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Google Ads Structured Snippet Assets Guide

Structured snippet assets play a crucial role in improving ad performance by offering more detailed and relevant information to users at no extra cost.

They help ads stand out in search results by providing additional context that can influence user decisions.

This added information not only improves the visibility of the ad but also increases the likelihood of user engagement, leading to higher click-through rates (CTR) and potentially better conversion rates.

Unlike other ad assets such as sitelinks, callouts, or price extensions, structured snippet assets are specifically designed to list multiple values under a single header, focusing on specific aspects of the product or service being advertised.

This structured format allows for a more organized presentation of information, which can be particularly beneficial for businesses with diverse offerings or multiple features to highlight.

Let’s get right into it!

What are Structured Snippet Assets?

Structured snippet assets in Google Ads are an advanced tool designed to provide additional information about your products or services within your ad. These assets allow advertisers to include a list of specific attributes or features related to their offerings, thereby enhancing the overall context and relevance of the ad displayed to potential customers.

By incorporating structured snippet assets, advertisers can highlight key aspects such as amenities, brands, models, or services, making their ads more informative and attractive.

Components of Structured Snippet Assets

Structured snippet assets are composed of two main parts: the header and the values.

The header is a concise, one-word description that categorizes the type of information being presented, such as “Amenities,” “Brands,” or “Services.”

The values are a list of specific examples or attributes related to the header. For example, under the header “Amenities,” the values might include “Free Wi-Fi,” “Pool,” and “Gym.”

Examples of Headers and Values

Structured snippet assets offer a range of headers to choose from, each suitable for different types of businesses and advertising needs.

Here are some common headers and examples of values that might be used:

  • Amenities: Free Wi-Fi, Pool, Gym, Spa
  • Brands: Nest, Nexus, Chromebook
  • Courses: Marketing, Finance, Computer Science
  • Degree Programs: BSc Psychology, MBA, PhD Economics
  • Destinations: Paris, New York, Tokyo
  • Featured Hotels: Luxury Inn, Alpine Lodge, Lakeside Hotel
  • Insurance Coverage: Liability, Collision, Comprehensive
  • Models: Corolla, Camry, Prius
  • Service Catalog: Oil Change, Tire Alignment, Brake Repair

Manual vs. Dynamic Structured Snippet Assets

Structured snippet assets can be manually created or dynamically generated. Manual structured snippets allow advertisers to input specific values that they want to highlight, providing greater control over the content displayed.

Dynamic structured snippets, on the other hand, are automatically generated by Google based on the content of the landing page and the user’s search query.

While dynamic snippets can save time and provide additional coverage, they may not always align perfectly with the advertiser’s intentions.

Usage and Placement

Structured snippet assets can be used in both desktop and mobile ads, though the display format may vary.

Desktop ads typically show two headers at a time, while mobile ads display one header.

These assets are implemented at the account, campaign, or ad group level, allowing for tailored relevance based on the specific target audience.

Google determines the best combination of headers and values to display based on what will maximize the ad’s performance​​.

Benefits of Using Structured Snippet Assets

Enhanced Ad Relevance

Structured snippet assets significantly improve the relevance of your ads by providing additional context that is highly pertinent to the user’s search query.

When users see specific attributes or features related to their search, they are more likely to engage with the ad, as it appears more aligned with their needs and expectations.

This added layer of detail helps in presenting a more tailored message, which can lead to increased user interest and higher engagement rates​​.

Increased Click-Through Rates (CTR)

By incorporating structured snippet assets, advertisers can expect an increase in click-through rates.

The additional information makes the ad more informative and attractive, prompting users to click through to the website.

Ads with structured snippets stand out more in search results, capturing user attention more effectively than standard text ads.

This visibility boost translates into more clicks and potentially more conversions​.


Structured snippet assets are a cost-effective way to enhance your ads.

These assets are free to add to your campaigns, and you only pay for the clicks on the ad itself, not for the inclusion of the snippets.

This means you can provide more information and make your ads more compelling without incurring additional costs, ultimately improving your return on investment​.

Improved Ad Quality and Performance

Google Ads rewards high-quality, relevant ads with better positions and lower costs per click.

By using structured snippet assets, you improve the quality score of your ads because they provide more relevant information to users.

