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An Introduction to Ad Assets in PPC: Enhancing Visibility and Engagement

Updated: Sep 19



Pay-Per-Click (PPC) advertising is a cornerstone of digital marketing. Understanding the nuances of driving targeted traffic to sites is very important.

By paying for each click, businesses drive targeted traffic to their sites. But with so many ads vying for attention, standing out is a challenge.


The solution? Assets.


In this guide, we'll explore those tools and the best practices for using them. Ready to elevate your advertising game? Let's dive in.


What are assets?

Simply put, assets are additional pieces of information that can be added to your Google Ads (and other platforms'). They serve to enhance your basic ad content.


Why use assets?

They provide more reasons for people to choose your advertisement over others. It's like giving your ad a mini upgrade!


Now, there isn't just one type of asset. There are several, each with its own unique purpose. From sitelink assets that guide users to specific pages on your site, to call assets that allow users to dial you directly, the possibilities are vast.


Keep reading as we delve deeper into these types and how they can benefit your campaigns.


Benefits of Using Ad Assets

So, why should you consider using assets? Let's break down the perks.


Increased Visibility on Search Results

First up, visibility. With assets, your advertisement takes up more real estate on the search results page. This means it's more likely to catch a user's eye, giving you an edge over competitors.


Enhanced User Experience

Users love convenience. Assets provide just that by offering additional, relevant information right within the ad. Whether it's a direct link to your contact page or a sneak peek at your latest promotion, assets make users' journeys smoother.


Improved Click-Through Rates (CTR)

Numbers don't lie. Ads with assets often see higher click-through rates. Why? They offer more value and actionable steps, enticing users to click and engage.

In a nutshell, assets aren't just fancy add-ons. They're strategic tools that can significantly uplift your PPC game.


Types of Assets and Their Uses

Navigating the world of Assets can be a bit overwhelming, given the variety available. But fear not! We're here to break it down for you.


Sitelink Assets



Sitelink Assets, or ad extensions, are a powerful feature in Google Ads. They allow advertisers to augment their ads with additional links, directing users to specific sections or pages of their website. These extensions not only enhance user engagement but also boost the ad's visibility and credibility.

​Pros

Cons

Best Practices

  • Increased Real Estate: Sitelinks expand your ad's footprint on the search results page, making it more prominent and increasing the likelihood of user engagement.

  • Higher CTR: By offering users multiple avenues to explore, sitelinks often lead to higher click-through rates.

  • Tailored User Experience: Direct users to targeted pages, whether it's a product, service, or a special promotion, enhancing their browsing experience.

  • Enhanced Visibility: Larger ad footprint can overshadow competitors.

  • User Choice: Offers users a variety of options to explore, catering to different interests.

  • Improved Quality Score: Can potentially boost the ad's quality score in Google Ads, leading to better ad placements.


  • Overwhelming for Some Users: Too many options might confuse some users.

  • Requires Regular Maintenance: Needs frequent updates to remain relevant and effective.

  • Potential for Irrelevant Clicks: If not well-optimized, can lead to clicks that don't convert.

  • Relevance is Key: Ensure each sitelink aligns with your ad's primary message. If you're advertising a sale, for instance, link to the sale page, featured products, or terms and conditions.

  • Descriptive Anchor Text: Use clear and compelling anchor text for each link. Instead of generic terms like "Learn More," use specific prompts like "Shop Sale" or "View New Collection."

  • Regular Updates: Keep your sitelinks fresh. Update them based on ongoing promotions, seasonal trends, or new product launches.

  • Mobile Optimization: Ensure the landing pages for your sitelinks are mobile-friendly. A significant portion of users will access them via mobile devices.

  • Performance Analysis: Monitor the performance of each sitelink. Google Ads provides insights on how each extension is performing. Use this data to refine and optimize your sitelinks.


Best Suited For:

  • E-commerce Websites: Direct users to specific product categories, sales, or new arrivals.

  • Service Providers: Highlight different services, testimonials, or booking pages.

  • Event Organizers: Link to event details, ticket purchasing, or schedules.


Call Assets


Call Assets allow users to dial your business directly from ads, creating a bridge between online promotions and offline interactions.

Pros

Cons

​Best Practice

  • Immediate Engagement: Facilitates real-time connections, often leading to higher conversion rates.

  • Enhanced User Experience: Provides a direct line for users to make inquiries, bookings, or purchases, eliminating extra steps.

  • Trackable Interactions: With integrated call tracking, you can quantify the impact of your ads in generating valuable phone interactions.

