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15 Types of Google Ads Assets and Best Practices

Diving into the world of Google Ads?

Then you’ve likely stumbled upon the game-changer: Google Ads Assets (Previously known as Extensions).

But how do you harness their full potential?

Learn in this ultimate guide on Google Ads Assets and Best Practices for using them, where we’ll unravel the magic behind these tools and elevate your ad game.

The Magic of Google Ads Assets

Think of Google Ads Assets. as Batman’s utility belt, making your ads more powerful, versatile, and attention-grabbing.

Why Assets are the Real MVPs

  • They Make Your Ads Stand Out: Just like Spiderman in his iconic red and blue suit, assets make your ads pop on the Google search results page. They provide that extra bit of information, like a phone number or a special offer, that can catch a user’s eye.
    Assets aren’t just decorative; they’re functional. They enable users to take actions right from the ad, like calling your business or downloading your app.
  • Assets Boost Ad Performance: Want to always be in the right place at the right time? Assets can do that for your ads. By providing more relevant information and options, they can improve your ad’s click-through rate (CTR) and overall performance. It’s like giving Batman a map of all the crime hotspots in the city.
    The ultimate guide to Google Ads will tell you that assets are a key player in maximizing your ad’s potential. They can significantly improve the quality of your ad, making Google more likely to display it.
  • They Offer a Variety of Formats: Just as we wear different clothes for different occasions, Google Ads Assets come in various formats to suit your specific goals. Whether you want to showcase a new product, highlight a discount, or encourage users to visit your physical store, there’s an asset for that.
    For instance, sitelink assets are one of the most versatile tools in your arsenal. They allow you to link to specific pages on your website, guiding users exactly where you want them to go.

The Secret Sauce: Manual vs. Automated Assets

Google, in its infinite wisdom, offers both manual and automated assets. Manual Google Ads assets give you control, allowing you to decide which assets to use and what information to display. It’s like Batman choosing which gadget to use based on the situation.

On the other hand, automated ad assets are like Spiderman’s spider-sense. Google uses its algorithms to predict when an asset might improve your ad’s performance and automatically displays it. For example, if Google thinks showing reviews will make your ad more appealing, it’ll automatically add a seller rating asset.

The best part? Google ad assets are free! You only pay when someone interacts with your asset, just like a regular ad click.

Assets Take Your Ads to New Heights

In the vast cityscape of online advertising, Google Ads Assets are the tools that let your ads swing higher, reach further, and shine brighter.

They’re the sidekicks, gadgets, and special suits that turn your ads from ordinary to extraordinary.

✏️ Always keep an eye on your ad performance and adjust your assets as needed.

Google Ads Assets: Your Secret Weapon in the Digital Ad Space

Imagine you’re a chef, and you’ve just prepared a delicious dish.

It’s good on its own, but with the right garnishes and sides, it becomes a culinary masterpiece.

That’s what Google Ads Assets are to your ads: the perfect accompaniments that elevate your main course (the ad) to new heights.

Let’s dive deep into this world of assets, exploring their types, benefits, and best practices.

