Earlier this year, Google's range of ad extensions for advertisers was expanded. In addition to the previously available extensions, such as the Sitelink extension and the Pricing Extension, a new extension has been introduced since May: the image extension. This extension has been available in Beta for a select group of advertisers since July 2020, but can now be used by any advertiser. Learn all about the benefits and added values here.
The new Image Extension makes it possible to enrich text ads with selected images. Compared to the extensions that have been available for some time, this variant is unique in that it allows advertisers to add a visual element to the ads, making them stand out even better in search results. This extension responds to the shift in attention from textual to visual. After all, consumers are less and less likely to read and focus on images. In addition, adding (the right) images ensures that consumers understand even better what the ad is about and what can be found on the landing page, which in turn increases the chance of conversion.
Previous research by Google itself showed that they saw an increase in the average Click Through Rate (CTR) for ads with this new feature, compared to ads without an image extension. In view of the average increase of 10 to 15% in CTR, deploying this new extension seems anything but an unnecessary luxury. This is because the amount of the CTR takes into account when determining the Quality Score of the ad in question. This Quality Score, in turn, has a direct influence on the position of the ad between search results and the average cost per click. In other words, it's definitely worth enriching your ads with this new extension. Of course, the question remains how you can best use this extension to achieve optimal results. In this blog, we list our findings and the most important points of attention.
First of all, it is important to take into account the technical specifications from Google itself. For example, only images in PNG, JPG or static GIF formats can be used and the individual images cannot exceed 5120 KB. There are also minimum and maximum pixel dimensions for both the Square (1×1) and Landscape (1.91×1) images that you should take into account. The following Google table shows these requirements.
In addition to the technical specifications that the images must meet, Google has set some additional rules. For example, it is not allowed to use images with text, a logo or a watermark on them. In addition, blurry or poorly cropped images are also rejected. Of course, Google decides exactly what falls under blurry or “poorly cropped”. So be critical in the selection process to avoid disappointment and wasted time.
In addition to the image extension, the dynamic image extension is also available. Both extensions cannot be used separately. With the image extension, the advertiser decides which images should be shown with an ad.
With the dynamic extension, Google selects from a series of images (available on the linked landing page) which images can be displayed with the ad. While this saves the advertiser time, it also means that there is less control over the ad. Google does offer the option to exclude specific images. Also, images in the image extension always get priority over those in the dynamic image extension. We therefore recommend that you stay in control yourself by making sure that the image extension is always filled with relevant images.
Optimizing the image extensions can be a time-consuming task for an entire account. Fortunately, in addition to manually uploading the images, there is also the option to let Google scan a URL. You can then make a selection of the found images yourself. This also works for Facebook or Instagram pages. This option saves time and gives you more control over the ad than with dynamic image extensions, where this is only possible afterwards.
An important question to consider is whether it is better to use product photos or atmospheric images that show the product that the ad is aimed at in an “environment”. There are good arguments for both options beforehand. Take a product like sports shoes, for example. Here, it is wise to make sure that the shoes are shown as clearly as possible. A product photo is likely to have a more positive effect on the CTR than an atmospheric photo.
For providers of sofas and chairs, on the other hand, it may be more interesting to use images that show the piece of furniture in an environment. In this case, atmospheric photos give consumers a good idea of how the piece of furniture fits into a certain environment.
There is therefore no unequivocal answer to the question whether product photos or atmospheric photos by definition perform better. Fortunately, Google allows a maximum of 20 images per image extension. It is advisable to include both product photos and atmospheric images in the extension, in order to then be able to see for yourself which type of images perform best based on the reporting data.
The image extension is applicable at the campaign level and at the ad group level. The campaign structure affects the level at which the image extension can best be used.
If all ad groups within a campaign focus on the same service or type of product, it may be sufficient to only use the image extension at the campaign level. For example, an image of a lawyer can easily be used for both an ad group focused on employment law and for an ad group focused on criminal law.
Are there different, deeper layers within a campaign? In that case, combine a campaign-level image extension with a specific image extension at the ad group level. Think of a campaign that focuses on selling bicycles, with ad groups focused on city bikes, granny bikes, road bikes, mountain bikes and tandems. As an overarching image extension, generic images of bicycles can easily be used. However, when it comes to a specific ad group such as road bikes, it is advisable to use images of road bikes. This increases the relevance of the ad and stimulates CTR.
First of all, let's say that it's important to spend enough time and attention to using image extensions. When you enrich text ads with the right images (at both campaign and text ad levels), your ad can attract more attention, better inform consumers, and increase CTR.
While fully setting up the image extension for advertisers with accounts with a large and diverse number of ad groups can be a daunting task, this time investment is well worth it. The image extension is much more than just a fun gimmick. Advertisers who aim for maximum results from the Search channel are therefore absolutely well advised to arrange this extension in the best possible way for each of the ad groups.
