When running Google Ads campaigns, optimising your assets is crucial to improving the performance of your ads. Automated assets play a key role in this process by allowing the system to create and serve different ad elements based on what’s most relevant to a user’s search. But did you know that some asset types can be served automatically at the account level as well?
In this blog post, we’ll discuss two asset types that can also serve as account-level automated assets: Dynamic Sitelinks and Dynamic Callouts.
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1. Dynamic Sitelinks
Dynamic sitelinks are links that appear below your main ad, guiding users to specific pages on your website. These links are automatically generated based on what Google thinks will be most useful to a user at that moment. For example, if a user is searching for your products or services, dynamic sitelinks might direct them to your “About Us” page or a specific product category.
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Because dynamic sitelinks are created automatically, they save you time and ensure that the most relevant pages are highlighted. Google uses data from your site and search history to show sitelinks that are likely to increase clicks and conversions.
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2. Dynamic Callouts
Dynamic callouts are short, descriptive phrases that highlight important information about your business. These can include things like “Free Shipping” or “24/7 Customer Support.” Just like dynamic sitelinks, dynamic callouts are automatically generated by Google based on what might appeal most to a potential customer.
Dynamic callouts can make your ads stand out by giving users extra information without them needing to click on the ad. They also give your ads more visibility, as they add another line of text to your search ad.
Why Are These Important?
By allowing both dynamic sitelinks and dynamic callouts to be automated at the account level, Google Ads helps you streamline your campaign management. Instead of manually creating new assets for each campaign, these automated options save you time while still improving ad performance.
Dynamic sitelinks and callouts also help enhance the overall quality of your ads by making them more relevant to what users are searching for. This, in turn, can lead to higher click-through rates (CTR) and potentially more conversions.
Final Thoughts
Incorporating dynamic sitelinks and dynamic callouts into your Google Ads strategy can be a game changer. They not only improve the quality of your ads but also ensure that you’re always providing the most relevant information to potential customers. By allowing these asset types to serve automatically at the account level, you can focus more on other areas of your marketing while still enjoying the benefits of optimised ads.So, the next time you’re setting up a Google Ads campaign, make sure to take advantage of these two automated asset types to enhance your ad performance.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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