In advertising it’s all about presentation and Google Adwords wants to improve how well this resonates through a new tool that allows companies to attach images to search-engine based advertisements.
Show and Tell
While text-based advertisements are a good way to reach people using search engines, sometimes these ads need a little visual enhancement. Google has found that as the internet itself evolves people aren't looking for the same type of content they once were; they want something is diverse, interactive and visual so that they can easily find what they are looking for within a sea of text, images and search results. This is where the Google Adwords image extensions tool comes into play.
Image extensions enable you to more accurately convey the body style of a car, the cut of a pair of jeans, or a particular shade of eyeshadow, making your ads richer and more informative,” wrote Awaneesh Verma, product manager of Ad Formats in the blog post announcing the updates.
When using this tool, advertisers and marketers can choose what images they want to use in their ad, but first have to send it to Google to be approved.
Images extensions is available on a global scale, but has some restrictions as it's in beta and can only be used for English language ads.
A Good Marketing Move
Many reports have found this addition to the AdWords platform to be a good decision by Google, as it gives advertisers and businesses the chance to highlight certain parts of their company -- not just give details about them.
Service-based companies will be able to highlight their work, and ... hotels will be able to showcase their facilities," wrote Lewis Austin. "We may even see some companies using their logos -- it would be very interesting to see the results of this in comparison to other methods of image ads."
Although Emil Protalinski found that it might be more of an annoyance for those using the search engine.
Users likely won’t be so happy since images will likely detract from their search experience,” he said.
A Few AdWords Updates
Image extensions aren't the only features that AdWords has introduced in recent months. AdWords for Video added reach and frequency reporting, column sets and a geomap to its platform. AdWords also launched an enhanced campaigns feature that enabled users to have one campaign that can be spread across different devices and platforms. This feature has received multiple updates since its launch in February, such as social annotations and mobile app targeting.