Formatting Results

There are some guidelines that apply to both paid and non-paid results, and others that are more specific to paid results.

Guidelines for displaying results

Anatomy of a typical result

Paid and non-paid web results contain the following:

  • Title
  • Display URL
  • Description

Order within a result

In practice, search results perform best when presented in the order described above, rather than with the Display URL below the description.

Suggested fonts & colors

Set the base to 10 so as to make the math easier for em conversion. For example, 1.2em = 12px font. Using em measurements for fonts allow them to scale more elegantly when a user resizes the page.

Arial is the preferred font face for results.

Text Color Size Line Height Decoration & Weight
Search Query Text
(within search box)
#333 1.8em None
Related Searches #12C,
Underline on Hover
Search Result Title or
“Call-Only” Link (mobile only)
#12C 1.6em 18 Search term bold &
underline entire result
Display URL Link #093 1.3em 16 Search term bold
Engine Attribution Text #999 1.1em None
Description Text #222 1.3em 16 None
Bold search term in description #000 1.3em 16 Bold weight
Click-to-Call phone number link
(mobile only)
#12c 1.3em 16 Underline
Click-to-Call disclaimer text
(mobile only)
#999 1.1em 16 None
Seller Ratings Text #999 1.3em 16 None
Seller Ratings “Reviews” Link #12C 1.3em 16 Underline
Deep links #12C 1.2em 16 None

Ordering, numbering and bulleting

Results must be displayed in the order they are delivered in the XML group. However, results must not be numbered or bulleted.

All requested ads must be displayed. If InfoSpace returns three ads, you cannot choose to display only two of the three ads returned.


The title, display URL and any deep links are the only clickable objects. White space surrounding the listing must not be clickable.

The <site-link> parameter value must be used as the href (or destination URL) for the Title and Display URLs they are returned with.

Clicked queries must be sent without editing, filtering, truncating, appending terms to or otherwise modifying such queries individually or in the aggregate; the site-link must not be altered to be counted as a valid click.

The IP and the user agent for the user that generated the search query must match the IP and the user agent that clicks on a result.

Link target

It is strongly recommended that the results be written (or targeted) so that when clicked, the resulting page is opened in a new browser tab or instance. This way the user is not navigating away from the list of results and can easily return to select another. Opening result pages in a new tab or browser instance has usually resulted in a higher the click thru rate, including paid responses. For example:

<a target="_blank" href="">link text</a>


Spacing between results of the same type (e.g. between two non-paid results) should be anywhere from 14px to 24px vertical space.


When sending a query the ‘bold’ feature is on by default, to bold the query words in the returned text. This can help the user to find relevant sections in the description and decide if the response is what they are looking for. Similarly descriptions that do not contain the search query words may not be as strong of a choice.

Paid results & features


Paid results must be accompanied by attribution. If this has been done with region-level attribution, then no result-level attribution is needed.

However, result-level attribution still requires that the paid results must be in visually distinct region, separated from non-paid results. This may be achieved by background shading of the paid result area. See region-level attribution for sample shading colors.

Ads using result-level attribution must be labeled as sponsored using one of the approved formats, for example:

  • • Sponsored: Ads by Google
  • Sponsored:


The full text of the ads must be displayed.

Ad-specific features

Ads may have additional features that help increase the paid click-through rate, and assist with ad partner approvals. These include Seller Ratings with Reviews and Deep Links.

Seller Ratings

The seller rating provides visual interest and credibility to an ad.

To display seller ratings, three images will be needed to represent the ratings: a whole star, a half star and a blank star. A sprite (such as the one below) containing all three may be used to show everything from no stars to five stars.

star sprite for seller ratings

The seller-ratings-source-url is used as the href for the link for the number of reviews. The number of reviews should be clickable. The ratings line contains the values of the seller-ratings-advertiser-info, followed by a representation of the seller-ratings-rating and then the seller-ratings-review-count which is linked to the seller-ratings-source-url.

The image below shows an example implementation of a result with both seller ratings and sponsored sitelinks:

Seller ratings XML example:

<seller-ratings-advertiser-info> is rated</seller-ratings-advertiser-info>

Sponsored Sitelinks

Sponsored sitelinks provide additional opportunities for paid clicks on the page to higher-paying ads from well-known advertisers, as well as a better end user experience.

Not all ads have sitelinks, but all ads should have the capability to display them.

There are two options for how sitelinks may be displayed: on multiple lines, or on one line. Once you choose how to render sitelinks, they must be consistently rendered in that format for all ads.

