Recently we started to use a brand new Google AdWords Beta that is appropriately called “Image Extensions”. As a famous UK marketing slogan once said “it does exactly what it says on the tin”. Applying image extensions will add the image you select above your current PPC headline and ad copy. A bit like this:
The benefits for this AdWords extension are obvious. For any advertiser that has a physical end product like a shoe, blender or resort / hotel it allows them to showcase what the consumer can expect to receive and makes their ad stand out above the others. Initial data suggests these extensions increase CTR significantly. Any increase of course, theoretically can improve your quality score and therefore ad position and CPC.
Multiple images can be applied but there are restrictions to blatant branding usage. When a user clicks on the images they are directed through to the same landing page as the regular destination URL. For now, the AdWords Image Extensions only appear when the ad appears in the top ad position (for obvious reasons) and can only be used within the new enhanced campaigns (which are being made mandatory in the coming weeks). Images won’t be displayed on certain devices also.
That about sums everything up for now. These new extensions are in Beta and only available through select digital marketing agencies – such as Screen Pilot – so, if you are interested in learning more please let us know.