What Are Assets in Google Ads, and How Do They Work?

Google Ads is one of the most powerful tools for digital marketers, offering businesses of all sizes the opportunity to connect with potential customers. Within the Google Ads ecosystem, assets play a vital role in enhancing ad performance, engagement, and relevance. These assets, previously known as ad extensions, are additional pieces of information or elements you can attach to your ads to provide users with more details and options.

This article will explore what Google Ads assets are, the different types available, their benefits, and how they work to improve your advertising efforts.

What Are Assets in Google Ads?

Assets in Google Ads are supplementary elements that extend the functionality and appearance of your ads. They enhance the overall ad experience by offering users extra information, calls to action (CTAs), or pathways to interact with your business.

Assets can include links to specific pages on your website, phone numbers, customer reviews, product details, or even app download buttons. They allow advertisers to provide more context about their offerings and better address user intent.

Benefits of Using Google Ads Assets

Assets offer several advantages that can elevate your ad campaigns:

1. Improved Ad Visibility: By adding assets, your ads take up more space on the search engine results page (SERP), making them more noticeable compared to competitors' ads.
2. Higher Click-Through Rates (CTR): Relevant and informative assets encourage users to click on your ads, increasing the likelihood of conversions.
3. Enhanced User Experience: Assets provide quick access to the information users are searching for, such as business locations, phone numbers, or specific product pages.
4. Better Ad Quality Scores: Google rewards ads that deliver a better user experience. Using assets can improve your ad quality score, potentially reducing your cost-per-click (CPC).
5. Increased Conversions: Assets can direct users to the most relevant parts of your website, speeding up the decision-making process and boosting conversion rates.

Types of Google Ads Assets

There are various types of assets available, each catering to specific goals and user intents. Here’s a detailed look at the major categories:

1. Sitelink Assets

Sitelinks allow you to add additional links to your ad, directing users to specific pages on your website. For example, if you run a clothing store, your sitelinks could include links to categories like "Men's Wear," "Women's Wear," "New Arrivals," or "Sale Items."

• How It Works: Sitelinks appear as clickable text beneath your ad headline. They increase the chances of engagement by offering multiple pathways to your website.
• Best Practices:Use descriptive link text.Direct users to high-value pages, such as popular categories or promotions.

2. Call Assets

Call assets enable users to directly contact your business by displaying your phone number in the ad. On mobile devices, this often appears as a "Call" button.

• How It Works: Clicking the call button initiates a call directly from the ad, simplifying the process for potential customers to reach you.
• Best Practices:Ensure your phone line is active and staff are prepared to handle inquiries.Use call tracking to measure performance.

3. Location Assets

Location assets display your business address, phone number, and a map link within your ad. They are especially useful for local businesses aiming to attract nearby customers.

• How It Works: The asset pulls data from your Google Business Profile, showing users your physical location and directions to it.
• Best Practices:Keep your Google Business Profile updated.Use location targeting to refine your audience.

4. Callout Assets

Callout assets are short snippets of text that highlight unique selling points, promotions, or benefits of your business. For example, you can mention "Free Shipping," "24/7 Support," or "10-Year Warranty."

• How It Works: Callouts appear beneath your ad copy, providing additional context without being clickable.
• Best Practices:Keep the text concise.Highlight competitive advantages.

5. Structured Snippet Assets

Structured snippets provide users with specific details about your products or services in a list format. Categories might include "Brands," "Types," "Destinations," or "Services Offered."

• How It Works: These assets display predefined headers and corresponding values, such as "Destinations: New York, Paris, Tokyo."
• Best Practices:Use relevant and specific information.Align the snippets with your ad copy and landing page.

6. Price Assets

Price assets showcase pricing information for specific products or services directly within the ad. Each item includes a short description, price, and a link.

• How It Works: Price assets appear as a carousel, allowing users to scroll through different offerings.
• Best Practices:Display accurate and competitive prices.Use price assets for promotions or high-value products.

7. App Assets

App assets encourage users to download your mobile application by providing a direct link to your app in the Google Play Store or Apple App Store.

• How It Works: A clickable link directs users to the app store where they can download your app.
• Best Practices:Target audiences on mobile devices.Highlight app-specific benefits in your ad copy.

8. Lead Form Assets

Lead form assets allow you to collect user information, such as names, phone numbers, and email addresses, directly from your ad.

• How It Works: When users click on the asset, a form pops up, eliminating the need to visit a separate landing page.
• Best Practices:Keep forms short and simple.Offer incentives, like discounts or free resources, to encourage submissions.

9. Image Assets

Image assets allow advertisers to include visually appealing graphics to complement the text in their ads.

• How It Works: Images appear alongside the ad text, making the ad more engaging.
• Best Practices:Use high-quality images relevant to your product or service.A/B test different visuals to see what resonates with your audience.

How Google Ads Assets Work

1. Automated vs. Manual Assets

Google Ads offers both automated and manual assets:

• Manual Assets: You create these yourself, ensuring full control over the content.
• Automated Assets: Google generates these assets based on your website, ad copy, or other data sources. For example, if your business hours are listed on your website, Google might create an automated call asset to highlight them.

2. Ad Rank and Asset Eligibility

Assets are not guaranteed to show every time your ad appears. Their display depends on several factors, including:

• Ad Rank: Ads with higher ranks are more likely to show assets.
• Relevance: Google determines which assets are most relevant to the user’s search query.
• Performance Data: Assets with a history of high engagement are more likely to appear.

3. Reporting and Performance Metrics

Google Ads provides detailed insights into asset performance, allowing you to track metrics like clicks, impressions, and conversions. Use this data to optimize and refine your assets.

Best Practices for Using Google Ads Assets

1. Choose Relevant Assets: Select assets that align with your business goals and audience needs.
2. Regularly Update Content: Ensure your assets reflect current promotions, pricing, and contact information.
3. Test and Optimize: Experiment with different asset combinations to see what drives the best results.
4. Monitor Performance: Use Google Ads reports to identify high-performing assets and adjust your strategy accordingly.
5. Leverage Multiple Assets: Combine various types of assets to create a richer, more engaging ad experience.

Conclusion

Google Ads assets are a critical component of successful ad campaigns, offering businesses the tools to enhance visibility, relevance, and user engagement. By understanding the different types of assets and how they work, you can craft ads that not only attract clicks but also drive meaningful results for your business.

Whether you’re highlighting a product’s unique features, promoting a sale, or directing users to specific pages, assets allow you to deliver a more personalized and effective advertising experience. Embrace the full potential of Google Ads assets to take your campaigns to the next level.