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Google AdWords

How to Set Up a Structured Snippet Extension in Google Ads

Let’s face it. Ad platforms are getting crowded. As more and more businesses move their services online, it’s becoming harder to distinguish yourself from the competition.

Fear not! You can stay 1-step ahead by utilizing the latest and greatest in features, extensions, and targeting capabilities.

For Google Ads, this comes in the form of the Structured Snippet extension. In addition to the many other ad extensions available, such as location or sitelink extensions, this snippet gives you a little more creative license over the content that defines your brand on search ads.

Examples of Structured Snippet Extensions

How about we take a look at a few Structured Snippet extensions out in the wild? Here’s an example of clothing giant Gap employing a structured snippet extension to showcase some of its better selling styles.

Google AdWords Structured Snippet Extension tutorial
Style is one of 13 umbrella categories available for that personal touch.

And let’s now zoom in on an ad run by running shoe upstart HOKA ONE ONE:

Not sure if this brand of running shoe sells the trail-specific type of footwear you’re looking for? Look closer!
Not one to be confined to your laptop, you’re also likely to spot these bad boys when searching on your mobile device.

Why Use Structured Snippet Extensions?

As you can probably tell from the above screen grabs, at the most basic level this extension does two things:

  1. It allows you to convey more information about your business to prospective consumers.
  2. Helps your ad take up more space on the screen than it otherwise would, which makes your ad more prominent, and bumps the next one further down the SERP (search engine results page).

But beyond that, by giving the user more relevant information about your business, your ad’s quality score actually improves when you set these extensions up. This means lower CPCs for the same positioned ad and more qualified clicks on your link. Like other ad extensions, the more you are able to include in the ad that’s relevant to the destination URL, the higher your quality score will be. In other words, with just a little extra effort you can reduce the amount of spend needed to achieve similar positioning and results.

Before we get started, make sure you’ve had some practice setting up at least 1 ad campaign. To learn how to set up a basic search campaign, watch our super easy tutorial video.

Once you have your campaign up and running, follow these short steps or check out the walkthrough video below.

How to Set Up a Structured Snippet Extension in Google Ads

Starting from the home dashboard

  1.  Within your account, click on the  Ads & extensions  tab on the left of your screen
  2. Navigate to the Extensions  tab toward the top of your screen—the button keeps moving around, and for that, we’re sorry!
  3. Click the blue, circular +button
  4. From the drop down menu, click on Structured snippet extension
  5. Select which level to which you wish to apply this extension: account, campaign, or ad group
  6. Select your desired header type (more on that below)
  7. Then input the applicable values under said header—each value within your Structured Snippet extension has a 25-character limit

The 13 Options for a Structured Snippet Header

  1. Amenities: A list of the various value-add items or services unique to your business. Example from Happy Feet Laundromat: Amenities: Same-day service, complimentary foot massage while you wait, 24/7
  2. Brands: Specify the brands you carry. *Tip* Highly recommended to keep in mind your keywords and take advantage of a rare brand or highlight related brands.
  3. Courses: Give the viewer a taste of your various class offerings. *Tip* Cover the basics and be straightforward on what you’re offering. As the lead moves through the signup process he or she is more likely to convert than any other person
  4. Degree programs: To go one degree of futher granularity from Courses, there is also a category for Degree programs to map out the various options for enrollment.
  5. Destinations: We assume that airlines get the most value from this (especially when paired with user’s location data agains purchasing decisions.
  6. Feature hotels: Another great travel niche extension. Keep in mind that these are not clickable so be as descriptive as possible.
  7. Insurance coverage: Are you the only agency to cover breaking things out of sheer clumsiness? If you are, email me at bobby@tryadhawk.com with a quote after you set up a structured snippet for your ad.
  8. Models: Because sometimes, “brand” or “type” just won’t cut it. Think: trucks, power tools, and really anything Hank Hill would consider purchasing online.
  9. Neighborhoods: Want to let people know that they can also pretend to enjoy hot yoga all over the city? You can pranayama easy after you spend a minute in silence creating this extension.
  10. Service catalog: Offer a full suite of services such as ice cream scooping, ice cream & cone alignment, Jimmy application, and napkin sheathing? You can now let your audience know!
  11. Shows: The more informed your audience is about your product or service, the more qualified your leads will be. Letting them know that they can, in fact, stream Most Extreme Elimination Challenge (MXC) before they visit your site will improve you acquisition cost.
    giphy-7
  12. Styles: People want to know that you’re going to help them keep the business in the front and party in the back. Assure them by listing some styles that will be particularly interesting to your target audience.
  13. Types: AdWords essentially included an “other” option for your structured snippet extension with the “Types” category. Surely if your business doesn’t fir in the other categories, this is the one for you. Example from Comedy Roasters Coffee Shop: Types: Fresh Roasted House Blend, Espresso, Kopi Luwak, Cold Brew

