Google Ads Assets Explained
Google Ad assets (formerly known as ad extensions) are additional pieces of information that help to enhance your ads, making them more engaging and informative for potential customers. These assets help improve click through rates (CTR), increase visibility, and most importantly, drive more conversions. For the hospitality industry in particular, Google Ad assets are incredibly useful for improving campaign performance and maximising direct booking potential.
What are Google Ads assets?
Google Ad assets are additional pieces of information that enhance your search ads, making them more engaging, informative, and clickable. They allow you to provide extra details beyond the standard headline and description, offering users more reasons to interact with the ad.
What are the benefits of using Google Ads assets for hospitality businesses?
Google Ad assets are fantastic tools for improving ad performance, providing additional context to users, and making ads more relevant and actionable. Some of the benefits of using Google Ads assets include:
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Enhanced Visibility: Assets make your ads larger and more noticeable, helping your business stand out more in the competitive search results.
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Better User Experience: By utilising Google Ads assets, users can find relevant information faster, leading to improved engagement and higher intent clicks.
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Increased CTR and Conversions: By adding more useful details, your ads become more compelling, leading to a greater likelihood of bookings or reservations.
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More Qualified Leads: Call, location, and price assets ensure that only users who are genuinely interested in your offerings interact with your ads.
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Optimised for Mobile Users: Call assets and location assets are particularly effective for capturing on-the-go customers looking for nearby hotels or restaurants.
What are the types of assets in Google Ads?
Google Ads assets enhance search ads by providing additional information, making them more engaging and increasing visibility on search engine results pages (SERPs). Below is a breakdown of the most commonly used Google Ads assets, explaining what they are, why they are useful, and where they appear.
Sitelink Assets
What they are:
Sitelink assets allow you to include additional clickable links below your main ad, directing users to specific landing pages.
Why they are used:
These assets improve user experience by providing shortcuts to important pages, such as booking pages, contact information, or special offers. This can lead to higher engagement and conversions.
Where they appear:
Sitelink assets show beneath the main text of a search ad, expanding the ad’s presence on the SERP. They are typically displayed as blue, clickable text links.
Callout Assets
What they are:
Callout assets are short snippets of text (usually 25 characters or fewer) that highlight key business features, unique selling points, or promotional messages.
Why they are used:
They help reinforce key benefits of a product or service without requiring additional user interaction. Examples include “Best Rate Guarantee,” “No Booking Fees,” or “24/7 Customer Support.”
Where they appear:
Callout assets appear in the main body of a text ad, typically underneath the ad description.
Structured Snippet Assets
What they are:
Structured snippets allow advertisers to showcase specific aspects of their business by listing relevant categories. These assets use predefined headers such as "Amenities," "Services," or "Types."
Why they are used:
They provide users with quick insights into what a business offers. For example, a hotel may list “Amenities: Pool, Gym, Spa, Free Breakfast.”
Where they appear:
Structured snippets appear below the ad description, providing extra details that don’t take up additional headline space.
Call Assets
What they are:
Call assets add a clickable phone number to ads, making it easy for users to call a business directly from search results.
Why they are used:
They are particularly useful for businesses that rely on phone inquiries or reservations, such as hotels, restaurants, and spas.
Where they appear:
Call assets appear within the ad text on both mobile and desktop, but on mobile, they function as a direct call button.
Location Assets
What they are:
Location assets link a business’s Google Business Profile to the ad, displaying the address, map, and distance to the business location.
Why they are used:
These assets help users find a business easily, making them ideal for physical locations like hotels, restaurants, and venues.
Where they appear:
Location assets show alongside the ad on both desktop and mobile. On mobile, they may include a clickable link to open directions in Google Maps.
Price Assets
What they are:
Price assets display the cost of products or services directly within the ad, formatted as clickable options.
Why they are used:
Price assets help potential customers compare prices upfront, which can increase conversions by managing expectations before they click through. Examples include "Deluxe King Room – From £150/night" or "Afternoon Tea – £35 per person."
Where they appear:
Price assets appear beneath the main ad text, with clickable price options leading to relevant pages.
App Assets
What they are:
App assets allow advertisers to include a direct download link to their mobile app in the ad.
Why they are used:
They help drive app installations by giving users a quick way to download an app without visiting a website first.
Where they appear:
On mobile, these assets appear beneath the ad, linking directly to the App Store or Google Play.
Promotion Assets
What they are:
Promotion assets highlight special offers, discounts, and limited-time deals, helping showcase sales directly in search ads.
Why they are used:
They grab attention by emphasising value-driven incentives, such as “20% Off Weekend Stays” or “Exclusive Spa Package.”
Where they appear:
Promotion assets appear below the ad description and may include a bolded discount percentage to stand out.
Image Assets
What they are:
Image assets allow you to add quality visuals to search ads, making them more engaging.
Why they are used:
They make ads more visually appealing, which is particularly beneficial for businesses that rely on showcasing strong aesthetics (e.g., hotel rooms, event venues, or gourmet dishes).
Where they appear:
Images appear next to text ads on mobile devices, enhancing their visual appeal.
Lead Form Assets
What they are:
Lead form assets add a built-in form to an ad, allowing users to submit their contact details directly from the search results page.
Why they are used:
They streamline the lead generation process, making it easier to capture user information for bookings, inquiries, or event registrations.
Where they appear:
Lead form assets appear beneath the main ad and expand when clicked, displaying a short form for users to fill out.
Business Logo and Name Assets
What they are:
These assets allow businesses to display their official name and logo in ads, reinforcing brand identity.
Why they are used:
They help increase brand recognition and trust, particularly for businesses with strong branding.
Where they appear:
Business name and logo assets appear next to search ads, making them stand out in results.
Get in touch
For those willing to learn, GA4 is a game changing tool, offering richer and more actionable insights that help optimise guest engagement, boost bookings, and enhance ROI. With GA4, you can understand the entire guest journey, from discovery to booking, offering a deeper understanding that enables you to refine targeting strategies, optimise website performance, and make data-driven decisions. GA4’s flexible reporting and detailed attribution features further enhance marketing effectiveness, providing a clearer picture of which channels drive the most valuable traffic and conversions.
However, while GA4 offers numerous benefits, it also requires time to master. Investing in learning GA4 or partnering with experts like us at Cab Hospitality can help you unlock its full potential. We can guide you through the setup, configuration, and analysis process, ensuring that your business is fully equipped to leverage GA4 to its fullest potential, optimising guest experiences and increasing bookings. Get in touch with us today and let's get started.