{"id":7681,"date":"2026-09-07T16:24:29","date_gmt":"2026-09-07T13:24:29","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=7681"},"modified":"2026-09-07T16:34:52","modified_gmt":"2026-09-07T13:34:52","slug":"structured-snippets-google-ads","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/structured-snippets-google-ads\/","title":{"rendered":"Structured Snippets in Google Ads"},"content":{"rendered":"<div class=\"tldr\"><strong>In short:<\/strong> A structured snippet pairs a predefined Google header with a list of closely related values. Add at least four short options that match the selected category.<\/div>\n\n\n<p class=\"wp-block-paragraph\">Structured snippets are a Google Ads asset that adds specific details about your product or service to an ad. If you remember them as ad extensions, the current name has changed, but the purpose remains the same: they can present your services, product types, brands, amenities, or other relevant characteristics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">People cannot click the snippet itself. It gives them more reasons to pay attention and helps them understand what they will find before they follow the main ad link to your landing page.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What structured snippets are used for<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Like other Google Ads assets, structured snippets make an ad larger. Extra lines appear after the headlines and descriptions, giving a potential customer a structured view of the offer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A structured snippet appears as a header followed by a colon and a list of values. This extra information explains the offer more clearly. Individual words can catch a person&#8217;s eye, helping them judge the fit and decide whether to click the ad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More useful information can improve the ad&#8217;s click-through rate. The cost per click may also fall if the quality and effectiveness of the advertising improve.<\/p>\n\n\n\n<aside class=\"key-stat\">\ud83d\udcca <strong>Practice data:<\/strong> in one vertical, a single three-word search query can consume between 6.5% and 41.6% of the entire advertising budget. The practical lesson is to avoid making an ad depend on one broad query. Structured snippets should reveal the range quickly and help a searcher decide whether your option fits. <em>Based on an analysis of $133M in advertising budgets.<\/em><\/aside>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2026\/09\/vis-1296-en.png\" alt=\"What structured snippets are used for\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">How to set up structured snippets in Google Ads<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To set up structured snippets, open your Google Ads account and select \u201cCampaigns.\u201d These items are now found in the \u201cAssets\u201d section.<\/p>\n\n\n\n<section class=\"first-hand-note\"><h3>What I list in structured snippets<\/h3><p>I use a structured snippet to list entities, not advertising claims. I choose the header first, then add values at the same level, such as types, models, or service categories. If one item answers a different question, I move it into a separate set because a mixed list does a poorer job of explaining the range before the click.<\/p><\/section>\n\n\n\n<p class=\"wp-block-paragraph\">Google explains the purpose of each header and value in its <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6280012?hl=en\">official guide to structured snippets<\/a>.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>Decide where to add the structured snippets:\n\n<ul class=\"wp-block-list\">\n\n<li>At account level, Google can show them with all ads.<\/li>\n\n\n<li>At campaign level, they apply to every ad group in that campaign.<\/li>\n\n\n<li>At ad group level, they are used only for the selected group.<\/li>\n\n<\/ul>\n\n<\/li>\n\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">The lower the level, the higher its priority. If structured snippets are added at campaign level, they can appear for every ad group. If a particular ad group has its own snippets, Google will show those instead of the campaign-wide set.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n\n<li>In \u201cAssets\u201d under \u201cCampaigns,\u201d select \u201c+\u201d, then \u201cStructured snippet.\u201d Choose the level in \u201cAdd to.\u201d<\/li>\n\n\n<li>Specify the header language.<\/li>\n\n\n<li>Choose the structured snippet type. Unlike callouts, structured snippets do not accept arbitrary information. You need to select the predefined header that fits your business. The list contains 13 headers:\n\n<ul class=\"wp-block-list\">\n\n<li>Brands, for example for electronics, footwear, clothing, or cosmetics.<\/li>\n\n\n<li>Neighborhoods, for example for a real estate agency.<\/li>\n\n\n<li>Courses, for example for educational institutions.<\/li>\n\n\n<li>Destinations, for example for travel companies or food delivery.<\/li>\n\n\n<li>Models, for example for cars or smartphones.<\/li>\n\n\n<li>Degree programs, for example for courses or universities.<\/li>\n\n\n<li>Featured hotels, for example for travel companies.<\/li>\n\n\n<li>Styles, for example for clothing or design services.<\/li>\n\n\n<li>Insurance coverage, for example for insurance companies.<\/li>\n\n\n<li>Types, which can work for many kinds of businesses.<\/li>\n\n\n<li>Amenities, for facilities at a building or place.<\/li>\n\n\n<li>Service catalog, for specific services provided for a fee.<\/li>\n\n\n<li>Shows, for example for theaters.<\/li>\n\n<\/ul>\n\n<\/li>\n\n\n<li>Aim for at least four values for the selected header. Enter each one in a separate field without punctuation.<\/li>\n\n\n<li>Select \u201cSave.\u201d<\/li>\n\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Repeat steps four through six until you have covered every suitable header. If you need help choosing and combining assets, start with the complete guide to <a href=\"\/blog\/en\/google-ads-assets-setup\/\">Google Ads assets and their setup<\/a>.<\/p>\n\n<!-- cta-anchor -->\n\n\n<h3 class=\"wp-block-heading\">The most versatile structured snippet types<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The right header depends on what you can list. \u201cTypes\u201d covers product categories, \u201cAmenities\u201d covers facilities at a place, and \u201cService catalog\u201d covers paid services. For example, the following services belong under \u201cService catalog\u201d:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>For an auto repair shop: wheel alignment, tire fitting, computer diagnostics.