How do you create a structure snippet for a website ad that includes before and after pictures?

Short Answer: Structured snippets are not created directly within the structured snippet option but are managed through your ads and assets settings. You start by accessing your ad groups in your advertising platform, then navigate to the ads and assets section, where you can select or create site links that include titles, descriptions, and final URLs, which can be used to showcase before and after pictures.

Full Explanation

Structured snippets for website ads are not added through a separate structured snippet feature. Instead, they are handled inside the cycling process of your ad management tool. To include before and after pictures or similar content, you work within the ads and assets section, which allows you to manage various ad components.

This approach enables you to organize and add detailed elements, such as titles and descriptions, as well as link them to specific URLs on your website. These elements can help highlight before and after visuals indirectly by linking to pages where such images are displayed, giving context and additional information.

Step-by-Step Breakdown

Access your advertising platform and go to the ad groups section.
Click on Ads and Assets located on the left side menu.
Scroll down to find the site link option, usually four entries down.
Click on the plus (+) button to add a new site link.
Choose the level where you want the site link added: account, campaign, or ad group.
For each site link, enter a title, a description, and a final URL where the before and after pictures are hosted.

Real Examples

For instance, if you want to showcase before and after pictures of a service you offer, you would create a site link titled “Before & After Gallery” with a description like “See how our services transform results” and link it directly to the page on your website displaying the images.

This helps users find visual proof of your work directly from the ad, improving confidence and click-through rates.

Common Mistakes

Trying to create a structured snippet directly without using the ads and assets section.
Not linking each site link to a final URL where the relevant before and after pictures exist.
Missing out on adding both a title and a description, which are necessary for an effective site link.
Confusing ad groups and ads when navigating your platform, which can lead to misplacement of your site links.

FAQs

Can I add images directly to structured snippets?
No, structured snippets do not support images directly; you use site links to direct users to pages with images.

At what levels can site links be applied?
Site links can be added at the account, campaign, and ad group levels.

Where do I find the site link option?
Within the ads and assets section, it is typically four options down from the top.

Key Takeaways

Structured snippets are managed through the ads and assets section, not through a separate snippet creation feature.
Site links allow you to add titles, descriptions, and links to URLs where before and after pictures can be showcased.
Adding site links at different levels gives flexibility depending on where you want the additional information to appear.
Following the correct navigation path—ad groups > ads and assets > site link > plus—is crucial for setting up these elements effectively.