How dynamic structured snippets appear on your ad

Dynamic structured snippets automatically show additional details about your site with your ads, helping people learn more about your business.

How dynamic structured snippets work

When people search for information on Google, they may see ads and search results for similar or related web pages. To help people decide whether your site contains information they're interested in, your ads may now include additional information about the products and services offered on your site beneath your ad text. Here's what an ad might look like with a dynamic structured snippet:

Dynamic structured snippet example ad

Where dynamic structured snippets come from

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

When your ads might show dynamic structured snippets

Your ads will show the dynamic structured snippets extension automatically when your ad is eligible and your landing page has a matching category for a search.

Dynamic structured snippets are eligible to show with your ads on for "Search Network with Display Select" or "Search Network only" campaign types. If you want to opt out of this feature, you can disable an automated extension.

Dynamic structured snippets are only available for ads targeting an English-speaking audience. Your ads can appear with up to two lines of snippet text on computers and tablets.

When someone uses Google to search for electronics, they might see an ad for the 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 dynamic structured snippets may benefit you

Here are a couple of ways that dynamic structured snippets could benefit your campaigns:

  1. Help people 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.
  2. Improve your return on investment: The additional website information that appears with your ads can increase your ads' relevance and click-through 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.

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.

Performance and reports

You can access some dynamic structured snippets performance data from the Ad extensions tab: select the Automated extensions report from the "View" drop-down menu. Otherwise, your eligible ads will show performance metrics as usual through your existing search ad performance reports.

Why your dynamic structured snippets aren't showing

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

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