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About structured snippet extensions

Structured snippets are extensions that highlight specific aspects of your products and services.  They show underneath your text ad on search in the form of a header (ex: "Destinations") and list (ex: "Hawaii, Costa Rica, South Africa").

This article gives an overview of structured snippets. To get started, skip to Use structured snippets.

How structured snippets work

You decide what type of information potential customers will find most valuable when considering your products and services by selecting a predefined header (like "Product" or "Service category"). You then add specific, supporting details to call out.

Here's a list of available headers:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

Ads that show on a computer can show up to 2 headers at a time while ads that show on mobile and tablet devices will only show one header. AdWords algorithmically decides the best header or combination of headers to show, so it’s best to add as many headers as possible that are relevant to your business.

Here's what an ad with structured snippets might look like on a computer:

ACME Electronics - Full Service Tech Shop
Shop ACME Electronics For Laptops, Smartphones, Video Games, And More.
Services: Tech Support, E-Waste Recycling, Computer Repair


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 attracting clicks from visitors who are more likely to be interested in what you have to offer.
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