The Types of Google Ads Ad Assets

  • Sitelink Assets: Think of these as shortcuts. They allow users to jump directly to specific pages on your website, be it ‘Contact Us’, ‘Shop Now’, or ‘Read Our Blog’. Best Practice: Use clear call-to-actions in your sitelinks to guide users. For instance, instead of ‘Blog’, use ‘Discover Our Latest Articles’.
Google Ads sitelink asset example
  • Call Assets: This is like giving your users a direct hotline to your business. With a single click, they can call you. Perfect for businesses that rely on customer calls. Best Practice: Schedule your call assets to show only during your business hours.
Google Ads call assets example
  • Location Assets: If you have a brick-and-mortar store, this is a game-changer. It shows your business address, guiding local customers straight to your doorstep. Best Practice: Link your Google My Business account to ensure the address is accurate.
Google Ads location asset example
  • Automated Assets: Google’s way of giving your ads a boost when it predicts an assets can improve performance. It’s like having a personal assistant for your ads. Best Practice: Monitor these regularly. While they’re automated, it’s good to know how they’re impacting your ad performance.
  • Price Assets: Showcase your products/services with their prices. It’s like giving users a sneak peek into your store’s offerings. Best Practice: Keep the prices updated, especially if you have ongoing sales or discounts.
Google Ads price asset example
  • Lead Form Assets: Perfect for businesses looking to gather user information. It’s like having a mini contact form right within the ad. Best Practice: Offer something in return for the user’s information, like a free e-book or a discount code.
Google Ads lead form asset example
  • Promotion Assets: Got a sale going on? Highlight it! This asset showcases special promotions or discounts. Best Practice: Use them strategically during holiday seasons or special events.
Google Ads promotion asset example
  • Affiliate Location Assets: If you sell products through retail chains, this one’s for you. It helps users find stores that sell your products. Best Practice: Ensure the list of stores is updated regularly.
  • Image Assets: Add a visual element to your ads to make them more engaging and appealing. Best Practice: Use high-quality images that resonate with your brand.
Google Ads image asset example
  • App Assets: Direct users to your app’s download page, making it easier for them to access your app. Best Practice: Ensure your app link directs to the correct app store.
  • Structured Snippet Assets: Highlight specific aspects of your products/services. For instance, if you’re a hotel, showcase amenities like ‘Free Wi-Fi’, ‘Pool’, ‘Gym’. Best Practice: Choose snippets that truly resonate with your audience’s needs.
Google Ads structured snippet asset example
  • Product Assets: Highlight specific products directly in your ads, allowing users to see a snapshot of what you offer. Best Practice: Ensure the product images and descriptions are up-to-date and appealing.
  • Callout Assets: Emphasize unique offers and benefits of your business, like “Free Shipping” or “24/7 Customer Support”. Best Practice: Use concise and clear callouts that convey value to the user.
Google Ads callout asset example
  • Video Assets: Enhance your ads with engaging video content, giving users a dynamic view of your offerings. Best Practice: Ensure the video is of high quality, relevant, and has a clear call-to-action.
  • Seller Ratings Assets: Showcase your business’s reviews and ratings, building trust with potential customers. Best Practice: Encourage satisfied customers to leave positive reviews to boost your ratings.
Google Ads seller ratings asset example

Why Every Advertiser Should Embrace Assets

Assets aren’t just fancy add-ons; they’re tools that can significantly enhance your ad’s performance. Here’s why:

  • More Real Estate on SERP: Assets expand your ad, making it more prominent on the search results page. It’s like having a bigger billboard in a sea of regular-sized ones.
  • Higher CTR: By providing more relevant information and options, assets can boost your ad’s click-through rate. It’s the difference between a user just glancing at your ad and actually clicking on it.
  • Better Ad Quality: Google loves ads that provide value. By using assets, you’re improving the quality of your ad, which can lead to better ad positions and lower costs per click.

Benefits of Using Google Ads Assets: More Than Just Fancy Add-Ons

Imagine you’re at a bustling marketplace.

Among the mass of vendors competing for attention, one stall stands out.

It’s not just selling fruits; it’s offering free samples, showcasing unique recipes, and even has a map pointing to its orchards.

That’s the power of Google Ads Assets.

They don’t just display your ad; they amplify it, making it richer, more informative, and ultimately, more clickable.

1. Maximized Ad Real Estate

  • Expand Your Presence on SERP: Assets, especially when you use multiple ad assets, make your ad bulkier, ensuring it takes up more space on the Search Engine Results Page (SERP). It’s akin to having a larger storefront in a busy street. Real-life example: Think of two coffee shops side by side. One has just a signboard, while the other has outdoor seating, a display of freshly baked goods, and a board announcing today’s special. Which one catches your eye?

2. Boosted Click-Through Rates (CTR)

  • More Clickable Ads: By offering additional information to your ad, like a call asset or location details via Google Maps, you’re making your ad more enticing for users to click. Real-life example: Imagine you’re browsing online for a local gym. One ad just has the gym’s name, while another also offers a clickable phone number, a list of classes, and a location map. The choice becomes obvious, right?

3. Enhanced Ad Quality and Performance

  • Higher Ad Rank: Google loves value. When you use assets, especially manual assets tailored to your audience, you’re signaling to Google that you’re providing more relevant information. This can lead to a better ad position on the SERP. Real-life example: It’s like a teacher grading assignments. Two students answer the question correctly, but one also provides additional references and examples. Who gets the higher grade?
  • Improved Conversion Rates: With assets, especially when they’re optimized using insights from conversion rate optimization, you’re guiding the user more effectively through their journey, leading to better conversion rates. Real-life example: Consider a shoe store ad. One just advertises a sale, while another also offers a sneak peek into the latest collection, a discount code upon signup, and a store locator. The latter not only attracts clicks but also purchases.

