Google is rolling out a new structured snippet ad extension in AdWords, design to offer users more relevant information about your services and increase clicks. The feature essentially means you can customise the dynamic structured snippets Google introduced earlier this year, giving you the chance to make changes and test results.

The new ad extensions was announced towards the end of August, when Google said rollout would come to “all AdWords accounts over the coming weeks.” So if you haven’t seen the new ad extension option in your account yet, the wait should soon be over.


What are structured snippet extensions?

Your ads may well have already been using dynamic ad extensions since Google introduced the automated feature earlier in 2015. If your ads have been eligible for automated snippets at any point they would have looked a little something like this:


The text we’ve highlighted is a snippet for online fashion retailer ASOS. Here you can see the ‘header’ label “Brands,” followed by a series of top name brands the retailer sells. This is just one example of course and there are a total of 12 headers you can choose from:

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Neighbourhoods
  • Service catalogue
  • Shows
  • Styles
  • Types


The key difference is you can now largely control these snippets, whereas Google previously generated them automatically, based on your site’s content.


If you don’t think any of those headers are particularly useful to your business then sadly you’re out of luck. It’s no coincidence these options largely cover the most expensive paid search industries; those which generate the most revenue for Google.


How do I set up new snippet extensions?

There are mainly two types of snippet extension for you to consider: account level and campaign level. The setup process for both is almost identical, but consider that going campaign level will allow you to test separate snippets for different campaign goals, test them and aim to improve performance.


Setting up a new snippet extension

Open up your AdWords account and follow these simple steps:

  • Click Campaigns.
  • Go to All Campaigns for account level snippets or click a campaign to create campaign level snippets.
  • Click Ad extensions.
  • Choose Structured snippet extensions from the View drop-down menu.
  • Click +Extension.
  • Click +New structured snippet.
  • Choose a header from the dropdown menu.
  • Enter at least three values (be relevant).
  • Click Save.


And it really is as simple as that. The aim is to entice users by teasing them with a snippet preview of what you have to offer and differentiate yourself from the pack. It could be the best brand clothes you sell, your hottest holiday destination or the most trending services in your industry – it’s up to you to make the call.

Just remember you can test and experiment with these like everything else and the metric you want to see is a higher click through rate (and hopefully conversions the other side). These snippets are really intended to earn Google more money via clicks, but if you make them highly relevant and optimise the rest of your search marketing efforts there’s every reason they could help improve the conversions on your website that matter the most.