In Google Ads, “automated assets” (also called “automated extensions”) are extra pieces of information or links that Google can automatically attach to your ads when the system deems them beneficial. Some of these assets can be enabled at the account level, meaning they become eligible across all campaigns and ad groups without manual setup for each one.
If you’re preparing for a Google Ads certification exam or just optimizing your accounts, a common exam question is:
Which two asset types can also be served as account‑level automated assets?
(Select 2 correct responses)
The correct answer is:
- Dynamic Callouts
- Dynamic Sitelinks Google Help+3SF Digital Studios+3Google Help+3
Let’s dig into both of these, how they work, and how to manage them in your Google Ads account.
1. Dynamic Sitelinks
What are they?
Dynamic sitelinks are links added automatically by Google under your ad, directing users to specific pages on your website that are relevant to their search. They are automatically generated — you don’t need to define each link. Google Help
How they help:
- They enhance ad visibility and give users more pathways to engage (for example, linking to product categories or support pages).
- Because they’re dynamic, Google uses on‑site content and landing pages to select the most relevant links.
- They can improve ad strength and possibly increase click‑through rate (CTR). Google Help
Limitations & control:
- Dynamic sitelinks only show when Google judges they’ll enhance performance.
- You can pause or remove individual dynamic sitelinks if they’re irrelevant. Google Help
- They’re compatible with Search and Performance Max campaigns. Google Help
2. Dynamic Callouts
What are they?
Dynamic callouts are short, auto‑generated snippets of text that highlight additional selling points (e.g. “Free Shipping”, “24/7 Support”) based on the content of your website. Google Help+1
How they help:
- They add extra descriptive detail to your ads without you having to manually write callouts for every campaign.
- They can complement your static (manual) callouts, appearing alongside them when relevant. Google Help
- They aim to improve ad relevancy and performance by surfacing useful, context‑driven information.
Limitations & control:
- You can disable or remove dynamically created callouts if they don’t align with your offerings. Google Help+2OEP Marketing + Advertising+2
- If you define callouts at the campaign or ad group level, those manual callouts will override the account level ones in those contexts. Google Help
Why Only These Two?
Google supports a variety of automated assets (e.g. dynamic structured snippets, sellers ratings, etc.), but only Dynamic Sitelinks and Dynamic Callouts are capable of being served at the account level as automated assets in the context of Search / Performance campaigns. OEP Marketing + Advertising+2Google Help+2
Other extension types—such as “Call asset” (i.e. auto‑added phone number) or “Promotional Callouts”—are not eligible for account-level automation in the same way (i.e. they must be managed more granularly). SF Digital Studios+3Studocu+3AdSkate+3
How to View or Change Account‑Level Automated Assets Settings
Here’s a quick guide:
- Log into your Google Ads account.
- Go to Ads & Assets.
- At the bottom, find Account-level automated assets.
- Use the three-dot (•••) menu → “Advanced settings” to enable or disable certain automated assets (including dynamic sitelinks and callouts). AdSkate+2OEP Marketing + Advertising+2
- You can also pause or remove individual auto‑generated assets you find irrelevant. Google Help+1
Best Practices & Considerations
- Review autogenerated assets regularly — Sometimes Google may generate irrelevant links or callouts.
- Balance automation and control — Use account-level automation for common, generic enhancements, but maintain manual control for campaign/ad group specificity.
- Use hierarchy wisely — If a specific campaign or ad group needs unique messaging, add callouts or sitelinks at that level to override account-level ones.
- Only disable when necessary — In many accounts, dynamic callouts and sitelinks can boost performance without extra work. But in niche or sensitive industries, over‑automation may need tighter control.
