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Google Ads Price Assets Guide

Google Ads Price Assets are a feature that allows advertisers to display specific products or services along with their prices directly within their search ads.

This extension provides users with detailed information about offerings without requiring them to click through to the advertiser’s website, which can help drive more qualified traffic and improve the overall effectiveness of ad campaigns.

Price assets are especially useful for businesses with clear, fixed pricing for their products or services.

By presenting prices upfront, advertisers can attract more relevant clicks and potentially increase conversion rates.

This feature is particularly beneficial for e-commerce businesses, service providers, and those running promotions, as it helps potential customers quickly compare options and make informed decisions.

Google Ads Price Assets can be displayed in various formats, such as listing different product categories, brands, or service tiers.

This flexibility allows advertisers to tailor their ads to the specific needs and interests of their target audience.

Additionally, price assets can be combined with other ad assets, such as call assets or promotion assets, to create a more comprehensive and appealing ad experience.

Google Ads price asset example

Let’s get right into it!

Setting Up Price Assets

Setting up price assets in Google Ads involves a straightforward process, but attention to detail is crucial to ensure that the assets are both effective and relevant to the target audience. Below is a step-by-step guide to creating and managing price assets.

Accessing the Price Assets Section

To begin setting up price assets, log in to your Google Ads account and navigate to the Ads & Extensions tab. From there, select the Extensions option. This section allows you to manage all types of ad extensions, including price assets.

Creating Price Assets

  1. Click the Plus Button: Click the large blue “+” button to create a new asset. From the drop-down menu, select “+ Price extension.”
  2. Select Language and Currency: Choose the appropriate language and currency for your price assets. This ensures that the information is relevant and understandable to your target audience.
  3. Add Price Items: For each price item, you need to provide:
    • Header: A brief title that describes the product or service.
    • Price: The cost of the item or service. You can also use price qualifiers like “From,” “Up to,” or “Average” to provide context.
    • Description: A short description of the item or service, highlighting key features or benefits.
    • Final URL: The landing page URL where users can find more information or make a purchase.
  4. Set Price Qualifiers: Price qualifiers can help provide additional context about the pricing. For example, using “From” can indicate a starting price, while “Up to” can set an expectation of a price range.
  5. Specify Advanced Options: In the advanced options section, you can set start and end dates for time-sensitive offers, as well as scheduling options to display price assets at specific times or days.

Bulk Creation and Management Using Google Ads Editor

For advertisers managing large accounts or multiple campaigns, the Google Ads Editor can be a valuable tool. This desktop application allows for bulk creation and management of price assets, saving time and ensuring consistency across campaigns.

  1. Open Google Ads Editor: Download and install Google Ads Editor if you haven’t already. Open the application and navigate to the Shared Library section.
  2. Create Shared Price Extensions: In the Shared Library, select “Shared price extensions.” Click the plus icon to create new price assets, filling out the necessary fields for headers, prices, descriptions, and URLs.
  3. Add to Campaigns or Ad Groups: Once created, shared price extensions can be applied to specific campaigns or ad groups. Select the desired campaign or ad group, then choose the appropriate price extensions from the list.
  4. Save and Upload Changes: After making all necessary changes, save your work and upload the updates to your Google Ads account.

By following these steps, you can effectively set up and manage price assets to improve the performance of your Google Ads campaigns. The key is to provide clear, accurate, and relevant pricing information that aligns with the interests and needs of your target audience.

Types of Price Assets

Google Ads Price Assets provide a structured way to present various types of pricing information directly within search ads.

These assets can be tailored to showcase different aspects of your offerings, helping to attract potential customers with relevant and transparent pricing details.

There are several types of price assets available, each suited to different kinds of businesses and marketing strategies.

Product or Service Categories

This type of price asset allows advertisers to list different categories of products or services along with their prices.

Each category should have a distinct header, description, and price, providing users with a clear overview of what is offered.

Example:

  • Header: Men’s Haircuts
  • Price: From $20
  • Description: Includes basic cut and styling
  • Final URL: [Link to Men’s Haircuts page]

Brands

If your business offers products from multiple brands, you can use this type of price asset to highlight these brands along with their price points.

This is particularly useful for retailers who carry a variety of brands and want to showcase the range available to customers.

Example:

  • Header: Nike
  • Price: From $50
  • Description: Wide selection of sportswear and accessories
  • Final URL: [Link to Nike products page]

Product Tiers

For businesses that offer products or services at different quality levels or price points, product tier price assets can be very effective.

This type of asset allows you to display different tiers, such as basic, standard, and premium options.

Example #1:

  • Header: Basic Lawn Care
  • Price: $30 per visit
  • Description: Includes mowing and trimming
  • Final URL: [Link to Basic Lawn Care page]

Example #2:

  • Header: Premium Lawn Care
  • Price: $60 per visit
  • Description: Includes mowing, trimming, and fertilization
  • Final URL: [Link to Premium Lawn Care page]

Best Practices for Using Price Assets

To make the most of Google Ads Price Assets, it’s important to follow best practices that can enhance the effectiveness of your ads and improve your campaign performance.

