Key idea: Free to add, assets make up the ad and help give your ad more impact
Most advertisers use multiple assets, and they’re essential to creating Search ads. So what are they exactly? Well, if you’ve ever been searching on Google and seen an ad with a call button, extra links, an address, or other extra information, you’ve seen various types of assets.
Assets make your ad larger and more robust, giving people more reasons to take action directly from your ads.
Here are the 3 assets that are recommended for just about everyone:
- Sitelink. Direct people to specific pages on your website—your store hours, a specific product, or more. When someone clicks or taps on your links, they can skip right to what they want to know or buy. For example, if you run a bicycle shop, you’d display the link “City bicycles” and set that sitelink URL as your page that shows your city bicycles. To make it more likely that your sitelinks show with your ads, add at least 4 sitelinks (for example: Hours, City bicycles, Electric bicycles, Contact us). Learn more about sitelink assets
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Callouts. Callouts give you more space to add text. When customers see your ads with callouts, they see a larger ad with more detailed information about your business, products, and services. To make it more likely that your callouts show with your ads, add at least 4 callouts (for example: Free Shipping, New Arrivals Are Here, Extended Sizes, New Customer Discount. Learn more about callout assets
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Structured snippets. Entice users by highlighting specific aspects of your products and services in your ads. Structured snippets show underneath your ad text in the form of a header and list (for example: “Destinations: Hawaii, Costa Rica, South Africa”). Learn more about structured snippet assets
Beyond these 3 assets, Google Ads offers many more, like location assets (to promote local business), promotion assets (for holiday sales), and call assets (to get calls from prospective customers). Learn more about how to select assets to use
