One of the extra benefits Google provides to advertisers: extensions. Simply, extensions appear in search results, giving additional information to ads viewers and improving the user experience. They can only be applied to Search ads in your account or campaigns.
Google Ads extensions became “assets” with its new name changed in September 2022.
Let’s dive into what exactly assets (extensions) are and what they do.
While you can’t control when Google shows a particular extension, you can decide that your manual extensions only show on certain days or times. To do that you can go to “Advanced settings” on any ad extension setup screen. With the innovations, Google now suggests assets based on your campaign objective.
How to Create Assets (Extensions)? Let's Start!
Click on “+” sign for create new asset
Choose the type of asset (extension) you want to create
Customize your chosen asset (extension) type
Qualifications of Assets (Extensions)
1. Broad ad space
With the extensions you add, you can get a larger and wider advertising space. Google gives you the opportunity to expand your ad areas by making use of as many different types of extensions as possible.
2. Comprehensive ad content
Your first chance to impress your potential customers searching on Google is with your ad texts.
Here’s a tip to make good use of this chance: Provide maximum information using extensions. Google has 19 different types of ad extensions. Thus, you can easily expand your ad content by choosing the ones that suit you best.
While giving detailed information about your products and services in your extensions, you can also talk about your different advantages over your competitors. This helps people choose you and increase your click-through rates. Google uses up to 4 extensions per ad auction. Be sure to add at least four extensions to make a difference here.
3. Accessibility to more competent users
The more detailed and descriptive information users see in the ad content before clicking the link, the more likely your ad will be clicked. Visitors do not click on the ads that do not meet the features they are looking for and the conversion probability decreases.
Let’s explain this with an example:
Suppose there is a user who wants to buy a jacket and searches for stores with a free return option. When that person searches for jackets on Google, they will tend to click on the ads they see “free returns”. In other words, the advertiser who uses “free returns” in the ad extension will reach their potential customers more easily. Conversely, stating that there are “no free returns” will help you avoid the click cost for a user who is less likely to convert. To sum up, with the extensions in the ad text, you can show the features that you offer or not offer to the user. So, you can attract target users who want to take advantage of your offers.
4. Higher ad rank and cost-benefit
As mentioned earlier, advertising using extensions helps you describe your brand and products well. In addition, it allows you to increase your ad rank in a cost-effective way. Here is the question: How do you get these benefits?
The answer is actually simple. Ad rank and cost-per-click are directly related to your quality score. Quality score is calculated by factors such as keywords and ad relevance, and takes a value between 1 and 10. This score plays a significant role in Google ad ranking. If you wish to have a good ad rank by bidding lower, your quality score must be high.
Ad Rank = Quality Score (QS) x Bid
Ad extensions not only improve your ad rank with wide information content, but also boost your expected click-through rates. In a nutshell, you should use Google extensions/assets to increase your quality score and ad rankings.
Assets (Extensions)
Recently, many types of extensions/assets are available, and there is no limit. You can add as many extensions as you want. Some you have to add manually while the Google algorithm creates some. However, having too many extensions at the same time can make them difficult to manage.
Let’s have a look at the full list of the manual extensions:
Sitelink Assets (Extensions)
By adding sitelink extensions, you can redirect visitors to other pages on your site. We suggest you to set up at least two keyword-rich sitelink extensions with the same domain as your ad.
Callout Assets (Extensions)
Callout assets are a way to give additional information about your ads. They will appear after your description. If you specify the advantages of your product/service such as free shipping, free trial, 24/7 customer service etc.
Image Assets (Extensions)
This type of asset lets you explain and enrich your existing text ads. Even though you think your text is pretty clear, images make it more attractive and concrete. So, you can improve ads performance by adding relevant images. You may want to have a look at Google suggestions to get more details about image extension optimization.
Structured Snippet Assets (Extensions)
Structured snippet extensions are used to highlight a quick list of your offerings or some certain aspects of your product. You can choose categories such as types, service catalog, destinations, courses, brands, etc.
Call Assets (Extensions)
If your business serves visitors by calls, you can attach your phone number next to your ad. Call extensions allow viewers to make calls to your business without clicking on the landing page.
Lead Form Assets (Extensions)
With this extension, you can add a form to your ad and let customers reach you easily by filling out the form. It can be especially useful for a sale with an offer process or for getting information.
Location Assets (Extensions)
Location extensions show your location information below your ad text. You must have administrative access to a Google business account to use this feature. If you don't operate in a physical location, you can show where your business originates. You should always keep your address up to date and correct.
Price Assets (Extensions)
Definitely, one of the most important things that attract the attention of customers in the purchasing process is the “price”. With different price extensions, you can inform users about your price ranges, currency, and product type before clicking your ad. This way you can influence users who are less likely to buy because of the price.
App Assets (Extensions)
It is very important to include the application in the advertisements for a business that also provides services through a mobile application. This way you encourage your potential customers to download and get to know your app.
Promotion Assets (Extensions)
The promotion asset is an excellent tool for limited-time offers, discounts or sales promotions. You can use it by adding items such as promotion types and details.
Affiliate Location Assets (Extensions)
If you sell products through retail chains, you can show your customers the closest stores that sell your products with the affiliate location extension. You can do multi-location marketing, helping customers with “what to buy” and “where to buy”.
