Google Ads Extensions: The Ultimate Guide To Ad Assets

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The average Google Ads click-through rate (CTR) is just 1.91%. The aim is always to be somewhere around the 3% mark. And while many factors affect your ad’s CTR, like ad relevance and keyword targeting, another fast and easy way to increase your CTR is by using Google Ad Extensions, also known as Google Ads Assets.

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In this post, I’ll dive into the different *types of Google Ad Extensions and their best practices. Then maybe you’ll be left with a few more conversions, too.

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As you will notice throughout this blog post, I’ll call the “Ad Assets” by their old (but better) name: ad extensions. It just makes more sense to me. And I like it better. But it’s the same thing.

*I’ve also included a printable guide at the end of this post!

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What Are Google Ad Extensions?

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Google ad extensions (known as assets) are additional content pieces you can add to your PPC ads to provide searchers with more information. They are like ‘bonuses’ (optional and free) that expand your ads to take up more space on the Google Search Engine Results Pages (SERPs). Here’s an example.

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Maximizing Ad Impact With Extensions:Why Should You Add Them?

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To add extra details

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Nothing irks me more than coming up with the ‘perfect’ headline…and ends up being 31 characters. On Google ads, you’re bound to the character limits within the ad’s text fields.

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With ad assets, you’re able to add additional information that you otherwise wouldn’t be able to within your Google ads account. This could be attributes like the services that you offer (for service-based businesses) or the materials that your products use (for e-commerce businesses). Google ad extensions allow you to add extra details about your product to entice the viewer to click on your ad.

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To generate qualified leads

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Let’s say that you run software that helps writers optimize their blogs using SEO. But, you also have an agency component, where you actually write pieces for your clients as well. You bid on the keyword “best SEO agency.” Using a Sitelink asset can help you display both the page to your agency demo call, as well as the page to your software. That way, if a software is bidding on the same keyword but they push the software as an alternative to an agency, you already cater to that within the same ad.

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To get more out of your budget

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Google Ad extensions improve the quality score of your ad, leading to a higher click-through rate (CTR), a high ad rank, and a lower cost per click (CPC). The lower your cost-per-click rates, the more clicks you can get with the same budget. Here’s a Reddit discussion about this.

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More real estate in the SERPs

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Google ads extensions mean more ad space. They expand your ad with relevant information, boosting your ad visibility, and CTR.

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How to add Ad Extensions in Google Ads?

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Before I tell you about the types of Google ad extensions in Google ads, here’s how to set them up. You can use assets at the ad group, campaign, or account level.

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Step 1: Go to Ads & Assets

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Step 2: Click Assets

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Step 3: Click the blue ‘+’ button to choose the asset type

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Step 4: Hit save.

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You can add ad assets at the account, campaign, or ad group level.

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