  • Brand Reputation: Immediate response upholds brand credibility.

  • Strategic Insights: Google Ads' call reporting provides valuable data to refine strategies.

  • Localized Trust: Local numbers often result in higher call rates due to perceived personalized service.


  • Missed Opportunities: Unanswered calls can lead to lost leads and potential revenue.

  • Resource Intensive: Requires dedicated personnel during ad display times.

  • Potential for Irrelevant Calls: If not well-targeted, can lead to calls that don't convert or are unrelated to the ad.

  • Availability: It's crucial to have personnel ready to answer calls whenever your ads are displayed. This not only captures potential leads but also upholds your brand's reputation.

  • Set Scheduling: Align the display of call extensions with your operational hours. This ensures that potential customers reach out when you're most prepared to assist.

  • Quality Monitoring: Regularly analyze call logs and gather feedback. This helps in understanding the nature of inquiries and gauging user satisfaction levels.

  • Use Call Reporting: Google Ads provides detailed call reporting. This feature can be instrumental in understanding call patterns, peak call times, and regions with the highest call rates, helping you refine your ad strategy.

  • Optimize for Key Keywords: Analyze which keywords result in the most valuable phone interactions. Allocate more budget to these keywords to maximize their visibility and potential.

  • Localized Numbers: Employing local numbers can enhance user trust. People often feel more comfortable and are more likely to call local numbers, believing they'll receive more personalized assistance.


Best Suited For:

  • Service Providers: Businesses offering consultations, bookings, or immediate services.

  • Local Businesses: Shops, restaurants, or services relying on local clientele.

  • Emergency Services: Providers like locksmiths, plumbers, or emergency repairs that require immediate calls.

Location Assets


Location Assets in PPC campaigns direct users to a business's physical address. Displaying address, phone number, and a map marker, they're vital for businesses targeting local customers.

​Pros

Cons

Best Practice

  • Foot Traffic Boost: Directly guides users to your physical location.

  • Enhanced Local Visibility: Stands out in local search queries.


  • Requires Regular Updates: Multiple business locations need frequent monitoring.

  • Inaccurate Location Data: Can mislead users if not integrated with real-time data sources.

  • Google My Business Integration: Linking with Google My Business ensures real-time accuracy of your location details in ads. This integration can also leverage user reviews, enhancing ad credibility.

  • Dynamic Updates: If your business has multiple locations, use dynamic insertion to display the nearest location to the user based on their geo-data.

  • Optimize for "Near Me" Searches: With the rise of local search queries like "near me" or "close by," ensure your ad content and keywords cater to this trend.

  • Monitor Location Performance: Different locations might perform differently. Regularly assess which locations drive the most interactions and adjust bids or content accordingly.

  • Use Location Bid Adjustments: If a particular region or radius around your business sees higher engagement, consider adjusting your bids to further capitalize on that local audience.


Best Suited For:

  • Retail Stores: Businesses with physical storefronts.

  • Restaurants & Cafes: Eateries looking to attract local customers.

  • Service Centres: Places like auto repair shops or clinics serving local clientele.


Structured Snippet Assets


Structured Snippet Assets in PPC campaigns allow advertisers to spotlight particular features or offerings of their products or services. For a hotel, this could mean emphasizing amenities, while a tech store might highlight top-selling brands.

​Pros

​Cons

​Best Practices

  • Detailed Ad Presentation: Offers a richer ad experience by showcasing specific features or services.

  • Enhanced Ad Details: Provides additional information, giving users a clearer picture of what to expect.


  • Limited Characters: Requires concise yet clear descriptions to fit within platform limits.

  • Potential Overlap: Risk of redundancy if not coordinated with the main ad content.

  • Highlight Unique Selling Points (USPs): Emphasize what sets your business apart. If you offer a rare service or a standout feature, make sure it's front and center.

  • Consistency with Main Ad Content: Ensure that the snippets align with the primary message of your ad. If your main ad promotes luxury services, your snippets should echo that luxury theme.

  • Rotate Snippets for A/B Testing: Use different sets of snippets to see which ones resonate most with your audience. This can provide insights into what features or services are most appealing.

  • Adhere to Character Limits: While it's essential to be descriptive, it's equally crucial to stay within the character limits set by the platform to ensure your snippets display correctly.

  • Avoid Redundancy: If a feature is already prominent in your main ad content, there's no need to repeat it in the snippets. Focus on adding new, complementary information.


Best Suited For:

  • Service Providers: Businesses like hotels, spas, or educational institutions that offer a range of services.

  • Retailers: Stores that carry multiple brands or product lines.

  • Specialized Businesses: Companies that want to emphasize niche offerings or unique features.


Price Assets


Price Assets in PPC campaigns offer a transparent view of your product or service costs directly within the ad. This transparency can be a decisive factor for users comparing options or working within a budget.

Pros

Cons

Best Practices

  • Immediate Clarity: Users can instantly see prices, aiding their decision-making.

  • Stand Out in Comparisons: Directly showcasing prices can give an edge when users are comparing options.


  • Potential Sticker Shock: Direct price display might deter some users if not paired with value propositions.

  • Maintenance: Prices must be consistently updated to reflect any changes, requiring regular oversight.


  • Highlight Promotions: If you're running a sale or offering discounts, make it known. A limited-time price reduction can incentivize clicks and conversions.

  • Showcase Product Range: Display a spectrum of product options, from budget-friendly to premium, catering to a wider audience.

  • Update Regularly: Ensure that the prices displayed are always current. Outdated or incorrect pricing can lead to user frustration and lost trust.

  • Use Descriptive Headers: Instead of just listing the price, use headers to provide context. For instance, instead of "Starting at $99," you could use "Weekend Getaway from $99."

  • Prioritize Popular Items: If certain products or services are particularly popular or have high conversion rates, prioritize showcasing their prices.


Best Suited For:

  • E-commerce Businesses: Directly showing product prices can entice users to click and explore further.

  • Service Providers with Fixed Rates: For services with non-variable pricing.

  • Businesses with Competitive Pricing: If your prices are a market advantage, flaunting them can attract cost-conscious consumers.

App Assets


For businesses with a mobile application, App Assets in PPC campaigns are a game-changer. They provide a direct link within the ad, leading users to the app store for an immediate download. This direct approach can significantly increase app installations.

​Pros

Cons

​Best Practice

  • Seamless Transition: Users can move from ad to app installation effortlessly.

  • Boosted App Exposure: By targeting relevant keywords, your app gains heightened visibility.


  • Platform Limitations: Not all users might have the required device or OS for the app.

  • User Drop-off: Potential for users to abandon the download process if not instantly convinced of the app's value.


  • Compelling CTAs: Use action-oriented phrases like "Install Now" or "Get Started Today" to encourage immediate downloads.

  • Optimized Landing Page: Ensure the app's store page is engaging, with clear descriptions, high-quality screenshots, and positive Sreviews prominently displayed.

  • Highlight Key Features: Within the ad, emphasize what sets your app apart, whether it's a unique feature, an exclusive offer, or a limited-time event.

  • Target Relevant Audiences: Use demographic and interest-based targeting to reach users more likely to be interested in your app's offerings.

  • Monitor Conversion Rates: Regularly assess how many ad views lead to app installations and adjust your strategy based on performance metrics.


Best Suited For:

  • New App Launches: Gain initial traction and user base.

  • Apps with Special Promotions: If there's a limited-time offer or event within the app.

  • Niche Apps: Target specific audiences who would find the app most beneficial.


Promotion Assets


Promotion Assets stand out by highlighting special deals, offers, or discounts directly within your PPC ads. By showcasing these promotions, advertisers can capture the attention of deal-seeking users and incentivize clicks.

Pros

​Cons

​Best Practices

  • Increased Click-Through Rate (CTR): Special offers can make your ad more appealing, leading to higher engagement rates.

  • Boosted Conversions: Users enticed by a promotion are often more likely to complete a purchase or sign-up.


  • Over-reliance Risk: Excessive promotions might condition users to wait for deals, potentially affecting regular sales.

  • Potential Misunderstandings: If not clearly defined, promotions might lead to user confusion or perceived bait-and-switch tactics.


  • Timely Updates: Align promotions with relevant holidays, seasons, or events. For instance, offer special discounts during Black Friday or festive seasons.

  • Clarity is Key: Ensure that the details of the promotion, such as discount percentages, offer duration, or any terms and conditions, are clearly communicated to avoid confusion.

  • Use Urgency: Phrases like "Limited Time Offer" or "While Supplies Last" can create a sense of urgency, prompting quicker user actions.

  • Test Different Promotions: Regularly A/B test different types of offers to determine which ones resonate most with your audience.

  • Highlight Exclusivity: If the promotion is exclusive to a particular platform or audience segment, mention it. Exclusivity can enhance the perceived value of the offer.


Best Suited For:

  • E-commerce Businesses: Especially those with frequent inventory changes or seasonal products.

