How to use structured snippets
Structured snippets allow your ads to highlight specific aspects of your products and services. These ad extensions provide context on the nature and variety of your products and services before visitors click through to your site.
How structured snippets work
Decide what type of information potential customers will find most valuable when considering your products and services by selecting a predefined header (product or service category). You’ll then add specific, supporting details to call out.
Example
Here's what an ad might look like using structured snippets. In this example the advertiser is a shoe retailer highlighting shoe styles. With these added snippets, visitors get a preview of the styles (the chosen header in this example) they’re likely to find on the advertiser’s web page, which can help them decide whether to click on the ad.
Here’s a list of available headers:
- Amenities
- Brands
- Courses
- Degree programs
- Destinations
- Featured hotels
- Insurance coverage
- Models
- Neighborhoods
- Service catalog
- Shows
- Styles
- Types
Up to two headers at a time can show on your ad. We will algorithmically decide the best header combinations to show, so we recommend adding as many headers relevant to your business as possible.
Why use structured snippets
Here are a couple of ways structured snippets could benefit your campaigns:
- 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 website information that appears with your ads can increase your ads' relevance and clickthrough rates. This may help you improve your return on investment by focusing on attracting clicks from visitors who are more likely to be interested in what you have to offer.
Keep in mind
Structured snippets are for these campaign types only:
- "Search Network with Display Select"
- "Search Network only"
Creating and managing structured snippets
Creating new structured snippetsCreate account-level structured snippets:
- Click Campaigns to go to the All Campaigns page.
- Click the Ad extensions tab.
- Choose Structured snippet extensions from the View drop-down menu.
- Click +Extension.
- Click +New structured snippet.
- Choose a language and then a header from the dropdown menus. This header will be shown in front of the values (snippets) you enter.
- Enter at least 3 values. These values should be specific items or attributes that match the header category.
- Click Save.
Create campaign-level structured snippets:
- Choose the campaign you’d like to add the extension to.
- Click the Ad extensions tab.
- Choose Structured snippet extensions from the View drop-down menu.
- Click +Extension.
- Click +New structured snippet.
- Choose a language and then a header from the dropdown menus. This header will be shown in front of the values (snippets) you enter.
- Enter at least 3 values. These values should be specific items or attributes that match the header category.
- Click Save.
Note: Before you create campaign-level structured snippets, keep the following in mind:
- By default, an ad group uses structured snippets you've created at the account level.
- If you create structured snippets at the campaign or ad group levels, those will override any structured snippets at the account or campaign levels, respectively.
Create ad group-level structured snippets:
- Choose the campaign you’d like to add the extension to.
- Click the Ad extensions tab.
- Choose Structured snippet extensions from the View drop-down menu.
- Click +Extension.
- Click +New structured snippet.
- Choose a language and then a header from the dropdown menus. This header will be shown in front of the values (snippets) you enter.
- Enter at least 3 values. These values should be specific items or attributes that match the header category.
- Click Save.
Note: Before you create ad group-level structured snippets, keep the following in mind:
- By default, an ad group uses structured snippets you've created at the account level.
- If you create structured snippets at the campaign or ad group levels, those will override any structured snippets at the account or campaign levels, respectively.
- You can also disable a structured snippet for an ad group. This removes any structured snippets you created in the ad group and stops any campaign-level structured snippets from showing with those ads. In other words, no structured snippets will show for the ad group.
To edit account-level, campaign-level, or ad group-level structured snippets:
- Choose the campaign or ad group that has the structured snippet you'd like to edit.
- Click the Ad extensions tab.
- Choose View: Structured snippet extensions from the drop-down menu.
- Hover your mouse over the structured snippet extension you want to edit. Click the pencil icon that appears on the right.
- Make changes to the structured snippet you selected.
- Click Save. Your change will apply to the structured snippet text for all ad groups and campaigns that share the snippet.
To remove an account-level, campaign-level or ad group-level structured snippet:
- Choose the campaign or ad group that has the structured snippet you'd like to remove.
- Click the Ad extensions tab.
- Choose View: Structured snippets extensions from the drop-down menu.
- Click the checkbox to select extensions you want to remove.
- Click Remove. If you're removing the structured snippet from the account or campaign levels, this will remove the structured snippet for all ad groups under the account or campaign, as well.
- Choose the campaign or ad group that has the structured snippet you'd like to schedule.
- Click the Ad extensions tab.
- Choose View: Structured snippets extensions from the drop-down menu.
- Click on the extension you want to schedule.
- Click the pencil icon to edit.
- Click Start/end dates, scheduling.
- Start/end dates: Click inside the start and end date boxes to choose when the structured snippet should appear with your ads.
- Scheduling: Set the days of the week and times of day your structured snippet should appear. All times are in the timezone of your account.
- Click Save.
Extensions show on all devices by default, but you can also customize structured snippets for mobile devices. You can create mobile-preferred snippets by checking the “Mobile” device checkbox in the structured snippet editor.
Here’s how to create mobile-preferred structured snippets:
- Choose the campaign or ad group that has the structured snippet you'd like to customize.
- Click the Ad extensions tab.
- Choose View: Structured snippets extensions from the drop-down menu.
- Click on the extension you want to customize.
- Click the pencil icon to edit.
- Check Mobile for Device preference.
- Click Save.
Note
- Structured snippets with the device preference set to mobile will be given preference over standard structured snippets on mobile devices.
- Standard structured snippets will be given preference over mobile-optimized structured snippets of the same type on desktop and tablet devices.
- If a campaign or ad group only has mobile-optimized structured snippets, these may still show on desktop and tablet devices. To avoid this, we recommend creating both standard and mobile-optimized structured snippets of the same type in your campaign.
Structured snippets policies:
- You’ll need to enter a minimum of 3 snippets in the fields provided, although 4 is recommended. Each snippet has a 25 character limit. For mobile, it’s best to limit snippet text to less than 12 characters. You can add more fields if needed for additional snippets.
- If you add snippets that do not match the theme of the header or do not relate to the header you’ve selected, we will not be able to approve your structured snippets to show.
- We recommend adding as many headers relevant to your business as possible
- All text must be Family Safe. All existing text policy requirements that apply to Sitelinks & Callout extensions also apply here.
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