Structured Snippets – The Ultimate Guide

Structured snippet assets allow you to select a header, such as categories, products, brands etc that are relevant to what you are advertising and then the values which will be attributed to them.

They are very similar to callout assets however there are some differences, as seen below.

Structured Snippets Interfcace
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Google says to use callouts to “highlight what makes your business or products or services unique,” while structured snippets should be used to “highlight a specific aspect of the products or services you offer.”

That’s pretty subtle, but they can be used together, so be sure you’re not duplicating what you’re highlighting in both.

CalloutsStructured snippets
When to useHighlight what makes your business, products, or services uniqueHighlight a specific aspect of the products or services you offer
Examples“Save up to 30%” “Free shipping” “24/7 customer support”“(Amenities)” “Free Wi-Fi” “Pool” “Fitness Center”
Relationship between valuesAdvertiser definedPredefined headers
Character limit25 characters per callout25 characters per value
Minimum number of values served21
Maximum number of values served4Dependent on value length and screen size
Google Ads Structure Snippet Vs Callout Assets

Vodafone Case study

Vodaphone used structured snippets in Google Ads with the aim of providing consumers more information about key USPs and the wide breadth of products that Vodafone offers, as well as increasing click-through rate.

The results that they got with Structured snippets were as follows:

  • 8% increase in click through rate (CTR) for branded terms
  • 1.3% increase in conversion rate for branded terms
  • 12% increase in CTR on Sim-only campaigns

How to setup Google Ads structured snippet assets

STEP 1. Navigate to the Assets tab within your Google Ads account.

STEP 2. Select what level you would like to apply your structured snippet asset at. We would suggest setting up some account level extensions that will apply to all campaign and then setting up more granular structured snippet assets at campaign level and ad group level. For your top performing keywords you may want to consider adding structured snippets at ad group level to maximise performance.

Structure Snippet Level Selection
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STEP 3. Click the plus button, then click Structured snippet

STEP 4. Next you need to choose a header for your structured snippet.

Choose A Header For Your Structured Snippet
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There are a large range of different headers that you can choose from. Here you want to choose the most relevant one to what you are advertising.

Here is a detailed guide as to what you should and what you should not include within your values.

The options of headers currently available are:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Models
  • Neighbourhoods
  • Service Catalog
  • Shows
  • Styles
  • Types

STEP 5. Add the values the coincide with your header. For example if you have chosen the header brands, then you will want to add the brands that you stock as the values. To add additional valued click the blue +add button.

The value can be a maximum of 25 characters and you must enter at least 3 values.

STEP 6. Once you are happy save your structured snippet assets, click save.

STEP 7. You should see that your structured snippet extension has been selected and is over on the right hand side, now click save again.

We would encourage you to add several different sets of structured snippets which can be then ran against each other to see which performs the best. The order of preference for displaying structured snippets is based on the order in which you have them within your account.

Structured Snippet Examples


🟢 Allowed🔴 Not allowed
Styles: Wingback, Button Tufted, French Country, Swivel, Nailhead, Scalloped Styles: Flatweave, Jute, Striped, Shag, Solid, GeometricStyles: Performance Apparel, Yoga Apparel, Running Gear, Athletic Jackets Styles: Mailbox Posts, Cluster Mailboxes, Lockable Mailboxes Styles: Lingerie, Lace Dresses, Two Piece Sets
Structure Snippets Exmaples: Styles
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Here is an example of Misguided using structured snippet assets to display different styles of dresses that they stock. You can see instantly that they offer: Bodycon dresses, midi dresses, party dresses, shirt dress and shift dresses. You will notice here that they probably have the structured snippet assets setup at ad group level to deliver very relevant styles.


🟢 Allowed🔴 Not allowed
Courses: Linear Algebra, Creative Writing, Data StructuresCourses: MBA, M.Ed, BS
Structure Snippets Exmaples: Courses
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Here is an example of Academy class using structured snippet assets to display different courses that they offer. This header is best suited to educational establishments such as universities and company training courses.


🟢 Allowed🔴 Not allowed
Types: Pendant lamps, Ceiling lights, Wall lamps Types: LED, Incandescent, Halogen, Fluorescent, Metal HalideTypes: Red, Blue, Green
Structure Snippets Exmaples: Types
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This example is from the holiday provider Thomson. They have opted to use Google Ads structured snippets to display the different types of holidays that they provide.

You will be able to see that they offer, All inclusive, Luxury holidays, Family Holidays and Late Deals. Another thing that you will notice is that all of the words are in title case with the first letter of each word capitalised. This is generally best practice, however Google recently published a case study to show that some extensions work best in sentence case so both should be tested.

Degree Programs 

🟢 Allowed🔴 Not allowed
Degree programs: Accounting, Biology, PsychologyDegree programs: 2 year, 4 year, masters, associates
Structure Snippets Exmaples: Degree Programs
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Here is an example of Northampton university using the degree program structured snippet extension. Instantly you can see that they offer BSc (hons) Psychology, BSc (hons) Economics.


