Structured snippet requirements

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Structured snippets allow advertisers to describe features of a specific product or the range of products or services that their business offers. Structured snippets are subject to the standard Google Ads policies and the requirements below.

Punctuation and symbols in structured snippets

The following is not allowed:

Punctuation and symbols in snippet text that serve no purpose other than to draw attention to the ad

Examples: Exclamation marks, punctuation at the beginning of the text, adding a ► symbol, emoticons

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Structured snippet repetition

The following is not allowed:

Snippet text values that are repeated in the same header or across different headers

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Multiple items in value

The following is not allowed:

Entering more than one item in each value

Examples: Adding a comma-separated list into one value field, putting two related items in one value field

Note: Add a new value field for every item that you want to include in the asset. Google Ads will automatically separate them with commas.

Learn how to fix a disapproved ad or asset.

Promotional text in value

The following is not allowed:

Promotional text in snippet values

Examples: 'Sale' or 'Free delivery'

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Amenities in structured snippets

The following is not allowed in the 'Amenities' header:

Values that do not list useful features or facilities of a building or place

Examples

Allowed	Not allowed
Amenities: Ski storage, swimming pool, restaurant Amenities: Wi-Fi, breakfast, pool, gym, spa	Amenities: Rated most comfortable, 100% satisfaction guaranteed

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Brands in structured snippets

The following is not allowed in the 'Brands' header:

Values that are not actual brands offered by the advertiser

Description of the number of brands offered by the advertiser

Examples

Allowed	Not allowed
Brands: Nest, Nexus, Chromebook	Brands: Over 200 brand names, Save on brand names Brands: Cheap Nest, New Nexus phones, Exclusive Chromecasts

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Courses in structured snippets

The following is not allowed in the 'Courses' header:

Values that do not list specific classes that educational providers offer or that promote entire degree programs

Examples

Allowed	Not allowed
Courses: Linear algebra, Creative writing, Data structures	Courses: MBA, M.Ed, BS

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Degree programs in structured snippets

The following is not allowed in the 'Degree programs' header:

Values that are not courses of study at online or traditional educational institutions

Course duration or other additional information about the course

Examples

Allowed	Not allowed
Degree programs: Accounting, Biology, Psychology	Degree programs: 2-year, 4-year, Master's, associate

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Destinations in structured snippets

The following is not allowed in the 'Destinations' header:

Values that are not names of cities, states, countries, continents, places of interest, cultural and heritage sites or tourist attractions

Examples

Allowed	Not allowed
Destinations: Las Vegas, New York, Tokyo, Rome, Cancun, Paris	Destinations: Hotels in 200 cities, Visit Paris
Destinations: Taj Mahal, Red Fort, Qutb Minar	Destinations: Taj Mahal tour package, Visit New Delhi

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Featured hotels in structured snippets

The following is not allowed in the 'Featured hotels' header:

Values that are not hotel names for which the advertiser is offering booking services

Examples

Allowed	Not allowed
Featured hotels: Luxury Inn, Alpine Lodge, Lakeside Hotel	Featured hotels: 10% off Alpine Lodge, Lowest rate on Lakeside Hotel

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Insurance coverage in structured snippets

The following is not allowed in the 'Insurance coverage' header:

Values that are not specific types of insurance coverage

Examples

Allowed	Not allowed
Coverage: Liability, compulsory third party, comprehensive Coverage: Term life, whole life, universal life	Coverage: Quotes for all coverages, Save now

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Models in structured snippets

The following is not allowed in the 'Models' header:

Values that are not specific models of a product or a range of models

Names of manufacturers, stores or dealerships

Model year, specs, price, condition or other descriptions

Examples

Allowed	Not allowed
Models: Corolla, Camry, Prius Models: Corolla L, Corolla LE, Corolla Premium, Corolla LE Plus	Models: 2016 models in stock, Deals on 2015 models Models: Toyota, Honda, Ford, Chevy Models: Corolla 2014, Camry 2016, Avalon 2014
Models: Nexus 5x, Nexus 6P, Pixel, Pixel XL	Models: Great deals on Pixel, Buy Pixel now Models: Pixel 5.0 inches display, 143 grams, 32 or 128GB

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Neighbourhoods in structured snippets

The following is not allowed in the 'Neighbourhoods' header:

Values that are not sub-regions or districts within a city

Names of cities, countries or apartment buildings

Examples

Allowed	Not allowed
Neighbourhoods: Downtown, Hayes Valley, Mission, Excelsior Neighbourhoods: Westminster, Camden, King’s Cross	Neighbourhoods: San Francisco, Oakland Neighbourhoods: SOMA apartments, North Beach apartments, Pac Heights homes

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Service catalogue in structured snippets

The following is not allowed in the 'Service catalogue' header:

Values that are not specific offerings of a service provider, i.e. services performed in exchange for money

Values that list features of a product

Examples

Allowed	Not allowed
Services: Oil change, car servicing, tyre alignment Services: Packing, auto transport, storage, debris pickup	Services: Reviews, quotes, rankings Services: Top rates, Compare 5 credit cards

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Shows in structured snippets

The following is not allowed in the 'Shows' header:

Values that are not names of performances or actual TV shows

Information regarding the show, time or description of a show or venue

Examples

Allowed	Not allowed
Shows: The Voyage, Knights, American Dancer	Shows: At 10:00 am, 2:00 pm and 5:00 pm, Tickets required

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Styles in structured snippets

The following is not allowed in the 'Styles' header:

Values that are not variations of a fairly specific category

Note: Don’t confuse the category with the styles that fall within that category. For example, 'cocktail' and 'strapless' are styles of dresses, but 'dresses' itself is a category and should not be submitted as a style.

Examples

Allowed	Not allowed
Styles: Wingback, button tufted, French country, swivel, nailhead, scalloped Styles: Flatweave, jute, striped, shag, solid, geometric	Styles: Performance apparel, yoga apparel, running gear, athletic jackets Styles: Mailbox posts, cluster mailboxes, lockable mailboxes Styles: Lingerie, lace dresses, two-piece sets

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Types in structured snippets

The following is not allowed in the 'Types' header:

Values that are not variations of a product category

Examples

Allowed	Not allowed
Types: Pendant lamps, ceiling lights, wall lamps Types: LED, incandescent, halogen, fluorescent, metal halide	Types: Red, blue, green

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Related policies and common disapprovals

The following AdWords policies are especially relevant to structured snippets and are often associated with disapprovals. Learn about what happens if you violate our policies.

Repetition

To maintain a professional appearance in ads, we don't allow excessive or gimmicky repetition of words or phrases. See the repetition policy for more information. Note that this is slightly different to the structured snippet repetition policy above and applies to any ad text that is repeated in your snippet text.

Trademarks

Google may remove ads or assets in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets and business information. See the Trademarks policy for more information.