Surfside PPC Podcast

Google Ads assets, formerly ad extensions, are the parts of your ad that show up around your headlines and descriptions. In episode 29 I go through every asset type one by one, what each does, which I recommend, and which I would skip. I also pull up a plumber near me search to show what they look like when they serve.

Google renamed ad extensions to assets in 2022, and I still prefer the old name. Every asset gets its own performance report, so you can see which sitelink, headline, and long headline performs best. Google takes your assets, figures out what works from your conversion data, and builds what it believes is the best ad.

Turn on every asset type that fits your business. That does not mean use every single one. Do not follow what I did with my newest campaign, which I launched with no assets at all.

Business name should be your name or your URL. Business logo should be square, and think of it as an icon rather than a text heavy logo, since Google shrinks it to about the size of a favicon.

Upload multiple images. For a medical office you often see a photo of the doctor, and for local service companies you see the team or somebody working outside the truck. Google serves what performs best.

Sitelinks are one of the biggest ones. Run at least four, and really six or more. An HVAC company can run eight: AC repair, furnace installation, financing, service areas, contact us, reviews. Use them to sell your services and send people to pages built to convert.

Callouts are 25 characters or less, just quick selling points. Financing available, five star rated, 500 plus reviews, in business 20 plus years. Do not repeat your headlines word for word. Structured snippets are a header with four values under it, like oil change, brake service, and tire rotation for an auto shop.

Call assets replaced call only ads. If you are wondering how to run call ads now, this is the answer. Put call assets on your responsive search ads, and Google tracks the call.

I would stay away from lead form assets. Get people to your website and have them call or fill out your form there. Location assets are the important one. Link your Google Business Profile so your address shows and you get a better map presence.

Price assets let you list services with starting prices, like termite inspection $99 or yearly service $350. Make sure they match your real prices. Promotion assets are for Black Friday, Memorial Day, and other sales, and you set an end date so you never run an expired promotion.

Last is automated assets at the campaign level, and I would turn those off. Google recently changed it so opting into automatically created assets also opts you into AI Max for search campaigns, which I do not recommend.

If you need help with Google Ads, contact Surfside PPC.

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WHAT WE GO OVER IN THIS EPISODE:

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- Asset performance reports and how Google picks combinations

- Business name, business logo, and why it should be square

- Sitelinks, how many to run, and where to send clicks

- Callouts and structured snippet headers

- Call assets replacing call only ads

- Location assets and linking your Google Business Profile

- Why I turn off automatically created assets

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RELEVANT URLS

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▸ Google Ads Local Ad Extensions Guide → https://surfsideppc.com/blogs/google-ads/google-ads-local-ad-extensions

▸ Responsive Search Ads: Specs and Best Practices → https://surfsideppc.com/blogs/google-ads/responsive-search-ads

▸ How to Write Google Ads Copy That Gets Clicks → https://surfsideppc.com/blogs/google-ads/write-google-ads-copy-gets-clicks

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TIMESTAMPS

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0:00 Google Ads Assets, Episode 29

1:18 Renamed To Assets and Asset Reports

3:05 Every Asset Type, Business Name, and Logo

5:23 Image Assets

6:04 Sitelink Assets

6:49 Callout Assets

7:43 Structured Snippet Assets

8:23 Call Assets Replaced Call Only Ads

9:11 Lead Form and Location Assets

10:25 Price Assets

11:09 Promotion and App Assets

11:45 Automated Assets and Why I Turn Them Off

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ABOUT SURFSIDE PPC

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Surfside PPC helps businesses grow with Google Ads, Meta Ads, and SEO. Questions? Leave them in the comments or reach out directly. See you on the next episode.

#GoogleAds #GoogleAdsAssets #AdExtensions #PPC #Sitelinks #GoogleAdsTutorial