🟢 Allowed🔴 Not allowed
Brands: Nest, Nexus, ChromebookBrands: Over 200 Brand names, Save on Brand names Brands: Cheap Nest, New Nexus phones, Exclusive Chromecasts
Structure Snippets Exmaples: Brands
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Here is an example of Polo Ralph Lauren using the brands structured snippet assets to advertise there different sub brands, Denim & Supply, POLO Ralph Lauren, Black Label, RRL, Collection and Purple Label. This could also be used for retailers carrying several different lines from different designers.


🟢 Allowed🔴 Not allowed
Amenities: Ski Storage, Swimming Pool, Restaurant Amenities: Wi-Fi, Breakfast, Pool, Gym, SpaAmenities: Rated most comfortable, 100% satisfaction guarantee
Structure Snippets Exmaples: Amenities
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Silversea is a good example of where advertisers should use the amenities structured snippet extension. It is well suited to hotels, cruises, wedding venues where buyers make decisions based on the amenities that the hotel or cruise has for example.


🟢 Allowed🔴 Not allowed
Destinations: Las Vegas, New York, Tokyo, Rome, Cancun, ParisDestinations: Hotels in 200 cities, Visit Paris
Destinations: Taj Mahal, Red Fort, Qutb MinarDestinations: Taj Mahal tour package, Visit New Delhi
Structure Snippets Exmaples: Destinations
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Destinations is a hugely versatile structured snippet extension that is not just restricted to the travel industry, I have seen it used effectively where there are multiple locations for training courses and several other applications. Here is an example of Loveholidays using this extension effectively.


🟢 Allowed🔴 Not allowed
Models: Corolla, Camry, Prius Models: Corolla L, Corolla LE, Corolla Premium, Corolla LE PlusModels: 2016 models in stock, Deals on 2015 models Models: Toyota, Honda, Ford, Chevy Models:Corolla 2014, Camry 2016, Avalon 2014
Models: Nexus 5x, Nexus 6P, Pixel, Pixel XLModels: Great deals on Pixel, Buy Pixel Now Models: Pixel 5.0 inches display, 143 grams, 32 or 128 GB
🟢 Allowed🔴 Not allowed
Featured hotels: Luxury Inn, Alpine Lodge, Lakeside HotelFeatured hotels: 10% off Alpine Lodge, Lowest rate on Lakeside Hotel
Structure Snippets Exmaples: Featured Hotels
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This header is very much limited to the hotel industry. Here is an example of using this extension effectively.


🟢 Allowed🔴 Not allowed
Neighborhoods: Downtown, Hayes Valley, Mission, Excelsior Neighborhoods: Westminster, Camden, King’s CrossNeighborhoods: San Francisco, Oakland Neighborhoods: SOMA apartments, North Beach apartments, Pac Heights homes

Service catalog

🟢 Allowed🔴 Not allowed
Services: Oil change, Smog check, tire alignment Services: Packing, Auto transport, Storage, Debris pickupServices: Reviews, Quotes, Rankings Services: Top rates, Compare 5 credit cards

Insurance types

🟢 Allowed🔴 Not allowed
Coverage: Liability, Collision, Comprehensive Coverage: Term life, whole life, universal lifeCoverage: Quotes for all coverages, Save now
Structure Snippets Exmaples: Insurance Types
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Similarly to featured hotels this is limited to the insurance companies. Here is an example of Moneysupermarket using it effectively.


🟢 Allowed🔴 Not allowed
Services: Oil change, Smog check, tire alignment Services: Packing, Auto transport, Storage, Debris pickupServices: Reviews, Quotes, Rankings Services: Top rates, Compare 5 credit cards
Structure Snippets Exmaples: Services
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Here is an example of the service Google Ads structured snippet assets being used by Irwin Mitchell.

They could improve by actually listing the services they provide such as “personal injury claims” as opposed to using this extension int he same way that they would use a callout extension.


🟢 Allowed🔴 Not allowed
Shows: The Voyage, Knights, American DancerShows: At 10am, 2pm, & 5pm, Tickets required
Structure Snippets Exmaples: Shows
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This structured snippet is mainly for cinemas and theatres that will be putting shows on. Here is an example of London box office using this extension effectively.

How to view the performance of your structured snippet assets

Unlike Sitelinks structured snippet assets do not get clicked, they are purely there to display additional features and benefits alongside your adverts and occupy more Google Ads real estate, resulting in higher click through rates.

You can analyse the performance of ads that have shown structured snippet assets in the ad extensions tab. Here the click data will show you the CTR of the ad headline when the structured snippets were displayed along side them.

To review the performance of your structured snippet assets take the following steps.

