Displaying Your Brand’s Unique Selling Points With Google Assets

Jan 20, 2025

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Google Ad Extensions, now called Assets, has always been key for improving your overall ad performance and brand visibility. Google reports that there’s a 6% increase in click-through rate on average when Assets appear with your Search ads.

The best part? Google Assets comes at no extra cost! You’re charged for clicks on your ad, and certain engagements like usual.

Keep in mind that a higher Quality Score (QS) can reduce your ad costs by 50%. Using Google Assets effectively can lower ad expenses and improve your Return On Ad Spend (ROAS).

Google Assets allows you to showcase your brand’s unique selling points. The better you do this, the more you gain brand visibility and drive better results for your paid advertising campaigns.

How do Assets work?

Google Ad Extensions, or Assets, uses extra elements such as links and images based on user search. This helps in making your ads work better. When you include elements like links and images, your ad becomes more noticeable on the search results page. This results in more people clicking on your ad.

These elements offer more ways for users to engage with your ad, such as clicking on a map or making a call. Some Assets needs to be set up manually, while some are automatically added.

Benefits of using Ads Assets

Assets help by increasing visibility of your Google Ads. They take up more space, more real estate, but they also help to increase ad Click Thru Rates (CTR). A larger ad format naturally attracts more attention and clicks — if your ad grabs the attention of users and gives them what they’re searching for, there’s an increased likelihood they will click on your ad.

Here are the advantages of using Assets for your ads:

Improved Click Through Rate (CTR)

Google Ads Assets boost your ads with additional information and features, making them more appealing to your audience and potential customers. By including Assets such as site links, callouts, and structured snippets, you provide more context and relevant information, which can entice users to click on your ad.

Enhanced visual appeal and added functionality like call buttons or location information can significantly increase your CTR as well.

Better ad ranking

Assets can improve ad performance by enhancing relevance and user experience. They provide extra details like links to specific pages, call options, or promotions, making ads more useful and engaging. This increases click-through rates (CTR), a key factor in boosting Quality Score and reducing Cost-Per-Click (CPC). By signaling high relevance, Assets help Google ads achieve better rankings and greater visibility.

Variety of formats

Google Assets have different formats for specific goals. This is helpful when you want to showcase your new product, highlight a discount, or invite online users to your physical store.

Choose site links, callouts, structured snippets, location extensions, and more. This variety allows you to choose the best format for your Call-To-Action (CTAs) and achieve your campaign goals.

Cost-Effective Advertising

By improving your CTR and ad relevance, Google Ads Assets can make your advertising efforts more cost-effective. Higher Quality Scores lead to lower cost-per-click (CPC) rates, as Google rewards well-performing ads with lower prices. The enhanced relevance and engagement from Assets mean you’re more likely to achieve better outcomes, such as conversions or sales, providing improved Return on Investment (ROI).

Types of Assets

Google Ad Assets enable you to optimise your ad content. The more Assets you include in your campaign, the more compelling your ad becomes, resulting in greater potential value for your business. Knowing the various types of Assets helps you choose the right ones for your ads.

Images

Image Assets allow your business to add catchy visuals to text ads that can help ads become more effective. These visuals can increase CTR, expand ad reach, and communicate information that text alone can’t.

Videos

With the right placement videos can be more effective than images or text, resulting in higher engagement rates. Video make it easier to explain complex ideas and emotionally connect with the audience. Plus, videos can expand your ad reach to YouTube, helping you connect to a larger audience and deliver better results for your campaigns.

Site link Assets

Google has made it simple to add and adjust sitelinks all in one spot. You can decide where these links show up. Google Ads sitelink extensions enable you to include additional website URLs in your ads.

Sitelink extensions can improve the CTR of your ad by giving searchers more options and value. For example, you can use it to direct searchers to your pillar content relevant to their query or to the exact product/s they searched for.

Sitelinks can be managed either at the account level, where they’re automatically added to all campaigns and ad groups, or directly applied to specific campaigns or ad groups for a more customised approach. This helps keep your ads consistent while also tailoring sitelinks to match each campaign’s unique needs.

Call buttons

Displaying your phone number can boost how often people click on your ads. In many situations, people do want a number they can call, especially when they’re at the decision stage. They might want answers to questions, or quotes for services. When your ad shows, users can click a button to easily call your business or visit your website. This means more people engaging with your ads and a greater chance for you to get more leads and sales.

