---
title: "What are structured snippets in Google Ads, with examples by header?"
description: "Structured snippets, once structured snippet extensions, list what you sell under one of Google's 13 headers: the limits, the policy, and campaigns with none."
canonical: https://goldbeater.ai/guides/google-ads-structured-snippets
last-updated: 2026-10-04
---

Guide

# What are structured snippets in Google Ads, with examples by header?

Structured snippets, once structured snippet extensions, list what you sell under one of Google's 13 headers: the limits, the policy, and campaigns with none.

In short

- A structured snippet is a header from Google's list of 13, such as Types or Brands, with a list of values under it. It shows beneath a Search ad, isn't clickable, and costs nothing to add.
- Google takes 3 to 10 values under a header, each up to 25 characters, and recommends at least 4 values and more than one header.
- A computer can show two headers at a time and a phone or tablet one, and Google shows a snippet only when it predicts it will improve the ad.
- A callout is one selling point in a few words. A structured snippet lists a complete group of what you sell, and Google's policy keeps promotional text such as “Sale” or “Free shipping” out of its values.
- Goldbeater reads every Search campaign's structured snippets every day, and raises a campaign that shows none, and your own snippets where they sit under one header or a header has fewer than four values.

Goldbeater checks this every 24 hours

- Campaigns missing callouts, snippets and assets your others show

Each week Goldbeater's AI agent follows up on the findings. A free first look shows how many problems this and 162 other checks find on one of your accounts, and what they cost. No card.

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1. [01 What structured snippets are, and where they show](https://goldbeater.ai/guides/google-ads-structured-snippets#what)
2. [02 Structured snippets vs callouts](https://goldbeater.ai/guides/google-ads-structured-snippets#vs-callouts)
3. [03 Structured snippet examples for each of Google's 13 headers](https://goldbeater.ai/guides/google-ads-structured-snippets#headers)
4. [04 The structured snippet character limit, and how many values to write](https://goldbeater.ai/guides/google-ads-structured-snippets#limits)
5. [05 What Google's policy asks of a snippet's values](https://goldbeater.ai/guides/google-ads-structured-snippets#policy)
6. [06 Account, campaign or ad group: where to add structured snippet assets](https://goldbeater.ai/guides/google-ads-structured-snippets#levels)
7. [07 How to find campaigns showing no snippet, or too few](https://goldbeater.ai/guides/google-ads-structured-snippets#by-hand)
8. [08 What it looks like when Goldbeater finds it](https://goldbeater.ai/guides/google-ads-structured-snippets#in-goldbeater)
9. [09 Questions](https://goldbeater.ai/guides/google-ads-structured-snippets#questions)

Contents

1. [01 What structured snippets are, and where they show](https://goldbeater.ai/guides/google-ads-structured-snippets#what)
2. [02 Structured snippets vs callouts](https://goldbeater.ai/guides/google-ads-structured-snippets#vs-callouts)
3. [03 Structured snippet examples for each of Google's 13 headers](https://goldbeater.ai/guides/google-ads-structured-snippets#headers)
4. [04 The structured snippet character limit, and how many values to write](https://goldbeater.ai/guides/google-ads-structured-snippets#limits)
5. [05 What Google's policy asks of a snippet's values](https://goldbeater.ai/guides/google-ads-structured-snippets#policy)
6. [06 Account, campaign or ad group: where to add structured snippet assets](https://goldbeater.ai/guides/google-ads-structured-snippets#levels)
7. [07 How to find campaigns showing no snippet, or too few](https://goldbeater.ai/guides/google-ads-structured-snippets#by-hand)
8. [08 What it looks like when Goldbeater finds it](https://goldbeater.ai/guides/google-ads-structured-snippets#in-goldbeater)
9. [09 Questions](https://goldbeater.ai/guides/google-ads-structured-snippets#questions)

The manual way comes first, in Google Ads itself. Then the same problem as Goldbeater finds it, every day, without anyone asking.

