your brand for a competitor:

Example of how to message your RLSA audiences in Google Ads.Screenshot by author, March 2022

2. Combining Social Audiences With RLSAs

With more than 2.9 billion monthly active users, Facebook has no rival when it comes to the enormity of its audience.

While Facebook targeting can be beneficial to reach the masses, another main benefit Facebook offers lies in the potential granularity with which you can target Facebook’s users.

Unlike Google Ads, Facebook has information on what users actually “Like” or follow, and in-depth data from users’ personal profiles.

The benefits of using social ads alongside search campaigns can be huge.

For example, a recent case study from Facebook showed that the brand Bombas saw a 27-point lift in ad recall for evergreen campaigns when utilizing Custom Audience targeting.

Despite this, I still encounter tons of brands whose approach to advertising on both Facebook and Google is unaligned, and therefore they fail to share insights gained from one platform to another to maximize success.

Example: Use Facebook to uncover new potential buyers and then target these people on search to increase the likelihood of them converting.

Facebook is one of the best platforms for expanding your reach and identifying new users who aren’t actively looking for your products or services right now.

By tagging the ads you run on Facebook targeting these new audience segments, you will later be able to target ads at these users when they search Google using top-of-the-funnel keywords, increasing the likelihood of those Facebook clicks turning into new customers.

To do this, you would first need to create a new campaign on Facebook designed to target new potential customers you aren’t already targeting with your search ads (exclude existing website visitors and mailing list members):

Target new potential customers you aren't already targeting with your search ads.Screenshot by author, March 2022

By tagging the resulting Facebook campaign with UTM tags, any clicks from this audience will be recorded in Google Analytics under the campaign name you have set.

You’ll then be able to create an audience list in Google Analytics which consists of traffic from this particular Facebook campaign:

4 Smart Tactics For Advanced Google Ads Audience TargetingScreenshot by author, March 2022

Remember, like any audience list you create, the list must contain at least 1,000 members before being eligible for use on Google search.

Once you’ve populated your audience list with enough traffic from Facebook, create a search campaign on Google Ads which includes only top of the funnel keywords such as informational queries related to the product/service you offer (they need to be top of the funnel because this audience isn’t specifically searching for your product/service).

Finally, apply the remarketing list to the ad groups created in your search campaign, choosing the target and bid setting, so that the search ads only show to users who are from your list of new potential customers uncovered on Facebook.

I strongly recommend this tactic if you feel like you have exhausted current demand on Google search in your industry, as it allows you to effectively create search demand by reaching new users and promoting consideration of your product or service.

You can also utilize this same strategy using Microsoft Ads to maximize your reach.

3. Using Custom Affinity Audiences

Google launched custom affinity audiences to give advertisers more granular control over audience targeting options on the display network.

This tackles the issue with regular Google Ads affinity audiences in that there isn’t a predefined affinity audience suitable for every business.

Custom affinity audience targeting can be set up by navigating to a Display campaign in Google Ads, clicking Targeting > Audience Segments  > Your Custom Audience Segments > New Custom  Audience.

Here you can create your own specific audience using free form interests entered as keywords and/or using URLs as a proxy for interest bundles:

Create your own specific audience using free form interests.Screenshot by author, March 2022

In this example, the custom affinity targeting has built an audience of “Garden Enthusiasts” using interests (keywords entered) and URL targeting.

You’re able to get real-time demographic insights as you’re building the audience. This can help drive further granularity to ensure you’re targeting the right people.

While custom affinity audience targeting allows for more control on the GDN, I think it’s best used for brand building.

You can take an even more granular approach to GDN targeting by layering custom affinity audiences with other forms of targeting to increase campaign efficiency.

4. Combining In-Market Segments With Remarketing

In-market audiences allow you to set up your campaigns to reach people who are further down the funnel and are more ready to make a purchase.

Google accurately categorizes users so you can target those most interested in their offerings.

Google states that you can distinguish interest from the purchaser’s intent by leveraging real-time data and a powerful classification system based on demonstrated in-market behavior.

In-market audiences can help drive incremental conversions, helping you to connect with consumers as the last step before they make a purchase decision.

To target an in-market audience segment you would need to navigate to Targeting > In-market and life events > In-market segments.

Here you will see a list of almost 500 available in-market audiences, with the option to further granulate the high-level categories (highlighted below).

Simply click the “down” arrow on each In-Market category to drill down your desired audience.

