What are structured snippets?

Structured snippets are another type of ad extension in Google Ads that allow advertisers to highlight specific categories or types of information related to their products or services. Unlike sitelink extensions, which provide clickable links to different pages, structured snippets display additional details in a non-clickable format beneath the main ad copy. Here's an overview of structured snippets and how they can be used effectively:

### Key Features of Structured Snippets:

1. **Categories of Information**:
   - Structured snippets allow advertisers to showcase specific categories or types of information that are relevant to their offerings.
   - Examples include types of services, product categories, brands carried, destinations served, course subjects, etc.

2. **Non-Clickable**:
   - Similar to callout extensions, structured snippets are non-clickable. They appear as additional text beneath the ad description and are not hyperlinked to specific landing pages.
   - Their purpose is to provide additional context and details to help users understand more about the advertiser's offerings.

3. **Enhanced Ad Visibility**:
   - By adding structured snippets, advertisers can occupy more ad space in search results and make their ads more informative and engaging.
   - This can improve ad visibility and attract more clicks from users who are looking for specific details.

4. **Customizable Headers and Values**:
   - Advertisers can customize the headers (categories) and values (specific items within each category) of structured snippets.
   - Each header can have multiple values associated with it, allowing for flexibility in highlighting various aspects of the business.

5. **Mobile and Desktop Compatibility**:
   - Structured snippets are compatible with both mobile and desktop devices, ensuring consistent ad appearance across different platforms.

6. **Performance Insights**:
   - Google Ads provides performance metrics for structured snippets, such as impression share and click-through rate (CTR).
   - Advertisers can analyze these metrics to evaluate the effectiveness of structured snippets and optimize them for better performance.

### How to Add Structured Snippets:

To add structured snippets to your Google Ads campaigns, follow these steps:

1. **Sign in to your Google Ads Account**:
   - Go to [Google Ads](https://ads.google.com) and sign in with your Google account credentials.

2. **Navigate to Campaigns**:
   - Click on "Campaigns" in the left-hand menu to access the campaign where you want to add structured snippets.

3. **Select Ad Extensions**:
   - Click on the "Ads & extensions" tab in the left-hand menu.

4. **Choose Structured Snippets**:
   - Under the Extensions tab, click on the blue plus button (+) to add a new extension and select "Structured snippet extension" from the dropdown menu.

5. **Create New Structured Snippet Extension**:
   - If you haven't created structured snippets before, you'll be prompted to create a new structured snippet extension.

6. **Enter Structured Snippet Details**:
   - In the "New structured snippet extension" window, enter the following details:
     - **Header**: Choose a predefined category that best describes the type of information you want to highlight (e.g., Types, Services, Destinations, etc.).
     - **Values**: Enter specific items or details that fall under the chosen header (up to 25 characters per value).
     - You can add multiple values under each header to provide a comprehensive list of offerings.

7. **Save**:
   - Click on "Save" to save your structured snippet extension.

8. **Apply to Campaigns or Ad Groups**:
   - After creating structured snippets, you can choose to apply them at either the campaign level or the ad group level.
   - To apply at the campaign level: Select the campaign(s) where you want the structured snippet extension to appear and click "Save".
   - To apply at the ad group level: Click on the ad group(s) where you want the structured snippet extension to appear and click "Save".

9. **Review and Monitor**:
   - Once saved, review your structured snippets to ensure they are correctly applied and aligned with your ad messaging and business objectives.
   - Monitor the performance of your structured snippets using Google Ads reporting tools to assess their impact on ad engagement and conversions.

### Best Practices for Using Structured Snippets:

- **Relevance**: Choose headers and values that are highly relevant to your products/services and align with user intent.
 
- **Highlight Key Categories**: Showcase the most important categories or types of information that potential customers are likely searching for.
 
- **Update Regularly**: Keep structured snippets up to date with current offerings, promotions, or seasonal messages.
 
- **Test Different Headers and Values**: Experiment with different combinations of headers and values to determine which ones drive higher engagement.

By following these steps and best practices, you can effectively add and manage structured snippets in Google Ads to enhance your ad's visibility, provide users with valuable information, and ultimately improve overall campaign performance and ROI.