I’m about to make my first foray into Google’s Image Ads, which are contextual ads in standard IAB image ad sizes and formats. I plan to begin with static image ads and then try Flash ads from the Display Ad Builder.
I try not to run blindly into any new ventures, so I set out to find some best practices for image ads. Here’s a quick list of the 7 most important things to remember:
- Image ads should be in a separate campaign from other search or contextual ads. This is primarily because image ads have a higher CPC; since they take up the space of three text ads, your bid has to beat the top 3 text ads for that space – combined. Also, ads created in the Display Ad builder apparently can’t be moved to a different campaign, so be sure to put ‘em where you want ‘em to begin with.
- As with any other contextual campaign, the keywords should describe the websites or pages where you want them to display, not the actual product or service you’re advertising. This is a small but important distinction. Use ad groups to focus on specific themes and specific audiences.
- Images on the ads should be as eye-catching as possible to distract the user from the content, but please don’t be obnoxious or send anyone into an epileptic seizure. You know the flashing ads I’m talking about — don’t be that advertiser.
- Text on the image ads should be targeted to conversion. The theory is that the image draws the user in and gets them to click, but the text is what enables conversions. The text should accurately describe your product, service, or the action you want them to take, and ideally it will also match your landing page text. If you can also match keywords in the URL, you may hit the relevance trifecta.
- Don’t forget to use negative keywords for image ads. Your conversion rate will take a big hit if users think they are getting truffles when you offer chocolate lab puppies.
- Create ads in many different sizes and formats to accommodate the widest variety of places where your ads might need to fit. Some users report a high success rate in getting 120×600 skyscrapers placed, presumably because it’s an odd-sized space to try to fit things into.
- Your image ad should follow the rules of any successful contextual ad – connect with the user, showcase your features and benefits, describe what is offered on the landing page, and call the user to action.
Of course, all of this is easy for me to say before actually implementing the ads. I’ll have a followup post once the campaigns are up and running. Please don’t be afraid to comment if you have more to add.