Choose from over 500 in-market audiences in Google Ads.Screenshot by author, March 2022

The real impact on conversions comes when using in-market segments in conjunction with website remarketing lists.

You can layer the in-market segments on top of your remarketing lists to increase reach while maintaining a high degree of relevancy with the aim of bolstering overall conversions.

Conclusion

Paid search keyword costs continue to rise every year. If your marketing budget doesn’t increase to keep up with the shift, you’ll need to get creative to drive new demand growth.

Many advertisers are shifting huge chunks of the budget over to other platforms such as Facebook, Snapchat, and TikTok, largely due to superior audience targeting options (not searcher intent) and reduced CPCs.

With this in mind and the increased use of automation within Google Ads, I think Google will be continuing to add to its options of audience targeting in a privacy-centric way.

The PPC landscape is always changing. Make sure you keep on top of the latest features as well as test some of the tips outlined above to see whether they can deliver improved paid media results for your business.

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What Is Schema Markup & Why Is It Important For SEO?

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What Is Schema Markup & Why Is It Important For SEO?

Schema.org is a collection of vocabulary (or schemas) used to apply structured data markup to web pages and content. Correctly applying schema can improve SEO outcomes through rich snippets.

Structured data markup is translated by platforms such as Google and Microsoft to provide enhanced rich results (or rich snippets) in search engine results pages or emails. For example, you can markup your ecommerce product pages with variants schema to help Google understand product variations.

Schema.org is an independent project that has helped establish structured data consistency across the internet. It began collaborating with search engines such as Google, Yahoo, Bing, and Yandex back in 2011.

The Schema vocabulary can be applied to pages through encodings such as RDFa, Microdata, and JSON-LD. JSON-LD schema is preferred by Google as it is the easiest to apply and maintain.

Schema is not a ranking factor.

However, your webpage becomes eligible for rich snippets in SERPs only when you use schema markup. This can enhance your search visibility and increase CTR on your webpage from search results.

Schema can also be used to build a knowledge graph of entities and topics. Using semantic markup in this way aligns your website with how AI algorithms categorize entities, assisting search engines in understanding your website and content.

This means that search engines should have additional information to help them figure out what the webpage is about.

You can even link your entities directly to sites like Wikipedia or Google’s knowledge graph to build explicit connections. Using Schema this way can have positive SEO results, according to Martha van Berkel, CEO of Schema App:

By helping search engines understand content, you are assisting them in saving resources (especially important when you have a large website with millions of pages) and increasing the chances for your content to be interpreted properly and ranked well. While this may not be a ranking factor directly, Schema helps your SEO efforts by giving search engines the best chance of interpreting your content correctly, giving users the best chance of discovering it.

Listed above are some of the most popular uses of schema, which are supported by Google and other search engines.

You may have an object type that has a schema.org definition but is not supported by search engines.

In such cases, it is advised to implement them, as search engines may start supporting them in the future, and you may benefit from them as you already have that implementation.

Google recommends JSON-LD as the preferred format for structured data. Microdata is still supported, but JSON-LD schema is recommended.

In certain circumstances, it isn’t possible to implement JSON-LD schema due to website technical infrastructure limitations such as old content management systems). In these cases, the only option is to markup HTML via Microdata or RDFa.

You can now mix JSON-LD and Microdata formats by matching the @id attribute of JSON-LD schema with the itemid attribute of Microdata schema. This approach helps reduce the HTML size of your pages.

For example, in a FAQ section with extensive text, you can use Microdata for the content and JSON-LD for the structured data without duplicating the text, thus avoiding an increase in page size. We will dive deeper into this below in the article when discussing each type in detail.

JSON-LD encodes data using JSON, making it easy to integrate structured data into web pages. JSON-LD allows connecting different schema types using a graph with @ids, improving data integration and reducing redundancy.

Let’s look at an example. Let’s say that you own a store that sells high-quality routers. If you were to look at the source code of your homepage, you would likely see something like this:

Once you dive into the code, you’ll want to find the portion of your webpage that discusses what your business offers. In this example, that data can be found between the two

tags.

The following JSON-LD formatted text will markup the information within that HTML fragment on your webpage, which you may want to include in your webpage’s

section.



This snippet of code defines your business as a store via the attribute"@type": "Store".

Then, it details its location, contact information, hours of operation from Monday to Saturday, and different operational hours for Sunday.

By structuring your webpage data this way, you provide critical information directly to search engines, which can improve how they index and display your site in search results. Just like adding tags in the initial HTML, inserting this JSON-LD script tells search engines specific aspects of your business.

