Image Extensions on Google Ads – are they relevant to B2B?

It won’t surprise you to learn that an image extension enables a search ad to contain an image. This is the latest in a long line of features from Google that allow “extensions” (or as they are now called “assets”) to be used to expand a search ad beyond the basic headline and description. But it’s the first time Google has allowed graphics in search ads. So, it creates an exciting opportunity for search marketers to expand their creativity.

In our latest blog post, Dr John Woods uses a number of examples to point out best practices for using image extensions whilst also discussing their relevance to B2B Marketing. Below are some of the key takeaways: 

• If you do decide to trial image extensions, it’s vital to choose the right images – does your image really communicate something about your product or service? If the image isn’t relevant, then it is just visual clutter that will detract from the rest of the ad. Additionally, is your image authentic and distinctive? If your image screams “just another stock image”, you won’t add value to your message. Finally, is your image of a high quality and consistent with your brand?
• Image extensions certainly add value for some products and services, and in some very competitive search auctions they may become essential. But in other cases the benefits are still questionable.
• Remember that your primary goal as a B2B search advertiser is to persuade the right target customers to click on your ads rather than the rival links on the SERP. A good image extension will improve your chances of that happening. A bad image extension risks drawing the wrong clicks, with the waste of budget that implies, while sending the right clicks to your competitors.