Asset

Assets make a search ad bigger and more useful at no extra cost per click. A larger ad pushes competitors down the page and gives people more reasons and more ways to click.

Google picks which assets to show for each search, so having several of each type lets it choose the best fit.

1. Open Campaigns, then Assets, to see every asset with its level and status.
2. Filter by type: sitelink, callout, structured snippet, call, image, location, price, promotion.
3. Check the level: account, campaign or ad group. Google can show assets from several levels together.
4. Look at the performance columns to see how often each was shown.

A dental clinic adds four callouts (Evening appointments, Free parking, Emergency slots, Card payment), six sitelinks to its treatment pages and a call asset. Its ad takes up twice the space for the same cost per click.

• Assuming campaign-level assets replace the account-level ones. Google can show both together, so an old account-level line can still appear.
• Writing callouts that repeat the headline instead of adding facts.
• Leaving promotion assets attached after the offer ends.

The audit checks Oppy runs on this, each with its own page.

• Free space in the result, unused
• Search campaigns showing fewer sitelinks than Google can use
• A campaign that lives on calls and does not offer one

• Sitelink: An extra link under a search ad, to another page of your site, such as a category or contact page.
• Callout asset: A short line of text shown under a search ad, such as 'Free returns' or 'Open on Sundays'.
• Structured snippet: A line under a search ad listing values under a header, such as 'Brands: Bosch, Miele, Siemens'.
• Responsive display ad: A Display ad Google assembles from your images, logos, headlines and descriptions to fit each slot.