Let’s review another example of WebPage schema connected with Organization and Author schemas via @id. JSON-LD is the format Google recommends and other search engines because it’s extremely flexible, and this is a great example.



In the example:

  • Website links to the organization as the publisher with @id.
  • The organization is described with detailed properties.
  • WebPage links to the WebSite with isPartOf.
  • NewsArticle links to the WebPage with isPartOf, and back to the WebPage with mainEntityOfPage, and includes the author property via @id.

You can see how graph nodes are linked to each other using the"@id"attribute. This way, we inform Google that it is a webpage published by the publisher described in the schema.

The use of hashes (#) for IDs is optional. You should only ensure that different schema types don’t have the same ID by accident. Adding custom hashes (#) can be helpful, as it provides an extra layer of insurance that they will not be repeated.

You may wonder why we use"@id"to connect graph nodes. Can’t we just drop organization, author, and webpage schemas separately on the same page, and it is intuitive that those are connected?

The issue is that Google and other search engines cannot reliably interpret these connections unless explicitly linked using @id.

Adding to the graph additional schema types is as easy as constructing Lego bricks. Say we want to add an image to the schema:

{
   "@type": "ImageObject",
   "@id": "https://www.example.com/#post-image",
   "url": "https://www.example.com/example.png",
   "contentUrl": "https://www.example.com/example.png",
   "width": 2160,
   "height": 1215,
   "thumbnail": [
     {
        "@type": "ImageObject",
        "url": "https://example.com/4x3/photo.jpg",
        "width": 1620,
        "height": 1215
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/16x9/photo.jpg",
        "width": 1440,
        "height": 810
      },
      {
        "@type": "ImageObject",
        "url": "https://example.com/1x1/photo.jpg",
        "width": 1000,
        "height": 1000
      }
    ]
}

As you already know from the NewsArticle schema, you need to add it to the above schema graph as a parent node and link via @id.

As you do that, it will have this structure:



Quite easy, isn’t it? Now that you understand the main principle, you can build your own schema based on the content you have on your website.

And since we live in the age of AI, you may also want to use ChatGPT or other chatbots to help you build any schema you want.

2. Microdata Schema Format

Microdata is a set of tags that aims to make annotating HTML elements with machine-readable tags much easier.

However, the one downside to using Microdata is that you have to mark every individual item within the body of your webpage. As you can imagine, this can quickly get messy.

Take a look at this sample HTML code, which corresponds to the above JSON schema with NewsArticle:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000, we have grown to a team of 200 dedicated employees.

Our slogan is: "Innovation at its best".

Contact us at +1-800-555-1212 for customer service.

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe. Connect with John on Twitter and LinkedIn.

If we convert the above JSON-LD schema into Microdata format, it will look like this:

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author:

Example image

This example shows how complicated it becomes compared to JSON-LD since the markup is spread over HTML. Let’s understand what is in the markup.

You can see

tags like:


By adding this tag, we’re stating that the HTML code contained between the

blocks identifies a specific item.

Next, we have to identify what that item is by using the ‘itemtype’ attribute to identify the type of item (Person).


An item type comes in the form of a URL (such as https://schema.org/Person). Let’s say, for example, you have a product you may use http://schema.org/Product.

To make things easier, you can browse a list of item types here and view extensions to identify the specific entity you’re looking for. Keep in mind that this list is not all-encompassing but only includes ones that are supported by Google, so there is a possibility that you won’t find the item type for your specific niche.

It may look complicated, but Schema.org provides examples of how to use the different item types so you can see what the code is supposed to do.

Don’t worry; you won’t be left out in the cold trying to figure this out on your own!

If you’re still feeling a little intimidated by the code, Google’s Structured Data Markup Helper makes it super easy to tag your webpages.

To use this amazing tool, just select your item type, paste in the URL of the target page or the content you want to target, and then highlight the different elements so that you can tag them.

3. RDFa Schema Format

RDFa is an acronym for Resource Description Framework in Attributes. Essentially, RDFa is an extension to HTML5 designed to aid users in marking up structured data.

RDFa isn’t much different from Microdata. RDFa tags incorporate the preexisting HTML code in the body of your webpage. For familiarity, we’ll look at the same code above.

The HTML for the same JSON-LD news article will look like:

vocab="https://schema.org/" typeof="WebSite" resource="https://www.example.com/#website">

Our Company

Example Company, also known as Example Co., is a leading innovator in the tech industry.

