Structured snippets are assets that highlight specific aspects of your products and services. Structured snippets show beneath your text ad in the form of a header (for example: 'Destinations') and list of values (for example: 'Hawaii, Costa Rica, South Africa'). This article gives an overview of structured snippets.
Before you begin
Review our policy on structured snippets.
Bear in mind:
- Structured snippets show with ads on the Search Network.
- Structured snippets defined at all levels within a specific 'branch' of the account > campaign > ad group hierarchy can appear together. For example, structured snippets in one campaign will not appear in another campaign.
- Structured snippet assets should be created at a level that makes sense for all subsequent portions of the account hierarchy.
- For example, if a structured snippet applies to all ad groups in an entire account, the structured snippet should be added at the account level.
- If a structured snippet only applies to a subset of campaigns, it should be added to only the relevant campaigns.
- Google will choose the best structured snippets that will maximise your ad performance from the eligible pool of structured snippets.
How they show
When your structured snippet appears with your ad on a computer, it can show up to two headers at a time, while ads that show on mobile and tablet devices will only show one header. Google Ads algorithmically decides the best header or combination of headers to show, so it’s best to add as many headers as possible that are relevant to your business.
Here's an example of how an ad with structured snippets might appear on a computer:
Benefits
- Help people instantly find out more about your products and services: Structured snippets give visitors a preview of the nature and range of your products and services, before they click on your ad.
- Improve your return on investment: The additional information that appears with your ads can increase your ads' relevance and click-through rates. This may help you improve your return on investment by attracting clicks from visitors who are more likely to be interested in what you have to offer.
- Customisability: You can add structured snippets at the account, campaign or ad group levels. Specify the dates, days of the week or times of day that your structured snippets are eligible to show.
How structured snippets work
You can add structured snippets at the account, campaign or ad group level. You choose where to add them, decide what type of information potential customers will find most valuable and schedule when you’d like them to appear. Consider your products and services, select from a list of predefined headers (like 'Product' or 'Service category'), and then add specific, supporting details as values.
Here's a list of available headers:
- Amenities
- Brands
- Courses
- Degree programmes
- Destinations
- Featured hotels
- Insurance cover
- Models
- Areas
- Service catalogue
- Shows
- Styles
- Types
It's important to make sure that your header and values match, as a mismatch is the most likely reason that your snippets will be disapproved. You might think of values as examples of their corresponding headers. For example, 'Costa Rica' is a destination, 'Wi-Fi' is an amenity and 'town centre' is a local area. Values for the Style header should be variations of a fairly specific category, like sandals or high heels, while values for the Type header can be variations of broader categories, like light fixtures or shoes.
There's no cost to add structured snippets assets, but you'll be charged as usual for clicks on your ad.
Best practices
Keep these best practices in mind when creating or optimising structured snippets:
- Create structured snippets at the account level first: Adding account level structured snippets first can help you get to optimal structured snippet coverage sooner but make sure that they’re relevant to all of your campaign and ad groups.
- Provide enough information. Aim to include at least four values per header.
- Increase your options. Add more than one header-value set. Having multiple sets of structured snippets provides more options and increases the likelihood that a relevant asset will show with your ad.
- Pick the right format. Unlike callout assets, which can highlight a single unique aspect of your business in a few words, structured snippets should provide a complete group of products or services that your business provides.
- Make sure dynamic structured snippets are enabled. Keeping dynamic structured snippets enabled will give the system more opportunities to show assets with your ads. These structured snippets are expected to improve your ad’s performance and may show alongside or instead of manually created structured snippets. You can pause or remove an individual asset that was automatically created if you don’t want it to show with your ads anymore.
Instructions
Add structured snippets
- In your Google Ads account, click the Campaigns icon
.
- Click the Assets drop-down in the section menu.
- Click Assets.
- Click the plus button
, then click Structured snippet.
- From the 'Add to' dropdown menu, choose the level that you’d like to add the snippet to.
- To create a new snippet:
- Choose a language and header from the drop-down menus. The header will be shown in front of the values (snippets) you enter.
- Enter at least three values.
- To schedule your asset to show during a particular date and time range, click on the Advanced options drop-down menu and enter the scheduling details.
- To add an existing snippet:
- Click Use existing.
- Tick the boxes next to the snippets that you’d like to add.
- Click Save.
.Edit structured snippets
- In your Google Ads account, click the Campaigns icon
- Click the Assets drop-down in the section menu.
- Click Assets.
- You will now find a table with all of your assets. Select Association from the 'Table view' dropdown menu.
- Select Structured snippet from the list above the table toolbar.
- Click the pencil icon
next to the asset that you’d like to edit, then choose Edit.
- Click Save.
next to the asset that you’d like to edit, then choose Edit.Performance and reports
- In your Google Ads account, click the Campaigns icon
- Click the Assets drop-down in the section menu.
- Click Assets.
- Click the Structured snippet summary card header for the type of asset.
- Filter by 'Source' for 'Automatically created'.
Pause or remove structured snippet assets
- In your Google Ads account, click the Campaigns icon
- Click the Assets drop-down in the section menu.
- Click Assets.
- Click the Structured snippet summary card header for the type of asset.
- To pause or remove multiple sitelink assets:
- Select the assets by clicking on the tick box.
- Click on Pause or Remove on the blue bar at the top.
- To pause or remove an individual asset:
- Select the individual asset in-line by clicking on the drop down next to the coloured indicator.
- Select Pause or Remove.
- To pause or remove multiple sitelink assets:
