Complete Guide to Optimizing Google Ads Extensions, Now Assets

Google Ads extensions are now referred to as assets.

Google Ads extensions (assets) are used to:

• Boost performance: They help produce more clicks on an ad and are considered to provide high-quality clicks from users ready to take action.
• Increase visibility on the SERP: Larger ads with assets take up more space, making them more impactful and reducing room for competitor ads.
• Provide additional information: They offer extra details like promotions and social proof, encouraging users to take action faster.
• Improve click-through rate (CTR): A higher CTR can lead to a better ad ranking, as CTR is a ranking factor for Ad Rank.
• Generate higher lead quality: They give more information about the product or service, leading to more qualified users.
• Optimize PPC budget: Higher Ad Rank can result in lower cost-per-click (CPC), allowing for more efficient budget use.

To add extensions (assets) to a Google Ad, follow these steps:

1. Choose the level at which you want to add the asset (account, campaign, or ad group).
2. Navigate to: Ads & assets > Assets > +.
3. After clicking the “+,” you can create the different types of extensions (assets) available.

The difference between manual and automatic extensions in Google Ads is:

• Manual extensions: Require setup and allow advertisers to control the specific extensions that appear with their ads.
• Automatic extensions: Can be dynamically applied by Google when it predicts an improvement in performance. Since 2022, Google allows account-level automated extensions to be served alongside manual extensions. Automatic extensions can be turned off if desired.

Some types of Google Ads extensions (assets) available include:

• Location Assets: Encourage visits or inquiries about a physical location.
• Call Assets: Enable direct calls to a business from an ad.
• Sitelink Assets: Direct users to specific pages on a website.
• Callout Assets: Highlight selling points or promotions in short snippets.
• Structured Snippet Assets: Showcase specific categories or features.
• Price Assets: Set cost expectations upfront.
• App Assets: Promote app discovery and downloads.
• Lead Form Assets: Allow users to submit a form directly from the ad.
• Image Assets: Add visuals to search ads.
• Promotion Assets: Highlight sales and promotions.
• Seller Rating Assets: Display customer ratings and reviews.
• Business Information Assets: Include business name and logo for brand equity.