Google Rebrands Ad Extensions To Assets

Google on Thursday announced its rebranding of ad extensions to assets in the Google Ads user interface. The change will roll out during the next few weeks.

Ad extensions like sitelinks and image extensions powered by Google’s machine learning have been key to helping advertisers create more engaging search ads. Previously, managing ads and assets like sitelinks were done in separate steps of the campaign creation process.

Advertisers on average saw a 20% increase in click-through rate when four sitelinks serve up along with Search ads, and a 10% increase in click-through rate when image extensions show with their mobile Search ads.

Tal Akabas, group product manager of Google Ads, suggests applying assets like sitelinks as marketers create a responsive search ad.

“As you create assets and apply them to your campaign, the preview tool will automatically update so you can see them in the context of your ad,” he explains in a post.

He wrote that Google Ads will now recommend assets based on the chosen campaign goal. For example, if a marketer selects “Leads” as the campaign objective, Google will automatically recommend that the marketer add a lead form asset. Any assets created as part of this new workflow will become available when working on other campaigns and ad groups. This update will roll out in the coming weeks.

Advertisers can now find assets—sitelinks and image extensions--in the same “Ads & Assets” step when creating a Search or Performance Max campaigns.

Marketers will have the ability to see how the creative assets perform at the account, campaign and ad group levels. To make it easier to understand performance, Akabas suggests filtering reports by clicking an asset type at the top of the page.


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