Google has introduced a new extension format to AdWords ads called Image Extensions, which allow advertisers the ability to add visual elements to paid search ads. These images enhance the search engine results page (SERP) with rich content to make text ads stand out on the page.
Image Extensions are likely to increase the click-through rate (CTR) of ads as they will have more of an impact to the searcher than a standard text ad format.
Advertisers are able to select the images that are displayed with their Pay-Per-Click (PPC) ads and each image will be reviewed by Google. The search engine says that the advertiser must have the necessary rights to the images they wish to display.
Image Extensions are currently in Beta and can only run in English, but are available globally.
Below is an example Google shared of a PPC ad with Image Extensions.
For a full list of Google AdWords ad extensions, see here.
Any advertiser who has experimented with image ads within Google AdWords has probably asked themselves ‘how do I know my ads are being seen by the right audience?’ Recently, I had the opportunity to answer this question for a client.
Image ads are also often referred to as display ads. Image ads are a vital component for any cost per click (cpc) campaign since these types of advertisements rely on a visual aspect, versus text ads. Implementing image ads can attract visitors to your site who may not have visited through traditional text ads. Since image ads are only available through the Google content network, many advertisers become concerned whether or not their ads will appear on relevant websites for their brand, brand or service.
Google’s placement targeting feature gives marketers the opportunity to pick and choose which sites they wish their ads to be featured on. Although each site is different, each site only allows image ads of specific dimensions. It is best to use the Google placement tool to see which image sizes are most common and create image ads based on these specifications. By selecting the sites or genre of sites you want your ads to appear within, advertisers can rest assured knowing that the image ads are being seen by the ideal demographic.
Once your image ad campaigns build momentum and begin to generate impressions, advertisers can run paid placement reports. Paid placement reports are helpful when optimizing the image ad campaigns as they allow advertisers to see which sites are generating impressions, what cpcs should be increased, which sites are leading to conversions and much more. When selecting a placement site genre, advertisers can transparently see which sites are producing, or not producing traffic within the new Google AdWords interface. Placement targeting also allows the opportunity to remove or block certain cites from receiving clicks and impressions.
Google’s placement targeting feature can not only ensure that your ads are featured on relevant pages, but can also help you improve brand recognition and most importantly, conversions.