Structured Snippet Extensions are a type of Asset, (formerly known as Ad Extensions) available in Google Ads. Similar to Callout Assets, they allow you to display additional details about your product or service directly in your Search ads.

What are Structured Snippet Assets?

Structured Snippet Assets are a type of Google Ads Asset/ad extension that enable you to display extra details about your business in your ads. These details are displayed underneath your ad description, in the form of a header and a list of values separated by commas. For instance, a hotel could use a structured snippet to list amenities like “Free WiFi, Outdoor Pool, 24/7 Room Service”.

Structured Snippet Assets play a key role in enhancing the effectiveness of your Google Ads campaigns for several reasons. Firstly, they provide extra, valuable information to users, helping them make more informed decisions and increasing the chances of the right users clicking on your ad. Secondly, because these extensions make your ad larger and more detailed, they can improve visibility and click-through rates. Finally, Google’s algorithms also consider the use of Google Ads Assets like Structured Snippets when determining your Ad Rank and Quality Score.

What do Structured Snippet Assets look like?

A Structured Snippet Asset takes the form of a header and a list of values separated by commas, and you must select the Header from a predefined list in Google Ads, see the current Header options below:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

These headers are liable to change, you can see the latest list of Headers from Google here.

When they appear in search results, Google will show 2 or more snippets at a time, depending on other extensions showing and structured snippet character counts.

Structured Snippets Examples

image of structured snippet extension

How to Add Structured Snippet Assets in Google Ads?

  • Log into your Google Ads account.
  • Navigate to the ‘Ads & Assets’ menu on the left side, and then click on ‘Assets’.
  • Click on the blue ‘+’ button and select ‘Structured snippet extension’.
  • Choose whether you want to add the extension at the account, campaign, or ad group level.
  • Select a language, then choose the Header (the aspect of your products/services you want to highlight) from the dropdown menu.
  • Enter the values related to the selected header.You can add up to 10 values.
  • Review your extension, then click ‘Save’.

How to Create Effective Extensions

The choice of headers and values in your Structured Snippet Extensions is crucial for their success. Here are some best practices:

Relevance: Choose headers and values that are most relevant to your business, products, or services. They should provide additional, valuable information that wasn’t covered in your ad’s main text.
Uniqueness: Use the snippets to highlight unique aspects of your business that set you apart from the competition.
Clarity and Conciseness: Given the character limit, make sure your values are clear and to the point. Avoid unnecessary jargon or complicated language.
Accuracy: Don’t overstate or inaccurately portray the information within your extensions. Maintain honesty regarding what you’re providing.

What are Dynamic Structured Snippet Extensions?

Dynamic Structured Snippets are a type of automated asset in Google Ads. They look just like standard Structured Snippets but are generated automatically and based on the content of your website, providing relevant and specific details about your product or service offerings that match the user’s search query. This could include categories of products or services, or the range of products and services you offer.

Dynamic structured snippets can enhance the relevance of your ads, providing users with more information to help them decide whether to click on your ad. However, unlike manual structured snippet assets, you have less control over the specific information that is displayed.

How to turn off Dynamic Structured Snippet Extensions

When you are logged into Google Ads, head to the “Ads & Assets” menu, click “More” in the top right corner of the page and choose “Account-level automated assets”.

Click “More” in the top right corner of the page and choose Advanced settings.

On this screen you can select dynamic structured snippets from the list. Once you specify a reason for disabling the ad extension, click “Save” to complete the process.

If you’re looking for any further advice on how you can best use Structured Snippet Extensions in your Google ads account, get in touch with our expert team.