Price Assets, formerly known as price extensions are Google ads extensions that allow advertisers to display pricing information about their products or services directly within their Google search ads. When a price extension is added, users can see a detailed breakdown of product categories or services, each with its corresponding price.
Price extensions are highly visible, appearing below the text ad in the form of a swipeable card to mobile users or a clickable table on desktop. They help to drive direct, price-led traffic as well as contribute to your Google Ad Rank.
Price Assets Google Ads Examples
On Desktop devices, Price Extensions show a single service along with price and description across one line.
On Mobile devices, the price extensions show as cards you’re able to swipe through
In the price extension example below Nobody’s Child are making use of their price assets to highlight the price point of their various shipping and delivery options.
Google Ads Price Extensions Benefits
Choosing to add price extensions to your Google Ads campaigns can provide a wide range of benefits for your advertising efforts. Here are our top three advantages of using this extension:
Increased Visibility on the SERP
Price extensions make your ad more prominent by expanding its real estate on the search engine results page. This not only draws attention but also provides users with more detailed information about your service or product. We also know that the presence of ad extensions actively contributes to your Ad Rank alongside bid and Quality score.
Improved Conversion Rates
By giving users pricing details upfront, price extensions can act as a price qualifier and filter out unqualified clicks from those who may not be shopping at the same price points. As a result, unqualified users who see a price asset are less likely to click through, and a higher percentage of users are more likely to convert once they get to site.
Works Well for Competitor Comparison
If your business offers competitive pricing or discounts, using price extensions can help sway users who are in the comparison-shopping phase. They can see how your prices compare to competitors directly in the search results.
How To Add Google Ads Price Extensions
Just like adding other Google Ads Assets like location assets, or structured snippet assets, you can set about creating price extensions by following the steps below:
- In your Google Ads account, navigate to the Ad Campaigns section by selecting the Campaigns icon in the right hand menu.
- From the section menu, expand the Assets drop-down and select Assets.
- You’ll see a table displaying all your assets. Click the blue plus icon, then select Price.
- Use the “Add to” drop-down menu to select the level (account, campaign, or ad group) where you want to apply the price asset. It’s worth noting here that as with promotion assets the most granular level will always take priority. For example Campaign level price extensions will always take priority over Account level and Ad Group level over Campaign level.
- Specify the asset’s language, type, currency, and price qualifier.
- For each particular product or service you want to highlight, enter the header, price, description, and final URL. A minimum of three items is required, though Google Ads recommend including at least five.
- If you only have one final URL, you can use it across all rows.
- Each header and description can contain up to 25 characters. Include a range of lengths here as they can be shortened automatically on mobile devices.
- Be aware that your price asset may sometimes display without a description, and prices could be rounded for mobile viewing.
- Once you’ve entered all the information, click Save to apply your new price asset.
Flexible Price Extension Options
After creating Google Ads price assets can be customised depending on your needs.
Choosing a Level
Price assets can be added at the account level, campaign level, or ad group level. This allows you to choose which particular text ads they will appear with. In some scenarios, account level may be sufficient with a set of shared price extensions. However, in most cases it will make more sense to go with a more granular approach like ad group level. On the search results page your aim should be to show the right price extension items alongside the right search ads
Price Extension Scheduling
Just like Call Assets, in advanced settings you can choose to set specific dates, days of the week, or times of day for your price assets to be eligible for display. This is particularly useful if you have specific products or ranges discounted for a fixed promotion or sale period.
Final Thoughts
Price Extensions are an absolute must for any e-commerce Google Ads account. They’re something we implement as part of our Day 1 setup here at Algebra. To find out more about how we can support your performance marketing efforts, get in touch today.