November 29, 2023
• 4 min read
Paid Search

Google Ads Image Extensions: Boost Your CTR

Welcome to our guide on Google Ads Image Extensions, a tool for increasing click-through rates and making paid search campaigns stand out. At Clear Click, we recognise the importance of appealing ads, particularly in the context of the rollout of Performance Max Campaigns and evolving consumer search trends.

With the rise of platforms like TikTok, there's a clear shift from text to images and videos in marketing campaigns. In this blog, we’ll explore how Google Ads Image Extensions can improve your campaigns and reduce your overall ads spend.

What Are Google Ads Image Extensions?

Google Ads Image Extensions allow advertisers to add images to their text-based paid ads. These images provide a more engaging experience, helping your ads stand out in busy result pages. When used effectively, image extensions can significantly boost your ad’s click-through rate, driving more traffic to your website from the search result pages.

Here is an example, although the two ads using image extensions rank second and third in the search results, they still achieve a better user experience than the ad in first place.

Google ads image extensions

How Do They Work?

When you add an image extension to your Google Ads campaign, you can choose relevant images that complement your ad text. These images are displayed alongside your text ads in Google Search results, offering a snapshot of what you're offering and enticing users to click through to learn more.

The Benefits of Using Image Extensions in Google Ads

  1. Enhanced Visibility: With eye-catching visuals, your ads become more noticeable, helping them stand out from text-only ads.

  2. Increased Engagement: Visual elements can convey emotions and details faster than text, leading to higher engagement rates.

  3. Better Click-Through Rates: A visually appealing ad is more likely to be clicked on, potentially boosting your CTR.

  4. Improved Ad Relevance: By adding relevant images, you can make your ads more pertinent to the searcher's intent.

Implementing Google Ads Image Extensions

To start using image extensions in your advertising campaigns, follow these steps:

  1. Select High-Quality Images: Choose images that are clear, relevant, and appealing to your target audience.

  2. Align Images with Ad Content: Ensure your images complement your ad copy and accurately represent your product or service.

  3. Conduct image tests to determine which ones have the most impact on your audience.

Best Practices for Google Ads Image Extensions

Creating impactful images for your Google Ads Image Extensions involves more than just selecting attractive images. It requires a strategic approach to ensure that your visuals align with your brand identity and campaign objectives. Consider the following when selecting images:

  1. Consistency: Keep your images consistent with your brand's style and message.

  2. Relevance: Use images that are directly related to your ad content.

  3. Quality: High-resolution images are crucial for making a good first impression.

Linking Image Extensions to Paid Search Strategy

Integrating image extensions into your paid search advertising can achieve higher engagement rates and make your ads stand out to your audiences. By adding a visual component to your text ads without using display ads, you're providing a more complete story about your product or service. This integration can lead to a more compelling and effective paid search campaign.

How Image Extensions Complement Paid Search

  • Enhanced Ad Performance: Visuals can boost the overall performance of your paid search campaigns, generating more clicks on your ad.

  • Targeted Messaging: Tailor your images to match specific segments of your audience for more personalised advertising.

Explore our Paid Search Services to see how we can integrate image extensions into your Google Ads campaigns, elevating your paid search efforts to new heights.

Maximising Campaign Impact with Integrated Google Ads Features

Integrating Google Ads Image Extensions with other features can significantly enhance the effectiveness of your campaigns. Advertising to local audiences can benefit from localised visuals, featuring local landmarks, which resonate more with the targeted audience. This approach can also be leveraged to include geo-specific offers in the images, creating more compelling calls to action for users.

In terms of audience targeting, image extensions can be tailored to specific demographic segments, reflecting their interests and lifestyles. This personalisation can be done using behavioural insights, such as selecting images based on products the user has previously shown interest in. This targeted approach ensures that the visual content is as engaging and relevant as possible to each audience segment.

Beyond targeting, integrating image extensions with automated bidding strategies can lead to more efficient budget allocation. This includes conducting A/B testing with different images to find out which visuals have the best performance under various bidding conditions. Additionally, pairing image extensions with Dynamic Search Ads can dynamically display relevant images based on the user's search query, ensuring both the visual and textual content of your ads are highly targeted and contextually relevant.

Using these integrated solutions, Google Ads Image Extensions become more than just an attention-grabbing tool; they provide personalised and contextually relevant user experience at the beginning of the user journey, maximising the engagement and impact your Google Ads campaigns have.

Step-by-Step Guide to Setting Up Image Extensions in Google Ads

Setting up Image Extensions in Google Ads is a straightforward process that can significantly enhance your ad's appeal. Here's a step-by-step guide to help you get started:

  1. Access Your Google Ads Account: Log into your Google Ads account and select the campaign you want to add image extensions to.

  2. Navigate to Ads & Extensions: Go to the “Ads & Extensions” tab and select “Extensions” from the sub-menu.

  3. Choose Image Extension: Click on the plus button (“+”) and select “Image Extension” from the dropdown menu.

  4. Select Your Images: You can either upload images directly or choose from your Google My Business account. Ensure the images are high-quality and relevant to your ad content.

  5. Adhere to Google’s Guidelines: Make sure your images comply with Google's advertising policies. Avoid logos or generic stock photos; instead, use images that accurately represent your products or services.

  6. Optimise for Mobile: Since a significant portion of searches are on mobile devices, optimise your images for smaller screens. Check how they appear on different devices to ensure clarity and impact.

  7. Submit for Review: Once you’ve added your images, submit them for Google's review. This process usually takes a day or two.

  8. Monitor and Optimise: After approval, monitor the performance of your image extensions. Use the insights to optimise your images and ad copy for better results.

In Summary

We’ve uncovered the role of visual content in Google Ad campaigns, and the shift towards images and videos, driven by platforms like TikTok and evolving consumer trends which underline the necessity of visually engaging ads.

Using Google Ads Image Extensions, advertisers can enhance their ad visibility, increase click-through rate, and stand out in the search engine results. This tactic transforms text-based ads into personalised and contextually engaging advertising.

At Clear Click, we stay at the forefront of these tools, ensuring that your Google Ads account not only captures attention but also resonates with and engages your target audience, leading to meaningful interactions and conversion rate.

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