Assets (formerly known as ad extensions) are incredibly important to any PPC account. Here are just a few benefits of using them:
Influence ad rank (along with quality score and bid)
Showcase additional information to the user
Allow for more conversion types (calls, driving directions)
Give the user more information about the company/product
Cause the ad to take up more space on a search results page
It can be hard for advertisers to know how many assets to use in a PPC account, particularly as live ads may not display all available assets. For example, an ad may appear without structured snippets in one search result and then with two snippets in the next result. At times, you’ll have two sitelinks displayed and at other times, there’ll be three or four.
To help clear this up, we’ve created this handy chart:
Minimum number: In the case of ranges, the smallest number is the absolute minimum you should create. The larger number is the minimum if you want to test your assets.
Level: This is the lowest level you should use. However, some assets can be added at a more granular level (ad group) or higher level (account).
Automated: If you don’t have these assets, Google may automatically create some from your website and display them in your ad. You can see some of this data in the assets report.
This chart only includes assets you can control. Some, like seller ratings, are always automatic.
Every account should be using:
Sitelinks
Callouts
Structured snippets
Reviews (if you qualify)
The other asset types can be useful based on your business type.
Check your account regularly (especially when you create new campaigns) to ensure you’re using assets effectively. This can help increase ad rank, CTR, and conversion rates.
With so many things to monitor in your account, you can either use automated tools such as the free Adalysis PPC audit or run a manual PPC audit from time to time.
This will ensure you’re not missing out on opportunities to optimize your PPC performance.