How to Set Up a Structured Snippet Extension in the old AdWords Interface

Starting from the home dashboard

  1.  From your “Campaigns” dashboard select the campaign you would like to add your location to
  2. Select the  Ad Extensions  tab
  3. Click the View:  drop-down menu
  4. Select Structured Snippet Extensions
  5. Click the  +EXTENSION  button
  6. Scroll to and click  +New Structured Snippet 

The 12 Options for a Structured Snippet Header

  1. Amenities: A list of the various value-add items or services unique to your business. Example from Happy Feet Laundromat: Amenities: Same-day service, complimentary foot massage while you wait, 24/7
  2. Brands: Specify the brands you carry. *Tip* Highly recommended to keep in mind your keywords and take advantage of a rare brand or highlight related brands.
  3. Courses: Give the viewer a taste of your various class offerings. *Tip* Cover the basics and be straightforward on what you’re offering. As the lead moves through the signup process he or she is more likely to convert than any other person
  4. Degree programs: To go one degree of futher granularity from Courses, there is also a category for Degree programs to map out the various options for enrollment.
  5. Destinations: We assume that airlines get the most value from this (especially when paired with user’s location data agains purchasing decisions.
  6. Feature hotels: Another great travel niche extension. Keep in mind that these are not clickable so be as descriptive as possible.
  7. Insurance coverage: Are you the only agency to cover breaking things out of sheer clumsiness? If you are, email me at bobby@tryadhawk.com with a quote after you set up a structured snippet for your ad.
  8. Neighborhoods: Want to let people know that they can also pretend to enjoy hot yoga all over the city? You can pranayama easy after you spend a minute in silence creating this extension.
  9. Service catalog: Offer a full suite of services such as ice cream scooping, ice cream & cone alignment, Jimmy application, and napkin sheathing? You can now let your audience know!
  10. Shows: The more informed your audience is about your product or service, the more qualified your leads will be. Letting them know that they can, in fact, stream Most Extreme Elimination Challenge (MXC) before they visit your site will improve you acquisition cost.
    giphy-7
  11. Styles: People want to know that you’re going to help them keep the business in the front and party in the back. Assure them by listing some styles that will be particularly interesting to your target audience.
  12. Types: AdWords essentially included an “other” option for your structured snippet extension with the “Types” category. Surely if your business doesn’t fir in the other categories, this is the one for you. Example from Comedy Roasters Coffee Shop: Types: Fresh Roasted House Blend, Espresso, Kopi Luwak, Cold Brew
  • Click   Save  
  • If the group appears on the right of the screen, it’s live, otherwise, simply click on the group in the box and send it live.

Important Tip: you can add multiple snippets that Google will tactfully choose from based on the search content that triggers the ad.

Let us know in the comments what categories you would try,  what items make your list, and if you have any questions on how to set up a structured snippet extension that we may have missed.

Looking for more? Check out our complete guide to Adwords Ad Extensions.

About the Author

Marketing and Growth Director at AdHawk. Helping business find confidence and success online, one hefty article at a time.