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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.

Summer Osborne
By Summer Osborne   |  

 Feb 07, 2023

What are structured snippet extensions

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 resulting in higher conversion rates.

This extension helps you differentiate the products and services you offer from your competition and allows you to 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.

Best Practices For Using Structure Snippets Effectively

Understand Your Audience

Before implementing structured snippets, it is crucial to have a clear understanding of your target audience. Identify their needs, preferences, and the information they are most likely seeking. By aligning your structured snippets with user expectations, you can deliver the right content at the right time, increasing the chances of capturing their interest and driving traffic to your website.

Prioritize Key Information

Structured snippets have limited space, so it is essential to prioritize key information. Identify the most relevant and impactful details related to your webpage's content. This can include product features, service offerings, pricing, customer reviews, or any other crucial information that sets you apart from competitors. By focusing on the most valuable information, you can make your snippets more compelling and enticing for users.

Utilize Rich Snippet Markup

To enable search engines to recognize and display your structured snippets correctly, it is important to utilize rich snippet markup. Implement markup or other structured data formats that align with the search engine guidelines.

Properly formatted markup ensures that your snippets are interpreted accurately, increasing the likelihood of them being displayed prominently in search results.

Maintain Consistency and Accuracy

Consistency and accuracy are key factors in creating effective structured snippets. Ensure that the information provided in the snippets accurately reflects the content of the webpage it represents. Inconsistencies can lead to confusion and a negative user experience. Regularly review and update your snippets to keep them up-to-date and aligned with any changes to your webpage's content.

Test and Optimize

Structured snippets provide an opportunity for experimentation and optimization. Conduct A/B testing to compare the performance of different snippet variations. Monitor the click-through rates and engagement metrics associated with each variation to identify the most effective snippets. 

Use Relevant Keywords

The visibility and alignment of your structured snippets with user search queries can be enhanced by including pertinent keywords in them. Examine common search terms associated with the content of your webpage and organically incorporate them into the structured snippets. 

Although search engines prioritize user experience and may penalize excessive keyword stuffing, be careful not to overuse keywords.

Mobile Optimization

It is critical to optimize your structured snippets for mobile platforms given the rising amount of users accessing the internet via mobile devices. 

Pay close attention to responsive design guidelines and make sure the structured snippets are fully compatible with and display properly on all mobile devices.

Common Mistakes to Avoid  When Using Structured Snippets

Structured snippets are a great way to provide additional information about your business or products in Google Ads. However, there are some common mistakes that can sabotage the effectiveness of your structured snippet and should be avoided.

One of the biggest mistakes is not aligning the content of the snippet with the landing page it links to. This can lead to confusion and frustration for users who click on the snippet expecting to find relevant information but instead find themselves on an irrelevant landing page.

Another mistake is not utilizing all available headers and values in your structured snippets. By providing as much information as possible, you increase the chances of attracting potential customers.

Finally, it's important to avoid using vague language or generic terms in your structured snippets. Instead, use specific and descriptive language that accurately reflects what your business or product offers.

By avoiding these common mistakes, you can ensure that your structured snippets are effective and provide valuable information to potential customers.

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.

Summer Osborne

Summer Osborne

Inbound Marketing Expert - Summer contributes a wealth of expertise garnered from years of experience within the marketing agency domain. Her passion lies in the art of content creation, meticulous optimization, and empowering clients to effectively communicate their stories.

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