Assets are that little extra! They are content pieces that make up your ad with useful business information—giving people more reasons to choose your business. Assets can include new headlines, descriptions, links to specific parts of your website, call buttons, location information, forms and other pieces of information.

How they work

To maximize the performance of your responsive search ads, Google Ads selects which additional assets to show in response to each individual search on Google, this means your assets won't necessarily appear to each one of the end users who see it.

By adding more content to your ad, assets like sitelinks and images give your ad greater visibility and prominence on the search results page. That means you tend to get more value from your ad. Assets are a great way to improve your ad ranking as they get you more clicks therefore a better ad ranking.

Both Google and Plai requiere a manual set up for some of the assets (Google might even go ahead and add it for you automatically).

Cost

There's no cost to add additional assets to your campaign. Clicks on any asset in the final ad on the headline, sitelink, image, and more will be charged as usual. (The exception is clicks on seller ratings, which are not charged.) Good news is Google Ads has a frequency cap here (so Plai does too). You won't be charged more than two clicks per impression. Google Ads charges no more than two clicks per impression for each ad and its assets.

Headlines and descriptions

Headlines and descriptions are the only required assets and with Plai - and correct prompting - you can trust these to be compelling, focused on user benefits, and unique. The more headlines and descriptions you enter, the more opportunities Google Ads has to serve ads that more closely match potential customer search queries, which can improve your ad performance.

Inside every ad you launch in Plai you will see the option to edit and enter your headlines and descriptions. You can provide up to 8 headlines and 4 descriptions.

Responsive search ads will show one, two or three headlines based on what is predicted to perform best for each person’s unique search query. f you have assets that are pinned to headline position 1, headline position 2, or description position 1, they'll continue to show in their designated positions when your ads serve. You can pin them with the icon on the right

Now, how to select the additional assets you might need:

Inside of Plai you can select these three assets: Forms, Phone number (call) and Show on Google Maps (Location). Which you can see highlighted here in the Google Ads Menu.

It's important to note in Plai we don't automatically add Assets to your campaign like Google does. You need to turn them on!

How to make assets more likely to show

Sometimes assets that you want to use don't show with your ads. This doesn’t mean that something is wrong. (For example, if you were to add a sitelink and an image to your ad, there are a number of reasons why one of those assets might show for some searches and not for others.)

In Google you have to make sure your asset is associated with an active ad group, campaign, or account. In Plai we will do it for you, making sure the asset is attached to the correct Ad group in the correct Campaign.

It's also important to bear in mind that assets can be approved or disapproved just like ads and keywords. If your asset has been disapproved your ad will still run unaffected.

Even if it’s approved, adding an asset won’t guarantee that it will show with your ad all the time. Assets show with your ad when:

• The asset (or combination of assets) is predicted to improve your ad's performance. This is a choice AI makes in miliseconds.
• Your ad’s position and ad rank.