Google Introduces AdWords Dynamic Structured Snippets

By Bri Saxman | @brisaxman | Production Specialist

Google recently launched dynamic structured snippets for AdWords. The automated extensions display industry-specific, structured information about products and services on those advertisers’ sites.


Currently they can show for retail, hotel and flight searches. Additional verticals are scheduled to follow later in 2015.


Here’s an example of what a sample snippet look like.




Google lists a few ways that dynamic structured snippets may benefit your campaigns:


  1. Help people find out more about your products and services without changing a thing: Additional information from Google’s analysis of your site can appear with your ad automatically, with no additional effort or ad management on your part.
  2. Improve your return on investment: The additional website information that appears with your ads can increase your ads’ relevance and CTR. This can help you improve your return on investment by focusing on attracting clicks from visitors who are more likely to be interested in what you have to offer.


Some dynamic structured snippets performance data will be available from the automated extensions report from the Ad extensions tab.


Screen Shot 2015-03-11 at 7.14.59 AM 

Advertisers can fill out a form to opt out of dynamic structured snippets, but Google emphasizes that automated extensions are now a factor in Ad Rank.


For more information about dynamic structured snippets, see the AdWords Help Center.