【Google Ads】Structured Snippets

Structured snippet assets highlight specific features of your products and services. Structured snippets appear below text ads as a headline (like “Destinations”) and a list of values ​​(like “Hawaii, Costa Rica, South Africa”). This article provides a brief description of structured snippets.
How they appear
When ads appear with structured snippet assets, up to 2 headlines can appear at a time on computers, and only 1 headline on mobile devices and tablets. Google Ads uses an algorithm to determine the best headline or combination of headlines to show, so it’s a good idea to include as many headlines as possible that are relevant to your business. Here’s an example of what an ad with structured snippets might look like on a computer:

Benefits
Help users quickly get more information about your products and services: Structured snippets give visitors a preview of the features and categories of your products and services before they click on your ad.
Improve your ROI: Additional information that appears with your ads can improve your ad relevance and click-through rate. This information can help you improve your ROI by attracting visitors who are more likely to be interested in what you have to offer.
Customizable: You can add structured snippets at the account, campaign, or ad group level. You can specify when structured snippets can appear, such as specific dates, days of the week, or times of day.
Note: If you don’t have time to add structured snippets, Google Ads can automatically generate them for you if you opt in to dynamic structured snippets.

How structured snippets work
You can add structured snippets at the account, campaign, or ad group level, and choose to add a location, decide which type of information potential customers would find most useful, and schedule them to appear. Consider your products and services, choose from a list of predefined headings (such as “Products” or “Service Categories”), and add specific, detailed information as values ​​that complement your description.
How to set up Google Ads structured snippets
Step 1: Navigate to the Assets page in your Google Ads account.
Step 2: Decide at which level you want to apply structuring. We recommend setting up account-level structured snippet assets first, which apply to all campaigns, and then setting up more granular structured snippet assets at the campaign and ad group levels to maximize ad impressions.

Step 3: Click on the plus button and then click Structured Snippet.
Step 4: Next, you need to select a title for your structured snippet.

You can choose from a variety of different headlines. Here you will need to select the headline that is most relevant to your ad content.
The following are the possible headlines:
Facilities
Brands
Courses
Degree Programs
Locations
Hotels
Insurance
Models
Communities
Services
Programs
Styles
Types
Step 5: Add a value that matches the headline. For example, if you selected the headline Brand, you will need to add the brand name. This value can be up to 25 characters long and must be at least 3 characters. If you want to add additional values, click the blue +add button.
Step 6: Once you have determined the structured snippet assets you need, click Save.
We encourage you to add a few different sets of structured snippets to see which perform best.
Comparison of structured snippets and callouts

Structured snippet example
Styles
Here is an example of using structured snippets to showcase different styles of dresses. You can see that the advertiser offers: bodycon dress, midi dress, party dress, shirt dress, and shift dress.

Courses
Below is an example of using structured snippets to showcase the different courses they offer. Course titles are best suited for training and education institutions.

Insurance types
The advertiser below has chosen to use Google Ads insurance type structured snippets to showcase the different types of insurance they offer.

Brands
Here is an example of Polo Ralph Lauren using the brand structured snippet asset to promote its different sub-brands (Denim & Supply, POLO Ralph Lauren, Black Label, RRL, Collection, and Purple Label).

Facilities
Advertisers use the facilities structured snippet to promote hotel facilities. It is ideal for advertisers of hotels, cruise ships, and wedding venues. Consumers will choose to click on the ad based on the facilities provided by the hotel or cruise ship.

Destination structured snippets are not limited to the travel industry. They can also be used by advertisers who have many offline stores. Here is an example of Loveholidays using destination structured snippets.

Services
Here is an example of a structured snippet for Google Ads services used by Irwin Mitchell, where they clearly list the services they provide.

How to view the performance of your structured snippet assets
Unlike sitelinks, structured snippets are not clicked directly by users. They are purely for the purpose of showing additional instructions below the ad description, taking up more space in Google Ads and thus increasing click-through rates. You can analyze the performance of your structured snippet assets in the asset report. Please follow the steps below.
Step 1: Go to the campaign-level “Asset groups” tab, then select Associated objects from the table view drop-down menu and select “Structured snippets” under Associated objects below.
Step 2: You will see a table below showing the performance of each structured snippet,

Typical metrics included in reports include: clicks, click-through rate, impressions, average CPC, cost, conversions, conversion rate, and cost per conversion. You can also customize display metrics in columns.