Founded in 2000-01-01, we have grown to a team of 200 dedicated employees.

Our slogan is: Innovation at its best.

Contact us at +1-800-555-1212 for Customer Service.

https://www.example.com Example Company Logo

Connect with us on: Facebook, Twitter, LinkedIn

Our Founder

Our founder, Jane Smith, is a pioneer in the tech industry.

Connect with Jane on Twitter and LinkedIn.

About Us

This is the About Us page for Example Company.

https://www.example.com/about

Example News Headline

This is an example news article.

This is the full content of the example news article. It provides detailed information about the news event or topic covered in the article.

Author: John Doe Profile Twitter LinkedIn

Example image

Unlike Microdata, which uses a URL to identify types, RDFa uses one or more words to classify types.

vocab=”http://schema.org/” typeof=”WebPage”>

If you wish to identify a property further, use the ‘typeof’ attribute.

Let’s compare JSON-LD, Microdata, and RDFa side by side. The @type attribute of JSON-LD is equivalent to the itemtype attribute of Microdata format and the typeof attribute in RDFa. Furthermore, the propertyName of JSON-LD attribute would be the equivalent of the itemprop and property attributes.

Attribute Name JSON-LD Microdata RDFa
Type @type itemtype typeof
ID @id itemid resource
Property propertyName itemprop property
Name name itemprop=”name” property=”name”
Description description itemprop=”description” property=”description”

For further explanation, you can visit Schema.org to check lists and view examples. You can find which kinds of elements are defined as properties and which are defined as types.

To help, every page on Schema.org provides examples of how to apply tags properly. Of course, you can also fall back on Google’s Structured Data Testing Tool.

4. Mixing Different Formats Of Structured Data With JSON-LD

If you use JSON-LD schema but certain parts of pages aren’t compatible with it, you can mix schema formats by linking them via @id.

For example, if you have live blogging on the website and a JSON-LD schema, including all live blogging items in the JSON schema would mean having the same content twice on the page, which may increase HTML size and affect First Contentful Paint and Largest Contentful Paint page speed metrics.

You can solve this either by generating JSON-LD dynamically with JavaScript when the page loads or by marking up HTML tags of live blogging via the Microdata format, then linking to your JSON-LD schema in the head section via “@id“.

Here is an example of how to do it.

Say we have this HTML with Microdata markup with itemid="https://www.example.com/live-blog-page/#live-blog"

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We can link to it from the sample JSON-LD example we had like this:



If you copy and paste HTML and JSON examples underneath in the schema validator tool, you will see that they are validating properly.

The schema validator does validate the above example.The schema validator does validate the above example.

The SEO Impact Of Structured Data

This article explored the different schema encoding types and all the nuances regarding structured data implementation.

Schema is much easier to apply than it seems, and it’s a best practice you must incorporate into your webpages. While you won’t receive a direct boost in your SEO rankings for implementing Schema, it can:

  • Make your pages eligible to appear in rich results.
  • Ensure your pages get seen by the right users more often.
  • Avoid confusion and ambiguity.

The work may seem tedious. However, given time and effort, properly implementing Schema markup is good for your website and can lead to better user journeys through the accuracy of information you’re supplying to search engines.


Image Credits

Featured Image: Paulo Bobita
Screenshot taken by author

 

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Chuck Price

Founder at Measurable SEO

Looking for a Content Marketing Solution to Increase Traffic and Revenue? I’m the founder of Measurable SEO and former COO ...

Advanced Technical SEO: A Complete Guide



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Gen Z Ditches Google, Turns To Reddit For Product Searches

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In this photo illustration, the Reddit logo is displayed on a smartphone screen.

A new report from Reddit, in collaboration with GWI and AmbassCo, sheds light on the evolving search behaviors of Generation Z consumers.

The study surveyed over 3,000 internet users across the UK, US, and Germany, highlighting significant changes in how young people discover and research products online.

Here’s an overview of key findings and the implications for marketers.

Decline In Traditional Search

The study found that Gen Z uses search engines to find new brands and products less often.

That’s because they shop online differently. They’re less interested in looking for expert reviews or spending much time searching for products.

There are also frustrations with mobile-friendliness and complex interfaces on traditional search platforms.

Because of this, traditional SEO strategies might not work well for reaching younger customers.

Takeaway

Companies trying to reach Gen Z might need to try new methods instead of just focusing on being visible on Google and other search engines.