Multilple-line format

Sitelinks display in two columns below the ad, in the following order:

Primary ad content
   Ad Sitelink 1    Ad Sitelink 2
   Ad Sitelink 3    Ad Sitelink 4
   Ad Sitelink n    Ad Sitelink n + 1

Sitelinks should be indented (10px minimum, 15px suggested), with space above (10px suggested) to separate them from the rest of the result, and space in between the two columns (10px minimum) to increase readability.

Single-line format

The formatting requirements for rendering sitelinks in a single-line are as follows:

  • Left margin: left aligned with standard ad text.
  • Top margin: should be standard line spacing
  • Horizontal separation: Use ” – ” (a space, followed by a dash, followed by another space) in between each sitelink when two or more sitelinks are displayed.

Additional requirements for single-line formatting:

  • If sitelinks are returned for an ad, you must display at least one sitelink.
  • You must render as many sitelinks as possible in a single line, within the allotted ad width.
  • Sitelinks must be displayed in the order received from left to right. If any sitelinks are not displayed due to exceeding the ad width, the sitelinks you remove should be removed from the bottom of the returned list.
  • Sitelinks cannot be shortened or trimmed.
Primary ad content
Ad Sitelink 1 - Ad Sitelink 2 - Ad Sitelink 3


Sitelinks XML Example:

    <title>Search All Jobs</title>
    <title>Post Your Resume</title>
    <title>Post a Job</title>

Click-to-Call (Mobile Only)

Click-to-call provides additional opportunities for paid clicks on a mobile search results page, and allows end-users to easily call an advertiser by clicking on a link in the ad result.

Click-to-Call links will only be returned for mobile-specific segments using an approved “mobile” syndication tag from Google. Your Infospace Partnership Manager will also need to enable the click-to-call feature for your api feed. Not all mobile ads will include the click-to-call extension, but all ads should have the capability to display click-to-call should it be returned.

Click-to-call results may be returned in one of two formats: “Click-to-Call” or “Call Only”. Either format may be returned by Google for any given search, so both options should be supported.

For a given result with a Click-to-Call result, a <click-to-call> element will be added to the normal <result> element as a child. The <click-to-call> element itself will have the following child elements:

  • <title>
  • <site-link>
  • <phone-number> (may be omitted)
  • <disclaimer> (may be omitted)
  • <phone-image-url> (may be omitted)

If the result is a “Call Only” result, an additional child element, <call-only>, will be added to the <result> element as a child with a value of True. In this instance, the normal <site-link> element will be omitted from the result (because a site-link will instead be returned as a part of the <click-to-call> element).

Click-to-Call and Website Match

If an ad result used by the Website Match feature includes a click-to-call link, a <click-to-call> element will be added to the <entity> element as a child. The <click-to-call> element will have the same child elements listed above. A Website Match result will never be Call Only.

Click-to-Call Ad Format

This format adds the clickable phone number, and potentially some additional disclaimer text, to the existing ad elements. Note that if disclaimer text is returned, it must be displayed adjacent to the phone number.

Ad Title
Ad description
Call: 555-555-1234 Additional charges may apply

The font size and style of the phone number should be the same as the font of the description text. The link color should be the same as the Ad title link.
The clickable phone number should be positioned beneath the standard ad text, with a top margin of 10px. If other ad extensions such as seller ratings or sitelinks are returned, the click-to-call link should be placed above those extensions. If click-to-call disclaimer text is returned, it should be displayed on the same line as phone number.

Click-to-Call format XML example:

    <content-source friendly-name="Ads by Google" engine-original-position="1"/>

    <strong>Hotels</strong> - <strong>Hotels</strong>.com
    Book Now on your Android Phone! Save w/our Price Match Guarantee.
      <title>Download Our App</title>

      <title>Last Minute Deals</title>

  <seller-ratings-advertiser-info> is rated</seller-ratings-advertiser-info>


    <title>Call: +1 866-365-9867</title>
    <phone-number>+1 866-365-9867</phone-number>
    <disclaimer>(Additional changes may apply)</disclaimer>

Call-Only Ad Format

This format presents a different ad layout, wherein the only clickable link in the ad is the phone number and accompanying phone icon, both of which should appear as the ad title.

The click-to-call link itself should be formatted to use the same font style, size, and color as a standard ad title.

Call: 555-555-1234
Ad Title (not clickable)
Ad description

Call-Only format XML example:

 <content-source friendly-name="Ads by Google" engine-original-position="2"/>
 <title>Courtyard&#174; By Marriott</title>
 Book at Courtyard Official Site From Your Phone. It&#39;s A New Stay&#174;.

 <title>Call: +1 800-306-1902</title>
 <phone-number>+1 800-306-1902</phone-number>

Please note: for the recommended font sizes, colors, and styles for all ad elements, including click-to-call, please refer to the Suggested Fonts & Colors table at the top of the page.

Next: Implementing Features
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