## What structured snippets are, and where they show

A structured snippet is a header and a list of values, shown beneath the text of a Search ad. Google’s own example is the header Destinations with the values Hawaii, Costa Rica and South Africa. You pick the header from Google’s list of 13, write each value in a field of its own, and Google separates them with commas.

Snippets show with ads on the Search Network. A snippet isn’t clickable: it’s text beside the ad, and you pay as usual for a click on the ad itself. Adding one costs nothing.

A computer can show up to two headers at a time, and a phone or tablet shows one. Google chooses the header, or the pair, for each search, which is why it says to add as many headers as are relevant to your business. None is guaranteed to show: an asset appears when Google predicts it will improve the ad’s performance, and when the ad’s position and Ad Rank are high enough.

Structured snippet extensions is the old name for the same thing. On September 15, 2022 Google announced that “ad extensions will now be called assets,” and its help pages now say structured snippet assets. This guide says structured snippets, as most people still do.

## Structured snippets vs callouts

Both add text to the ad that can’t be clicked, and they do different jobs. Google puts it this way: “Unlike callout assets, which can highlight a single unique aspect of your business in a few words, structured snippets should provide a complete group of products or services that your business provides.”

| Compared   | Structured snippet                                | Callout                           |
| ---------- | ------------------------------------------------- | --------------------------------- |
| It says    | A complete group of what you sell, under a header | One selling point, in a few words |
| Example    | Destinations: Hawaii, Costa Rica, South Africa    | Free shipping                     |
| An offer   | Not allowed in a value                            | Allowed                           |
| You write  | 3 to 10 values, under one of 13 headers           | The text                          |
| Characters | 25 a value                                        | 25                                |
| Shows      | Up to 2 headers on a computer, 1 on a phone       | Up to 10 at once                  |

So an offer goes in a callout, and the range goes in a snippet. A callout can say “Free shipping”; the same words in a snippet’s value break Google’s snippet policy, which doesn’t allow promotional text there. Use both: the [sitelinks and callouts guide](https://goldbeater.ai/guides/sitelinks-and-callouts) covers what makes a good callout.

## Structured snippet examples for each of Google's 13 headers

You can’t write a header of your own. Google offers 13, and its policy says what the values under each must be. The examples are Google’s, from that policy.

| Header             | Google’s example                                  | What its values are                                       |
| ------------------ | ------------------------------------------------- | --------------------------------------------------------- |
| Amenities          | Ski Storage, Swimming Pool, Restaurant            | Useful features or facilities of a building or place      |
| Brands             | Nest, Nexus, Chromebook                           | Brands you actually offer                                 |
| Courses            | Linear Algebra, Creative Writing, Data Structures | Specific classes an educational provider offers           |
| Degree programs    | Accounting, Biology, Psychology                   | Courses of study at an educational institution            |
| Destinations       | Las Vegas, New York, Tokyo, Rome, Cancun, Paris   | Cities, states, countries, continents, places of interest |
| Featured hotels    | Luxury Inn, Alpine Lodge, Lakeside Hotel          | Hotels you offer booking for                              |
| Insurance coverage | Liability, Collision, Comprehensive               | Specific types of insurance coverage                      |
| Models             | Corolla, Camry, Prius                             | Specific models of a product, or a range of models        |
| Neighborhoods      | Downtown, Hayes Valley, Mission, Excelsior        | Sub-regions or districts within a city                    |
| Service catalog    | Oil change, Smog check, tire alignment            | Specific services, performed in exchange for money        |
| Shows              | The Voyage, Knights, American Dancer              | Names of performances or TV shows                         |
| Styles             | Flatweave, Jute, Striped, Shag, Solid, Geometric  | Variations of a fairly specific category                  |
| Types              | Pendant lamps, Ceiling lights, Wall lamps         | Variations of a product category                          |

Two pairs are easy to confuse. Google says values under Styles should be variations of a fairly specific category, like sandals or high heels, and values under Types variations of a broader one, like light fixtures or shoes. Its policy adds that the category itself is never a style: cocktail and strapless are styles of dresses, and dresses isn’t. And Courses takes specific classes, never a whole degree such as an MBA, where Degree programs takes courses of study such as Accounting, never a course’s length.

