How dynamic structured snippets appear in your ad

Dynamic structured snippets automatically show additional details about your website with your ads, helping people to find out 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 to decide whether your website contains information that they're interested in, your ads may now include additional information about the products and services offered on your website, beneath your ad text. Here's what an ad with a dynamic structured snippet might look like:

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 website.

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, then 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, such as specific electronics brands or subcategories

How dynamic structured snippets may benefit you

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

  1. Help people to find out more about your products and services without changing a thing: Additional information from our analysis of your website 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 to 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

Bear 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 won't usually impact on whether other extensions appear with your ad; however, if another extension showing with your ads performs better than your structured snippets, then it will be more likely to appear with your ad instead.

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