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What Are Structured Snippet Extensions?

What are structured snippet extensions and how can they help you reach your target audience with Google Ads? Find out how to maximize your online campaigns with the help of these extensions.

structured snippet extensions
Ally Bootsma

Ally Bootsma

Inbound Marketing Expert

It’s important to give your customers a better idea of your products and services before they click your ad. With the structured snippets extension, you can do just that! The extension helps you highlight specific features of your products or services to help your customers know if you’ve got what they are looking for.

What are Structured Snippet Ad Extensions?

Google Ads Structured Snippet Extensions are a powerful way for businesses to add snippets of text that you can use to enhance your ads. Structured snippet extensions allow you to create personalized ads that match the specific needs of your audience, allowing you to target users based on their interests, behaviors, and preferences. 

This means that you can create ads that are more likely to be clicked on by potential customers and is a great way to increase your ad campaign's performance results in higher conversion rates.

This extension helps you differentiate your products and services you offer from your competition and allows you include additional details about the business by utilizing 12 headers (such as “Types” or “Destinations”) and a description.

The structured snippet headers are currently limited to:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types
What is The Structures Snippet Ad Extension?

How Structured Snippets Work

Your ad can show up to two snippet headers and their descriptions at a time. You can add as many relevant snippet options to your campaign as you want and Google will use an algorithm to decide which ones to show. 

In order to optimize these snippets to help you engage with your customers better, Google gives you the ability to create a mobile device preference, set start/end dates, and schedule times you want the snippets to show. 

Optimmize Structured Snippets

It's also important to note that unlike other extensions, such as sitelinks, callouts and locations, structured snippets are not clickable.

The Difference Between Structured Snippets and Callout Extensions

As callout extensions and structured snippets are pretty similar to one another, Google created this handy graphic that clearly explains the features and when to use these two extensions.


The main difference between the two extensions is the type of information you can show your visitors. Callout are more focused on your company's unique offerings that add value to your products and services. For example, a hotel can add free cancellation, 24/7 customer service and guest reviews.

It helps you provide additional information about your products or services which can be helpful for your visitors.

Structured snippets are focused on specific attributes of your products or services that help your business stand out from your competitors. For example, if you are looking for hotels in The Cayman Islands, Google will show you the types of hotels and the amenities they provide.

The Structured Snippet Ad Extension can help your business stand out in your industry

Benefits of Structured Snippets

Here are some of the benefits of using structured snippet extensions.

1. Increased ROI 

 Structured snippet extensions have a far higher return on investment (ROI) than conventional advertising techniques when used correctly. This is due to the fact that they offer an additional layer of engagement and conversion leads that can be made a profit from through sponsored links or Google Ads clicks.

2. More Effective Targeting 

With custom snippets, you can target viewers more precisely than with generic text advertising.You can personalize advertisements by including information such as demographics, locations, and past activities. This allows advertisers to reach a wider audience while still targeting those individuals most likely to convert into customers.

3. Better User Experience

Structured snippets are effective with search engine results pages (SERPs) because they provide succinct summaries of the offered goods or services. Customers who want more information before making a purchase will find it simpler as a result.

4. Efficiency

Using ad extensions helps you save time by automating many of the tasks associated with online advertising campaigns.

Get Started With Structured Snippet Extensions

Ad extensions help you determine and improve your Ad Rank and your CTR. If you aren’t using Ad Extensions, set up your Google Ads account today and optimize your ads with these extensions.

If you have any questions about Google Ad extensions or the process of making use of these tools, reach out to our Google Ads experts.

Ad Extensions Guide

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