You choose a language and a header together, and Google shows the header in front of your values. One name differs between Google’s pages: its help pages say Service catalog, and its API’s list of headers says Services (Service catalog). They are one header.

## The structured snippet character limit, and how many values to write

| Limit                             | Figure      | Where Google says it                      |
| --------------------------------- | ----------- | ----------------------------------------- |
| Characters in a value             | 25          | Google Ads API reference                  |
| Values under a header             | 3 to 10     | Help page for the least, API for the most |
| Values Google recommends          | 4 or more   | Help page                                 |
| Headers Google recommends         | More than 1 | Help page                                 |
| Headers shown, computer           | Up to 2     | Help page                                 |
| Headers shown, phone or tablet    | 1           | Help page                                 |
| Value length suggested for mobile | 12 or fewer | Google’s asset tips                       |

A value takes up to 25 characters. The help pages read for this guide give no character limit for a value; Google’s API reference does: “The length of each value should be between 1 and 25 characters, inclusive.” The same reference holds a snippet to between 3 and 10 values, and the help page’s own step is to enter at least 3.

Google asks for more than the minimum. “Aim to include at least 4 values per header,” it says, and “Add more than one header-value set,” since more sets make it likelier that one fits the search. For a campaign that serves on phones it suggests shorter values: “think 12 characters or fewer.” The [character limits guide](https://goldbeater.ai/guides/google-ads-character-limits) has the limit for every other field of a Search ad.

## What Google's policy asks of a snippet's values

Structured snippets follow Google’s standard ad policies and a policy of their own. Four of its rules hold under every header:

- No punctuation or symbols to draw attention. Google’s examples are exclamation marks, punctuation at the beginning of the text, a ► symbol and emoticons.
- No repetition. A value can’t repeat in the same header or across different headers.
- One item to a value. No comma-separated list in one field, and no two related items in one value. Each item gets a field of its own.
- No promotional text. Google’s examples are “Sale” and “Free shipping.” Its asset tips say the same: keep snippets informational instead of promotional.

Then each value has to fit its header. Google says a mismatch “is the most likely reason your snippets will be disapproved,” and its policy has a rule for each header. Brands takes actual brands you offer, and not “Over 200 Brand names.” Models takes no manufacturer, model year, price or condition. Neighborhoods takes districts within a city, and not the city.

Five values, fixed

Example

| Header          | Instead of           | Write         | Why                         |
| --------------- | -------------------- | ------------- | --------------------------- |
| Types           | Sofas, beds and rugs | Sofas         | One item to a value         |
| Types           | Corner sofas!        | Corner sofas  | No exclamation mark         |
| Styles          | Rugs                 | Flatweave     | A category isn’t a style    |
| Brands          | Over 20 brands       | Marram Loom   | A brand’s name, not a count |
| Service catalog | Free delivery        | Home delivery | No promotional text         |

An example for an invented furniture store. In the first row, Beds and Rugs become values of their own.

A disapproved snippet doesn’t show until it’s edited and reviewed again. The Assets page’s Policy details column says why Google disapproved or limited one, and the [disapproved ads guide](https://goldbeater.ai/guides/google-ads-disapproved-ads) covers fixing it and appealing.

## Account, campaign or ad group: where to add structured snippet assets

A snippet can be added to the account, a campaign or an ad group, and the most specific level wins. Where an ad group has a structured snippet of its own, its ads show none of the campaign’s or the account’s, in Google’s words “even if the higher-level assets are a better fit.” A campaign’s own replace the account’s the same way.

Google’s advice is to start at the account, with snippets that are true of every campaign and ad group, and to add a campaign’s or an ad group’s own only for what is specific to it. Remember what the first one at a lower level does: it takes the higher levels’ snippets off those ads, so add enough there to stand alone.

1. Go to Campaigns › Assets › Assets, select the plus button, then Structured snippet.
2. In Add to, choose the account, a campaign or an ad group.
3. Choose a language and a header.
4. Enter the values, one to a field. Google takes 3 and recommends 4 or more.
5. Select Save. To add a snippet you already have to another place, select Use existing and check it.