4. Tailored User Experience

  • Relevant Assets for Different Ad Groups: By customizing assets for different ad groups, you’re ensuring that the user gets information that’s most relevant to their search. It’s like a restaurant having separate menus for breakfast, lunch, and dinner. Real-life example: A travel agency might use sitelink assets for their ‘Summer Packages’ ad group, showcasing links to ‘Beach Resorts’, ‘Mountain Retreats’, and ‘City Tours’. For their ‘Winter Packages’ ad group, the links might be ‘Ski Resorts’, ‘Winter Festivals’, and ‘Northern Lights Tours’.

5. Cost-Effective Advertising

  • Pay Only for Valuable Interactions: Despite offering so much more information, you’re not charged extra for the assetss. You only pay when someone interacts with your ad, making it a cost-effective way to enhance your ads. Real-life example: It’s like a bookstore offering free bookmarks, gift wrapping, and reading recommendations with every purchase. The added value doesn’t cost the customer extra but enhances their shopping experience.

Best Practices of Using Google Ads Assets: Crafting a Masterpiece

Ah, the world of Google Ads. It’s like an artist’s canvas, and assets?

They’re the vibrant colors that bring the painting to life.

But, as with any art form, there’s a method to the madness. You can’t just splash colors haphazardly and expect a masterpiece.

Similarly, using Google Ads assets requires a certain finesse, a set of best practices that ensure your ads aren’t just visible, but truly resonate with your audience.

1. Match Assets to Your Goals

  • Align with Objectives: Before you even think about which assets to use, take a step back. What’s the primary goal of your ad? Is it to drive calls, increase website visits, or promote a physical store visit? Your assets should align with these objectives. Real-life example: Imagine you’re promoting a new restaurant. If your goal is to get reservations, a call asset is crucial. If it’s to showcase the menu, sitelink assets linking to different sections of the menu make sense.

2. Keep It Relevant

  • Tailor Assets for Ad Groups: Not all ad groups are created equal. Tailor your assets based on the specific theme or product of each ad group. This ensures that the additional information you provide is hyper-relevant to the user’s search. Real-life example: For an online clothing store, an ad group for winter wear might have sitelink assets to ‘Winter Coats’, ‘Snow Boots’, and ‘Thermal Wear’, while an ad group for summer wear might link to ‘Summer Dresses’, ‘Sandals’, and ‘Beachwear’.

3. Test, Test, and Test Again

  • A/B Testing: Just like you’d test different ad copies, test different assets. See which combinations drive the most engagement. Use tools and insights from A/B testing to refine your strategy. Real-life example: Consider two ads for a travel agency. One uses image assets showcasing tropical beaches, while the other uses price assets highlighting deals. Which one gets more clicks? Testing will tell.

4. Keep It Fresh

  • Update Regularly: The world changes, and so should your assets. Regularly update them based on seasonality, new product launches, or any changes in your business. Real-life example: A bookstore might use promotion assets during a ‘Back to School’ sale in August but switch to ‘Holiday Deals’ in December.

5. Monitor Performance

  • Use Analytics: Dive deep into your Google Ads account and monitor how your assets are performing. Are they improving your CTR? Are they driving conversions? Use these insights to tweak your strategy. Real-life example: A local gym might find that their location asset drives more clicks on weekdays, while their promotion assets for a ‘Weekend Bootcamp’ gets more engagement on Fridays.

6. Don’t Overcrowd

  • Less Can Be More: While it’s tempting to use multiple ad assets to provide as much information as possible, it’s essential to ensure that your ad doesn’t become cluttered. Choose the most relevant assets that align with your ad’s goal. Real-life example: Think of a movie poster. While it’s essential to showcase the lead actors, director, and release date, adding every single cast member, all the songs, and every review might make it overwhelming.

7. Stay Informed

  • Keep Up with Updates: Google often rolls out new types of assets or updates to existing ones. Stay updated, and don’t hesitate to experiment with new offerings. Real-life example: Remember when Instagram introduced Stories? Those who jumped on the bandwagon early reaped the benefits. Similarly, being an early adopter of new ad assets can give you an edge.

The Art of Perfecting Your Ad

Using Google Ads assets is like seasoning a dish.

Too little, and it’s bland. Too much, and it’s overpowering.

The key lies in finding that perfect balance, understanding your audience’s palate, and continuously refining your recipe.

So, the next time you’re setting up an ad, remember these best practices.

They’re your secret ingredients to crafting an ad that’s not just seen but remembered.

✏️ Dive deeper into scaling Google Ads or explore common Google Ads mistakes to ensure you’re always ahead of the curve.


Now that you’re armed with the best practices for Google Ads Assets, it’s time to take action!

Dive deep, experiment, and refine your strategies.

Remember, every ad tweak can lead to significant gains. Ready for more insights?

Check out this comprehensive guide to learn further about Google Ads ad assets.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.