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Google Ads Price Assets vs Promotion Assets

Ad assets (previously extensions) in Google Ads provide advertisers with the tools to make their ads more informative and engaging, directly impacting user click-through rates and conversion rates.

Among the various types of ad assets available, Price Assets and Promotion Assets are particularly effective in driving targeted traffic and maximizing advertising budgets.

So what is the difference between price assets vs promotion assets?

Price Assets focus on displaying a clear list of products or services along with their respective prices, making it easier for potential customers to make informed decisions at a glance.

On the other hand, Promotion Assets highlight specific sales or promotional offers, aiming to attract users with compelling discounts and limited-time deals.

This article aims to provide a thorough comparison between Price Assets and Promotion Assets, outlining their key features, benefits, and best practices for implementation.

By examining real-world examples and case studies, we will illustrate how these assets can be effectively used to enhance ad performance and drive conversions.

By the end of this article, you will have a clear understanding of how to leverage Price and Promotion Assets to enhance your Google Ads strategy, ultimately leading to better ad performance and higher returns on your advertising investments.

Let’s get right into it!

Understanding Price Assets

Price Assets are a type of ad extension in Google Ads that allow advertisers to showcase a list of products or services along with their respective prices directly within their ads.

Google Ads price asset example

This format is especially useful for businesses looking to provide clear, upfront information about their offerings.

By displaying prices alongside brief descriptions and links, Price Assets help potential customers quickly understand the cost and details of what is being offered, facilitating informed decision-making without the need for additional clicks.

Key Features of Price Assets

Display of Multiple Products or Services: One of the primary features of Price Assets is the ability to present multiple items within a single ad. Each item can have its own header, description, price, and link to a specific landing page. This allows businesses to showcase a range of products or services, providing potential customers with a variety of options to choose from.

Headers and Descriptions: Each product or service in a Price Asset includes a header and a brief description. The header typically highlights the name of the product or service, while the description provides additional details that can help users understand the value proposition. This structured presentation ensures that key information is conveyed clearly and concisely.

Prices: As the name suggests, Price Assets prominently feature the price of each product or service. This transparency helps set user expectations and can lead to higher-quality clicks, as users are already aware of the costs before they visit the website.

Links to Landing Pages: Each item in a Price Asset includes a link to a specific landing page. This ensures that users who click on an item are taken directly to the relevant page on the advertiser’s website, streamlining the user experience and potentially increasing conversion rates.

Benefits of Using Price Assets

Transparency in Pricing: Price Assets provide potential customers with clear and direct information about the cost of products or services. This transparency can build trust with users, as they can see exactly what they will be paying upfront. It also helps filter out users who may not be willing to pay the listed prices, resulting in more qualified leads.

Improved Click-Through Rates: By providing detailed information directly within the ad, Price Assets can make ads more appealing and relevant to users. This can lead to higher click-through rates (CTR), as users are more likely to click on ads that provide the information they are looking for.

Enhanced User Experience: Price Assets contribute to a better user experience by reducing the need for additional searches or clicks to find pricing information. Users appreciate the convenience of having all necessary details in one place, which can positively impact their perception of the brand.

Versatility for Different Business Types: Price Assets are versatile and can be used by a wide range of businesses, from retail and hospitality to services and education. Any business that offers multiple products or services at varying price points can benefit from using this ad extension.

Examples of Effective Use of Price Assets

Retail: A clothing retailer can use Price Assets to showcase different categories of apparel, such as men’s shirts, women’s dresses, and children’s clothing, each with their respective starting prices. This allows potential customers to quickly see the price range and choose the category that interests them.

Hospitality: A hotel chain can display different room types, such as standard rooms, deluxe rooms, and suites, along with their nightly rates. This helps potential guests understand their options and budget accordingly before clicking through to book a room.

Services: A fitness center offering various membership plans can use Price Assets to list options like monthly memberships, annual memberships, and personal training packages, complete with their prices. This clarity helps prospective members choose the plan that best fits their needs.

Understanding Promotion Assets

Promotion Assets in Google Ads are ad assets designed to highlight special offers, discounts, or deals directly within your ads.

Google Ads promotion asset example

These assets are intended to draw attention to time-sensitive promotions, encouraging potential customers to take advantage of these limited-time opportunities.

By showcasing these offers prominently, Promotion Assets can significantly increase the appeal of your ads and drive immediate action from users.

Key Features of Promotion Assets

Highlighting Special Offers: The primary function of Promotion Assets is to advertise specific promotions or discounts. This can include percentage discounts, fixed monetary reductions, free shipping offers, buy-one-get-one (BOGO) deals, and more. Each Promotion Asset clearly specifies the type of promotion, making it easy for users to understand the value they are being offered.

