Search Engine Advertising

New Ad Extension for Google AdWords: Structured Snippets

Update (27.1.16): Structured Snippets are finally available in the following languages (until now they were only available in English):

  • German
  • French
  • Italian
  • Spanish
  • Japanese
  • Portuguese
  • Dutch
  • Russian
  • Polish
  • Swedish 

Google AdWords recently announced the implementation of structured snippet extensions for text ads. These structured snippet extensions are a variation of the dynamic structured snippets implemented at the beginning of this year. Google displays the dynamic structured snippets automatically underneath the ads, based on the website content. The new structured snippet extensions give the AdWords users control over this additional information.
How does this new extension differ from the already existing callout extension, what are the benefits of this new feature and how do you create it? In the following you will find the answers to these questions.

Difference to the Callout Extensions

At first glance there is no obvious difference between the callout extension and the structured snippet extension.
Google explains the differences between these two extensions with the following table:

Unterschied zwischen Callout- und strukturierten Snippet-Erweiterungen

Benefits of Structured Snippet Extensions

There are two clear benefits of the structured snippet extensions:

  1. You get more control over the text displayed underneath your ads.
  2. You have an additional possibility to describe your service or product.

Creating Structured Snippet Extensions

If the structured snippet extensions are available in your account, you can find them under the tab Ad extensions.
Choose the structured snippet extension in the drop down menu and click on +Extension. Now you can choose between 12 headers (which are predefined categories) and create values with 25 characters each. “Values” stands for a description of the added value of your product or service.

Strukturierte Snippet-Erweiterungen erstellen

According to Google you should create at least three values. At least one value will be displayed in the Google search results. The actual number of displayed values depends on the length of the values and on the screen size.

At the moment the new ad extensions can be created in English only. They will be available in all AdWords accounts within the next weeks.