If you’re a long-term Google Ads professional, you’ll know that once upon a time ‘assets’ were called Ad Extensions. Assets are used to enhance our ads by providing that little bit of extra information a user might need to have them choose your business over the ad ranking next to it.
What Assets can I add to enhance my ads?
To maximise the performance of your ads, it’s always worth spending that little extra time creating assets that will make your business stand out against competitors. Depending on your business goals you can choose from a range of assets to add to your search campaigns. A business looking for leads would be most likely to take advantage of call assets, lead forms and structured snippets, whilst an e-retailer would be more likely to lean towards price and promotional assets.
Despite this, several Assets are essential to every business.
Image Assets
Image assets are great for driving the performance of your ads using compelling images and visuals of your products or services. A picture paints 1000 words, and given we can only use 30 - 90 characters in ad headlines & descriptions, it’s not surprising that Image assets are expected to increase click-through rate performance by 10%.
Sitelinks
Sitelinks are created to take users to specific parts of your website. It’s best to keep these as specific as possible, for example, if you had a search campaign for ‘trousers’ you could have separate Sitelinks for the different types such as Wide Leg Trousers, Straight Leg Trousers, Skinny Trousers etc. These are great for taking up space in the Search Engine Results page, making your ad more eye-catching and more authoritative than those around you.
Callout
Callouts improve a standard search ad by promoting your business USPs or unique offers to users. These are great for giving your business leverage against competing ads around you by showcasing offers such as ‘Free Delivery’ or ‘24 Hour Service’
Structured Snippets
Structured Snippets highlight specific aspects of your products or services. These show beneath your ad text and can give additional information about the services you provide, the products you sell etc.
New Assets To Google Ads
Google has recently introduced four new assets to the Ads interface.
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Business Name
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Business Logo
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Headline
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Description
Business Name & Business Logo
These were added to Ads for the ever-increasing attempt to keep ads on Google authentic. Before a business can start using these assets, it must be a verified advertiser by sharing information about your business. In doing so you will be able to enable the business name & business logo assets within your account which will show both above the content of your ads. This will increase the credibility of your business whilst saving space in the headlines of your ad where there would usually be a branded headline.
Headlines & Descriptions
These are the newest additions to assets in Ads. These are set at campaign level and will be enabled for all ads within the campaign. These will be amazing to utilise around the holiday season or any time you need to temporarily add a headline to a campaign. For example, around Black Friday you could add a headline to show within the promotional period that describes the sale/discount you are offering. With this being an asset, it would mean you no longer have to swap out old headlines to make room for the temporary ones.
Need help getting your Google ads to a high standard? Get in touch today for a chat with the PPC experts here at Breakout Media!
