Greetings fellow readers and welcome back to another segment of Spark Notes, where we guide you through the ever-evolving landscape of Google Ads and SEO. Here, we aim to keep you ahead of the curve and help you make a lasting impression with your online presence.
Today, we will be walking through ad assets, which are a variety of simple, yet powerful tools that can help you enhance the effectiveness of your ads and maximize your impact.
If Google Ads is a part of your advertising portfolio, you are probably always on the lookout for ways to boost your performance. But testing and implementing, spending hours creating experiments, over and over can be a real pain.
Ad assets are extensions to your actual ads. They help you claim more real estate on the search engine results pages (SERPs), help guide users to your site or to take an action, and typically help boost your CTR by a few percentage points.
They are like the power-ups you get when you are playing a video game. Your standard gameplay represents the primary ad, capturing attention and interest. But what if you had the chance to collect power-ups and extra lives along the way? That’s where ad assets come into play.
There are many types of ad assets that will help boost your ads, but we will be focusing on what I believe to be the four most versatile and provide the most value.
These are Structured Snippet assets, Sitelink assets, Callout assets, and Call assets.
Let’s dive in.
Structured Snippet Assets: These assets help enhance your relevance right away, even before the user clicks on your ad.
They are a secret weapon to convey additional details about your products or services directly within your ad. You are able to showcase specific aspects of your business, such as product categories, brands, or features, in order to tailor your message to match the diverse needs and preferences of your audience. This not only boosts your relevance but also entices potential customers with a more comprehensive snapshot of what you offer that you can’t fit all into one ad.
Here’s an example of how they would look on the SERP:
This auto business uses structured snippets to display the different services they offer and different brands they have in stock.
Sitelink Assets: These assets allow you to direct users to the right destination, further than only where your ad is taking them.
They give you the ability to guide your audience to specific pages of your website directly from your ad. These nifty additions enable you to provide clickable links to various pages, making it easier for potential customers to find exactly what they’re looking for. Whether it’s highlighting special offers, popular products, specific services, or learning more about your business, sitelink assets pave a smooth path from curiosity to conversion.
Here’s an example of how they would look on the SERP:
In this example, Pizza Hut uses sitelink assets to make ordering online or customizing your own pizza easier for the customer.
Callout Assets: These assets give you the ability to add some extra flair or value to your ads.
Callouts empower you to inject a touch of added value into your ads by highlighting special offers, unique selling points, or any other compelling details that you have about your business using short snippets of text. These can be the tipping point that convinces a user to choose your business over competitors. Use callouts to shine a spotlight on what sets you apart and capture the attention of your target audience. Sometimes, it’s the little things that make a big difference!
Here’s an example of how they would look on the SERP:
Here, Progressive uses callouts to showcase the different types of discounts they offer as well as some other value-adding callouts. Nike gives you some details about returns, a discount you might not have known about, and more.
Call Assets: These assets give you the ability to drive direct engagement with your ads.
In a mobile-centric world, providing users with a direct line to your business is a powerful strategy. Call assets transform your ad into a direct gateway for potential customers to connect with you instantly. Whether they’re looking for more information, have a general question, or are ready to make a purchase, call assets facilitate immediate engagement. This feature is particularly effective for industries where personal interaction is key, such as local services or urgent inquiries.
Here’s an example of how they would look on the SERP:
This lawn service company uses a call asset to immediately give you the number to call without having to go find it yourself on their website. You can click the number and call for service right then and there!
Again, there are many types of ad assets that can be super useful and help boost the effectiveness of your ads.
A few honorable mentions are Location assets, Business Name assets, Business Logo assets, and Image assets.
Individually, each asset serves a specific purpose, but when used together, they create a synergistic effect that elevates your ad campaign to new heights. The collective impact is not only an increase in visibility but also a more engaging and informative user experience. By leveraging ad assets, advertisers can construct a holistic narrative that captivates the audience from the first impression to the final conversion.
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Thanks for reading another excerpt from Spark Notes! We understand that navigating the terrain of Google Ads can be overwhelming, but understanding common mistakes can help you avoid wasteful spend. If this all seems like too much, hiring an internet marketing agency like Spark Solutions can simplify the process, save you time and money, and ensure your marketing dollars are well spent.