Here are some key strategies:

Relevance and Specificity

Price assets should be highly relevant to the keywords and ad groups they are associated with. Ensure that each price asset entry is closely related to the search queries you are targeting.

This relevance increases the likelihood of attracting clicks from users who are genuinely interested in your offerings.

Example: If your ad group targets “men’s running shoes,” the price assets should feature various types of men’s running shoes rather than unrelated products like women’s shoes or accessories.

Testing and Optimization Strategies

Regular testing and optimization are crucial to finding the most effective configurations of price assets.

Experiment with different strategies to see which ones drive the best results.

Price Sorting: Test sorting your price assets by lowest to highest price or vice versa, depending on your audience.

For price-sensitive customers, starting with the lowest price can be effective. Conversely, if your target market values premium products, starting with the highest price might pre-qualify potential buyers.

Highlight Popular Products: Feature your most popular or best-selling products in your price assets to attract more clicks. Highlighting popular items can draw attention and boost engagement.

Example:

  • Header: Most Popular
  • Price: $40
  • Description: Our top-selling yoga mat
  • Final URL: [Link to popular product page]

Granular Application at Different Levels

Applying price assets at the ad group level rather than the account or campaign level allows for greater specificity. This granularity helps ensure that the price assets are closely aligned with the specific keywords and ads in each ad group.

Account-Level: Price assets applied at the account level will show across all campaigns and ad groups. This approach is generally less effective unless you have a single-product shop.

Campaign-Level: Campaign-level price assets provide a balance between ease of setup and relevance. This is suitable for displaying categories of products or services that are relevant to the entire campaign.

Ad Group-Level: The most detailed option, applying price assets at the ad group level, ensures maximum relevance. Tailoring price assets to specific ad groups helps match user intent more precisely, leading to higher engagement.

Use of Qualifiers

Price qualifiers add context to your pricing information, helping users understand the range or type of pricing.

Options like “From,” “Up to,” and “Average” can clarify what the prices represent and set appropriate expectations.

Example:

  • Header: Lawn Aeration
  • Price: From $50
  • Description: Basic lawn aeration service
  • Final URL: [Link to Lawn Aeration page]

Scheduling and Updates

Regularly update your price assets to keep the information accurate and reflective of current offerings.

Use scheduling options to display price assets during specific times or dates, especially for time-sensitive promotions.

Example: For a limited-time discount, set start and end dates to ensure the price assets reflect the promotion accurately.

Combining Price Assets with Other Ad Assets

Integrating Google Ads Price Assets with other ad assets can significantly enhance the visibility and effectiveness of your advertisements.

By strategically combining different assets, you can provide a richer, more informative experience for users, which can lead to higher engagement and conversion rates.

Compatible Ad Assets

Price assets can be used in conjunction with several other ad assets to create a more compelling ad. However, they are not compatible with sitelink assets.

Here are some compatible ad assets:

Call Assets: Call assets provide a phone number alongside your ad, making it easy for users to contact your business directly. Combining call assets with price assets is particularly effective for service-based businesses where customers may want to inquire about details before making a purchase.

Promotion Assets: Promotion assets highlight special offers or discounts, which can attract price-sensitive customers. When used with price assets, they can provide a clear, attractive proposition by showing both the original and discounted prices.

Location Assets: Location assets display your business address and a map, which is useful for local businesses. When combined with price assets, this can help users understand the cost of your products or services and where they can purchase them.

Structured Snippet Assets: Structured snippet assets provide additional details about your products or services, such as features or categories. When combined with price assets, they can give users a fuller picture of what you offer, including both pricing and key features.

Callout Assets: Callout assets add brief, additional text to your ad to highlight specific offers or benefits. Using callout assets with price assets can emphasize value propositions like “Free Shipping” or “24/7 Customer Support,” alongside your pricing information.

Strategies for Effective Combination

Highlight Key Selling Points: Use callout and structured snippet assets to highlight key selling points and unique features of your products or services alongside price information. This can help differentiate your offerings from competitors.

Promote Special Offers: Combine promotion assets with price assets to emphasize discounts and special offers. This can attract more clicks, especially from price-sensitive users.

Facilitate Easy Contact: Incorporate call assets with price assets to make it easy for potential customers to reach out with inquiries. This is particularly useful for high-consideration purchases where users may need more information before deciding.

Enhance Local Visibility: For local businesses, combining location assets with price assets can guide potential customers to your physical location, enhancing both online and offline conversions.

Scheduling and Updating Price Assets

Proper scheduling and regular updates of price assets are crucial for maintaining their relevance and effectiveness. Keeping price assets up-to-date ensures that your ads reflect current prices and promotions, which helps in attracting qualified traffic and avoiding potential customer dissatisfaction.

Setting Start and End Dates

Price assets can be scheduled to appear during specific times or dates. This feature is particularly useful for time-sensitive promotions or seasonal offers.

