The Best Google Ads Ad Assets To Use

Jul 06, 2023

If you're running search or performance max campaigns on Google Ads, it's crucial to leverage the right ad extensions, now known as ad assets. These elements enhance your ads by providing additional information and improving their visibility. 

These assets are not just mere add-ons; they are integral components that amplify the potency of your advertisements. Especially for those running search or performance max campaigns on Google Ads, leveraging the right assets has become more than just a recommendation - it's a necessity. These elements not only enhance the aesthetic appeal of your ads but also bolster their functionality by providing richer information, thereby improving their visibility and engagement rates.

In this article, we will explore the top ad assets that are essential for maximizing the effectiveness of your Google Ads campaigns in 2023.

The Transition from Ad Extensions

While the concept of enhancing ads isn't new, the shift from 'ad extensions' to 'Google Ads Assets' marks a broader approach. Previously, ad extensions were primarily seen as optional add-ons. Now, assets are viewed as integral components, central to the ad's overall performance and effectiveness. This transition underscores Google's commitment to providing advertisers with more dynamic tools to meet the evolving expectations of digital consumers.

Sitelink Extensions: Navigating Users to Relevant Destinations

Guiding users to the right information quickly is paramount. Sitelink extensions, a cornerstone of Google Ads Assets, serve this very purpose. By offering additional links within your ad, they provide users with shortcuts to specific pages on your website, enhancing user experience and boosting the potential for conversions.

Sitelink extensions are additional links displayed below the main ad copy, allowing advertisers to direct users to specific sections or pages of their website. Whether it's a link to the 'Contact Us' page, a new product collection, or a seasonal sale, sitelink extensions offer users a more tailored browsing experience.

Benefits in Increasing User Engagement

Relevant Landing Page Options: By providing users with multiple destination choices, sitelink extensions increase the likelihood of them finding the information they're seeking, leading to higher engagement.

Improved Chances of Conversions: Directing users to a page that aligns with their interests or search intent can significantly boost conversion rates.

Enhanced Ad Real Estate: Sitelink extensions expand the visual footprint of your ad, making it more prominent in search results and increasing its click-through potential.

Callout Extensions: Amplifying Your Ad's Value Proposition

In the realm of digital advertising, every word and phrase can make a difference. Callout extensions, with their succinct snippets of text, offer advertisers a unique opportunity to enhance their ad's message, making it more compelling and informative. These brief yet powerful additions can set your ad apart, highlighting its unique selling points and enticing users to take action.

Callout assets are short, descriptive pieces of text that can be added to your standard ad copy. They're designed to emphasize specific aspects of your products, services, or offers, providing potential customers with additional reasons to choose your business over competitors.

Benefits of Incorporating Callout Extensions

Highlight Key Features: Use callouts to spotlight unique features or benefits of your product or service, such as "Free Shipping" or "24/7 Customer Support."

Differentiate from Competitors: Emphasize what sets your business apart, whether it's a "30-Day Money-Back Guarantee" or "Eco-Friendly Products."

Boost Click-Through Rates: By providing more information and value propositions, callout extensions can make your ad more enticing, leading to higher click-through rates.

Structured Snippet Extensions: Showcasing the Breadth of Your Offerings

Providing potential customers with a clear and comprehensive view of your offerings can be the difference between a missed opportunity and a successful conversion. Structured snippet extensions serve this very purpose, offering a window into the diverse range of products or services a business provides. 

These assets are ad extensions that allow advertisers to showcase specific aspects of their products or services in a structured format. By highlighting different categories, types, or features related to their offerings, businesses can give users a more detailed overview of what they bring to the table.

Benefits of Using Structured Snippet Extensions

Enhanced Understanding: By listing out specific aspects of your offerings, you help users quickly grasp the breadth and depth of your products or services.

Increased Relevance: Users searching for specific categories or features can immediately identify the relevance of your ad, leading to higher engagement.

Boosted Credibility: Displaying a diverse range of offerings can enhance your business's perceived credibility and expertise in the field.

Call Extensions: Facilitating Direct Communication with Users

In a time when instant gratification is the norm, providing users with immediate means of communication can significantly enhance their experience and boost your business's conversion rates. Call extensions, designed to integrate phone numbers into your Google Ads, serve this very purpose. 

Call extensions allow advertisers to include a phone number or a call button directly within their ads. Especially in our mobile-centric era, this feature is invaluable. With just a tap on their device, users can directly reach out, bridging the gap between online browsing and offline communication.

Benefits of Enabling Call Extensions

Immediate Connection: Users can instantly connect with your business, making it easier for them to seek information, make reservations, or finalize purchases.

Increased Conversions: By providing a direct line of communication, you can address user queries or concerns in real-time, leading to higher conversion rates.

Enhanced User Experience: Offering users a convenient way to reach out without having to search for contact details improves their overall experience with your brand.

Google Ads Promotion Assets: Driving Urgency and Boosting Conversions

In the competitive world of online advertising, capturing a user's attention is only half the battle. The real challenge lies in converting that fleeting interest into tangible action. Promotion assets, with their ability to spotlight special offers and create a sense of urgency, emerge as powerful tools in this endeavor. 