This can result in higher ad rankings on the search results page and more efficient ad spending.

Greater Control Over Ad Messaging

Structured snippet assets give advertisers the ability to highlight specific features and attributes of their products or services.

This control allows for precise communication of key selling points, which can be crucial for differentiating your offerings from those of competitors.

By strategically selecting headers and values, you can direct the user’s focus to the most important aspects of your business​​.

How to Create Google Ads Structured Snippet Assets

To create your Google Ads structured snippet assets:

  1. In your Google Ads account, click on Tools
  2. Click on Asset Library
  3. Select Structured snippet
  4. Click New

For more information on creating, editing, and removing structured snippet assets, check Google’s official documentation.

Best Practices for Optimizing Structured Snippet Assets

Be Brief and Precise

Structured snippet assets are designed to provide concise, relevant information about your products or services.

Each snippet should be short but informative, focusing on delivering the most impactful details.

For example, if you are listing amenities under the “Amenities” header, include specific, high-value items like “Free Wi-Fi,” “Pool,” and “Gym,” rather than less impactful items.

This approach ensures that your snippets are both clear and compelling to users​.

Avoid Prohibited Values

Google has specific guidelines regarding what can and cannot be included in structured snippet assets.

It is essential to avoid prohibited values such as excessive punctuation, symbols intended to draw attention, and repeated values within a header.

Ensuring compliance with these guidelines will help prevent your snippets from being disapproved and maintain the professionalism and clarity of your ads​​.

Use Relevant Headers

Select headers that are most relevant to your business and the specific products or services you are advertising.

Common headers include “Amenities,” “Brands,” “Courses,” “Degree Programs,” and “Services.”

Choosing the right headers is crucial for delivering relevant information that aligns with user intent and search queries​.

Enable Dynamic Structured Snippets

In addition to manually created snippets, consider enabling dynamic structured snippets.

These automatically generated snippets can provide additional relevant information based on the content of your landing page and the user’s search query.

While manual snippets offer precise control, dynamic snippets can complement them by filling in gaps and ensuring broader coverage​.

Regular Testing and Optimization

To maximize the effectiveness of your structured snippet assets, continuously test and optimize them.

Monitor performance metrics such as click-through rates and conversion rates to identify which snippets are most effective.

Adjust headers and values based on this data to improve performance over time.

Regular testing allows you to refine your strategy and ensure that your snippets are always providing the best possible results​​.

Follow Relevant Requirements

Ensure that each snippet adheres to Google’s requirements and guidelines.

This includes matching headers and values accurately and avoiding any misleading or incorrect information.

Properly formatted and accurate snippets will be more likely to be approved and perform well in your campaigns​​.

Common Issues and Troubleshooting

Disapproved Snippets

One common issue with structured snippet assets is disapproval due to non-compliance with Google’s guidelines.

Reasons for disapproval may include the use of prohibited values, mismatched headers and values, or misleading information.

To troubleshoot disapproved snippets, review Google’s policies and ensure that your snippets meet all requirements. Correct any issues and resubmit the snippets for approval​.

Low Performance

If your structured snippet assets are not performing as expected, it may be due to irrelevant or poorly chosen headers and values.

To address this, review the performance data for your snippets and identify any underperforming elements.

Experiment with different headers and values to find the combinations that resonate best with your audience.

Continuous optimization based on performance metrics can help improve the effectiveness of your snippets​​.

Limited Visibility

Structured snippet assets may not always appear with every text ad. This can be due to various factors, including the relevance of the snippet to the search query and the ad’s overall performance.

To increase the visibility of your snippets, ensure that they are highly relevant to the keywords and ad copy.

Additionally, improving the overall quality and performance of your ads can increase the likelihood that snippets will be displayed​.


Structured snippet assets are a powerful tool in Google Ads that allow advertisers to provide additional, relevant information about their products or services directly within their ads.

By choosing appropriate headers and values, adhering to Google’s guidelines, and regularly testing and optimizing snippets, advertisers can significantly improve the relevance and performance of their ads.

The benefits of using structured snippet assets include increased click-through rates, enhanced ad quality, and better user engagement, all at no additional cost​.

If you liked this post, be sure to learn about Maximize Conversions vs Maximize Conversion Value.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.