An ad is only the first step. Assets make the ad bigger and more useful, and the landing page decides whether a click becomes a customer. Landing page experience is also one of the three parts of Quality Score, so this lesson directly affects how well your campaign performs.
Assets
Assets, once called extensions, add extra information to search ads. Common ones include:
- Sitelinks: extra links to specific pages, such as Prices, Delivery and Contact.
- Callouts: short phrases such as "Open 7 Days" or "Mobile Money Accepted".
- Structured snippets: a list under a heading, such as Services: Phone Repair, Laptop Repair, TV Repair.
- Call asset: a phone number people can use to call straight from the ad.
- Location asset: the address from a linked Business Profile.
- Image asset: a picture shown with the ad in some placements.
Google decides when to show assets, and adding them does not cost extra in itself; you pay for clicks as usual. Add the ones that genuinely help customers. A call asset is often valuable for local businesses, because many customers prefer to call or message.
What a good landing page does
The landing page is where people arrive after clicking. It should: