Google Ads Image Extensions: How To Use Them The Right Way
Google Ads has recently given us the ability to add image extensions.
Not sure about you but I love this new addition! It can make our ads so much more engaging. However, there´s the right way to do it.
In this post, I´ll show exactly how and what to avoid when creating Google Ads image extensions.
We´ll look at what it takes to use them, the requirements and finish off with the specs/dimensions so you can have the most engaging ads possible.
So, let´s jump into it.
Who Can Use Image Extensions
According to Google, your account needs to have sufficient history for you to take advantage of these extensions. The requirements are as follow:
- an account that´s been open for more than 90 days
- an account with a good history of compliance (not too many policy violations)
- sensivite industries such as sexual content, alcohol, gambling aren´t eligible
If you´re reading this, chances are your account is already eligible. Plus, you´re seeing the option to add image extensions. If not, you might have to wait a bit more.
Important: Image Extensions Requirements
Before you go ahead and upload the images, make sure you follow these guidelines. This is the first step, as you don´t want to create a bunch of images with the right dimensions that are not allowed.
Text Or Graphic Overlay
You´re not allowed to showcase brand logos or images with text overlays.
Flash sale graphics grab a ton of attention but unfortunately, we can´t use them for image extensions. It´s a good strategy for Facebook ads though.
Too Much Image Space
You also can´t use images with excessive whitespace when showcasing what you offer. Google wants to make sure your product can clearly be seen in the search results.
Images need to look proportionate. Disproportional images can appear to be less trustworthy on the search results.
These ones might be popular but not for image extensions.
Some collages such as scrapbooks, greeting cards, printing catalogs, or yearbooks will run will limitations.
Leave collages for your Instagram marketing strategy.
Images that can´t be easily recognized will be disapproved as ad extensions.
This is obvious but some people still get it wrong, surprisingly. Stay away from filtered images, the more simple the better.
This is kind of a no-brainer.
Also not allowed are images that are skewed or warped, making it difficult to recognize the product or the person utilizing it.
“Who would put an upside-down image on the search results?” – you might be thinking. To create a pattern interrupt. Lots of “smart” marketers out here would probably try this one if it was allowed.
Images that make it hard for the user to see the person utilizing or experiencing your product are not allowed. In other words, poorly cropped images.
Just make sure the subject is visible. Again, this helps build trust even before someone clicks on the ad.
Images with nudity or sexually suggestive are not allowed as image extensions on Google.
However, images with a mannequin will run limited. As long as the mode isn´t showing excessive skin or the clothes are laying flat in the picture. Otherwise, they´ll get disapproved.
Google Ads Image Extensions Specs
When it comes to image dimensions, here´s a list straight from the Google Ads support website:
Services like Canva can help you create these images easily and quickly. They even have a library of stock images you can use.
As Google recommends, make sure the content is centered so it can be easily recognized in the search results.
Image Extensions Can Improve ROI
As with any type of extension on Google, these ones are meant to drive more ad engagement. That will lead to higher click-through rates and lower cost-per-click. Which can improve your ROI.
Use them as much as you can.
Don´t forget that different promotions might require distinct images.
I´d recommend setting them at the ad group level, especially if you have a lot of different products. This will help improve congruence and increase conversion rates.
Let us know in the comments. How are you planning to use image extensions in your campaigns?
Pedro is a Portuguese-born who fell into the media buying world by chance after watching a video ad online. These days, you can find him running Advertongue, an agency helping global brands grow and scale efficiently by turning native advertising into profit. Outside work, Pedro enjoys traveling, Mexican food, adventure sports, and action-packed movies. Hard to get him to drop a good book too, especially those from legends of the ad business.