{"id":683606,"date":"2025-08-06T17:45:19","date_gmt":"2025-08-06T14:45:19","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/"},"modified":"2025-08-06T17:45:19","modified_gmt":"2025-08-06T14:45:19","slug":"google-ads-callouts-structured-snippets-bigger-ads-better-results","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/","title":{"rendered":"Google Ads Callouts &amp; Structured Snippets: Bigger ads, better results?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e92fd25a53\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e92fd25a53\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/#What_are_%E2%80%9CAssets%E2%80%9D_in_Google_Ads\" >What are \u201cAssets\u201d in Google Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/#What_are_Callouts_in_Google_Ads\" >What are Callouts in Google Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/#What_are_Structured_Snippets_in_Google_Ads\" >What are Structured Snippets in Google Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/#How_do_you_know_if_your_Callouts_and_Structured_Snippets_are_working\" >How do you know if your Callouts and Structured Snippets are working?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/#5_key_things_to_know_about_Callouts_and_Structured_Snippets\" >5 key things to know about Callouts and Structured Snippets<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/google-ads-callouts-structured-snippets-bigger-ads-better-results\/#Should_you_use_Callouts_and_Structured_Snippets_in_Google_Ads\" >Should you use Callouts and Structured Snippets in Google Ads?<\/a><\/li><\/ul><\/nav><\/div>\n<div><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/08\/Week-28-landscape-cover.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" style=\"margin-bottom: 15px\" \/><\/div>\n<div style=\"padding:177.78% 0 0 0;position:relative\"><\/div>\n<\/p>\n<p>You\u2019ve set up your Search campaigns, you\u2019ve got your headlines and your de<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ions, and your final URL. So your ad is done, right? Not necessarily!<\/p>\n<p>Assets (formerly known as Extensions) are an optional but powerful addition to your Google Search campaigns. <\/p>\n<p>This article will explore two types of assets that every business can use: Callouts and Structured Snippets.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-are-assets-in-google-ads\"><span class=\"ez-toc-section\" id=\"What_are_%E2%80%9CAssets%E2%80%9D_in_Google_Ads\"><\/span>What are \u201cAssets\u201d in Google Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before we dig into Callouts and Structured Snippets, it&#8217;s helpful to understand the bigger picture. <\/p>\n<p>In Google Ads, &#8220;Assets&#8221; are optional pieces of information you can add to your ads. Think of them as bonus content that can make your ads bigger and more informative, giving people more reasons to click. <\/p>\n<p>There are more than a dozen Assets to choose from. You can <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly apply them at the account, campaign, or ad group level, depending on how specific you want them to be.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-are-callouts-in-google-ads\"><span class=\"ez-toc-section\" id=\"What_are_Callouts_in_Google_Ads\"><\/span>What are Callouts in Google Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Callouts are short, punchy phrases that highlight key selling points or unique aspects of your business. They&#8217;re similar to a headline, but instead of showing up as a blue clickable link at the top of your Search ad, they show up in plain black text <strong>after<\/strong> your description(s).<\/p>\n<p>Callouts can have up to 25 characters each (12 characters in double-width languages like Chinese or Japanese), and Google might show up to 10 of them at a time.&nbsp;<\/p>\n<p>I like to use callouts for information that doesn&#8217;t quite fit into my headlines or descriptions, or for key details that I want to emphasize. For example, &#8220;Free Shipping&#8221;, &#8220;Open 24\/7&#8221;, &#8220;Family-Owned Business&#8221;, etc.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-are-structured-snippets-in-google-ads\"><span class=\"ez-toc-section\" id=\"What_are_Structured_Snippets_in_Google_Ads\"><\/span>What are Structured Snippets in Google Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Structured snippets give you the opportunity to add a categorized list of items to your ad. In this way, they\u2019re more like a description than a headline. Like callouts, they can appear in plain black text after your description(s) in your Search ad.<\/p>\n<p>To create a Structured Snippet, you first need to choose a header from Google\u2019s predetermined list. In English, those headers are:<\/p>\n<ul class=\"wp-block-list\">\n<li>Amenities<\/li>\n<li>Brands<\/li>\n<li>Courses<\/li>\n<li>Degree programs<\/li>\n<li>Destinations<\/li>\n<li>Featured hotels<\/li>\n<li>Insurance coverage<\/li>\n<li>Models<\/li>\n<li>Service catalog<\/li>\n<li>Shows<\/li>\n<li>Styles<\/li>\n<li>Types<\/li>\n<\/ul>\n<p>If you\u2019re not sure what header to use, &#8220;Types&#8221; is the most versatile and can apply to almost any business. For example:<\/p>\n<ul class=\"wp-block-list\">\n<li>A shoe store could use &#8220;Types&#8221; to list &#8220;Sneakers, Boots, Sandals, Heels.&#8221; <\/li>\n<li>A plumbing service could list &#8220;Types&#8221; as &#8220;Drain Cleaning, Leak Repair, Water Heater Installation.&#8221;<\/li>\n<\/ul>\n<p>Once you have your header, then you can add between 3 to 10 items to your list. Each item can have up to 25 characters.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-do-you-know-if-your-callouts-and-structured-snippets-are-working\"><span class=\"ez-toc-section\" id=\"How_do_you_know_if_your_Callouts_and_Structured_Snippets_are_working\"><\/span>How do you know if your Callouts and Structured Snippets are working?