Google Ads also allows you to track the amount of conversions generated by the call extension. This helps you gain a clearer idea of how much business your call extension is driving.

If you rely on phone calls to take reservations or bookings, this ad extension is an excellent choice for your adverts.

Location information

Location Assets allow your ads to display essential information like your store address, a map pinpointing your location, and even the approximate distance for travelers, making it easier for customers to locate your business.

The location extension for Google Ads displays your company’s physical address on a separate line in the advertisement.

When the extension is set up, the content is immediately filled in with the business location connected to your Google Ads account. When people click on the address in the ad, they are directed to Google Maps and they can see how far they are from where you are and how to get there.

This type of ad extension is certainly helpful to any business that depends on in-person customer visits, such as restaurants or retail establishments.

Callout assets

Callout Assets enable you to highlight certain information, such as deals, promotions, or free delivery offers. They look just like your ad’s description content and appear right below it. They’re useful for including information that wouldn’t fit under your original description’s character restriction.

It’s important not to repeat information from the ad description. This would be a waste of space. Instead, aim for other relevant content that would encourage searchers to click on your ad (such as your company’s unique selling point).

Price extensions

As the name suggests, price extensions allow you to include product pricing in your ads.

They are a good technique to immediately set searchers’ cost expectations. This can limit the number of ad clicks from searchers who cannot afford your products and are unlikely to convert.

Price extensions appear as cards below your ad. You can show up to eight cards per advertisement.

Promotion extensions

Promotion extensions allow you to promote ongoing specials and sales. They are displayed below your ad.

You can also include up to two lines of content, which will appear alongside the promotion extensions. The best part about promotion extensions is that you can schedule them to appear on set days or dates (for example, when you have a sale). They will be hidden on all other days.

Seller rating extensions

Let potential customers know you have great reviews by including seller rating extensions in ads.

The seller ratings extension shows a rating for your company based on evaluations Google collects from multiple online sources, including Google Customer review, shopping reviews for your website’s domain, and trustworthy review partners (such as Trustpilot and Feefo). The rating is calculated and presented on a five-star scale.

Best practices for using Assets

Assets make your responsive display ads stand out and work well. Choosing high-quality images and writing compelling headlines makes your ads more effective. Pay attention to your Assets to ensure your ads get noticed quickly and perform better.

Match Assets to your goals

Align them with your objectives

Know what you want to achieve with your ad and choose Assets that help you reach your goal.

If you want to increase sales, use images and text that highlight your product and encourage buying. Sitelinks to product pages and promotions extensions can contribute to that. If your goal is to build brand awareness, use Assets that tell your brand’s story. Aligning your Assets with your objectives makes your message clear and helps you achieve your goals.

Choose the right Assets

Choose the right Asset that best fits your goals. Use image ads to make a visual impact for brand awareness campaigns and text ads for clear, concise messages for driving actions like clicks or conversions of potential customers.

Focus on Asset relevancy and improving your ads

Ensure your Assets match your ad’s content and what users are looking for. Irrelevant Assets can confuse potential customers and reduce the effectiveness of your campaign. Using relevant Assets helps create a clear and engaging ad that users can easily understand.

Keep it relevant

Personalise Assets for Ad groups

Customise your Assets to match the theme or product of each ad group. This means using images, text, and other elements that perfectly fit the specific focus of your ad. If an ad group is about running shoes, use images and descriptions related to shoes. The information your business provides will be relevant to what users are searching for, making your ads more effective and engaging to users.

Add your business name and logo

Add your business name and logo above the headlines and descriptions in your ads to make it easier for users to recognise your business quickly. Well-known businesses can use this to remind customers of their brand, while smaller businesses can use it to make their brand more recognisable for specific products or services they want to promote.

Reach more qualified customers with callout Assets

Attract more customers using Callout Assets. These are short text snippets, up to 25 characters, added to your ad. They highlight important parts of your business that may interest customers like free shipping or ethical practices. Callout Assets help showcase your brand’s message and unique features in your ads.

Provide relevant information

Ensure that the data and content in your ads are directly related to the user’s search intent. This increases the chance of engagement and conversions. Don’t leave any fields empty. Make sure to include all the necessary details such as phone numbers and up-to-date URLs.

