Improve Performance
Last Updated September 13, 2024
Google Assets (formerly called extensions) are additional pieces of content added to search ads, such as phone numbers or images. Learn the different types and how to use them to grow traffic and conversions.
Google Search ads are an effective way to connect with your target audience — but with only headlines and descriptions, they don’t exactly pop on the page.
Google Ads assets allow advertisers to enhance their Search ads with additional content, like images, phone numbers, and promotional details.
This added information takes up more space on the search results and provides helpful context, which can help you earn more clicks and conversions.
In this article, we’ll explain everything you need to know about Google Ads assets, how to set them up, and best practices from HawkSEM SEM Manager Gina Ryan.
What are Google Ads assets?
Google assets (formerly ad extensions) are additional pieces of information that expand your search ads.
They can include extra links, phone numbers, business locations, prices, images, promotions, and other details that make your ads more useful and engaging.
Note: In Responsive Search Ads (RSAs), headlines and descriptions are also considered ad assets. Google automatically tests different combinations of these assets to determine which messaging performs best. However, the term “Google Ads assets” typically refers to additional information that expands your ad, such as sitelinks, callouts, images, and promotions.
How do they work?
Google assets enrich your Google search campaigns, offering a dynamic callout to your additional business information. Google decides when to include your assets based on factors like ad relevance, expected performance, ad rank, and the user’s search query.
Assets are free to add and can improve your ad’s potential at both the account level and campaign level.
Pro tip: Make sure your landing page matches the intent of the ad. For instance, if you’re an ecommerce brand attracting customers with a sale, then it should lead to the product’s sale page with more details on the offer.
Benefits of using Google assets
Ad assets can increase click-through rate (CTR), improve lead quality, and boost ROI by:
- Providing additional information
- Making your ads more visible
- Improving ad quality and Ad Rank
Further reading: By implementing an ad assets strategy, HawkSEM increased Wind River’s click-through rate by 294%.
Automated vs. manual assets
Google Ads offers two types of assets: manual and automated.
Manual assets are created and managed by advertisers. They give complete control over the messaging, links, images, promotions, and other information that appears alongside your ads.
Examples include sitelink, callout, image, price, and promotion assets.
Automated assets are generated by Google when its systems predict they’ll improve your ad’s performance.
Depending on your campaign type and settings, Google may automatically display assets like dynamic sitelinks, seller ratings, or other relevant information without requiring manual setup.
Manual and automated assets can work together to improve your ad’s visibility and provide searchers with additional information.
11 types of Google assets
Expanding your ads with the right assets can be the difference between a gloss-over and a click. Here are 11 types of Google assets that can improve your ad performance:
1. Location assets
Display your business address, phone number, business hours, and directions alongside your ad. When a user clicks the location asset, it opens Google Maps to show your exact location and easy directions.
2. Promotion assets
Use promotion assets to highlight special offers, discounts, coupon codes, or seasonal sales. Direct links to your offers make it easier for users to convert, especially during holiday seasons.
3. Sitelink assets
Sitelink assets include extra links under your main ad, leading to different parts of your website. They provide additional pathways for a larger picture of your offer and more opportunities for clicks.
4. Callout assets
Highlight unique selling points with short snippets like “Free Shipping,” “24/7 Support,” or “Woman-Owned.” Callout assets help differentiate your business without requiring users to click.
5. Structured Snippet assets
Showcase specific aspects of your products or services by listing predefined categories such as brands, services, destinations, or product types.
This gives potential customers a better understanding of what you offer before they visit your website.
6. Call assets
Call assets allow users to call your business directly from your ad with a single click.
This is most effective on mobile devices and can be great for businesses where a quick call can lead to a sale.
7. Price assets
Display products or services along with their prices directly in your ad. Price assets help users compare options before clicking and can attract more qualified traffic.
8. App assets
App assets link directly to your app’s download page, simplifying the process from interest to download.
9. Lead form assets
Lead form assets embed a form right in your ad to gather qualified leads right into your CRM software.
This cuts down on the steps users take, potentially increasing conversions. Just be sure to follow Google’s policies and create a smooth form experience.
10. Affiliate location assets
Show nearby retail stores that carry your products.
