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About structured snippet extensions

Highlight specific aspects of your products and services with structured snippets extensions. Structured snippets show beneath your text ad in the form of a header (ex: "Destinations") and list of values (ex: "Hawaii, Costa Rica, South Africa"). This article gives an overview of structured snippets. For instructions, jump to Use structured snippets.

How they show

When your structured snippet extension appears with your ad on a computer, it 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


  • 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 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.
  • Customizablity: You can add structured snippets at the account, campaign, or ad group levels. Specify the dates, days of the week, or times of day your structured snippets are eligible to show.
  • Detailed reporting: Find out how many clicks occurred on your ad when structured snippets appeared and compare your summary structured snippets statistics at the campaign, ad group, or ad levels.

How structured snippets work

You can add structured snippets at the account, campaign, or ad group level. You choose where to add them, decide what type of information potential customers will find most valuable, and schedule when you’d like them to appear. Consider your products and services, select from a list of predefined headers (like "Product" or "Service category"), and then add specific, supporting details as values.

Here's a list of available headers:

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

It's important to make sure your header and values match, as a mismatch is the most likely reason your snippets will be disapproved. You might think of values as examples of their corresponding headers. For example, “Costa Rica” is a destination, “WiFi” is an amenity, and “Downtown” is a neighborhood.

There's no cost to add structured snippets extensions, but you'll be charged as usual for clicks on your ad.

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