Promotional Periods: For limited-time offers, set specific start and end dates to ensure that the price assets are displayed only during the promotional period. This avoids misleading users once the promotion has ended.

Seasonal Campaigns: Align price assets with seasonal campaigns or events. For instance, if you run a sale during the holiday season, schedule the price assets to be active only during this period.

Example: If you have a summer sale from June 1 to June 30, you can set the price assets to display only within this date range, ensuring that the ads are timely and relevant.

Regular Updates

Regular updates are essential to maintain the accuracy and relevance of your price assets. Outdated pricing information can lead to user frustration and potential loss of trust.

Monitor Pricing Changes: Keep track of any changes in your product or service pricing and update the price assets accordingly. This ensures that users receive accurate information, which can enhance their trust in your brand.

Update for New Products or Services: As you introduce new products or services, update your price assets to include these offerings. This keeps your ads current and comprehensive, covering all relevant aspects of your business.

Example: If you launch a new product line, add these items to your price assets with accurate pricing and descriptions to attract interested users immediately.

Use Google Ads Editor: For bulk updates, Google Ads Editor can be a valuable tool. It allows you to manage multiple price assets efficiently, making it easier to implement widespread changes quickly.

By combining price assets with other ad assets and maintaining up-to-date, scheduled price assets, you can significantly improve the effectiveness of your Google Ads campaigns. These strategies help ensure that your ads provide accurate, relevant, and compelling information to potential customers, thereby enhancing engagement and driving conversions.

Analyzing the Performance of Price Assets

Price Asset explanation

Analyzing the performance of your Google Ads price assets is crucial for optimizing your campaigns and ensuring they are effectively driving traffic and conversions. Regular performance analysis helps identify which price assets are working well and which ones need adjustment.

Key Metrics to Monitor

To understand the impact of price assets, focus on the following key metrics:

Click-Through Rate (CTR): CTR measures how often people click on your ads after seeing them. A higher CTR indicates that your price assets are attractive and relevant to users.

Conversion Rate: This metric shows the percentage of clicks that result in a desired action, such as a purchase or sign-up. Monitoring conversion rates helps assess how well your price assets are driving actual sales or leads.

Cost Per Click (CPC): CPC indicates how much you are paying for each click on your ad. By analyzing CPC in conjunction with CTR and conversion rates, you can evaluate the cost-effectiveness of your price assets.

Return on Ad Spend (ROAS): ROAS measures the revenue generated for every dollar spent on advertising. A higher ROAS suggests that your price assets are contributing to profitable campaigns.

Using Reports to Optimize Performance

Google Ads provides several tools and reports to help you analyze the performance of your price assets:

Asset Performance Report: This report shows detailed performance data for each asset, including impressions, clicks, and conversions. Use this report to identify top-performing and underperforming assets.

Segmenting Data: Segment your data by device, location, and time of day to understand how different factors affect the performance of your price assets. This can help you tailor your strategies to specific audiences.

A/B Testing: Regularly conduct A/B tests to compare different versions of your price assets. Test variables such as pricing formats, descriptions, and product selections to determine which combinations yield the best results.

Adjusting Bids and Budgets: Based on your performance analysis, adjust your bids and budgets to allocate more resources to high-performing price assets and campaigns. This helps maximize the return on your advertising investment.

Common Pitfalls and How to Avoid Them

While using price assets can significantly enhance your Google Ads campaigns, there are common pitfalls that advertisers should be aware of and avoid.

Overly Broad or Irrelevant Price Assets

Pitfall: Using broad or irrelevant price assets that do not align closely with the keywords or ad groups can result in low engagement and wasted ad spend.

Solution: Ensure that your price assets are specific and relevant to the keywords in your ad groups. Tailor the assets to match user intent and the specific products or services being searched for.

Neglecting Regular Updates

Pitfall: Failing to update your price assets regularly can lead to displaying outdated or incorrect pricing information, which can frustrate users and harm your credibility.

Solution: Set a regular schedule for reviewing and updating your price assets to keep them accurate and reflective of current offerings. Use automated tools or reminders to help maintain consistency.

Inadequate Testing

Pitfall: Not testing different versions of price assets can result in missed opportunities to optimize performance and increase engagement.

Solution: Implement A/B testing to experiment with various formats, descriptions, and pricing structures. Analyze the results to identify the most effective combinations and continually refine your strategy.

Ignoring Mobile Optimization

Pitfall: Overlooking mobile optimization can lead to poor performance on mobile devices, where a significant portion of searches occur.

Solution: Ensure that your price assets are optimized for mobile by testing how they appear on different devices. Make adjustments as necessary to improve the mobile user experience.

Conclusion

Incorporating Google Ads price assets into your advertising strategy can significantly improve the effectiveness of your campaigns by providing clear and direct pricing information to potential customers.

By setting up price assets correctly, combining them with other ad assets, scheduling and updating them regularly, and thoroughly analyzing their performance, you can maximize their impact and drive better results.

Another cool asset you should definitely look into is Google Ads callout 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.