Step 4.5 Structured Snippets

Structured snippets are extensions that highlight specific aspects of your products and services. They show underneath your text ads in the form of a header (e.g. 'Models') and list (e.g. 'iPhone X, iPhone 8, Galaxy S6'). Structured snippets help your ads to stand out, providing useful information about your products and services beyond what is present in the ad copy.

Here's an example of an ad with structured snippets enabled:

Google defines a list of headers for which structured snippets may be built:

  • Brands
  • Models
  • Styles
  • Types
  • Courses
  • Degree Programmes
  • Destinations
  • Featured Hotels
  • Insurance Coverage
  • Neighbourhoods
  • Services
  • Shows

You can use each header once, and you may use as many as you like. Google will decide how many to show with each ad.

Each structured snippet header must have at least 3 values associated with it and may have up to 10 values. Each value may be up to 25 characters long.

Adding Structured Snippets To Your Campaigns

To add structured snippets to your campaigns:

1
Open your Ad Build in Dynamic Creative
2
Go to the Build Settings step
3
Scroll down the page until you find the Ad Extensions section
4
Click on the checkbox next to Structured Snippets

For each header, you can build either an  automatic or a manual structured snippet.

Manual Structured Snippets

Manual structured snippets use the same values across all your campaigns. For example, you might want to use the Neighbourhoods structured snippet to have a list of your store locations.

To add a manual structured snippet:

5
Click on the + icon and select which header you want to add a structured snippet for.
6
Select Manual
7
Enter 3 or more values.

Add a Manual Structured Snippet

Automatic Structured Snippets

Automatic structured snippets will use different values for each ad group, selected from inventory fields and limited to the products associated with each ad group. For example, if you sell mobile phones, you could use the Models header and associate it with the Product field. Then your Apple iPhone ad group will use values 'iPhone 6, iPhone 7, iPhone 8' etc., and your Samsung Galaxy ad group will use values 'Galaxy S5, Galaxy S6, Galaxy S7' etc.

If there are not at least 3 different values within the ad group, no structured snippet will be built for that ad group. If there are more than 10, the first 10 will be used.

To add an automatic structured snippet:

5
Click on the + icon and select which header you want to add a structured snippet for.
6
Select Automatic
7
Select an inventory field from the drop-down

Add an Automatic Structured Snippet

You can add as many headers as you like by repeating steps 5 to 7, though you may only add each header once. Google will automatically select which structured snippets to show when displaying your ads based on previous performance. When you are done, click Save.

Removing Structured Snippets

To remove a structured snippet, just click on the X next to the header and click Save

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