What Are Structured Snippets and When Should I Use Them?

In the competitive world of digital advertising, standing out in search engine results pages (SERPs) is essential for driving clicks and conversions. Advertisers need tools that not only enhance their visibility but also provide searchers with the right information at the right time—that’s where Structured Snippets come in.

Structured Snippets are a simple yet powerful ad extension that allows advertisers to showcase specific features of their products or services. By adding extra context to search ads, they help potential customers make informed decisions while boosting ad performance.

This blog will explore what Structured Snippets are, their benefits, how to implement them, and best practices to maximize their effectiveness. Whether you’re new to Structured Snippets or looking to optimize your ad strategy, this guide will equip you with the knowledge to leverage them for better campaign results.

What Are Structured Snippets?

Structured Snippets are ad extensions available on Google Ads and Bing Ads that allow advertisers to highlight specific features of their products or services directly within their search ads.

Structured Snippets consist of two parts:

1. Header: Selected from a predefined list of categories (13 options for Google Ads, 16 for Bing Ads). Examples include “Amenities,” “Brands,” “Services,” and more.
2. Values: Specific details that follow the Header, each limited to 25 characters. For example, if the Header is “Brands,” Values might include “Nike, Adidas, Puma.”

These snippets appear beneath the main ad copy, providing additional context to searchers without requiring clicks.

Unlike other extensions, Structured Snippets are not clickable—they simply provide additional information that can differentiate an advertiser’s offerings from competitors, helping to attract more potential customers.

By enriching the ad with more context, Structured Snippets can significantly enhance the visibility and relevance of your ads in search engine results pages (SERPs).

Benefits of Using Structured Snippets

Structured Snippets offer several advantages for advertisers looking to maximize their ad performance:

Increased Screen Real Estate

By adding Structured Snippets, ads take up more space on the SERPs, effectively pushing competing results further down the page. This added visibility enhances the likelihood of capturing a searcher’s attention.

More Informative Ads

Structured Snippets allow advertisers to share extra details about their products or services, offering valuable information that helps searchers make informed decisions. Think of it as an opportunity to emphasize details that didn’t fit in the primary ad text.

Boosted Quality Score

Ads with more relevance and higher engagement rates often achieve better quality scores. Structured Snippets contribute to this by improving the ad’s relevance and increasing click-through rates (CTR).

Enhanced Ad Performance

Search engines prioritize showing ads with higher predicted engagement. Structured Snippets provide more context, making ads more compelling and increasing the likelihood of clicks.

Better Qualified Leads

By offering a preview of products or services, Structured Snippets help attract searchers who are genuinely interested, leading to higher-quality clicks and improved conversion rates.

Using Structured Snippets in MatchCraft

Vendasta’s advertising platform, MatchCraft, simplifies the process of adding Structured Snippets to your campaigns, supporting all 13 Google Ads Headers that are also compatible with Bing Ads.

Headers Available for Structured Snippets

• Amenities
• Brands
• Courses
• Degree programs
• Destinations
• Featured hotels
• Insurance coverage
• Models
• Neighborhoods
• Services
• Shows
• Styles
• Types

How to Add Structured Snippets in MatchCraft

1. Order Entry Wizard: Structured Snippets can be added during the campaign creation process in the Order Entry Wizard, appearing alongside other ad extension options.

2. Batch Entry Tool: The batch entry tool enables easy addition of individual or multiple Structured Snippets. A drop-down menu allows you to select the appropriate Header, and Values can be entered in bulk for faster setup.

3. Performance Reporting: MatchCraft's reporting tools include a dedicated column to track the number of Structured Snippets used in each campaign, providing insights into their impact on ad performance.

Best Practices for Structured Snippets

To maximize the effectiveness of Structured Snippets, follow these best practices:

• Add at least Four Values Per Header: Ensure your snippets provide enough detail by including at least four Values for each Header.
• Optimize for Mobile: Keep Values concise (12 characters or fewer) for campaigns targeting mobile users to ensure proper display on smaller screens.
• Adhere to Ad Policies: Familiarize yourself with Google’s and Bing’s policies for Structured Snippets, including restrictions on excessive punctuation, capitalization, and content appropriateness. Each Header category may also have specific guidelines.
• Test and Iterate: Continuously test different Headers and Values to determine which combinations drive the best results. Monitor performance metrics like CTR and conversion rates to refine your strategy.

Why Structured Snippets Matter

Structured Snippets are an invaluable tool for enhancing the visibility, relevance, and performance of search ads. By providing additional context, they improve user engagement, attract higher-quality leads, and boost campaign outcomes.

With Vendasta’s advertising platform, MatchCraft, adding and managing Structured Snippets has never been easier. Whether you’re enhancing a new campaign or optimizing an existing one, leveraging Structured Snippets can help your advertisers stand out in competitive SERPs.

Maximize your clients' ad budgets with MatchCraft and learn more about Vendasta’s other AI-powered marketing and customer engagement tools. Request a demo today! 

This blog was originally published on MatchCraft.com and has been migrated to Vendasta.com as part of Vendasta's acquisition of MatchCraft. We’ve preserved the content to ensure you continue to have access to the valuable insights and information shared here.