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All lessons in Google Ads for Beginners Lesson 3.3 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Google Ads assets

In this lesson

  • The main asset types and what each one adds
  • Which assets to set up first
  • How to write each one well

Short answer

Assets, formerly called extensions, add extra information under your ad, like links, phone numbers, or features. Start with at least four sitelinks, four callouts, one structured snippet, and a call asset. Add a location asset if you have a physical store. Google chooses which assets to show for each search.

The main asset types

AssetWhat it addsExample
SitelinksExtra links to pages on your sitePrices · Book Now · Reviews · FAQ
CalloutsShort non-clickable highlightsFree Ocular · Open Sundays · GCash Accepted
Structured snippetsA list under a set headerServices: Cleaning, Repair, Installation
Call assetA phone number or call buttonYour mobile or landline
Location assetYour address and map pinRizal St., Legazpi City
An ad without assets next to the same ad with sitelinks, callouts, and a call buttonWithout assetsSponsoredAircon Cleaning QCSame-day service.With assetsSponsoredAircon Cleaning QCSame-day service.Free Ocular · Open Sundays · GCashPricesBook NowReviewsFAQCall now
Assets make your ad bigger and give people more reasons to click.

There are also price, image, promotion, and lead form assets. Add those later once the basics work.

Writing good assets

  • Sitelinks: link text up to 25 characters. Each must go to a different, real page.
  • Callouts: up to 25 characters each. Use short facts, not full sentences.
  • Structured snippets: pick the header that fits, like Services, Brands, or Types, then list at least three values.
  • Call asset: use a number someone always answers during your ad schedule.
  • Location asset: link your Google Business Profile in the Assets section.

Assets can be added at the account, campaign, or ad group level. Account level is easiest for small businesses. Assets also feed into Ad Rank, as you saw in Lesson 0.3.

Try it: asset checklist

Quick quiz

1. What was the old name for assets?
2. Each sitelink should go to:
3. Do assets cost extra to add?

Common mistakes

  • Skipping assets entirely. Your ad looks smaller than competitors’ ads.
  • Sitelinks that all go to the homepage. Each needs its own page.
  • Callouts that repeat your headlines. Add new information instead.
  • A call asset nobody answers. Missed calls are lost leads.

Your action

Write four sitelinks, four callouts, and one structured snippet for your business. Add your phone number and link your Business Profile.

Key terms

Assets
Extra details shown with your ad, formerly called extensions.
Sitelinks
Extra links to specific pages on your site.
Callouts
Short highlights about your business.
Structured snippets
A header plus a list of values.
Location asset
Your address, pulled from your Google Business Profile.

Questions beginners ask

Do assets cost extra?

There is no fee to add them. Clicks on them cost the same as a normal ad click.

Will all my assets show every time?

No. Google picks what to show based on the search and the space available.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.