STEP 1. Go to the Assets tab at Campaign level and then select structured snippets from the dropdown.

STEP 2. You should see a table showing the performance of each of your structured snippets that looks something like this. You will want to set the loopback window to 30 days or possibly longer provided that you don’t have a seasonal account. You will also want to ensure that you have the following columns, Clicks, CTR, Impr, Avg. CPC, Cost, Conversions, Conv. Rate and Cost per conversion.

Structure Snippet Assets Performance
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If the structured snippet assets are applied to all of the ad groups within the campaign then you can analyse them comparatively.

A/B testing Structured Snippets

When analysing and testing structured snippet assets it is crucial that you have enough data and you are testing based on the correct metrics.

When you are testing anything in Google Ads you must choose the right metrics to reach your goals. Here are the correct metrics to test on based on the most common goals thanks to Brad Geddes.

Structure Snippet Ab Testing
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When it comes to concluding a test its fundamental that you understand statistical significance. Most PPC managers just start a new test once a week or once per month or just guess if they have enough data.

Google Ads is not a guessing game you need to be certain based on the data.

A tool that will help you is called Split tester by Perry Marshall. You can enter the number of clicks that each structured snippet has and the conversion rate, or the CTR and it will tell you if you have enough data to conclude your test.


As vodaphone showed, Google Ads structured snippet assets are a powerful way for any Google Ads user to improve the CTR of their adverts. With the ability to add them at campaign level in a matter of a few minutes there is no longer any excuse for advertisers not to be using them and getting an easy 8-12% increase in CTR.

If you are already using structured snippets then two key takeways from this piece would be to firstly make sure that you have several structured snippet assets that are being tested against each other and that you are split testing them using the right metrics with enough data.

Secondly it would be to get granular, for your top 20% of keywords that account for 80% of your conversions go in and make sure that your structured snippets are closely related to your ads and keywords by adding them at campaign and where appropriate at ad group level to to maximise performance.

Thanks for reading, it you have enjoyed this article we would appreciate it if you shared it with your audience.

Frequently Ask Questions

What are structured snippet assets in Google Ads?

Structured snippet assets in Google Ads allow advertisers to highlight specific aspects of their products or services by selecting predefined headers and attributing relevant values to them. They provide additional information alongside ads to enhance visibility and engagement.

How do structured snippets differ from callout assets in Google Ads?

While structured snippets highlight specific details about products or services, callout extensions emphasize the unique selling points or benefits of a business. Structured snippets focus on factual attributes, whereas callouts are more open-ended and designed to make offerings stand out.

When should I use callout extensions versus structured snippets?

Use callout extensions to promote the key advantages, features, or value propositions that make your business or offerings unique. Structured snippets are best suited for providing additional details about specific aspects of your products or services, such as brands carried, courses offered, or amenities included.

What are the character limits for structured snippet headers and values?

Structured snippet headers are selected from a predefined list provided by Google Ads, so there is no character limit for headers. The values you input for each header have a maximum length of 25 characters per value.

How many values can be added to a structured snippet asset?

You can add up to 10 values for each structured snippet header. Google Ads will typically display up to 4 values at a time, depending on factors like device screen size and other ad elements. Providing more values gives the system flexibility to optimize ad serving.

How do I set up structured snippet assets in Google Ads?

1. Go to the Assets tab in your Google Ads account
2. Select the level where you want to add them (account, campaign, or ad group)
3. Choose a header relevant to your business
4. Enter a minimum of 3 values, and a maximum of 10 values corresponding to the header
5. Review and save your snippets

What are some examples of headers available for structured snippets?

Google Ads provides a variety of headers to choose from, such as Amenities, Brands, Courses, Destinations, Featured Hotels, Insurance Coverage, Models, Neighborhoods, Service Catalog, Shows, Styles, and Types. Select the headers most applicable to your offerings.

Can structured snippets be applied at different levels in Google Ads?

Yes, you can add structured snippets at the account, campaign, or ad group level, allowing you to tailor the snippets to different products, services, or audience segments for more relevant messaging.

How can I analyze the performance of my structured snippet assets?

To assess structured snippet performance, go to the Assets tab in your Google Ads account and select the level where your snippets are applied. Review key metrics such as clicks, impressions, CTR, conversions, and conversion rate to gauge how well your snippets are resonating with your audience.

What are some best practices for testing structured snippets?

When testing structured snippets, make sure to collect sufficient data before drawing conclusions. Focus on metrics aligned with your campaign goals. Create different versions of snippets and compare their performance to identify top performers. Ensure the headers and values you use are relevant and make sense together to avoid disapprovals.

How many values can be added to a structured snippet asset?

You can add up to 10 values for each structured snippet header. Google Ads will typically display up to 4 values at a time, depending on factors like device screen size and other ad elements. Providing more values gives the system flexibility to optimize ad serving.