About dynamic structured snippet assets

Dynamic structured snippets are an asset type that automatically show additional details about your site with your ads, helping users learn more about your business. Dynamic structured snippets require no setup and give the system more opportunities to show assets with your ads.

Before you begin

For background information, start by learning about call assets or, more specifically, about account level automated assets.

How they work

When users search for information on Google, they may be served ads and search results for similar or related web pages. To help them decide whether your site contains information they're interested in, your ads may include additional information about the products and services offered on your site.

The information that appears for your ad's snippets reflects categories of content found on your site.

Benefits

Here are benefits of dynamic structured snippets:

  • They help users find out more about your products and services without changing a thing: Additional information from our analysis of your site can appear with your ad automatically, with no additional effort or ad management on your part.
  • They may improve your return on investment: The additional website information that appears with your ads can increase your ads' relevance and clickthrough rate. This can help you improve your return on investment by focusing on attracting clicks from visitors who are more likely to be interested in what you have to offer.

When they might show with your ads

Your ads may show dynamic structured snippets automatically when your ad is eligible and your landing page has a matching category for a search. Dynamic structured snippets only show when they’re expected to boost your ad’s performance and may show alongside manually created structured snippets. You can control which structured snippets are served by pausing or removing individual dynamic structured snippets. Learn more about how to remove assets

Example

When someone uses Google to search for electronics, they might be served an ad for Acme Electronics with dynamic structured snippets. These snippets may display additional details about the content found on the landing page for the ad, like specific electronics brands or subcategories

How much dynamic structured snippets cost

There's no cost for showing dynamic structured snippets for your campaigns, but you'll be charged as usual for clicks on your ad.

Why your dynamic structured snippets aren't showing

Keep in mind that your ads won't always show dynamic structured snippets. Also, when dynamic structured snippets appear, the information displayed and its length may vary. We consider several factors when determining whether dynamic structured snippets will appear with your ads, including whether other assets are also eligible to appear with your ads. Dynamic structured snippets usually won't impact whether other assets appear with your ad; however, if another asset showing with your ads performs better than your structured snippets, these will be more likely to appear with your ad instead.

Performance and reports

You can view individual structured snippets performance data in Google Ads using the instructions below:

  1. Sign into your Google Ads account.
  2. Click Ads & assets on the page menu on the left, then click Assets from the dropdown menu.
  3. Click the Structured snippet summary card header for the type of asset.
  4. Filter by "Source" for "Automatically created".

Pause or remove individual dynamic structured snippets

If you don’t like a given dynamic structured snippet that was created for you, you can pause or remove it. Pausing a dynamic structured snippet will prevent it from serving but keeps it available to be re-enabled. Removing a dynamic structured snippet removes it completely so that it won’t be able to serve again later on.

  1. Sign into your Google Ads account.
  2. Click Ads & assets on the page menu on the left, then click Assets from the dropdown menu.
  3. Click the Structured snippet summary card header for the type of asset.
    • To pause or remove multiple sitelink assets:
      1. Select the assets by clicking on the check box.
      2. Click on Pause or Remove on the blue bar at the top.
    • To pause or remove an individual asset:
      1. Select the individual asset in-line by clicking on the drop down next to the colored indicator.
      2. Select Pause or Remove.

While not recommended, you can also opt-out of all dynamic structured snippets if needed.

Note: The ability to pause or remove individual dynamic callout assets will be available once your callouts have been upgraded. Learn more about the assets upgrade

Related links

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