AdWords Beta Image Extensions
Google last week announced the introduction of beta image extensions within AdWords. Allowing paid search marketers to visually entice their target audience into clicking adverts.
Here is the example that Google used, which shows exactly how they work. (I know that I would definitely click on that advert! Wouldn’t you? -A beautiful hotel room, with a massive comfortable bed and a picture of sights in the area, I am hooked!!! )
Users are expecting more and more from Google each and every day, especially as technology and the web are evolving at a ridiculous speed. Google has stated that more than one in six searches on their network provides visual content, so what better time for Google to introduce image extensions to AdWords.
What about PLA’s?
At the moment it is all good and well using product listing adverts (PLA’s) for products, but how do you attract a user after a service as well? Google has finally provided us with the answer! However, as you can only add image extensions at ad group level you will need to ensure that your account is very tidy and broken down correctly.
Image extensions can be still used for products, as you could be advertising on a mobile phone for instance, and you can showcase the new features that the phone has to those who are just looking at comparing phone specifications.
Image extensions are only likely to be shown on the search network when Google deems them as relevant. For example they are most likely to be used for keywords such as kitchen designs, as the user is looking for a product and is in the beginning of the sales process; rather than be shown for searches related to the locations of nearby kitchen suppliers.
When creating image extensions, you are able to choose whatever image you wish to be displayed on your search adverts which will be sent to Google to review. However, you must ensure that you have the rights to the images or they will be disapproved, and to reiterate, they will only be shown when Google deems them as a relevant!
It is a good way in drawing someone to your ad and as you are pretty restricted with only 95 characters, this is a perfect opportunity to improve the click through rate to your site. Having an image extension will minimise the amount of wasted clicks as the user is seeing the best information and images in regards to the product or service which will mean a lower bounce rate and will in turn give you a better ROI from paid search.
I know I will try using them to promote products and services that I think can benefit from image extensions. As long as you are smart about it and don’t get too adventurous and apply them to every account, just to those you feel applicable; then surely it will be beneficial to your PPC strategy!