Using Google AdWords Dynamic Structured Snippet

Using Dynamic Structured Snippet

Staying on top of Google AdWords can be a chore, not to mention deciphering the marketing lingo. Upanup has attempted to eliminate the stress of working with some commonly confused Google AdWords' key phrases and functions through our guide to Dynamic Structured Snippet: Google Adwords options.

Upanup Dynamic Structured SnippetsAd Extensions

For the search network in Google AdWords, there are several factors which affect your ad rank. (The ad rank is where your ad appears. For example, your ad can be displayed on the top of the first page.) The keyword bid, quality score and ad extensions are all factors to be considered.

Ad extensions are pieces of text which add extra information to your ads, such as your location or phone number. There are currently several types of ad extensions. The newest is the Dynamic Structured Snippet, which is an automated ad extension but can be manually entered.

Manual Versus Automated Ad Extensions

There are six manual extensions, and five automated extensions. However, of the automated extensions, only one can also be controlled manually: Dynamic Structured Snippet.

The Hybrid: Dynamic Structured Snippet

AdWords can be dynamic, pulling different content into the ad extension based on the landing page (a.k.a. destination/final URL). It is structured by forcing you to pick from a list of headers, and up to ten values associated with that header. As with all extensions, it has character limits for each field. As a comparison, a sitelink extension can use any heading and any body text. The structured snippet, on the other hand, has only a few header options.

Header & Values

The options for the header are listed below. You can then choose up to ten values. For example, if you were advertising a hotel, you may choose the “Amenities” header with values such as “Free Wi-Fi” and “Fitness Club”.

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

How They Are Useful

These new Dynamic Structured Snippets not only give some consistency to ads between competitors, but they also give you another great way to show off the best features and benefits of your product or service. It is recommended to use as many relevant and appropriate ad extensions as possible in order to improve the likelihood of increasing your ad rank. Keep in mind bid and quality score also contribute to the algorithm, so don’t ignore these either.

When Will it Show on My Ad?

As with all your ad’s extensions, the Dynamic Structured Snippet won’t always be eligible to show in your ad, even though you’ve added it to the back-end. However, the more extensions you add, the more likely Google will find a good match and display one of your ad extensions. This will increase your likelihood of getting clicks and conversions.

Tips for the Moderate User

Tip for the Advanced User

Note that your ad may be disapproved if you use “non-standard punctuation” such as hyphens or slashes. Avoid the use of these wherever possible. Some punctuation, such as commas, is still acceptable, so keep an eye on the status of your ad extensions. You may need to make adjustments, and then re-submit if you get a disapproval notice.


Still confused or want more? Our resident SEM expert can sherpa you through it all. Contact us for more info.

By Kirstie Paterson
Content Specialist
October 15th, 2015
Disclaimer: Our team members contribute to this blog in their own voices. As such, opinions expressed in this post are not necessarily shared by Upanup. If you are curious or concerned, please contact us.