Image extensions in Google Ads help advertisers enhance their text ads in Google search results to include visual elements, attracting the interest of users who are increasingly drawn to visual content. Let’s find out how you can use these ad extensions to help you improve your Google Ad campaigns and attract customers by winning the click on the Google SERP.
What Are Image Extensions?
Back in 2017, Google announced the precursor to image extensions, Visual Sitelink Extensions, these were then followed by Gallery Ads, before image extensions were announced in July 2020. The enable advertisers to include relevant images alongside their traditional ad copy. Just like other Google Ads Extensions e.g. Structured Snippet Extensions or Location Extensions. These can help your ad stand out from your competitors on the search engine results page.
Google Image Extensions appear as a thumbnail image by the side of text ads, however they are not guaranteed to always show. Google uses its algorithm to determine when and where to display these extensions based on image relevance, user intent and ad rank.
Google Ads Image Extensions Examples
Benefits of Image Extensions in Google Ads
Google themselves call out three key benefits for advertisers that use Image extensions.
- Increased visibility – visuals are way more impactful and eye catching than text only, so combining your image extensions with your high quality text ads will help get your messaging across. Plus, in Google Search engine results pages full of text only ads, if you’re the only advertiser using images you’ll stand out even more.
- Higher Clickthrough Rate – Google reports there is, on average a 10% increase in CTR when image extensions show within mobile search ads. Who doesn’t want improvements in their CTR!?
- Increased engagement – the introduction of image assets extended the reach of Search ads to further platforms such as the Search partner network and YouTube Search, thus increasing the opportunity to increase your engagement.
Image Extensions Requirements
When creating image extensions, it’s important to have images that are as relevant to the queries within the search campaigns or specific ad groups, this will help improve performance. Avoid arbitrary images, as with ad copy, we want to ensure the images are useful, relevant and communicate key information to potential customers.
In order to get started with Image Extensions there are certain requirements you will need to comply with:
- The account has to have been open for over 90 days
- Have a good record of Google policy compliance
- Has active campaigns
- Have active Search text ads for the last 28 days
- Be within an eligible vertical or business (no sensitive verticals allowed, e.g., Gambling or Healthcare)
If you meet all of the above requirements, you can then add images to your accounts and campaigns.
However, Google also requires you to have the legal rights to use the images uploaded, and allow them to publish these on your behalf. We recommend using genuine, unique images you’ve created rather than free stock images.
What images can be used as Image Extensions in Google Ads?
When it comes to image resolution, make sure your images are one of two sizes: 1200 x 1200 or 1200 x 628. For image file formats, PNG, JPG or static GIF all work. Oh and make sure image files don’t exceed 5,120KB in size.
We recommend you upload multiple images – both square images and landscape images.
- Square (1 x 1): 1,200 x 1,200 recommended (300 x 300 minimum)
- Landscape (1.91 x 1): 1,200 x 628 recommended (600 x 314 minimum)
In order to be accepted by Google, image assets should also:
- Have no text or graphic overlay
- Not have too much blank space
- Not be collaged
- Be clear – image quality must be good – no blurry or distorted images allowed.
So what next?
Well now you know what an image extension is, and the benefits of using it – why not implement this into your Google Ads campaign?
If you meet all of the requirements and have relevant images, why would you not want to increase your chances of higher visibility, engagement and CTRs? If you’re looking for any further information on how to implement Image extensions, get in touch with our expert team.