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In Google Ads, you pay for the click, but the extra space on the screen costs nothing. Ad extensions (now called "assets" by Google) let you add extra information to your ad, making it physically larger on the screen.
Why use them?
| More visibility | A bigger ad takes up more space and pushes other results further down. |
| Higher CTR | Extra links and details give people more reasons to click, so ads with assets often get a higher click-through rate. |
| Better Ad Rank | Google considers the expected impact of your assets when calculating Ad Rank, which can help your position and CPC. |
Sitelinks are the extra links that appear under your ad. They let users jump directly to the page they want.
Examples:
| Main ad | "Emergency Plumber" |
| Sitelink 1 | "View Pricing" |
| Sitelink 2 | "Our Customer Reviews" |
| Sitelink 3 | "Contact Us" |
Best practices:
| Add at least 4 sitelinks | Google chooses which ones to show. |
| Use different URLs | Each sitelink should go to a different page on your website, not the same page twice. |
| Keep them short | Sitelink text can be up to 25 characters; shorter text fits better on mobile screens. |
These two assets look similar (both appear as plain text under your ad), but they do different jobs.
Callouts (benefits): Short phrases that highlight what makes you different. They are not clickable.
Examples: "Free Shipping," "24/7 Support," "Family Owned," "No Hidden Fees."
Structured snippets (lists): Lists of what you offer, under a header chosen from Google’s list (like "Services," "Brands" or "Models").
Header: Services. Values: Repair, Installation, Maintenance.
Header: Brands. Values: the brands you carry.
Use callouts to show why you are good. Use snippets to list what you offer.
Adding assets is free. You are only charged when someone clicks.
A click on a sitelink costs the same as a click on your headline.
Callouts and structured snippets are not clickable, so they don’t create extra clicks.
Some bots try to mimic human behavior by clicking your sitelinks instead of your headline, so the traffic looks "engaged." Assets improve your performance, but they also give fraudsters more places to click. Make sure your ClickSambo protection is active to filter out these fake clicks.
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