Why You Should Be Testing Image Extensions in Google Ads

by | Jan 13, 2022 | Google Ads | 0 comments

We first started seeing image extensions in Google Ads accounts in 2020. This new extension option was rolled out to all advertisers in May 2021.

Last month, in the heat of the holiday season, Google released some improvements to image extensions that are worth noting, especially if you haven’t tried this extension yet!

All About Image Extensions

Image extensions are one more way you can enhance your ads and make the search engine results page more visual. This is especially useful for lead gen advertisers who do not often have the opportunity to offer an image with their ads like ecommerce advertisers do.

There are options for dynamic image extensions, which pull images from your landing pages. You can implement these by going to Automated Extensions within your Google Account. Click the three-dot button in the right corner and select Advanced Settings.

You can see Dynamic Image Extensions at the bottom of this list.

The recommended option is to keep this on. However, it’s important to make sure that the images pulling from the landing pages won’t cause a mismatch with the ad copy that might appear beside it.

You can also choose to upload images yourself and not rely on the dynamic option. To do this, head to the Extensions tab and click the plus sign button.

Select the campaign(s) you’d like to add the extension to. Click Create New and then “+Images”. You’ll see you can upload the images, scan your site, look through stock images, or select recently created images.

In terms of required size of the images:

  • Landscape photos need to be at least 600×314 but are recommended to be 1200×628.
  • Square photos need to be 300×300 minimum but are recommended to be 1200×1200.
  • The max file size is 5120 KB.
  • Logos, gifs, text overlay, blurry or poorly cropped images aren’t allowed.

Let’s hop into the updates that were released in December.

1. Image extensions are now available on desktop

Previously image extensions were only available on mobile devices. The timeline on this update was said to be in the “next few weeks” but we haven’t seen any desktop image extensions in the wild or in our accounts yet.

2. Image extensions are available in any language.

Previously only available in English, you can now use these for all languages.

3. Use stock images

This is likely the most exciting update! If you don’t have any images that correlate with your campaigns, you can now use Google’s searchable library of stock images.

Real Results from Testing Image Extensions

Here at Clix, we’re testing this new extension option across many different accounts, but one in particular has seen success.

Below are the initial results from one campaign for a client who offers catering. Their images are beautiful and make you want to place an order!

As you can see there aren’t any conversions directly tied to “This Extension”, meaning the click wasn’t directly on the image itself, but there are conversions associated with when the image has appeared beside our ads. I deem this a success!

I also broke out the layout of the image to see how impressions differed between the two.

There are significantly less impressions associated with the Landscape images, despite having both Square and Landscape running for the same interval, but this is proof it’s worth testing both options. My guess is that as we see more image extensions appear on desktop, the Landscape images will be served more there. Square fits mobile pages better so this makes sense.

I hope this post gave you some reasons to make sure you test image extensions in your own account!