Potential customers know all the information they need to contact you or learn more about your offer. Completing all fields makes your ad appear professional and reliable, helping you get better results.

Test, test, and test again

A/B Testing

Use different tools such as Google Optimise, Adobe Target, or Optimisely to gain insights from A/B Testing to improve your ads. This method lets you compare different versions of your ads to see which one works better. You can analyse the results to learn what resonates most with your audience.

Experiment with variations

Test different versions of your ads to check which ones perform the best. This includes changing headlines, images, calls-to-action, or other elements. Testing these variations helps you find the best combination that grabs your audience’s attention.

Analyse results

Analyse the results of your A/B tests to know which variations work best. Use this data to make informed decisions and help optimise your ad campaigns. You can refine your ads for better results.

Keep it fresh

Update regularly

Consistently update your Assets to reflect changes in seasons, new product launches, or any shifts in your business landscape. Regularly updating your Assets ensure that your ads remain up-to-date and appealing to your target audience.

Seasonal updates

Refresh your Assets to reflect seasonal trends, holidays, and events. Refreshing your content to mirror seasonal shifts helps you maintain a connection with your target audience and shows an awareness of changing interests.

New launches

Always update your ads to show new products or services. This helps keep your audience always informed and updated with your latest offerings, develop excitement, and drive user engagement.

Maintaining a dynamic approach keeps your ads fresh and compelling. This also shows your brand’s commitment to staying relevant and innovative for your audience.

Monitor performance

Use analytics

Use Google Ads to track the progress of your Assets. With its comprehensive analytics tools, you can gain insights into the performance of your ads, helping you to make informed decisions.

Improve CTR using Sitelink Assets

Sitelink Assets allows you to link users directly to specific parts of your website such as your business hours or ordering instructions. Using sitelinks can enhance your ad’s performance on Search because they increase your quality score with more clicks. Ensure your sitelinks perform well. Set up several sitelinks for every campaign and link them to well-performing pages with clear titles.

Monitor key metrics

Track important metrics such as clicks, impressions, conversion rates, and return on ad spend (ROAS). This data will help you know the effectiveness of your ads. Closely monitoring these KPIs helps you to gain a comprehensive understanding of how your ads are resonating with your audience.

Adjust accordingly

Use the insights gained from your analytics to improve your strategy and make your ads perform better. Google Ads allows you to easily track how your ads are performing, check KPIs like clicks on conversions, and make adjustments to ensure your ads are performing well.

This may mean changing the words in your ads, adjusting who sees them, or improving the images or videos you use in your ads. Using data to guide your decisions can help you make your ads more effective and achieve your business goals.

Don’t use too much information

Clear messaging

Keep your message simple, straightforward, and easy to understand so you don’t overwhelm your audience. Use Grammarly, Google Ads Editor, and Readable to identify and correct grammar, punctuation, and spelling errors in your ad copy, ensuring clear and professional messaging.

Visual balance

Ensure a good balance between text and images to avoid overwhelming potential customers. A clean and simple design helps users focus on your message without feeling bombarded. Keeping things balanced looks better and helps users understand your ad better. Use tools like Canva, Adobe Photoshop, and Google Ads Editor to create visually appealing graphics and images for your ads.

Stay updated

Follow trends

Always stay informed and updated about the latest trends in Google Ads. Know the new features, tools, and best practices to ensure your advertising technique stays relevant and effective. Regularly check official Google Ads blogs, forums, and social media platforms for new announcements and updates.

Join online communities, forums, and discussion groups relevant to Google Ads to exchange ideas, tips, and experiences with others.

Use new features

Use new tools and features as soon as they become available. This can provide you a competitive edge and enhance your ad performance. Explore Google Ads Help Center, support documentation, and educational resources to learn about new features and strategies.

Use Google Ads Assets to enhance your ads’ performance

Google Ads Assets is a great way to highlight what makes your brand unique and special. Use Assets that perfectly match your business goals to make your ads perform better and help users with their needs at that moment. Assets are easy to use and don’t cost anything extra, so it’s a smart move for your ad campaigns. Your business can boost trust, and transparency, and provide additional information to occupy more screen space and offer users more reasons to click on your ad. Start using Assets now to improve your ads and get better results for your business.