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A podcast about Google Ads and PPC Advertising by Corey Frankosky from Surfside PPC.
What's up everyone? Welcome to Surfside PPC podcast episode number 29. So in this one I'm going to be going over Google Ads assets which were formerly known as Google Ads ad extensions. I actually prefer the the old naming of ad extensions because they were an extension of your ad and that's essentially what they are now. Assets are portions of your advertisement that you're able to add to your headline, your description line, and basically everything else that's showing within your ads. So when you do a Google search now, you'll see different types of ad formats. And depending on what you're searching, if you're searching for, you know, your your local doctor's office versus if you're searching for e-commerce versus anything else, you're going to see different types of ads. We'll show a few examples throughout this this podcast in the video, but I have a presentation that essentially goes over all of the different assets, what they are, how you use them, and then I also have some examples in here for my own example serverside PPC account. So, I was actually, as I prepared for this video, I realized my new campaign I built has literally no assets. So, it's one that I put together pretty quickly and then I was like, "Okay, I need to go back and do my assets." And I never went back and and did them and I just launched it. So, we'll do some assets, but I'm just going to talk about what they are. So, we'll go through this here and we're going to talk about, you know, what assets are and kind of go through them one by one. Renamed ad extensions to assets in 2022. The number one thing, if you're like, I have no clue how to think about these is you do get performance reports for your and I'm going to say assets a thousand times in this in this podcast, but you do get performance reports for it. So for every individual variation of site link, you can see what performs the best, what headlines perform the best, what long headlines perform the best. What Google's going to do is basically take your existing advertisements, take all of your assets, figure out what performs well, and then build what they believe will be the best performing ad based on the conversion data that's coming into your account. So the whole thing is there is an asset studio now where you can actually build and and I'm not going to go through that in this video, but more that you know making sure you have things built out. Don't follow my example where I'm saying, you know, I built a campaign and didn't have any of these. You want to make sure you have all of them because basically what Google's doing is they're looking at your headlines, your long headlines, your descriptions, horizontal images, square images, vertical images, logos, even if you have different types of logos, different types of YouTube videos, so those are also considered assets. HTML 5 ads, business name, business logos. There's all these different things you can create within your Google Ads account. And sometimes it's like one of those, you know, are you using all of these effectively? And that's the goal, you know, for this video, just to tell you these are the ones that you want to make sure you have implemented to your advertisements. And then some of the things that you can do to continuously improve in terms of the assets you have within your account. Now, granted, this is a lot easier, I'd say, for clients that I'm working with that are spending a lot of money, that have a lot of campaigns running, a lot of images and and things built out, and a lot of data within the account. So, that's really where your performance comes into play. But, let's go through each of these one by one. Basically, Turn on every asset type that fits your business would be my recommendation. It doesn't mean use every single one. And as I go through this, you'll see which ones I recommend using, which ones I don't recommend using. All right, we're going to open up my new presentation that actually has my real not broken logo. My old one had the broken logo. So, let's go into the first one. And it it is fitting since it's business logo. So, the very first one I thought we were going to go over. Okay, we're going to go over business name first. Okay, so business name assets essentially first two business name, business logo. Pretty self-explan- explanatory. Basically, what you're going to put in here for business name is going to be for me it'd be Surfside PPC. Now, you can add business name to the account level. You can add it to specific campaigns, but your business name should match your business name or it can match your URL. So, if your URL, for example, if I was Surfside Marketing.com, I could do Surfside Marketing as my business name. So, business name should be your name or URL. Business logo should be your business logo. So, upload a square logo. Almost think of it as an icon. You're better off uploading an icon. type of logo rather than uploading, you know, really like a a textheavy logo cuz Google's going to shrink it down really into like what a favicon like a small icon is going to look like. So, we'll do a quick search here. I just did plumber near me. Got our local services ads rotor. So, they don't have a business logo or their business name added. That's why there's a URL here and that's why there is this right here. Now, we do have a few other extension or ad assets here listed including, you know, this is kind of a small one where you have the address listed. These are images here. So, a lot more images showing in the search results this way. They are also the top one for businesses here as well. So, website directions and a this is a another ad essentially, but it's for their Google business profile. So, this one, if we click in and we look at it, you can see this opens up Google business profile, shows all the reviews and everything else. Scroll all the way to the bottom, see if we get any more. Another rotorooer ad. Carolina cool. They have business name, business logo. So, you can see how small it becomes. So, you really want this to be more of an icon. Maybe better off using this this icon here. The I guess that's a tiger, cheetah, something like that. So, let's come back over to our presentation here. Business name, business logo. Pretty straightforward, but logo, you want it to really be squared so it looks nice as an icon. Image assets. Showed you a few examples there. You really want to make sure you're uploading multiple images. A lot of times, if you're doing like a medical office, you'll see pictures of the doctor. I've seen that for marketing companies as well to have a picture of a a real human being basically showing up. Again, here in the plumber near me, you have two examples. of image assets showing. So you can see these are just different images that they have uploaded ones ones that you can go through. You can see pictures of the team they really like pictures of, you know, actual people working or people outside the truck kind of the stock photography images just like this as well. So really whatever photos you upload, Google's going to attach them to your ad. Again, whatever performs best, Google is going to serve the most. Site link assets are probably one of the biggest ones. Additional links that you can include, you want to run at least four. Really, you should run at least six. So an HVAC company can run eight. C repair, furnace installation, financing, service areas, contact us, reviews. If you're like a swimming pool, patio company, you