Occasion or Event-Specific Promotions: Promotion Assets can be tailored to align with specific occasions or events, such as holiday sales, Black Friday, Cyber Monday, or seasonal promotions. This contextual relevance can enhance the appeal of the ads and make the promotions more enticing to users.

Promotion Details: Each Promotion Asset includes detailed information about the offer, such as the discount amount, the product or service to which it applies, and any necessary promotion codes. Additionally, it can specify the duration of the promotion, adding a sense of urgency for users to act quickly.

Links to Relevant Landing Pages: Similar to Price Assets, Promotion Assets include links that direct users to specific landing pages on the advertiser’s website. These pages provide more detailed information about the promotion and facilitate the conversion process, whether it’s completing a purchase, signing up for a service, or another desired action.

Benefits of Using Promotion Assets

Increased Attention to Ads: Promotion Assets are designed to catch the eye of users by emphasizing attractive offers and discounts. This can make your ads stand out more in the search results, increasing the likelihood of clicks and engagement.

Driving Immediate Action: By highlighting time-sensitive promotions, Promotion Assets create a sense of urgency that can prompt users to act quickly. This urgency can lead to higher conversion rates, as users are motivated to take advantage of the deal before it expires.

Enhancing Ad Relevance: Promotion Assets make your ads more relevant to users who are actively searching for deals or discounts. This relevance can improve the performance of your ads by aligning with user intent and increasing the chances of conversions.

Flexible for Various Business Types: Whether you’re in retail, hospitality, services, or any other industry, Promotion Assets can be tailored to suit a wide range of promotional strategies. They can be used to highlight seasonal sales, special discounts on specific products, or any other type of promotion relevant to your business.

Examples of Effective Use of Promotion Assets

Retail: A clothing store can use Promotion Assets to advertise a “20% off summer collection” sale, including the promotion code and the sale duration. This not only attracts customers looking for discounts but also encourages them to act quickly before the sale ends.

Hospitality: A hotel might promote a “Book 3 nights, get the 4th night free” offer for a limited time. This Promotion Asset would include the dates during which the offer is valid and a link to book directly on the hotel’s website.

Services: A gym could use Promotion Assets to highlight a “No Joining Fee in January” promotion, targeting new members. The asset would provide details about the offer and a link to sign up, making it easy for interested users to take advantage of the deal.

Comparing Price Assets vs Promotion Assets

Purpose

Price Assets and Promotion Assets in Google Ads serve distinct purposes and can be strategically used to achieve different marketing goals. Understanding these differences is crucial for optimizing your ad campaigns.

Price Assets are primarily designed to provide potential customers with clear and detailed information about the cost of various products or services. This transparency helps users make informed decisions without needing to click through to the website, which can lead to higher-quality traffic and increased conversions.

Promotion Assets, on the other hand, focus on highlighting special offers, discounts, or time-sensitive deals. The main goal is to attract immediate attention and drive quick actions from users who are looking for deals. These assets create a sense of urgency and can significantly boost the click-through rates and conversions, especially during promotional periods.

Content

The content displayed by Price Assets and Promotion Assets differs in its focus and presentation.

Price Assets display a list of products or services along with their prices, headers, brief descriptions, and direct links to specific landing pages. This detailed information allows users to compare different options and understand the cost implications upfront.

Promotion Assets highlight specific promotional offers, detailing the type of promotion (e.g., percentage off, fixed amount discount), the applicable products or services, promotion codes, and the duration of the offer. The content is designed to be eye-catching and compelling, encouraging users to take immediate action to benefit from the deal.

Use Cases

Understanding when to use Price Assets versus Promotion Assets can help you tailor your ad strategy to meet specific business objectives.

Price Assets are ideal for:

  • Businesses that offer multiple products or services at varying price points.
  • Advertisers looking to provide transparency in pricing to build trust with potential customers.
  • Situations where users are in the consideration stage and need detailed pricing information to make a decision.

Promotion Assets are best suited for:

  • Highlighting limited-time offers or seasonal sales to create urgency.
  • Attracting price-sensitive customers who are actively looking for discounts.
  • Campaigns aimed at boosting immediate sales or driving quick conversions during promotional periods.

Best Practices for Using Price and Promotion Assets

Tips for Price Assets

Keep Pricing Up-to-Date: Ensure that the prices displayed in your Price Assets are accurate and current. Outdated pricing can lead to customer frustration and mistrust, negatively impacting your brand’s reputation.

Use Clear and Concise Descriptions: The descriptions in your Price Assets should be brief yet informative. Clearly state the key features or benefits of each product or service. This helps users quickly understand what is being offered, which can enhance the effectiveness of your ads.

