ReferenceGoogle Ads disapproval
Structured snippet repetition
Google disapproves a structured snippet when a value repeats within the same header or across headers, when a value holds promotional text or a punctuation mark that only draws attention, or when one value holds several items. Put one item in each value field, and remove repeats and promotional words. Then edit and save the asset.
At a glance
- Where it shows
- The Status column on the Assets page, as Disapproved under this policy.
- What stops
- The snippet does not serve while it stands.
- How serious
- Low on its own. Repeated violations of any policy can lead to a suspension.
What it means
A structured snippet lists values under a header, such as a set of brands or a set of services. Google's rule is that each value field carries one item, that values do not repeat, and that the header decides what a value may be. A list typed into one field fails even when every item is correct.
Google adds the commas between fields itself. A list typed with commas into one field is a multi-item value, while the same items in separate fields display as one list.
What actually triggers it
Several items in one value field
A value that carries a comma-separated list, or two related items, is a multi-item value. Add a new value field for each item.
A value that repeats within a header or across headers
Values cannot repeat within the same header or across different headers. Ad text repeated in snippet text falls under a related repetition rule.
Promotional text in a value
Words such as Sale or Free shipping are not allowed in a value. Exclamation marks, a ► symbol and emoticons that only draw attention are not allowed either.
A value that does not fit its header
Each header allows one kind of value. A Destinations header takes names of cities, states or countries, not an offer such as Hotels in 200 cities.
Fix it in this order
- Open Assets, find the structured snippet marked Disapproved, and read each header and its values.
- Put one item in each value field. Add a new field for each further item and let Google add the commas.
- Remove repeated values, both within a header and across headers.
- Remove promotional words, exclamation marks, ► symbols and emoticons from the values. Then check each value against its header's type rule, and edit and save the asset.
When to appeal
Appeal when every value meets its header rule and no value repeats, and the snippet is still flagged. An appeal does not change the values, so edit them first.
Often confused with
The repetition policy for ad text, which also covers ad text repeated in snippet text. A snippet that repeats a value across headers is a structured snippet problem, even when the text itself is clean.
Price assets have their own header rules by asset type. A structured snippet is a list of values under its own headers, so the two rules do not transfer.