Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?...
Should you use bid modifiers or create device specific campaigns? Brett Schrank presents a couple case studies to help answer this question.
The PPC world has been humming with discussion (and speculation) since Google made a big splash with their announcement that AdWords would now allow image extensions. No, images in search results are not new, and they’re not even particularly new within paid search ads (ever heard of PLAs?).
But for search marketers who have been creating little green and blue ads that have looked more or less the same since what seems like the beginning of time? Seeing PPC ads that look like this:
Kind of feels like this:
Obviously, with these shiny new ads there will be a temptation to make EVERYTHING all pretty and image-y, but beware: Reports are already surfacing about Google being very finicky about what sorts of images “qualify” for use in the image extensions.
Beyond the baseline requirements that the images be high-resolution, in a 16:9 aspect ratio (hmm…), and other specifications, Google is also enforcing keyword relevancy—which makes us wonder if they’ve doubled their ad review team in preparation for this extension. Because that’s what it seems like it would take to ensure uniform compliance with their stated standards of beauty and relevance.
Here are four quick tips based on these beta specs:
By now you’ve likely heard that overt brand images aren’t allowed (you’ll have to find more creative ways to sneak your logo in), and neither are gifs or other lowbrow tricks. But here’s the question no one seems to be asking: When would you actually want to use an image in your ad, and more importantly when wouldn’t you?
Obviously you know your account better than anyone, but let us be the first to say it: Just because something is possible doesn’t mean you have to do it! If all your friends threw their ads off a bridge would you do it too?
The verticals and strategies for which Image Extensions are a golden opportunity are fairly obvious:
Less obvious are the situations in which you might want to take a pass on an image ad extension. Here are a few examples:
Obviously, Image Extensions are very, very new. So new, in fact, that they’re still in beta and open only to a limited number of special account holders. If you’d like to start experimenting, Google has a simple request form you can fill out here.
Otherwise you’ll have to wait until Google works out the kinks with the service. There are a few very general guidelines at the moment, which we detailed earlier in the form of high-resolution images and keyword relevancy, but at the moment it seems like Google is being much more selective and ad hoc about how they approve images.
Theoretically, they will have a longer and more robust list of guidelines and requirements for images once Image Extensions are released to the AdWords community in full.
Watch this space for further news and updates regarding this bold experiment as it grows and changes. Because they always do.
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