<\/li>\n\n\n<li>For a law firm: criminal, administrative, commercial cases.<\/li>\n\n\n<li>For a medical center: endocrinology, therapy, surgery.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Use \u201cAmenities\u201d for actual facilities at a building or place. For a hotel, examples include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Swimming pool.<\/li>\n\n\n<li>Wi-Fi.<\/li>\n\n\n<li>Gym.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A retailer can use \u201cService catalog\u201d if it also provides paid services. For example, an automotive business could list:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Oil change.<\/li>\n\n\n<li>Tire alignment.<\/li>\n\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Tips for adding structured snippets correctly<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Use the following practical rules to get more value from structured snippets in Google Ads.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n\n<li>Add several structured snippets rather than just one. Choose every header that relates to your business and create each asset in turn. Relevant options might include Types, Courses, and Service catalog.<\/li>\n\n\n<li>List at least four values for every header, preferably five or more, up to ten. This gives Google options to rotate and select more relevant values for different search queries. Review performance for the structured snippet asset as a whole. The report does not isolate individual values or their combinations.<\/li>\n\n\n<li>Keep every value as short and concise as possible. More values can then fit into the ad, giving a potential customer more information and choice.<\/li>\n\n\n<li>Follow <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6283300?hl=en\">Google\u2019s structured snippet requirements<\/a> to help your assets pass review:\n\n<ul class=\"wp-block-list\">\n\n<li>values must match the meaning of the selected header;<\/li>\n\n\n<li>text must not be repeated;<\/li>\n\n\n<li>under \u201cBrands,\u201d list only real brands you offer and comply with Google\u2019s trademark policy;<\/li>\n\n\n<li>extra details such as model prices, course lengths, clothing sizes, or a car&#8217;s model year cannot be added.<\/li>\n\n<\/ul>\n\n<\/li>\n\n\n<li>If an advertiser does not add structured snippets manually, Google may display dynamically created snippets. Manual assets give you more precise control over what a person reads on a mobile device or computer.<\/li>\n\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about structured snippets<\/h2>\n\n\n\n<div class=\"faq-item\"><span class=\"faq-q\">How are structured snippets different from callouts?<\/span> You can write callouts freely, while a structured snippet starts with a predefined Google header such as Types, Service catalog, Brands, Courses, or Amenities. It needs a clean list of related values rather than an advertising phrase.<\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">How many values should I add?<\/span> Add at least four, although five or more short options are preferable in practice. This gives Google a reserve for different devices, search queries, and available ad width.<\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">Can I include prices and promotions?<\/span> No. Structured snippets are not designed for prices, discounts, time limits, or promotional claims. Other assets and the <a href=\"https:\/\/ivitskiy.com\/blog\/en\/google-ads-ad-examples\/\">ad copy<\/a> can handle that information, while this space should list categories, services, or features.<\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">At what level should I add them?<\/span> If a snippet fits the entire business, add it at account level. If its meaning depends on a business line or product group, use campaign or ad group level so that the list does not conflict with a specific query.<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What should you do next?<\/h2>\n\n\n\n<div class=\"faq-item\"><span class=\"faq-q\">How do the related ad assets work?<\/span> <a href=\"\/blog\/en\/google-ads-assets-setup\/\">Google Ads assets: why they matter and how to set them up<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">What should you add alongside structured snippets?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/callout-assets-google-ads\/\">Callout assets in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">When do you need links to sections of your website?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/sitelink-assets-google-ads\/\">Sitelink assets in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">Which assets can Google create automatically?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/automated-assets-google-ads\/\">Automated assets in Google Ads<\/a><\/div>\n<div class=\"faq-item\"><span class=\"faq-q\">How should you write the ad itself?<\/span> <a href=\"https:\/\/ivitskiy.com\/blog\/en\/responsive-search-ads-google\/\">Responsive search ads in Google Ads<\/a><\/div>\n\n\n\n<aside class=\"limits-note\"><h3>When this does not apply<\/h3><ul><li>A structured snippet is not clickable, so it cannot replace sitelink assets.<\/li><li>The asset may not appear in every auction, even after approval.<\/li><li>It is not suitable for promotional promises or offers because each value must match the Google category you selected.<\/li><\/ul><\/aside>\n\n","protected":false},"excerpt":{"rendered":"<p>Structured snippets show your range before the click. Learn how to choose a header, add values, and avoid disapproval in Google Ads.<\/p>\n","protected":false},"author":0,"featured_media":7683,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[152],"tags":[],"class_list":["post-7681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads-setup","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Structured Snippets in Google Ads - \u0411\u043b\u043e\u0433 \u0406\u0433\u043e\u0440\u044f \u0406\u0432\u0456\u0446\u044c\u043a\u043e\u0433\u043e \u043f\u0440\u043e Google \u0440\u0435\u043a\u043b\u0430\u043c\u0443<\/title>\n<meta name=\"description\" content=\"Structured snippets show your range before the click. 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