Google AdWords Image Extensions Now In Beta

Today, Google has announced the official beta for Image Extensions in AdWords. The image extension has been spotted here and there in the wild over the past couple of months. It allows AdWords advertisers to display relevant images with text ads. Google will certainly be experimenting with the visual display, but here is a current example.

Google AdWords Image ExtensionsGoogle says that one in six searches on Google provides results with visual content. Now, text ads will have the flexibility to reflect the growing importance of image content across the Web. Until now, product image ads were the only way to include image content in AdWords ads, and those were limited to product results. The new extension opens up image options for a much wider range of advertisers.

At this point, it is not known how many ads will be able to display image results for the same search result or if there will be overlap with product listing ad results. You can see from the example above, though, that the extension can be combined with sitelinks and potentially, other extensions.

Image extensions will be more likely to trigger when Google determines a searcher’s intent is to find visual content. As an example, a search for “luxury car designs” is more apt to show image extensions than a query for “local car dealerships.”

Advertisers choose the images they want to include and submit them for review. It goes without saying, but you need to have the rights to the images you submit.

Interested in participating in the beta? Fill out this form to apply or contact your AdWords rep.

Related Topics: Channel: SEM | Google | Google: AdWords | Google: AdWords: Enhanced Campaigns | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Tom Dibble

    This new format is pretty cool actually – especially for b2c brands where imagery around the ad unit will likely increase the click propensity. Adding a proprietary brand/product visual element that supports messaging and the search term can only be a good thing. Especially in a multi-screen world where tablet search is higher funnel and more visually driven for most sectors. Good opportunity to add eye-candy to PPC ad formats.

  • Simon Hawtin

    Won’t this take up a huge amount of space? Bidding would change as a result. Top spot would command more dollars.

  • Tom Dibble

    Well the images are 90px high. Personally I think this has the potential executed properly to improve qualitative metrics for some verticals. And if that costs a bit more, then it’s up to advertiser whether they want to pay to play.

  • Matt

    We posted about this a couple of weeks ago and have been testing it out since then. Still too early to give any detailed thoughts yet but the signs are good.

    Also there isn’t any results data for image extensions available on the Adwords UI yet though it may be on its way soon.

  • Durant Imboden

    Will images also be available for AdSense advertisers?

  • fl1nty

    With Marissa gone the search results page continue to keep getting cluttered.

  • Biz Wisdom

    I am personally very bullish about what image extensions will mean for advertisers. I think early adopters will reep great rewards. my excitement lead to this article on why I think image ads will be one of the most important additions to the Adwords arsenal in some time.

    I hope some of you find it of value

  • jeroen maljers

    This provides good opportunities for B2B / services advertisers also, since they cannot use Product Listing Ads ( PLA) at the moment and have now way to include a visual to their ads. Can’t wait to try this.

  • Alan Smith

    Hope it will increase more clicks and impression for specific product or service.

  • Tom Dibble

    Decent capture of a live result …

  • Ronnie’s Mustache


    Publishers cannot have:
    - “too many above the fold ads”
    - “images placed next to individual ads”
    - “content that mimics ads”
    - “third party pages displayed on site”

  • Durant Imboden

    How do you know that Google won’t roll this out to the AdSense program if it’s successful with AdWords? Already, I see plenty of ads on AdSense that have a similar look and feel to these: They’re basically text ads with hotel pictures. (Sometimes they even rotate among several hotels.)

    FWIW, there’s nothing even remotely hypocritical about this new ad product, because the images are being served with the text by the ad server. They’re under the control of Google and/or the advertisers. That’s a whole different kettle of fish from publishers controlling images (and placement of those images) next to third-party text ads.

  • Nebosh Course in UAE

    Thanks for list. It is much appreciated.

  • sunglasses

    This is a nice update regarding this time, becoz more persons look of product image or sights.

    offcose, increase CPC bid, but user intent and click with conversion is increase .

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