To edit a snippet later, to add a value say, open the Structured snippet card on the same page, select the pencil icon beside the snippet, then Edit.

Scheduling. Google’s steps still offer a schedule under Advanced options, and the same page carries a note that for structured snippets start dates, end dates and ad schedules “are being deprecated.” Don’t build a plan on scheduling one.

The ones Google writes. With dynamic structured snippets on, Google makes snippets itself from the categories of content it finds on your site, and says they “may show alongside or instead of manually created structured snippets.” To see them, add the filter Added by on the Structured snippet card and choose Google AI. You can pause or remove one. You can also turn them all off, which Google doesn’t recommend, under Account-level automated assets in the three-dot menu beside the table, then Advanced settings.

## How to find campaigns showing no snippet, or too few

1. Go to Campaigns › Assets › Assets. The table opens on its Associations tab, with a row for each place an asset is added.
2. Select the Structured snippet card above the table.
3. For each row, note the header, how many values it has, and whether it’s added to the account, a campaign or an ad group. A snippet added in two places is listed twice.
4. Work out what each Search campaign’s ads show: an ad group’s own where it has any, else the campaign’s own, else the account’s.
5. Mark each campaign that shows none, shows only one header, or shows a header with fewer than 4 values.

Cedar & Pine’s card lists 5 rows. Types with 5 values and Service catalog with 4 values are each added twice, to the campaign Brand — Exact and to Competitor names, the one ad group of Competitors. Types with 3 values is added to the campaign Sofas — Phrase. Nothing is added to the account. Read by campaign, the four end four ways:

Snippets by campaign

Sample data

| Campaign       | Its ads show   | Headers | Values  | To add                       |
| -------------- | -------------- | ------- | ------- | ---------------------------- |
| Rugs — Broad   | None           | 0       | 0       | A snippet                    |
| Sofas — Phrase | Its own        | 1       | 3       | More values, a second header |
| Brand — Exact  | Its own        | 2       | 5 and 4 | Nothing                      |
| Competitors    | Its ad group’s | 2       | 5 and 4 | Nothing                      |

Competitors is read at its ad group, since an ad group’s own snippets are what its ads show. Sofas — Phrase’s Types lists Leather sofas, Corner sofas, Velvet sofas: one header where Google asks for more than one, and one value short of the 4 it recommends. No level has a snippet for Rugs — Broad.

The same card shows how each snippet performs. Impressions is how often your ad appeared with the snippet, and Clicks counts clicks on the ad while it showed, since the snippet itself can’t be clicked. Google warns that the total row can be less than the rows added up: snippets shown together in one ad count once there.

## What it looks like when Goldbeater finds it

Every day Goldbeater reads the structured snippets linked to your account, to each Search campaign that is serving or paused and waiting to launch, and to its ad groups. It raises two things, each low:

- A campaign that shows none. No structured snippet is linked to the campaign or to the account. A link someone paused, or one Google disapproved, shows nothing and counts as none. A snippet Google made counts as one shown.
- Your own snippets under one header, or with a header under 4 values. Goldbeater judges them where they show: a campaign’s own where it has any, and otherwise the account’s, raised once for the account with the number of Search campaigns showing them. The snippets Google made are left out of this, since they aren’t yours to edit.

A campaign with an ad group that carries its own snippets isn’t judged, since what its ads show differs from one ad group to the next.

Finding

Sample data

Low Low severity Click-through rate

Sofas — Phrase has one structured snippet header, "Types", with 3 values

Sofas — Phrase

What Goldbeater saw

Your one snippet here, "Types" with 3 values, is the campaign's own, and the account has none of its own.

- Headers

  1

- Snippets

  1

|       |   |                                           |
| ----- | - | ----------------------------------------- |
| Types | 3 | Leather sofas, Corner sofas, Velvet sofas |

Why it matters

Callouts, at least four, and structured snippets, under more than one header with four values each, are free lines of text on your ad, and a call asset, images, a logo, prices, an offer, your app or a message button that another of your campaigns already shows fits the rest too. A campaign without them shows a smaller ad than it could, and usually earns fewer clicks for it. It reads campaigns before they launch too.