Organize by Relevant Categories: Group similar products or services together in your Price Assets. For instance, if you are a retailer, you might organize items by category, such as “Men’s Clothing” and “Women’s Clothing.” This makes it easier for users to find what they are looking for and can improve the overall user experience.

Optimize Landing Pages: Ensure that each Price Asset links to a relevant and well-optimized landing page. The landing page should provide detailed information about the product or service, including any variations in price. A seamless transition from the ad to the landing page can help increase conversions.

Highlight Unique Selling Points: Use the header and description to highlight unique selling points of each product or service. Whether it’s free shipping, a special feature, or a limited-time offer, emphasizing what sets your products apart can attract more clicks.

Tips for Promotion Assets

Highlight the Most Compelling Offers: Select promotions that are most likely to attract attention and drive conversions. Focus on significant discounts, popular products, or exclusive deals. The more compelling the offer, the more likely users are to click on your ad.

Use Strong Calls-to-Action: Include clear and persuasive calls-to-action (CTAs) in your Promotion Assets. Phrases like “Shop Now,” “Get 20% Off,” or “Limited Time Offer” can encourage users to take immediate action. Strong CTAs help convey urgency and importance.

Align Promotions with Relevant Occasions: Time your promotions to coincide with relevant events or seasons. For example, use Promotion Assets to highlight sales during Black Friday, back-to-school season, or holiday periods. Aligning promotions with these occasions can increase their relevance and effectiveness.

Specify Promotion Details Clearly: Clearly state the terms of the promotion, including the discount amount, applicable products or services, and the promotion duration. If a promo code is required, make sure it is prominently displayed. Clear details help users understand the offer and what steps they need to take to benefit from it.

Track and Analyze Performance: Monitor the performance of your Promotion Assets regularly. Use metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS) to evaluate effectiveness. Analyzing this data can help you refine your strategies and improve future campaigns.

Common Mistakes to Avoid

Outdated Prices or Offers: One of the most common mistakes is failing to update Price or Promotion Assets. Ensure that all information is current to maintain credibility and avoid customer dissatisfaction.

Irrelevant Landing Pages: Make sure that the landing pages users are directed to are relevant to the Price or Promotion Asset they clicked on. Irrelevant landing pages can lead to high bounce rates and lost sales opportunities.

Overloading Ads with Too Many Assets: While using multiple assets can enhance your ad, overloading it with too many can make it cluttered and confusing. Be strategic in selecting the most relevant assets for your campaign goals.

Ignoring Mobile Optimization: Many users will view your ads on mobile devices. Ensure that both your Price and Promotion Assets, as well as the corresponding landing pages, are optimized for mobile viewing. This includes fast loading times and a user-friendly interface.

Best Practices for Integrating Price and Promotion Assets

Use Both Assets Strategically: Depending on your campaign goals, you may benefit from using both Price and Promotion Assets simultaneously. For example, a retail campaign could use Price Assets to showcase product categories and Promotion Assets to highlight a seasonal sale. This combination can provide comprehensive information to users and drive both interest and action.

Segment by Audience: Tailor your Price and Promotion Assets to different audience segments. For instance, you might use Price Assets to target users who are in the consideration phase and looking for detailed pricing information, while Promotion Assets could target users who are more price-sensitive and looking for deals.

Test and Optimize: Regularly test different versions of your Price and Promotion Assets to see which ones perform best. A/B testing can help you identify the most effective headlines, descriptions, and offers. Continuously optimizing your assets based on performance data can lead to better results over time.

Consistent Branding: Maintain consistent branding across all your Price and Promotion Assets. This includes using your brand’s voice, colors, and logos. Consistency helps reinforce brand recognition and trust among users.

Conclusion

In this article, we have thoroughly examined the roles and benefits of Price Assets and Promotion Assets in Google Ads.

These ad assets offer distinct advantages and can be strategically employed to enhance your advertising campaigns.

Price Assets provide detailed pricing information, helping users make informed decisions quickly.

On the other hand, Promotion Assets focus on highlighting special offers and discounts, driving immediate action by creating a sense of urgency.

Integrating both Price Assets and Promotion Assets into your Google Ads campaigns can significantly boost your advertising performance.

These tools provide valuable information to potential customers and can drive higher engagement and conversion rates when used correctly.

Now that you have a detailed understanding of Price Assets and Promotion Assets, it’s time to put this knowledge into practice.

Start by reviewing your current ad campaigns and identifying opportunities to incorporate these assets.

If you’ve liked our post, be sure to check out our comparison of another 2 cool assets: Sitelink Assets vs 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.