This taps into the high intent of local searches, especially important for mobile users who often visit a store soon after searching.
11. Image assets
Enhance your ads with image assets. Adding high-quality images can make your ad more engaging and convey your message more effectively than text alone.
Note: Keep in mind that not every asset type is available for every campaign. The assets you can use depend on your campaign type, advertising goals, and eligibility requirements.
How to set up Google assets
Ready to create Google assets? Here’s a streamlined guide to get you started:
- Sign in to Google Ads.
- Navigate to Assets. In the left-hand menu, click Assets to view and manage your existing assets.
- Create a new asset. Click the blue + button and select the asset type you want to create, such as a sitelink, callout, image, promotion, or price asset.
- Enter your asset details. The information required depends on the asset type. For example:
- Sitelink assets: Add link text, descriptions, and a destination URL.
- Callout assets: Enter short phrases that highlight your business or offer.
- Lead form assets: Configure your form fields, submission message, and privacy policy.
- Choose where the asset applies. Add the asset at the account, campaign, or ad group level depending on how broadly you want it to appear.
- Review any additional settings. Some asset types include optional settings, such as scheduling for promotion assets or start and end dates for time-sensitive offers.
- Save your asset. Once you’ve reviewed your settings, click Save. Google will review the asset before it’s eligible to appear with your ads.
Note: Depending on the campaign type and settings, Google may automatically create certain assets when it predicts they’ll improve performance; however, manually creating relevant assets gives you greater control over your messaging and helps ensure users see the information that’s most important to your business.
Google assets best practices
Using Google assets effectively goes beyond picking the right ones — it’s about using them strategically. Follow these best practices to get the most from your assets.
1. Choose assets to support your campaign goals
Start with basics like Sitelinks, Callouts, and Structured Snippets, but only if they fit your needs. It’s better to have a few relevant assets than lots that don’t help your main goal.
Ryan shares an example: “If you’re a retailer with the goal of online purchases, a pricing asset is relevant for driving product purchases on your website,” she says. “But a location asset is less relevant if you don’t have a physical store location.”
2. Customize assets for each campaign or ad group
Avoid using the same assets across every campaign when they don’t match user intent. Tailor assets based on the products, services, or keywords being targeted.
For example, a home services company could use different Sitelinks for a campaign targeting “emergency plumbing services” versus one targeting “bathroom remodeling.”
3. Give assets enough time to collect data
If you notice your cost-per-click (CPC) rising after adding assets, don’t rush to remove them. A higher CPC may mean your ads are more competitive and visible.
Look at other ways to optimize CPC before removing assets — they might be worth the extra cost.
4. Improve your ad rank to increase asset visibility
Your ad rank influences whether and where your assets appear. If your assets rarely show, focus on improving factors that contribute to ad rank, including bid strategy, ad relevance, landing page experience, and expected CTR.
5. Schedule time-sensitive assets appropriately
Only activate phone call assets during your business hours to avoid missed calls and voicemails. Similarly, use Promotion assets with accurate start and end dates to avoid displaying outdated offers.
6. Regularly test and refine your assets
Just like with ad copy, keep testing your assets. Try new variations and see how they compare to your current ones using A/B testing. This helps you understand what works best with your audience and keeps your campaigns fresh.
“Two metrics I recommend monitoring for Google assets are CTR and CVR,” says Ryan. “While not all assets are guaranteed to show 100% of the time, CTR will tell you how engagement with the ad is improved or impaired when the asset is served, while CVR will tell you if the likelihood of website conversions is improved or impaired when the asset is served.”
The takeaway
Whether manual or account-level automated assets, these extra pieces of content can help you stand out in the search results page and earn a higher CTR.
As online competition increases, having expert help from a Google Ads consultant can make the difference between an average and an outstanding campaign.
That’s where HawkSEM comes in. Our team of digital marketing experts builds custom strategies, asset libraries, and ongoing optimizations that yield an average 4X ROI for our clients.
Interested in taking your campaigns to the next level? Contact HawkSEM for a free consultation. We’re here to help you navigate the complexities of digital advertising and drive your success, one click at a time.
This article has been updated and was originally published in September 2024.