What to do

Add a second structured snippet to Sofas — Phrase under another header that fits what you sell (Brands, Service catalog, Models, Styles, Courses, Destinations), with at least 4 values of up to 25 characters each: pick its header and write its values below, and add it to the change set. Google asks for more than one header-value set, since more sets give it more chances to show one that fits the search. Add values to "Types" so it has at least 4 (up to 10): write them below and add them to the change set. Google recommends at least 4 per header.

What would change

- Add 2 values to the “Types” snippet Linen sofas Sofa beds Campaign Sofas — Phrase

It reaches your account when you approve it in the change set and press Apply. An applied change can be undone.

This is “Campaigns missing callouts, snippets and assets your others show” on a sample account. Goldbeater runs it on yours every 24 hours, and your AI analyst answers what you ask about any finding.

[Get a free first look](https://goldbeater.ai/app?start=look)

Sample data. Cedar & Pine Interiors is an invented account, and its figures are made up.

That is Sofas — Phrase as the table has it: one header, Types, with 3 values. The change shown is the one Goldbeater recommends, Add values to "Types". You write the values, or edit the ones Goldbeater’s AI agent drafted from your account’s own ads and assets. Goldbeater then makes the snippet again with its 3 values and yours and takes the old one off the campaign, as one change, and undoing it puts the old snippet back. The finding offers a second change beside it, Add a second structured snippet: a header other than Types, with 4 to 10 values.

The same run raises Rugs — Broad, the campaign with nothing to show: Rugs — Broad is missing callouts and a structured snippet. One finding names every kind of asset a campaign lacks. Callouts and a snippet are each offered as a change, callouts first where it has neither, and for the snippet you pick one of Google’s 13 headers and write at least 4 values. The [sitelinks and callouts guide](https://goldbeater.ai/guides/sitelinks-and-callouts) shows that finding.

Before a snippet is sent, Goldbeater holds it to Google’s limits and to the parts of its policy a rule can check: a header from Google’s list, 3 to 10 values of up to 25 characters, no exclamation mark or punctuation first, one item to a value, no value twice, and no “free” or “sale” standing as a word. Whether a value fits its header is left to Google’s review. A finding about the account’s own snippets is advice, and those are added in Google Ads.

Three more checks read a snippet’s words:

- A misspelled value. A common English misspelling in a value you wrote, low. The [ad copy guide](https://goldbeater.ai/guides/google-ads-ad-copy) covers it.
- A word you never want. A header or value holding a word you’ve listed in the account’s Settings as never wanted in your ads. The [image extensions guide](https://goldbeater.ai/guides/google-ads-image-extensions) covers it.
- A disapproved snippet. One Google disapproved, or limits where your campaigns run, with every campaign and ad group it’s linked to. The [disapproved ads guide](https://goldbeater.ai/guides/google-ads-disapproved-ads) covers it.

The [audit checklist](https://goldbeater.ai/guides/google-ads-audit-checklist) has every asset line with where to find it in Google Ads.

## Questions

- What are structured snippets in Google Ads?

  A header from Google’s list of 13, such as Types, Brands or Destinations, and a list of values under it, shown beneath a Search ad. Google’s example is Destinations: Hawaii, Costa Rica, South Africa. A snippet isn’t clickable and costs nothing to add.

- What is the difference between callouts and structured snippets?

  A callout is one selling point in a few words, such as Free shipping. A structured snippet is a list of things of one kind under a header Google provides, such as Types: Sofas, Beds, Rugs. A callout can state an offer, and a snippet’s values can’t be promotional.

- What is the structured snippet character limit?

  25 characters a value. Google’s API reference gives the limit, with 3 to 10 values to a header. For campaigns that serve on phones, Google suggests values of 12 characters or fewer.

- How many structured snippets should I add?

