Google Ads
Ad assets (extensions)
Extra pieces added to search ads, such as sitelinks, callouts, call buttons and images.
What it is
Google calls them assets (they were called extensions). They make the ad larger and give the searcher more ways in.
Why it matters
For lead generation and e-commerceThey raise click-through rate and feed into ad rank, so they lower costs without changing bids.
In practice
Add the relevant assets at account or campaign level and check which ones Google shows and how they perform.
A common mistake
Adding assets that send people to pages unrelated to the ad, which raises clicks and lowers conversion.
All terms