Setting Up Google Ads Extensions, “Assets”

Setting Up Google Ads Extensions, “Assets”

Google Ads extensions, which are now called “Assets”, are content pieces that make up your ad with useful business information- giving people more reasons to choose your business.

It includes the headlines, descriptions, links to specific parts of your website, call buttons, location information, and more that come together to make up the eventual ad format, which is shown to a user.

To maximize the performance of your responsive search ads, Google Ads selects additional assets to show in response to each individual search on Google. For that reason, it is a good idea to use all the assets relevant to business goals.

By adding more content to your ad, assets like sitelinks and images give your ad greater visibility and prominence on the search results page.

Assets often increase your total number of clicks, and can give people additional, interactive ways of reaching you as with maps or calls.

Benefits of Ad Assets

• Increased click-through rates (CTR)
• Improved ad rank
• Enhanced visibility
• Increased conversions

From the advertiser's perspective, the main benefit of using ad extensions is the increase in visibility on the SERP. The larger the ad with corresponding assets, the more room there is for your ad and potentially less room for competitor ads.

Adding extensions offers additional information like promotions, categories, social proof, etc., which encourages users to take action faster.

The following factors are responsible for increasing click-through rate (CTR), making a huge difference in PPC campaigns –

• Better ad ranking
• Higher lead quality
• Optimized PPC budget

How To Add Extensions (Assets) To Google Ad

To do this, go to the “Extensions” tab in the left-hand navigation menu

Option to create new extensions, opens a drop-down menu showing all available extensions you can choose from, both for dynamic and static options

Click on the type of extension that you want to create

Then customize the information

Select “add to” to add an extension to multiple campaigns or ad groups, and then pick “Select”.

This will open a window that enables you to add the extension to multiple campaigns or ad groups if you choose.

Types of Google Ads extensions: Manual and Automatic Extensions

Automatic extensions, or automated extensions, are added by Google when there is a possibility for improving ads’ performance and are created by Google’s algorithm. While other ad extensions are manual, they require a little bit of setup work and are also more customizable than automatic extensions.

Some extensions applied by Google are predicted to improve performance.

Since 2022, Google has enabled account-level automated extensions to be served alongside manual extensions.

Different Types of Ad Extension

Examples -

• Automatic Extension include –

• Automated call extensions
• Dynamic sitelink extensions
• Dynamic structured snippet extensions
• Promotion extension
• Seller rating extensions

• Manual Extension include –
  • App Extensions
  • Location Extensions
  • Price Extensions
  • Sitelink Extensions

• Location Extensions

Location assets encourage users to visit or get more information about a physical location. They can be shown in various formats on mobile devices and computers. Additional information, like store address, store hours, store phone number, and a map to the store location, can be displayed.

With location assets, your ads can display information like store address, a map to the store location, or the approximate travel distance to help people find your stores.

They also show up on the Search Network, Display Network, YouTube, and Google Maps.

For setting up, a valid Google Business Profile require to be linked to a Google Ads account.

• Call Assets

Call assets enable calling the business directly from an ad.

Click-to-call phone number, component of this asset show in mobile devices, while on a desktop device, “call us” button appears and phone number is shown when clicked. It provides click to call facility from any web page of Chrome by selecting a number from the web page. This click to call extension from TechExtension helps to call from Asterisk based server like freepbx, elastix and other asterisk based server.

• Sitelink Assets

Sitelink assets are useful for directing searchers to more specific pages of a website, rather than just the landing page from an ad. They are, by far, the most versatile extensions, useful for accounts of all verticals. They appear on all devices, and advertisers can use them to say just about anything.

• Callout Assets

Callout assets are 25-character snippets of text that are used for purposes like important selling points, social proof, and sales. Callouts can improve your text ads by promoting unique offers to shoppers, such as free shipping or 24-hour customer service. Call out appears with your ad on a computer or mobile device. When customers notice your ads, they get detailed information about your business, products, and services.

With callouts, you can show up to 10 callouts in addition to the text of your ad, depending on the character spacing, browser, and device you’re using. 

• Structured snippet assets

Structured snippets are assets highlighting specific aspects of your products and services. They are found beneath your text ad in the form of a header and a list of values.

Each structured snippet value contains up to 25 characters and is recommended to create at least four so that Google can learn and optimize what to show. While desktop searches show up two different headers, mobile and tablet searches only show one per search ad.

Maximizing Campaign’s Impact With Google Ads Extensions (Assets)

Available ad extensions (assets) enable adding and complementing existing ads, which seems like a no-brainer to try them out.

There is likely an asset that works for every brand and industry. Applying the most relevant ad assets depends on the advertiser.

Considering goals in mind aids in obtaining more quality traffic leads and purchases, making the best use of your PPC budget.