  Google takes 3 values under a header and recommends at least 4, and more than one header. It chooses which headers to show for each search, up to 2 on a computer and 1 on a phone or tablet, so add every header that is relevant to your business.

- Do structured snippets cost anything?

  No. There’s no cost to add one, and it can’t be clicked. You’re charged as usual for a click on the ad it shows with.

- Why isn’t my structured snippet showing?

  Google shows an asset only when it predicts it will improve the ad’s performance, and when the ad’s position and Ad Rank are high enough. A disapproved snippet doesn’t show at all. And a snippet on the campaign or the account doesn’t show in an ad group that has one of its own.

- Are structured snippet extensions and structured snippet assets the same thing?

  Yes. Google renamed every ad extension an asset in September 2022, so structured snippet extensions became structured snippet assets. Its announcement said existing extensions would become assets and keep their place on the account, campaign or ad group.

How Goldbeater checks this

## This check runs every day, and whenever you ask.

Each finding shows its evidence, an estimate of what it costs a month where it costs money, and, where a setting fixes it, a change drafted for you to approve.

A check is code that runs the same way every time, so a new finding means your account changed. Each week Goldbeater's AI agent follows up on what the checks find, and your AI analyst answers any question about your account.

Check A finding is worth

- Campaigns missing callouts, snippets and assets your others show Fixing it raises the Click-through rate

[Get a free first look](https://goldbeater.ai/app?start=look) [Start the 7-day trial](https://goldbeater.ai/app?start=trial)

No card for the first look. [See every check](https://goldbeater.ai/checks).

Google's own pages

## Where the manual method comes from.

1. [About structured snippet assets (opens in a new tab)](https://support.google.com/google-ads/answer/6280012?hl=en)
2. [Structured snippet requirements (Advertising Policies Help) (opens in a new tab)](https://support.google.com/adspolicy/answer/6283300?hl=en)
3. [StructuredSnippetAsset (Google Ads API reference) (opens in a new tab)](https://developers.google.com/google-ads/api/reference/rpc/v25/StructuredSnippetAsset)
4. [Structured Snippet Header Translations (Google Ads API) (opens in a new tab)](https://developers.google.com/google-ads/api/data/structured-snippet-headers)
5. [About callout assets (opens in a new tab)](https://support.google.com/google-ads/answer/6079510?hl=en)
6. [Use as many asset types as possible (opens in a new tab)](https://support.google.com/google-ads/answer/12073962?hl=en)
7. [About assets (opens in a new tab)](https://support.google.com/google-ads/answer/7331111?hl=en)
8. [Associations view (opens in a new tab)](https://support.google.com/google-ads/answer/7571712?hl=en)
9. [Measure ad asset performance (opens in a new tab)](https://support.google.com/google-ads/answer/2454049?hl=en)
10. [About dynamic structured snippet assets (opens in a new tab)](https://support.google.com/google-ads/answer/6098371?hl=en)
11. [About account level automated assets (opens in a new tab)](https://support.google.com/google-ads/answer/7175034?hl=en)
12. [About assets upgrade (opens in a new tab)](https://support.google.com/google-ads/answer/10514212?hl=en)
13. [New tools to create more engaging ads (Google Ads & Commerce Blog, September 15, 2022) (opens in a new tab)](https://blog.google/products/ads-commerce/create-engaging-ads/)

More guides

## Other things worth checking by hand.

- [How do I audit a Google Ads account? Work through 163 checks, area by area, conversions first.](https://goldbeater.ai/guides/google-ads-audit-checklist)
- [What are Google Ads image extensions, and which assets am I missing? What an image asset needs, and which assets you lack.](https://goldbeater.ai/guides/google-ads-image-extensions)
- [How do I optimize my Google Ads headlines? Find repeated headlines and write ones that differ.](https://goldbeater.ai/guides/repeated-headlines)
- [What are the Google Ads headline and description character limits? Every limit in one table, and how to use the room.](https://goldbeater.ai/guides/google-ads-character-limits)

[All 60 guides](https://goldbeater.ai/guides)

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