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Structured snippet requirements

Structured snippets allow advertisers to describe features of a specific product or describe the range of products or services their business offers. Structured snippets are subject to the standard AdWords 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

Structured snippet repetition

The following is not allowed:

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

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 you want to include in the extension. AdWords will automatically separate them with commas.

Promotional text in value

The following is not allowed:

Promotional text in snippet values

Examples: “Sale” or “Free shipping”

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 Allowed Not allowed Not allowed
Amenities: Ski Storage, Swimming Pool, Restaurant

Amenities: Wi-Fi, Breakfast, Pool, Gym, Spa
Amenities: Rated most comfortable, 100% satisfaction guarantee

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 number of brands offered by the advertiser

Examples
Allowed Allowed Not allowed Not allowed
Brands: Nest, Nexus, Chromebook Brands: Over 200 Brand names, Save on Brand names

Brands: Cheap Nest, New Nexus phones, Exclusive Chromecasts

Courses in structured snippets

The following is not allowed in the Courses header:

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

Examples
Allowed Allowed Not allowed Not allowed
Courses: Linear Algebra, Creative Writing, Data Structures Courses: MBA, M.Ed, BS

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 Allowed Not allowed Not allowed
Degree programs: Accounting, Biology, Psychology Degree programs: 2 year, 4 year, masters, associates

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 Allowed Not 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

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

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 Allowed Not allowed Not allowed
Coverage: Liability, Collision, Comprehensive

Coverage: Term life, whole life, universal life
Coverage: Quotes for all coverages, Save now

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 Allowed Not 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 128 GB

Neighborhoods in structured snippets

The following is not allowed in the Neighborhoods header:

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

Names of cities, countries, or apartment buildings

Examples
Allowed Allowed Not allowed Not allowed
Neighborhoods: Downtown, Hayes Valley, Mission, Excelsior

Neighborhoods: Westminster, Camden, King’s Cross
Neighborhoods: San Francisco, Oakland

Neighborhoods: SOMA apartments, North Beach apartments, Pac Heights homes

Service catalog in structured snippets

The following is not allowed in the Service catalog header:

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

Values that list features of a product

Examples
Allowed Allowed Not allowed Not allowed
Services: Oil change, Smog check, tire alignment

Services: Packing, Auto transport, Storage, Debris pickup
Services: Reviews, Quotes, Rankings

Services: Top rates, Compare 5 credit cards

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

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 Allowed Not 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

Types in structured snippets

The following is not allowed in the Types header:

Values that are not variations of a product category

Examples
Allowed Allowed Not allowed Not allowed
Types: Pendant lamps, Ceiling lights, Wall lamps

Types: LED, Incandescent, Halogen, Fluorescent, Metal Halide
Types: Red, Blue, Green

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 than 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 extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information. See the Trademark policy for more information.
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