Google introduced this feature in 2020 and recently announced that image extensions are available globally. We would like to remind advertisers, especially those who just had their accounts eligible for the image extensions, what it is and how it works.
Over the years, we’ve seen lots of ad extensions launched by Google for its text ads. The first one being the sitelink extensions, Google has released many other ad extensions to provide additional information to consumers in the following years.
While all those ad extensions have been helping advertisers to expand their search ads on the Google SERP by adding more text, the new image ad extensions will help you add a little more colour and zest into your search ads.
How does it look?
This new extension allows advertisers to display image alongside their text ads and it will only appear on mobile devices.
Because of an increasing expectation among consumers, Google has developed a number of SERP features that integrate visual elements into the search results. The new image extension is considered as a part of Google’s response to this changing user behaviour.
(Image source: https://support.google.com/google-ads/answer/10700789?)
Are they effective? What's the purpose?
These images are the first things a potential customer will see before clicking on an ad (well, besides the text ad and other ad extensions). That means image extensions have an opportunity to build stronger brand associations and emotions with customers, increasing the likelihood for them to act on your search ad. Therefore, it’s expected to see an improvement in click-through-rate as well as in conversion rate.
How to create one
- Sign in to your Google Ads account and click on the search campaigns section on the left hand side.
- Go to ‘Ads & extensions’ section of your account and click ‘Extensions’.
- Click on the plus sign to add a new ad extension and then select ‘Image Extension’ from the drop-down menu.
- The Google Ads interface will open up a pop-up where you can select the campaign(s) ad group(s) that you’d like to add the image extension(s).
- Click ‘+images’ to add image(s).
- At this point, you can
- upload images from your device,
- enter your URL to allow Google to scan your website for images that meet their size requirements or
- select images that you’ve already used in your account previously.
- You can select up to 20 images for your image extension and they need to have an aspect ratio of 1:1 (square) or 1.91:1 (landscape). If not, there’s an option to crop and adjust them in the platform. At least one image in the square ratio is required while having both square and landscape images is highly recommended.
- Click ‘Save’.
Plus, if your campaign is opted into search partners network, image extensions are eligible to appear with your ads on YouTube search results, helping you inspire potential customers with images that are relevant to your business. Image source: https://support.google.com/google-ads/answer/10700789
To summarise, we strongly recommend that you experiment with this new feature to see if it works out for your performance goals.
If you’re getting started with Google Ads, or looking for help optimising your account, touch base with us online or over the phone to discuss how we can help your business succeed using Google Ads.