Rise Of Social Media Discovery

Screenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Gen Z is increasingly using social media to find new brands and products.

The study shows that Gen Z has used social media for product discovery 36% more frequently since 2018.

This change is affecting how young people shop online. Instead of searching for products, they expect brands to appear in their social media feeds.

1719123963 547 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Because of this, companies trying to reach young customers need to pay more attention to how they present themselves on social media.

Takeaway

To succeed at marketing to Gen Z, businesses will likely need to focus on two main things:

  1. Ensure that your content appears more often in social media feeds.
  2. Create posts people want to share and interact with.

Trust Issues With Influencer Marketing

Even though more people are finding products through social media, the report shows that Gen Z is less likely to trust what social media influencers recommend.

These young shoppers often don’t believe in posts that influencers are paid to make or products they promote.

Instead, they prefer to get information from sources that feel more real and are driven by regular people in online communities.

Takeaway

Because of this lack of trust, companies must focus on being genuine and building trust when they try to get their websites to appear in search results or create ads.

Some good ways to connect with these young consumers might be to use content created by regular users, encourage honest product reviews, and create authentic conversations within online communities.

Challenges With Current Search Experiences

The research shows that many people are unhappy with how search engines work right now.

More than 60% of those surveyed want search results to be more trustworthy. Almost half of users don’t like looking through many search result pages.

Gen Z is particularly bothered by inaccurate information and unreliable reviews.

1719123963 785 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Takeaway

Given the frustration with search quality, marketers should prioritize creating accurate, trustworthy content.

This can help build brand credibility, leading to more direct visits.

Reddit: A Trusted Alternative

The report suggests that Gen Z trusts Reddit when looking up products—it’s their third most trusted source, after friends and family and review websites.

1719123963 403 Gen Z Ditches Google Turns To Reddit For Product SearchesScreenshot from Reddit study titled: “From search to research: How search marketers can keep up with Gen Z.”, June 2024.

Young users like Reddit because it’s community-based and provides specific answers to users’ questions, making it feel more real.

It’s worth noting that this report comes from Reddit itself, which probably influenced why it’s suggesting its own platform.

Takeaway

Companies should focus more on being part of smaller, specific online groups frequented by Gen Z.

That could include Reddit or any other forum.

Why SEJ Cares

As young people change how they look for information online, this study gives businesses important clues about connecting with future customers.

Here’s what to remember:

  • Traditional search engine use is declining among Gen Z.
  • Social media is increasingly vital for product discovery.
  • There’s growing skepticism towards influencer marketing.
  • Current search experiences often fail to meet user expectations.
  • Community-based platforms like Reddit are gaining trust.

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Google Clarifies Organization Merchant Returns Structured Data

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Google updates organization structured data for merchant returns

Google quietly updated their organization structured data documentation in order to clarify two points about merchant returns in response to feedback about an ambiguity in the previous version.

Organization Structured Data and Merchant Returns

Google recently expanded their Organization structured data so that it could now accommodate a merchant return policy. The change added support for adding a sitewide merchant return policy.

The original reason for adding this support:

“Adding support for Organization-level return policies

What: Added documentation on how to specify a general return policy for an Organization as a whole.

Why: This makes it easier to define and maintain general return policies for an entire site.”

However that change left unanswered about what will happen if a site has a sitewide return policy but also has a different policy for individual products.

The clarification applies for the specific scenario of when a site uses both a sitewide return policy in their structured data and another one for specific products.

What Takes Precedence?

What happens if a merchant uses both a sitewide and product return structured data? Google’s new documentation states that Google will ignore the sitewide product return policy in favor of a more granular product-level policy in the structured data.

The clarification states:

“If you choose to provide both organization-level and product-level return policy markup, Google defaults to the product-level return policy markup.”

Change Reflected Elsewhere

Google also updated the documentation to reflect the scenario of the use of two levels of merchant return policies in another section that discusses whether structured data or merchant feed data takes precedence. There is no change to the policy, merchant center data still takes precedence.

This is the old documentation:

“If you choose to use both markup and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

This is the same section but updated with additional wording:

“If you choose to use both markup (whether at the organization-level or product-level, or both) and settings in Merchant Center, Google will only use the information provided in Merchant Center for any products submitted in your Merchant Center product feeds, including automated feeds.”

Read the newly updated Organization structured data documentation:

Organization (Organization) structured data – MerchantReturnPolicy

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