As the old adage goes, a picture says a thousand words. It’s a sentiment especially relevant the digital world – Google’s AdWords platform recently launched a beta release of Image Extensions, signifying that images can readily convey details that text ads might not, such as colors and designs.
What are the specifics? For each ad group, you’re allocated a choice of five images which will show above your cost-per-click (CPC) campaign. The images must accurately represent the landing page (no logos, etc.) and you must retain full rights to each photo. Images are attached to only the top-ranking CPC ad for a specific keyword — meaning it may be necessary to bid aggressively in order to retain the top position. Because of this, Image Extensions work particularly well for branded campaigns.
Take a look at the Image Extensions used for one of our clients, Pacific Sands Beach Resort.
A search for ‘Pacific Sands Tofino’ reveals three images featuring the interior and exterior of the hotel. These Image Extensions are directly connected to the hotel’s branded CPC ad, their organic and local listings, and their Google Plus page. The overall effect is streamlined and coherent, suggesting it’s highly beneficial from an SEO perspective.
Results are also impressive. We added Image Extensions to Pacific Sands’ branded and non-branded British Columbia campaigns on June 19th.
- The click-through rate (CTR) on the non-branded campaign went up 20.9% in just over a week
- For the branded campaign, CTR achieved a 34% increase in the same timeframe
Because Image Extensions are still in beta, we don’t have access to more specific data yet, but the CTR increase is very promising. This suggests Image Extensions will work tremendously well for the hotel and tourism industry, ecommerce sites — any website which showcases products or locations. Moreover, the cost for incorporating Image Extensions is included within your set daily budget, meaning you’ll still retain control over your spend.
Can you think of other sites that will benefit from Image Extensions? Let us know in the comments.