Promotion assets allow advertisers to highlight special offers, discounts, or limited-time promotions directly within their ads. Whether it's a seasonal sale, a holiday discount, or an exclusive deal for a limited period, these assets ensure that such offers are front and center, grabbing the user's attention immediately.

Setting Up Promotion Assets for Different Campaign Types

Duration: Clearly specify the start and end dates of the promotion to create a sense of urgency.

Details: Provide concise yet compelling details of the offer. For instance, "30% off winter collection" or "Buy one, get one free until Sunday!"

Eligibility: If the promotion is exclusive to certain groups, like first-time buyers or loyalty program members, mention it clearly to avoid confusion.

Google Ads Image Assets: Enhancing Visual Appeal and Engagement

Image assets, with their inherent ability to capture attention and convey messages succinctly, play a pivotal role in making your ads more compelling and memorable. Let's delve deeper and understand how they can be leveraged effectively.

These assets are the visual components incorporated into your Google Ads. They can range from product photos and brand logos to custom graphics and illustrations. Their primary purpose is to enhance the ad's visual appeal, provide a clearer understanding of the offering, and evoke emotions that drive user actions.

Best Practices for Creating Compelling Image Assets

Relevance: Ensure that the image directly relates to the product, service, or message you're promoting. An irrelevant image can confuse users and reduce click-through rates.

Quality: Use high-resolution images that look crisp and clear on all devices. Blurry or pixelated images can harm your brand's perception.

Simplicity: Avoid cluttered images with too many elements. A clean, focused image often communicates more effectively.

Consistency: Ensure that the images align with your brand's color palette, style, and overall aesthetic. This helps in building brand recognition.

Avoid Excessive Text: While some text can be beneficial, too much can detract from the image's impact, especially since ads are often viewed on smaller screens.

Supported Formats and Sizes: Google Ads supports a variety of image formats, including JPEG, PNG, and GIF. However, it’s best to adhere to the recommended sizes for different ad types:

Display ads: Varying sizes such as 300x250, 728x90, and 160x600.

Mobile ads: Sizes optimized for mobile screens, like 320x50.

Video ads: Thumbnails in standard video resolutions.

It's always a good practice to refer to Google's official guidelines for the most up-to-date specifications.

Google Ads Location Assets: Bridging the Gap Between Online Ads and Physical Stores

For businesses with brick-and-mortar locations, driving foot traffic is as crucial as generating online conversions. This is where location assets come into play, seamlessly integrating the digital and physical realms of commerce. 

Location assets allow advertisers to showcase their physical business locations within their ads. By displaying details such as the store's address, operating hours, and even real-time information like current in-store promotions, these assets provide users with a tangible connection to the business. For local businesses or franchises, this is an invaluable tool to attract nearby customers and promote in-store visits.

How to Set Up and Use Location Assets Effectively

Integration with Google My Business: Ensure that your business details are up-to-date on Google My Business. This platform feeds information to your Google Ads, ensuring accuracy and consistency.

Highlight Unique Selling Points: If your store offers amenities like free Wi-Fi, ample parking, or a kids' play area, highlight these in your location assets to entice potential visitors.

Use Location Extensions: These extensions can display your business's location, a call button, and a link to your business details page, making it easier for users to visit or contact your store.

Monitoring and Optimizing Asset Performance

Merely implementing Google Ads assets isn't enough. Continuous monitoring and optimization are crucial to ensure that these assets are delivering the desired results and offering the best return on investment. This section delves into the strategies and tools that can help advertisers keep a pulse on asset performance and make data-driven adjustments for optimal outcomes.

The Importance of Continuous Monitoring

Stay Relevant: Consumer preferences, market trends, and competitive landscapes change. Regular monitoring ensures your assets remain aligned with these shifts.

Maximize ROI: By keeping track of which assets perform best, you can allocate resources more effectively and get the most out of your advertising budget.

Identify Opportunities: Continuous monitoring can reveal new trends or user behaviors, providing insights for potential campaign enhancements.

Key Metrics to Monitor

Click-Through Rate (CTR): Measures the effectiveness of your assets in driving user engagement.

Conversion Rate: Indicates how well your assets push users to take desired actions, such as making a purchase or signing up.

Cost Per Conversion: Helps determine the financial efficiency of your assets.

Asset Engagement Rate: Specific to assets like sitelinks or call extensions, this metric reveals how often users interact with these additional elements.

Optimization Strategies

A/B Testing: Experiment with different versions of an asset to determine which resonates most with your audience. For instance, test different callout texts or images to see which drives better engagement.

Seasonal Adjustments: Update assets based on seasons, holidays, or events. A promotion asset highlighting a summer sale, for instance, should be replaced or updated once the sale ends.

Geo-Targeting: If certain assets perform better in specific regions, consider creating geo-targeted campaigns to maximize their impact.

Feedback Loop: Use feedback from customer interactions, like calls or chats, to refine assets. If customers frequently ask about a feature not highlighted in your assets, consider adding it.