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The goal of adding Assets is to increase the click-through rate on your ads. You can view performance metrics for your various Assets, including Callouts and Structured Snippets, by going to <em>Assets &gt; Assets<\/em> (seriously) and checking up on the performance metrics for each asset.<\/p>\n<p>Remember, Callouts and Structured Snippets are <strong>not<\/strong> required to show, and they are <strong>not<\/strong> clickable themselves. They simply make your ad bigger by adding more text. <\/p>\n<p>Reporting will show you have many impressions your ads received <em>when these assets showed<\/em>, how many clicks you received <em>when these assets showed<\/em>, etc. You will generally see a higher click-through rate from these assets than your ad group or campaign average.<\/p>\n<p>If you want a more detailed breakdown of clicks on various parts of your ad, you can segment your asset report by &#8220;Click Type.&#8221; This is especially helpful when evaluating clickable Asset performance, like Sitelinks or Promotions or Price.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-5-key-things-to-know-about-callouts-and-structured-snippets\"><span class=\"ez-toc-section\" id=\"5_key_things_to_know_about_Callouts_and_Structured_Snippets\"><\/span>5 key things to know about Callouts and Structured Snippets<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that you know what these Assets are, let&#8217;s cover some crucial and perhaps counter-intuitive details.<\/p>\n<ol class=\"wp-block-list\">\n<li><strong>Hierarchy matters, specificity rules<\/strong>: If you apply Callouts or Structured Snippets at the <em>ad group level<\/em>, they will override any that are set at the campaign or account level. Similarly, if you apply them at the <em>campaign level<\/em>, they&#8217;ll override any account-level assets. This means you can be as broad or as specific as your campaign and ad group structure requires.<\/li>\n<li><strong>Structured snippets need at least three values<\/strong>: If you create a Structured Snippet, you <em>must<\/em> include a minimum of three items in your list of values. Otherwise, it isn&#8217;t really a list!<\/li>\n<li><strong>Watch out for dynamic assets<\/strong>: Even if you don&#8217;t manually create Callouts or Structured Snippets, it&#8217;s possible that Google is automatically creating them for you through &#8220;Dynamic Structured Snippets&#8221; and &#8220;Dynamic Callouts.&#8221; Google pulls information directly from your website to generate these. To check if this is happening in your account, go to your <em>Assets<\/em> tab\u00a0and look at the <em>Source<\/em> column. If it says <em>Automatically Created<\/em>, those are dynamic assets. If it says <em>Advertiser<\/em>, you created them yourself. To turn off dynamic assets, you&#8217;ll need to go into your &#8220;<em>Account level Automated Asset Settings<\/em>.<\/li>\n<li><strong>Search Network only:<\/strong> Callouts and Structured Snippets are compatible with the Google Search Network only.<\/li>\n<li><strong>No guarantees: <\/strong>Just because you add Callouts and\/or Structured Snippets to your Google Ads, it doesn&#8217;t mean they&#8217;ll always appear with your ad. Google decides which assets to show based on various factors, including ad rank, relevance, and available space. Your headlines and descriptions in your Responsive Search Ads are still the most important elements of your ad.<\/li>\n<\/ol>\n<h2 class=\"wp-block-heading\" id=\"h-should-you-use-callouts-and-structured-snippets-in-google-ads\"><span class=\"ez-toc-section\" id=\"Should_you_use_Callouts_and_Structured_Snippets_in_Google_Ads\"><\/span>Should you use Callouts and Structured Snippets in Google Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I strongly recommend that you add Callouts and Structured Snippets to your Google Search campaigns. <\/p>\n<p>Why? Because there&#8217;s really no downside!<\/p>\n<p>The larger and more informative your ads are, the more likely you are to get a click. This creates a positive ripple effect: Higher click-through rate, better Quality Score, lower CPCs, and more efficient results.<\/p>\n<p><em>This article is part of our ongoing bi-weekly Search Engine Land <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a>, Everything you need to know about Google Ads in less than 3 minutes. Every other Wednesday, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it \u2013 all in a quick 3-minute read.<\/em><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-ads-callouts-structured-snippets-460029\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>You\u2019ve set up your Search campaigns, you\u2019ve got your headlines and your descriptions, and your final URL. So your ad is done, right? Not necessarily! Assets (formerly known as Extensions) are an optional but powerful addition to your Google Search campaigns. This article will explore two types of assets that every business can use: Callouts&#8230;<\/p>\n","protected":false},"author":1,"featured_media":683607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/08\/Week-28-landscape-cover.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-683606","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/683606","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=683606"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/683606\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/683607"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=683606"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=683606"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=683606"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}