  • Service Providers: Such as streaming platforms or online courses that can offer limited-time access or discounts.

Image and Video Assets


Image and Video Assets infuse ads with engaging visuals, setting them apart in predominantly text-based search results.

Pros

Cons

​Best Practices

  • Visual Appeal: Multimedia assets can make your ad stand out, especially amidst text-heavy competitors.

  • Versatility: Allows for a broader range of creative expression, catering to different audience preferences.


  • Larger File Sizes: Multimedia assets can increase page load times, potentially affecting user experience.

  • Platform Restrictions: Different platforms have varying specifications for image and video formats, requiring multiple versions or adjustments.


Prioritize Quality: Use high-resolution images and HD videos to ensure clarity and professionalism. You can use AI tools like Midjourney and Synthesia to create them easily.

  • Clear & Concise Video Content: Videos should have clear audio, and the messaging should be direct and to the point.

  • Optimize for Mobile: Ensure visuals are optimized for mobile viewing, considering the increasing mobile user base.

  • Relevance is Key: Visuals should align with the ad's primary message and cater to the target audience's interests.

  • Use Captions: For videos, captions can aid understanding, especially in environments where audio might be off.


Best Suited For:

  • E-commerce Platforms: Showcasing products in detail or demonstrating their use.

  • Service Providers: Explaining complex services through visual aids or testimonials.

  • Brands with Visual Appeal: Industries like travel, fashion, or food where visuals can be particularly compelling.

There you have it, a comprehensive look at the various Assets available. Each offers its own set of advantages, so consider your business needs and experiment to find the perfect mix for your campaigns.


Best Practices for Using Assets

Ready to optimize your Assets? Let's dive into the best practices.


1. Strategic Asset Selection

While Google determines which assets to display, providing a range of high-quality and relevant assets increases the chances of the most appropriate ones being chosen. Think of it as equipping Google with the best tools to showcase your ad effectively.


2. Regularly Update Assets

Digital trends. your offering and consumer preferences evolve over time. By updating your assets to reflect current promotions, products, or services, you ensure that the most timely and relevant information is available for display, especially crucial for Promotion and Price Assets.


3. Asset Synergy with Ad Content

Assets should not be standalone elements; they should complement and enhance the main ad's message. A cohesive ad experience, where the primary content and assets align, can lead to better user engagement and understanding.


4. Monitor Asset Approvals

Google has specific guidelines for assets. Regularly checking the status ensures that all your assets are approved, active, and adhere to these guidelines. This proactive approach can prevent potential downtimes or missed opportunities.


5. Detailed Performance Analysis

Beyond basic metrics, dive into the nuances of asset performance using Google Ads' advanced reporting tools. Understanding how each asset type contributes to user engagement can offer insights into refining your asset strategy.


6. Adapt to Platform Updates

Google Ads frequently introduces new features or updates existing ones. Staying updated ensures you leverage the latest capabilities and maintain compatibility, ensuring your assets continue to perform optimally.


7. Consider User Intent with Assets

Assets should be tailored to potential user intent, which can vary based on keywords and ad content. For instance, someone searching for "winter boots" might appreciate assets highlighting waterproof features or insulation ratings.


8. Optimize Descriptions for Assets

Given the character constraints on platforms like Google Ads, it's essential to craft descriptions that are both concise and compelling. Every word should add value, guiding users towards the desired action or understanding.


In essence, use Assets strategically. They can elevate your PPC campaigns when used wisely.


Challenges and Pitfalls to Avoid

While Assets offer numerous benefits, there are pitfalls to watch out for. Let's explore some common challenges and how to sidestep them.


Common Mistakes Advertisers Make with Assets

  • Irrelevance: Using Assets that don't align with the main ad content.

  • Stagnation: Not updating Assets, leading to outdated information or offers.

  • Overloading: Adding too many Assets, causing confusion for users.


How to Troubleshoot Underperforming Assets

  • Test Variations: A/B test different Assets to see what resonates with your audience.

  • Analyze Data: When you can, dive into your analytics. Which Assets are getting clicks, and which aren't?

  • Seek Feedback: Sometimes, a fresh perspective helps. Ask colleagues or peers for their input on your ad's appearance and clarity.

Remember, while Assets can amplify your ads, they require careful management. Stay vigilant, keep optimizing, and you'll navigate the challenges with ease.


Conclusion

Assets are more than just add-ons; they're vital for enhancing PPC campaigns. Their potential to increase visibility and engagement is undeniable. Advertisers, it's time to experiment and optimize. Dive into the world of Assets and watch your campaigns thrive.


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