might have gallery, our projects, before and after. You know, you may have things. Essentially, what you want to use site links for is selling your different services. A mechanic may have oil changes, tire repair, AC, you know, auto AC repair. So, all of these different services that you're providing or if it's, you know, specialty type of service where you're like, yes, we do Euro car repair or we are doing, you know, something along those lines as well. So running your different site links along with descriptions. And really you want to send people to pages that help sell your services help you drive more conversions. So next up is going to be callout assets. Just essentially selling points, quick information. They're 25 characters or less. You know, you don't want them to repeat your headlines word for word. So if you're like plumber near me, but if you're a plumber, you know, for callouts, you could put financing available. You know, could be 24-month financing, could be fivestar rated, it could be 500 plus reviews in business 20 plus years. So, you're trying to put quick selling points and then maybe some of the quick reservations people have or some of the quick questions people have. Callouts can help to answer some of those. So, within here, you'll see call out as as one of them. You'll see site links as one of them. So, to add these is pretty straightforward. And you'll see I have some that are digital marketing, AI marketing that just different pages that I've linked to. This account is probably not the greatest example for actual assets that you want to use. I don't have I need to run more ads in this account so I can use as a better example for assets specifically structured snippet assets. Pick a header, list four values under it. So like the auto shop, oil change, brake service, tire rotation, diagnostics, you might have hotel can do something like amenities or even an apartment building can do something like amenities where it's, you know, swimming pool, lazy river, 24 or house, you know, housekeep or 24-hour service, you know, something along those lines, 24-hour room service, things like that. I don't know if 24-hour housekeeping exists. So essentially, it's structured snippet assets. Basically, a way to show So, you know, if you're a realer, you can say, "We sell homes in these different types of these different neighborhoods specifically. We work in these different cities." So, you can put a lot of different things for structured snippets. It can be services. It can be product types. It could be service types. Next is going to be call assets. A huge one, call assets. A lot of people ask about call ads. Call assets have replaced call ads. So, a lot of people are like, "How do we run call ads?" You put call assets on your responsive search ads. If you're trying to just drive calls, then that would be local services ads. But even there, you're going to get messages, and you know, it's calls and messages in there. You can turn off the message feature, but you tend to just get less leads overall. Call assets allow people to call you directly from your advertisement. So, we'll see them probably for the plumber. We have call us right here. If I click on this, it's going to actually pull up this. If I scan this, it'll call directly. If I call this number, Google will be able to track this. This is a call asset in a, you know, a desktop example of a call asset. So, coming back over here to our assets, Lead form assets are one I do not use very often. I would not recommend using lead form. Actually, the ones we go over at the very end are not ones I use very often, but people can submit their information directly inside the search results. I would recommend staying away from this. Getting people to go to your website and either filling out your form or calling you after they get to your website. Need to add qualifying questions if you want to filter out junk leads. Link your Google business profile. This is a really important one. So, location assets. And in here, actually, I don't know if I have any listed here, but location assets, you can link directly to your Google business profile allows it to show in there and it will show the address. It'll show a little bit more information like this is from their location asset HVAC contractor 1294 Surfside Industrial Park open 24 hours 3350 Phyis Boulevard. A lot of companies are getting physical addresses service-based companies just so they can run it as location assets and essentially have a better map presence in Google. Affiliate location, so where retailers sell your products. So, you know, for the example protein powder for coffee, you may have something like or or gain organic powder is sold all over the place. They may run an affiliate location extension to show yes, we sell this at Walmart, at your local Walmart if somebody's searching for like a near me type of search. Really depends. Affiliate locations are not one I use very often. Price assets, you can list services and add some of your starting prices. A pest control company might list termite inspection $99. Quarterly service at this cost, you know, yearly service, $350. Maybe it's pest control six month service 300. You know, you can list price is for specific services. Just make sure they match your prices. Otherwise, you know, there's going to be a disconnect there, but those are just added right in here through price assets. And when you're creating these, this will allow you to put basically a header of what the product is. So, language, English, type, you know, brands, events, locations, product currency, price qualifier. You get a header, how much it costs per unit, per hour, per week, per month. Description, final URL. Termite control $350 per year. Sign up for termite control for $350 per here. Final URL goes to where that actually exists and where people can find that deal. So, next one is going to be promotion. So, occasion set an end date. You can basically set up promotion assets for things like Black Friday sales, Memorial Day sales, you know, Fourth of July, different types of things that people are running sales for. So, you can run occasion like Mother's Day bold tag next to the offer automatically so you never run an expired promotion. App assets. So, this you want to use when you want people to go to your website, but you want people to also know that you have an app. Sometimes on mobile you'll see app assets for things like Trip Advis or booking where they want people to they could use your mobile website but really they want people to go and use their app. And to wrap it up, automated assets. Google recently said with automated assets that if you have these turned on, these are in the campaign level. So if you go to your actual campaign itself, there is automatically created assets. Personally, I would turn these off and Google just switched this that if you are using opting into automatically created assets, Google is going to opt you into AIAX for search campaigns, which I would not recommend. Asset optimization, automatically created assets here. So, this has been turned off and renamed to text customization. So, just something to know about assets, but this is Surfside PBC episode number 29, Google Ads assets, all the ones that there are, what you need to know about them, and basically just just a quick overview about getting them added, the ones you should use, and you know, best practices. So, if you have any questions, leave them in the comment section, reach out directly. If you need help with Google ads, contact Surfside PPC. Otherwise, I will see you on the next episode.