Google Ads: Performance Enhancer - Myths & Best Practices

So here’s the gist: Google Ads assets are free add-ons like sitelinks, callouts, images, and structured snippets that make your ads bigger and give searchers more ways to click. Google reports CTR lifts of 6-10% for campaigns that use them. Set your assets up manually, watch for disapprovals and character limits, and turn off account-level automated assets so Google doesn’t misrepresent your business.

How are we optimizing our Google campaigns? What keywords or ad creatives are providing the most results and ROI? Increase or decrease spend? Should we cut the budget altogether in Google?

These are some of the common questions clients ask when marketing budgets and diverse campaign tactics are under the microscope. While Google Campaign Managers are making daily and weekly optimizations for success, there is one feature that doesn’t get the credit it deserves; and that is assets.

What are assets? How do they impact performance? What different kinds of assets are there? Am I eligible to add these to my campaigns? All valid questions that can be answered by experts in the industry for nearly 8 years.

What are Google Assets & What Types are There?

Put simply, assets are extra pieces of your business information that are attached to your existing ads. Every Google Ads account is eligible to run assets alongside their existing ads.

Assets come in many forms and the availability of assets are dependent on your campaign type, such as Search, Performance Max, or YouTube. Assets can come in the form of:

1. Image
2. Business name & logo
3. Sitelink
4. Callout
5. Structured Snippet
6. Call
7. Location

The Big Whoop about Google Assets

Performance! Adding assets to your existing campaigns can increase click-through rate (CTR), conversion rate, and strength of ads. Google reports increases of 6-10% in CTR for campaigns with assets. Think of assets as an extension of your business.

These are free tools to add to your campaign to stick out from competition. Showcase interesting pages with sitelinks. Add images of your products. Insert callouts like “free quotes” or “wifi included” to differentiate your capabilities. Or add the brands that you sell if you’re a retailer with structured snippets.

Promoting ads with assets takes up more real estate on the search page which amplifies your business as a trusted option and gives users more options to interact with your ad. Use the universally, seasonally, for limited time promotions, or for new launches of products, locations, or other additions.

Pitfalls to Assets

As with many features in Google ads, there are limitations, automations, and disapprovals that can make assets an added headache. But don’t fret! Here are a few simple things to consider in order to create successful assets.

1. Account-level automated assets

Buried deep in the UI with a few clicks are account-level automated assets. Google automatically enables automated assets at the account level that may not be applicable. Check the settings to ensure AI doesn’t generate assets that are incorrect or incompatible to your business.

2. Disapproved assets

Assets may become disapproved for various reasons. Check the status of the asset, appeal if you believe the disapproval is a mistake using the prompts provided, or update the asset to be compliant.

3. Limitations

Certain assets require specificity, have a character count, or simply are not applicable to the campaign type. Ensure the asset has the required fields. Like a valid URL for sitelinks, check the character field when typing into a free form field, and review the assets tab in Google Ads to see which assets are available when selected in a certain campaign.

Conclusions

Assets matter to Google Ads campaigns. Use assets to enhance your ad rank, be more visible online, and provide more information on your products/service offering.

Easy to use tools that take minimal setup time can provide a leg up on campaign performance and your competition.

It’s recommended to manually set up assets over automated assets. Remember to turn off account-level automated assets so Google doesn’t misrepresent your business.

Take use of free added features in Google Ads to stand out online!

When did you last audit the assets on your Google Ads campaigns? Share what’s worked for you in the comments. And if you want a second set of eyes on your account setup, our paid search team can help. Reach out to grant.godbey@besynergistic.com to start the conversation.

For more perspectives from our team, visit besynergistic.com/insights.