This morning, I stumbled upon a small and slightly-hidden ‘new’ feature in Google Ads. It’s not really new, but then I realised it is not widely adopted either, so why not share it with you?
Dynamic Image Extensions
I’ve been testing image extensions for a while now and recommend you do the same. You can expect a higher CTR because an image is better at grabbing a searcher’s attention.
In theory, it could also reduce the number of clicks that go to (organic) competitors, since the ad with the image extension takes up more real estate on the Google SERP.
In my A/B tests, the campaigns with image extensions almost always show higher CTRs, where conversion rates stay the same or are slightly lower. In most cases, this results in a small increase in the number of conversions at similar CPAs. Who doesn’t want that?
As always, YMMV, but if you haven’t considered testing image extension yet, this feature might be of interest to you.
It only takes 5 minutes to set up a test!
More details from Google:
https://support.google.com/google-ads/answer/9566341?hl=en
https://support.google.com/google-ads/answer/10109688?hl=en
If you are already using image extensions, how are they working out for you? I’d love to know. You can email me at nils@nilsrooijmans.com. 🙂
– Nils